Marketing Research Papers/Topics

An Investigation On The Effectiveness Of Result Based Management In Enhancing Quality Education Service Delivery: A Case Of Matinunura High School(Gweru).

ABSTRACT The research was undertaken to ascertain the effectiveness of the RBM system in enhancing quality education service delivery. This study was motivated by a decline in public confidence, inconsistent results in terms of pass rate and quality of passes, poor performance in core-curricular activities at Matinunura High School and the institution stands to benefit from the effective implementation of the Result Based Management. The purpose of the study was to ascertain the effectiveness...

Influence Of Digital Products On Company Performance. The Case Of Manica Post

ABSTARCT The aim of the research was to evaluate the influence of digital products on company performance with reference to the case of Manica Post. The purpose of the research was to examine the effects of online news on cannibalization of print media at Manica post, establishing customer perceptions on digitalization of Manica Post news posted online, determining whether Facebook page marketing influences customer preferences as well as examining the effects of websites on increase in web t...

The Effects Of Sales Promotion Strategies On Company Perfomance: A Case Of Telone Zimbabwe

ABSTRACT The study was to determine the effectiveness of sales promotion strategies on company performance with special reference to TelOne Zimbabwe. The aim of this study was to measure sales promotion strategies effectiveness in terms of profitability (ARPU), sales volume and market share in terms of subscriber growth. The study was guided by the following objectives, to determine the effects of contests and sweepstakes on profitability, to determine the effects of bonuses on subscriber gro...

The Impact Of Green Marketing Strategies On Customer Purchase Decision In Zimbabwe’s Fmcg Sector

ABSTRACT The aim of the study was to find out if the adoption of green marketing strategies influences customer purchase decision process. In this study 36 Marketing managers, 32 Production managers and 118 customers from the FMCG sector were used as research subjects. A combination of quantitative and qualitative methods was used to gather and analyze data. The research instruments used were the questionnaire and interviews. The current trend of the world going green has prompted many manufa...

Football As A Space For Marketing And Relationship Marketing In Zimbabwe. Case Of Selected Companies

vi ABSTRACT The study heightens on the issues of football as a space for marketing and relationship marketing in Zimbabwe. The aim of this contribution is to ascertain on the rationale of companies investing money in football sponsorship. The major objective of the contribution is thus an identification of the strengths and limitations of football as a space for commercial marketing and relationship management in modern Zimbabwe. Literature review covered football as a space for marketing and...

The Effect Of Social Media On Consumer Purchase Decisions In The Beverage Industries In Zimbabwe

ABSTRACT The researcher was motivated into conducting this research study by the need to know and understand the effects of social media on customer purchase decisions. The objectives of the study were to establish the influence of digital consumer interaction on need recognition, to investigate the effect of electronic word of mouth on information search, to investigate the effect of product attributes on evaluation of alternatives and to assess the extent to which brand online communities c...

The Impact Of Loyalty Programs On Customer Repeat Purchase: A Case Of The Hospitality Sector In Harare.

Abstract The primary aim of the study was to determine the impact of loyalty programs on customer repeat purchase with specific reference to the hospitality sector in Harare. In particular, the study sought to determine the effect of customer rewards on customer loyalty within specific hotels in Harare as well as establish the influence of rebates on customer repeat purchase behaviour. In addition, the study intended to determine the effect of point system on customer retention and also estab...

The Influence Of Social Media Interaction On Brand Equity: A Case Of Old Mutual Zimbabwe

ABSTRACT The development of social networks has transformed the communication landscape; companies are no longer co-creators of marketing information as consumers have been empowered to share their experiences with several online peers. After an economic melt-down, several financial service companies operating in Zimbabwe are facing hardships in regaining customer’s confidence and this has engendered transitory investments as well as under-capitalisation. This study aims to determine the in...

Employee Empowerment And Firms’ Competitiveness: A Case Study Of Delta Sorghum Beer Products

Abstract The research study was concerned with employee empowerment and firm’s competitiveness. The researcher sought to find out if there is an association between employee empowerment and firm’s competitiveness. Moreover, the researcher sought to find out if employees at Delta Chibuku were involved in decision making regarding development of products and ways in which they are involved .In addition the researcher wanted to establish the extent to which Delta had put in place empowerment...

Beyond Transaction: What Influences Customer Relationship Management At Zenith Bank (Ghana) Limited

ABSTRACT The Ghanaian banking industry has experienced growth largely driven by the influx of foreign banks, especially of Nigerian origin. Notable among these banks are UBA, Zenith Bank, Access Bank, and GT Bank. The boom in the Ghanaian banking industry has brought about significant changes in product design, marketing and customer relationship management (CRM). Of particular interest to this research is the emergence of the latter, which was almost non-existent in the transaction oriented ...

Service Quality Delivery And Customer Satisfaction: Perception Of Customers Of Lower Pra Rural Bank

ABSTRACT The banking system has seen various degrees of innovations in recent times. These have been as result of new technologies, economic uncertainties, fierce competition, more demanding customers and the changing climate which lead to an unprecedented set of challenges. Increased product varieties, diffusion and competition couple with highly enlightened consumers require that bank marketers solicit views on how their units meet customer satisfaction. The study examined service delivery ...

Market Orientation Practices And Customer Satisfaction in Ghanaian Banking Sector

Abstract As competition intensifies in the Ghanaian banking industry, understanding the concept of market orientation is critical for effective design and implementation of customers’ satisfaction. Staying top always demand that organisations must be market-oriented to be able to deliver superior customer services. Market orientation as a strategies focuses on discovering and meeting the express and latent needs of customers. The objective of this study was to determine the relationship be...

Customer Relationship Management And Customer Deposit Mobilization At Lower Pra Rural Bank In Ghana

ABSTRACT Effective and well implemented customer relationship management practices have assumed significant attention among scholars and practitionersin recent times. However, despite extensive literature on CRM, studies onhow CRM practices influence customer deposit culture is very limited in the banking industry, particularly in Ghana. Lower Pra Rural bank, over the years has introduced various deposit products such as Ebusua MfreYie, Kese Wokan and Gyedzi to improve deposit mobilisation w...

ASSESSING SERVICE DELIVERY AT ZENITH BANK GHANA LIMITED

Abstract The banking industry is facing rapid changes in the market, such as: new technologies, economic uncertainties, fierce competition, more demanding customers and the changing climate which lead to an unprecedented set of challenges (Hinson, 2006). One can infer that, the increased competition, highly educated consumers and increased standard of living are forcing many businesses to review their customer service strategy. Therefore service-based companies, such as banks, are compelled t...

EFFECTS OF SERVICE QUALITY DELIVERY ON CUSTOMER SATISFCATION IN THE BANKING SECTOR: A STUDY IN THE CAPE COAST METROPOLIS

BSTRACT Quality service is an important factor to customer satisfaction. In the world of global economy, banking sector needs has become more diverse and exotic than ever before. The purpose of the study was to assess the effects of quality service delivery on customer satisfaction in banking institutions in Cape Coast. The methods of the study made use of the positivist philosophy of research. Thus, the use of quantitative primary data collected from the field. The sample size for the study ...


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