ABSTRACT Brand personality is an emerging modern marketing differentiation marketing strategy which enhances business competitiveness. The general objective of this study was to investigate the influence of brand personality on customer purchase decision of Smartphone in Kenya. The specific objectives of the study were to; establish the influence of brand personality sincerity on customers purchase decision, determine the influence of brand personality excitement on customer purchase decisio...
ABSTRACT The research study evaluated the impact of competitive marketing on the performance of multinational and indigenous food and beverage manufacturing companies in Nigeria. The study investigated how these companies utilized marketing orientation and practices, organizational structure and strategy , marketing strategies on acquisition of market shares, usage of marketing mix elements on returns on capital employed, and how the competitive use of these variables influence the perception...
ABSTRACT This thesis examines the marketing strategies of dominant political parties in Nigeria with focus on 2003 General Elections. The broad objective of the research is to examine whether contemporary political parties in Nigeria are market-oriented organisations; and whether marketing offers a solution to the current democratic challenges in Nigeria. The study employed the survey method of research in which the data required for the study were generated through the instruments of questio...
ABSTRACT The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated marketing communication on consumers’ patronage of Nigerian beverage products. The objectives of this research among others are to (i) establish the level of understanding and the use of IMC by Ni...
ABSTRACT This thesis examines the application of Contemporary Marketing Strategies and their impact on agricultural marketing firms performance in South-West Nigeria. The study was carried out on established conceptualised Contemporary Marketing practice comprising of four different approaches - Transaction, Database, Analysis Interactive Mix and Network Marketing. The general objective of the study was to examine the application/adoption of Contemporary Marketing Strategies and the Performan...
The study assessed the impact of upstream supply chain coordination on the performance Zimbabwean agro processing organisations and developed a framework that can bridge existing practical and theoretical knowledge gaps in the coordination of supply chains in the country. Seventeen hypotheses were proposed and tested. The main objective of the study was to assess the impact of upstream supply chain coordination on the performance of the agro processing organisations and developing a supp...
ABSTRACT The study sought to find out the effectiveness of employee compensation strategies on employee performance. A case of Minerals Marketing Corporation of Zimbabwe was used. The main objectives of the research were to determine the impact of a basic pay on employee commitment, to assess the influence of commission based reward on employee productivity in the minerals marketing sector and to measure the effectiveness of fringe benefits on worker absenteeism. The study reviewed that compe...
Abstract The research was carried out to find out the effect of cost leadership strategies on company performance in the advertising industry. In this research a sample of 61 respondents was used as representative of the target population. The main objectives of this research was to find out the effect of vertical integration on market share, to determine the effects of restructuring on company profitability, to evaluate whether outsourcing from cheapest supplier managed to reduce company cos...
ABSTRACT The research aimed at determining the effectiveness of differentiation strategies on company performance investigating. Due to the intense competition faced by Gtel and the flooded mobile market , the researcher saw it fit to propose the implementation of differentiation as a strategy that will help the company to upgrade and revive company performance. The research objectives were to find out if product differentiation affects competitive advantage, to determine if personnel differe...
Abstract Governments, are entrusted to actively promote and maintain the welfare of their people, and the Namibian Government is no exception. Governments go about promoting the wellbeing of their people by using many policies within their many respective arms of governance. It can be argued that in order for Governments to carry out their work, they need to move from point to point. According to Sperling and Salon (2002) ‘Enhanced mobility has many positive effects on economic developmen...
ABSTRACT In the era of global business and competitiveness, for organizations to survive and effectively adapt to the changing environment, as well as achieve their set marketing goals and objectives, they need to design different marketing strategies and policies. Relationship marketing is one of such contemporary marketing strategies employed in both developed and developing economies. This research study sought to explore whether relationship marketing is adopted by organizations in the Ni...
ABSTRACT The mona monkey (Cercopithecus mona) is an arboreal Old World primate that depends on forest resources for its sustenance. Due to anthropogenic activities, forest covers are fast declining globally. The foods of the mona monkey in degraded habitats need to be understood in order to strategically plan for its conservation. This study determined the food and nutritional ecology of mona monkeys in three locations in Southwest Nigeria; an urban area, the University of Lagos (UNILAG); a s...
ABSTRACT Major problems faced by Small and medium-sized enterprises (SMEs) all over the world is limited access to business funds, accounting records, human resource management and managing their SMEs productively. Part of the solution to address the aforementioned challenges is inherent in social capital. Social capital provides opportunities for entrepreneurs to use mutual relationships to access financial and other forms of capital without having to provide collateral securities. Despite ...
ABSTRACT The liberalization of universal banking sector in Ghana, has intensified competition within the industry. To withstand this competition by banks and differentiate their services from competitors, has generated interest in understanding the brand positioning which seeks to design a firm’s offering and image or reputation to occupy a distinctive place in the mind of the target consumers to become loyal to the service provider. The introduction of switching cost as a moderator ensure...
ABSTRACT TOPIC: CORPORATE REPUTATION AND SERVICE PROVIDER SELECTION IN THE TELECOMMUNICATIONS INDUSTRY IN GHANA. (10155593) The academic research on corporate reputation is relatively quiet new as a field of study. There is little research that has been conducted to examine whether corporate reputation plays a role in customers‘ service provider selection behaviour especially in the mobile telecommunications industry and to the extent that it can be used as a competitive advantage for org...