Research Papers/Topics in Marketing

The Efffectiveness Of Network Marketing In Enhancing Market Share. A Case Of Doves Asuarance Company

ABSTRACTThe study aimed at assessing the effectiveness of network marketing in enhancing market share of an organisation in the funeral sector in Zimbabwe. Doves Morgan was losing market share at a very alarming rate despite employing competitive strategies. The company therefore introduced Shiri plan network marketing strategy. The study therefore analysed the effects of referrals on market share, the commissions paid to network marketing agencies had an effect on market share through networ...

The Effect Of Board Independence On Liquidity Risk Management In The Zimbabwean Banking Sector

ABSTRACTThe current liquidity challenges being experienced in the banking sector and the economy, continue to be an issue of major concern to the Zimbabwean citizens. It is in an effort to try and establish one of the reasons that could be contributing to these challenges that prompted the researcher to investigate the effects of board independence on liquidity risk management in the Zimbabwean banking sector. Literature on board independence and its implication in decision making in the bank...

Effectiveness Of Online Purchasing Attributes On Company Performance. A Case Of Telone Zimbabwe.

ABSTRACTThere is stiff competition in the telecommunication sector where companies are coming up with brilliant ideas in order to fight the competitive world. The purpose of the research was to investigate the effectiveness of online purchasing attributes on company performance. A case study on Telone Zimbabwe. The purpose of the research were to find out the impact of web quality on customer loyalty, to determine the effectiveness of e-payment system on sales volume and to determine the effe...

Influence Of The Rebranding Strategy On Brand Preference: Case Of The Zimbabwe Broadcasting Corporation (Zbc).

ABSTRACTThis research study sought to investigate the influence of the rebranding strategy on brand preference: The case of Zimbabwe Broadcasting Corporation. The research sought to fulfil objectives such as the influence of digitalisation on perceived quality, influence of change in television content on brand likeability and the influence of change in programming on repeat business. Internal rebranding definition was drawn from Juntunen et al (2009) and the elements of brand preference were...

The effects of mobile money transfer services on traditional banking services offered by banks: Case Study of BancABC.

ABSTRACTThe Zimbabwean banking sector has experienced turbulent times resulting in the closure of many commercial banks due to liquidity problems or shortages which has also had its repercussions, as many people lost faith in the formal banking sector due to such uncertainty and perceived risks. The main aim of this research study was to investigate the effects of mobile money transfer services on traditional banking services offered by banks. A case of BancABC. The objectives of this study a...

The Impact Of Generic Strategies On Company Performance: A Case Of The Bakery Industry In Zimbabwe

ABSTRACTThe study sought to find out the impact of generic strategies on company performance; a case of the bakery industry in Zimbabwe. The researcher therefore seeks to establish whether the varying efforts made in implementing generic strategies is generating results or not and also what can be done to enhance results of the same. The following are the objectives of the research: to find out the ways in which bakeries are applying cost reduction strategies, to identify focus strategies tha...

The Evaluating the effectiveness of advertising controversial products on consumer purchase decision

ABSTRACTThe study aimed at evaluating the effectiveness of advertising controversial products on consumer purchasing decisions with special reference to Savanna Tobacco Company and it was carried out from July 2015 to November 2015.The main aim of the study was to measure advertising techniques suitable for communicating controversial products in terms of consumer attitudes, purchase intentions and demand patterns. The research results followed guidance of three main objectives that are: exam...

The Influence Of Green Advertising On Sustainable Plastic Packaging Waste Disposal: Case Of Beitbridge Urban Households.

ABSTRACTAs a consequence of diverse human activities such as plastic littering, the planet has suffered rampant pollution resulting in the global outcry for the reduction of carbon footprints by individuals and organisations through engaging in eco-friendly activities (World Bank, 2018). Thus, the present study was meant to examine the influence of green advertising on sustainable plastic packaging waste disposal. A Case of Beitbridge urban households. To this end the researcher incorporated ...

The Impact Of Service Quality On Brand Equity In Public Road Transport: A Case Of Zimbabwe United Passengers Company

ABSTRACTThe research study was carried out to evaluate The Impact of Service Quality on Brand Equity in Public Road Transport a Case of Zimbabwe United Passengers Company. ZUPCO is undoubtedly facing a tough time and is losing credibility with travelling publics. There is need for ZUPCO to shake of its image of perceived poor management, poor maintenance of fleet and generally being unreliable interms of willingness to help it stakeholders and provide prompt services. It is against this backg...

Service Automation And Company Competititveness In The Luxury Travel Coaches In Zimbabwe. A Case Study Of Pathfinder Luxury Coaches

ABSTRACTThe research study was aimed at assessing the impact of service automation and company competitiveness of firms using Pathfinder Luxury Coaches as a case study. The main objectives of the study were to establish if there is an association between online reservation and increase in customer traffic, to distinguish if on-board facilities have an association with enhancing passenger experience in the luxury coaches and to assess if automated payment system has an association with sales v...

The Impact Of Corporate Branding On Company Perfomance. A Case Study Of Olivine Industries

ABSTRACTThe research looked at the impact of Corporate Branding on company performance, a case of Olivine Industries Zimbabwe. The study focused on corporate branding in terms of brand name, promise, association and personality and assessed their impact against company measures of market share, customer acquisition, repeat purchase and profitability. The study was guided by four major objectives namely (1)Past research had focused more on financial measures of company performance so the resea...

Investigating The Effect of Billboard Advertising on Company Performance. A case of Sable Press Private Limited.

ABSTRACT The billboard as a medium of advertising has caught up well with advertisers in Zimbabwe and the general public as well. Its main aim is to communicate with road users, pedestrians and drivers. It also aims at reminding customers about a product, attract attention and make them more aware of a product leading to increased purchases. The research was carried out as an investigation on the effect of billboard advertising on company performance focusing more on sales, market share ...

Evaluating The Effectiveness Of The Logistics System On Company Perfomance (A Case Study Of Grain Marketing Board)

Abstract The research study was focused on evaluating the effectiveness of logistics system on company performance. The key objectives of the study were to identify the effects of availability of transportation on sales volume, to determine the effects of order processing on service quality and to establish the effects of packaging on brand image. Literature from different authors on the logistics system, components of logistics system (packaging, order processing and transportation...

Evaluating the influence of direct marketing on company performance in the bakery and confectionery industry.

 ABSTRACT With the growing level of competition in the Bakery and Confectionery Industry it is important for a company to maintain and grow its market share to gain an edge over competitors. This research aimed at evaluating the influence of direct marketing on company performance in the Bakery Sector. Companies gain competitive advantage through a more targeted marketing strategy. The major focus of this research was to establish the areas where various authorities agree or disagr...

To Assess The Effectiveness of Supplier Relationship Management Strategies on Service Quality. A Case of shomet Construction Private Limited.

ABSTRACT The aim of the research was to assess the effectiveness of supplier relationship management strategies on service quality. The objectives of the research were to assess the effectiveness of value creation strategy on service quality, to assess the effectiveness of supplier account management strategy on service quality and to assess the effectiveness of joint venture strategy on service quality. Relevant literature on the effectiveness of value creation strategy, supplier a...


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