ABSTRACT There is the need for strategic managers to have a better comprehension of how firms benefit from new product innovation so as to be able to overcome its competitors. It is against this backdrop that this study sought to examine the effect of product innovation as a strategy on sales performance. Purposive sampling and stratified random sampling methods were used to select 250 staff members of Guinness Ghana Limited (GGL). Questionnaire was key instrument for the primary data used in...
ABSTRACT Traditionally, the primary focus and objective of most organisations were skewed towards serving and satisfying its external customers. However, in today’s turbulent, competitive and dynamic business environment, organizations are gradually appreciating that human resources are the conduit through which external customers could be satisfied, hence the need to satisfy employees first. Consequently, internal marketing has become a growing concept in organizations. The primary purpose...
ABSTRACT Advertising has become a powerful marketing tool in increasingly competitive business environment. This study explored the effect(s) of advertising strategies on sales performance of Lacdan Roofing Company in Kumasi, Ghana. Three constructs measuring advertising strategies including informative, persuasive and reminder advertisements were employed in this study. There were two objectives of the study. The first objective was to determine the effectiveness of advertising tactics emplo...
ABSTRACT The study sought to examine the effects of service quality on customer satisfaction at Zenith bank Achimota branch Accra Ghana. The study adopted the quantitative research design and data collection was made with the random sampling technique. The study adopted the random sampling technique and in all three hundred and twenty customers of the bank was sampled for the study with the use of structured questionnaires as the research instrument. The findings of the study revealed that th...
ABSTRACT The purpose of the study was to assess the effects of labelling attributes of market products on consumer’s choice in the Cape Coast Metropolis. Data were collected from 123 consumers and shopkeepers/shop owners in the Cape Coast Metropolis. Presentation and analysis of the study’s data were done using percentages and frequencies which were discussed descriptively. Chi-square tests were also used to test the association between consumers’ demographic characteristics and consume...
ABSTRACT Customer satisfaction plays an important role in business strategy and acts as a key factor in the sustainable development of organisation. It is regarded as a fundamental determinant of long-term organization’s success and widely accepted that satisfied consumers are not concerned on price, less influenced by competitors attack and loyal to the firm longer than dissatisfied customers. The study examined service quality, customer satisfaction and brand equity in Presbyterian basic ...
ABSTRACT The purpose of the study is to investigate E-marketing and hotel performance with emphasis on three E-marketing tools namely; website, e-mail and social media. Previous studies that have looked at electronic marketing and hotel focused on adoption of the internet and electronic use in hotels. Others focused on the financial performance of electronic marketing: that is, return on investment, profit and loss and sales margin, to the neglect of other relevant issues such as the effect E...
ABSTRACT This quantitative study investigated the effects of mobile money services on the growth of SMEs in Ghana using SMEs in Tarkwa Nsuaem Municipality as a case study. The study sought to answer the questions: which types of mobile money services are SMEs currently aware of and use for their business? How have mobile money services affected the sales revenue of SMEs; and what is the level of service quality of mobile money services in the Tarkwa Nsuaem Municipality? For this purpose, a qu...
INTRODUCTION Prices go by many names. It is all around us. The price of a worker is wages, incomes taxes are the price we pay for the privilege of making money. In economic theory, prices policy tends to be relegated to a secondary role and attention is devoted to other dimensions of competitive strategy. It is important to be clear what we mean by price. According to Ode (2011), the term price simply means the amount of money that you actually pay in order to buy a good or service so that ...
Abstract: The packaged food and beverage sector has observed the fastest growth in fast moving consumer goods market. Several studies have shown that rural consumers are generally ignorant and they are also unorganized.Rural markets are full of inferior goods and duplicity of branded goods is another major problem in rural areas. These facts may not be true any longer. The rural market has changed drastically in the past decade. There is a change in the income pattern and lifestyle of rural p...
Abstract: Consumer buying behavior is an in-depth study and understanding consumer decision making process. It studies the factors and traits of individual consumer such as demographic and behavioral variable and to understand the need, wants and desire of the consumers. The two wheeler industry in India has shown a steady growth over the past decade. Any organization needs to know the motives and reasons why the consumer differs in choice from each other in buying products and services. This...
Abstract The objective of this study was to examine the firm level determinants of export performance of textile and garment firms in Ethiopia. A quantitative research design and explanatory research approaches were used. Primary data was collected using a five-point Likert scale. The study had 83% response rate. Statistical Package for the Social Sciences (SPSS) version 21 was employed to analyze the data. The model assessment was done using Partial least square st...
ABSTRACT The role of a manager in a small business organization is so vital that for any small business organization such as inter-personal, information and co-coordinating roles must be integrated to ensure the betterment of the organization. It acts as a lubricant for the wheels of small business economic development and nation. Moreover, effective role of a manager has contributed to the increase in the organizational productivities and their income, which will ensure the continuity of th...
ABSTRACT This research intends to find out the effects of television advertising on sales of Omo detergent in Idah metropolis. Two hypothesis were tested using analysis of variance. The population for this study sales of ariel detergent and staffs of Omo detergent companies in Idah. The sample for the study is fifty subjects stratified random sampling technique was employed. This research also contains theoretical framework, summary of findings, conclusion and recommendations.
ABSTRACT This research work on the effects of product advertisement on sales volume of company product. The objective of every company is to achieve its sales volume target, because if achieved, other performce indicators like growth and increase in profitability index would be assured. The objective was to identify the common form of advertising being used in the brewery industry. The project design used for this study is descriptive survey design, source of data use for this research wor...