Tag Archives: Marketing

Digital Marketing and Consumer Behavioral Pattern of Fast Food Business Enterprises in Yenagoa, Bayelsa State (Published)

The study examined the relationship between digital marketing and consumer behavioral pattern in fast food business enterprises in Yenagoa, Bayelsa State. Two dimensions of digital marketing which were social media marketing and email marketing were adopted for the study to narrow down the scope, and also customer loyalty was adopted as a measure of consumer behavioral pattern to enable the study  ascertain the relationship between the two variables. Both variables were analyzed extensively alongside their dimensions and measure. The conducted a survey of empirical works on the subject matter, forming a basis for the establishment of the justification for the study. The study adopted the Commitment Trust Theory developed by Robert and Shelby (1994), which is premised on the value of trust and commitment to the buying behaviour of customers. In order to further the study, primary data was generated from the administration of 200 copies of a questionnaire to a total of 200 customer respondents of the fast-food enterprises in Yenagoa, Bayelsa State. The Pearson correlation coefficient method was used in the analysis of the data to establish a relationship between the variables, and pointed to a positive relationship between both social media, and email marketing as dimensions of digital marketing, and customer loyalty as a measure of consumer behavioral pattern

Keywords: Customer loyalty, Digital, Email, Marketing, Social media, consumer behavioral pattern

Salient Issues in Marketing Analytics (Published)

Citation: Linus Osuagwu  (2022) Salient Issues in Marketing Analytics, British Journal of Marketing Studies, Vol. 10, Issue 1, pp.32-46,

Abstract: The paper utilized materials from relevant extant literature and cognate experience to discuss marketing analytics with regard to its tools, relationship with big data, applications and challenges, and proposes research direction in cognate areas. Specifically, the paper posits that marketing analytics has some salient issues such as equivocal conceptualizations, strong connections with big data, myriad of tools and applications, in addition to associated challenges. These stated salient issues may not be exhaustive enough to represent all the cognate issues associated with marketing analytics, especially in contemporary times. This is a major limitation of the paper which can be addressed in future research efforts. Therefore, relevant empirical research streams are suggested in the paper to investigate these salient and other cognate marketing analytics issues in different contexts, including sectors, business types, and countries. The insights from the paper are likely to have practical and theoretical implications and relevance for marketing managers, organizational researchers and data scientists, among others, regarding marketing analytics tools, applications, connections with big data, and implementation challenges.

Keywords: Big Data, Marketing, Marketing Analytics, data analytics, machine learning tools

Integrating Marketing and Finance to Increase Company Performance in Vuca World: A Case Study on Banking State-Owned Enterprise in Indonesia (MANDIRI, BRI, BTN, BNI) (Published)

Despite the tremendous improvements in global business, there are still disruptions that result in business failures that affect stakeholders. VUCA poses a slew of challenges for both newcomers and established players, including banks. This paper aims to analyse integration marketing dan finance to increase company performance in VUCA world of banking state-owned enterprise in Indonesia (Mandiri, BRI, BTN, BNI). This was a qualitative study that employed the analytical descriptive method. The findings indicate that marketing and finance integration has been adopted by Indonesia’s state-owned banks, including Mandiri, BNI, BRI, and BTN. These banks’ marketing integration results in optimalization of continuity budget marketing that is focused on digital marketing and client relationship marketing. These four banks do the integration of marketing and financial in order to increase perfomance of companies.

Keywords: Company Performance, Finance, Marketing, VUCA

Sustainability Marketing and Ethical Consumption Behaviour: the Moderating Effects of Price Sensitivity among Beverage Consumers in Nigeria (Published)

The study aim was to investigate the moderation effect of price sensitivity on the relationship between equity; health; economic structure; consumption and production pattern; atmosphere; biodiversity and ethical consumption behavior. Descriptive research design was adopted. Twelve hypotheses were tested using data collected from 425 residences in Nigeria. A quota sampling technique was adopted for full coverage. Content and face validity of the scale was provided by expert opinion and discriminant validity tested. Factor analysis measured the reliability and structure equations modeling (SEM) was applied to test the hypothesized relationships and interaction of the variables with the aid of Stata 15 SEM software.  Findings show that, equity, health, economic structure, consumption and production pattern, and biodiversity have significant relationship with ethical consumption behavior while atmosphere has no significant relationship with ethical consumption behavior. Price sensitivity do not have moderation effect on the relationship between equity, health, economic structure, atmosphere, and biodiversity and ethical consumption behavior but has moderation effect on the relationship between consumption and production pattern and ethical consumption behavior.  We recommend that; companies should produce and package beverages with sustainable and eco-friendly materials such as paper-based container.


Keywords: Marketing, Sustainability, ethical consumption, price sensitivity

Behavioral Data Analysis in Emotional Intelligence of Social Network Consumers (Published)

Emotional intelligence is both characteristic of personality and intellectual capacity, which a person inherits from the genetic material of its parents and evolves – develops throughout lifetime. It refers to information processing capacity arising from the emotions and their utility to guide action in situations that require activation of the cognitive system. The purpose of the present research work is the application of Machine Learning and Data Mining methods for the evaluation of emotional IQ in a sample of students and social network consumers (age 18-26 years). Understanding how users behave when they connect to social networking sites creates opportunities for better interface design, richer studies of social interactions, and improved design of content distribution systems. The data were collected by completion of the self-report questionnaire Trait Emotional Intelligence (TEIQue) and used for the application of data mining methods. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R. Furthermore, the parameters of the corresponding set of algorithms were determined depending on the case of application to produce inference rules. Some of the algorithms implemented according to specific research questions that were applied, were the classification algorithms (ID3 and J48) for the production of decision trees, regarding the four more general factors (welfare, self-control, emotionality and sociability) and in overall emotional intelligence. The results obtained, after weighing and criteria basis, present consumers’ rates, which in turn analyze the degree of emotional intelligence.

Keywords: Consumers, Data mining, Emotional Intelligence, Marketing, Social Networks, behavioral data

On the Marketing Investigation of the Behavior of Higher Education Consumers in Georgia (Published)

Marketing investigation of the behavior of consumers of higher education relative to prices of the study has been carried out in Georgia. Linear, exponential and auto-regression models of the behavior of tuition fees in four universities of Georgia are constructed using the marketing information on tuition fees received from respondent students.  Interval estimates of tuition fees are also constructed.

Keywords: Marketing, Price, Regression Model

Assessment of Fuelwood Exploitation and Marketing within Rural-Urban Fringes of Makurdi Town in Central Nigeria (Published)

This study set out to examine the sustainability of fuelwood exploitation and marketing in the rural-urban fringes of Makurdi town in Benue State, Nigeria. A sample of 230 fuelwood dealers was used to obtain data for the study. Findings from the study showed high informality which robbed the activity of definite and regular organisation of activities, and management of the supply base. It was also found that, fuelwood harvesting has led to the decline of species diversity in the area, involving especially Crossopteryx febrifuga and Sysygium guineense. Similarly, income realised from the fuelwood trade was not remunerative to encourage its sustainability. In addition, the study indicated that more villagers were entering fuelwood harvesting and trading activity; 66.0% of respondents joined it only between 2014 and 2016. The study noted that as more people join the trade, greater loss of species will be experienced to ruin the industry. The study recommends restoration of subsidy on kerosene and operation of woodlots by harvesters to sustain the activity.

Keywords: Fuelwood, Harvesting, Livelihood, Marketing, Sustainability

Economic Analysis of Rice Marketing In Some Selected Local Government Areas of Ekiti State, Nigeria (Published)

This study examined economic analysis of rice marketing in some selected Local Government Areas (LGAs) of Ekiti State, Nigeria. A total of one hundred and twenty respondents were sampled for the study in three (LGAs) in Ekiti State. A multi-stage random sampling technique was used to collect the sample. The result of the socio-economic characteristics of the marketers in the study area showed that the marketers were experienced. The results also indicated that majority of the respondents involved in marketing of food items (95%) while only 5% also practiced farming. The result of the findings showed that rice availability is very regular (80%) in the study area. The marketing margin was highest in Ijero (LGA) with 900 per 50kg of rice and the marketing efficiency was highest in Ado (LGA) (0.93). The gross margin analysis obtained was 106,207.80, revealing that rice marketing is a profitable business in the study area.

Keywords: Analysis, Economic, Marketing, Rice

Marketing Research on Food Consumers’ Behavior in Georgia’s Consumer Market (Published)

The marketing survey of thirty products has been included in the consumer basket of Georgia. Information obtained from the respondents’ surveys on the current and consumable acceptable prices of products are used by this information to construct linear, indicative and linear models to reflect the change in time.

Keywords: Marketing, Regression, Respondent, consumer prices

Effects of Marketing Extension Services on the Control of Postharvest Losses of Root and Tuber Crop Produce in Abia State (Published)

This study assessed the effect agricultural marketing extension on control of post-harvest losses of root and tuber crop produce in Abia State. This study employed public opinion survey. This study was conducted in Abia State, Nigeria between March 2017 and January 2018.Using the multistage sampling technique and a structured questionnaire as instrument, data were collected from a sample of three hundred and eighty (380) respondents in the study area. Percentages, mean scores, and regression analysis were used as statistical tools for data analysis.The overall mean score of the farmers on the effects of marketing extension services on the control of postharvest losses of root and tuber crop produce was 2.858. Marketing extension services had significant effect on the volume of postharvest losses of root and tuber crop produce in the study area given that the F- statistics of 102.569 is significant at 1% level of significance and that computed F- value was higher than the F-tabulated value of (1.94) at 5% level of significance and (2.51) at 1% level of significance. Organizations and agencies providing marketing extension services (adps, research institutes, universities, ngos etc) should do so in accordance to famers’ needs.

Keywords: Extension Service, Marketing, post-harvest losses, root and tubers

Profitability and Marketing Efficiency of Smoked Fish: An Empirical Evidence from Ondo State, Nigeria (Published)

The level of efficiency and profitability of the market and marketing functions are very important for sustainable marketing of agricultural products like fish. To ensure continuous availability of fish for human consumption, nutrition, and wellbeing, the Nigerian economy requires effective and efficient marketing systems. Fish marketing serves as a medium for bridging the gap between producers and consumers of fish. The study considers 80 fish marketers from Ondo state using purposive sampling technique. The data collected for the study were analysed using budgetary technique and shepherd efficiency model. The study revealed that fish marketing is profitable with gross margin of #38,101.36 and 15k as return on investment. The shepherd efficiency model revealed that fish marketing activities among fish marketers is highly efficient with efficiency value far higher (558.0%) than 100% deducing that an increase in the cost of performing marketing service (that is added time, form and place utility) by 100 percent will give a more than proportionate increase of 458.0 percent in the level of satisfaction derived from a kilogram of fish sold in the market. It was recommended that government should focus on policy that encourages farmers and young graduates in the business as it is noted for profitability, efficiency and a source of livelihood.


Keywords: Efficiency, Fish, Marketing, Profitability

Managerial Roles and Competitive Advantage: SMEs, Perspective from Lagos State Nigeria (Published)

The operation of small and medium sized enterprises (SMEs) has awakened the interest of experts globally due to the varied challenges from low market share, poor sales growth, and dwindling profit. These have made them less competitive, market/product failure, and sub-optimal performance, and at times closures. Hence, this study investigated the effect of managerial roles on competitive advantage of SMEs in Lagos State Nigeria. Cross sectional survey research design was adopted using structured questionnaire. The target population comprised 460 owner- managers of the selected SMEs in manufacturing, real estate, agricultural and services sector in the five main divisions of the State (Ikeja, Badagry, Ikorodu, Lagos Island, Epe). Multistage sampling technique was used. Pilot study was carried out to establish the validity and reliability of the research instrument. Cronbach’s Alpha coefficients for the constructs ranged from 0.790 and 0.946. Data were analyzed using descriptive and inferential statistics. Statistically and significant relationship was established between managerial roles and competitive advantage with adjusted R2 0.61, F-stat (4,450)=183.13, p<0.05. In addition, marketing (β = 0.529, t = 8.523, p<0.05), people management (β = 0.610, t = 13.055, p<0.05) significant affected competitive advantage while communication and negotiation exhibited insignificant effect on competitive advantage of SMEs in Lagos State. This study recommended that SMEs should actively invest in marketing and human resources to ensure competitive advantage.

Keywords: Competitive Advantage, Managerial roles, Marketing, SMEs, people management

Assessment of Fuelwood Exploitation and Marketing within Rural-Urban Fringes of Makurdi Town in Central Nigeria (Published)

This study set out to examine the sustainability of fuelwood exploitation and marketing in the rural-urban fringes of Makurdi town in Benue State, Nigeria. A sample of 230 fuelwood dealers was used to obtain data for the study. Findings from the study showed high informality which robbed the activity of definite and regular organisation of activities, and management of the supply base. It was also found that, fuelwood harvesting has led to the decline of species diversity in the area, involving especially Crossopteryx febrifuga and Sysygium guineense. Similarly, income realised from the fuelwood trade was not remunerative to encourage its sustainability. In addition, the study indicated that more villagers were entering fuelwood harvesting and trading activity; 66.0% of respondents joined it only between 2014 and 2016. The study noted that as more people join the trade, greater loss of species will be experienced to ruin the industry. The study recommends restoration of subsidy on kerosene and operation of woodlots by harvesters to sustain the activity.


Keywords: Fuelwood, Harvesting, Livelihood, Marketing, Sustainability

Deceptive Marketing Communication and Student Enrollment Decisions in Private Higher Education Institutions (PHEIS) In Cameroon (Published)

The University Reforms in the early 90s in Cameroon set the stage for private interests, driven by economic gains to invest in the Higher Education Sector.  One of the outcomes of this move is the prevalence of misleading marketing communications that seek to attract and influence university enrollees.  Focusing exclusively on alumni these private university institutions, this paper employs snowball sampling of six hundred subjects and a logistics regression technique to gauge the true influence of deceptive marketing communication on students’ decisions to enroll in PHEIs. The findings reveal that, although 93.5 percent  of  alumni  admit to have been deceived to enroll in their respective alma maters (PHEIs), there is no inferential evidence  that student enrollment decisions are  induced by deceptive marketing communication.

Keywords: Asymmetry, Deception, Marketing, University Enrollment, communication

Marketing and Advertising Ethical Stance toward Customers (Published)

Marketing ethics is a well-established area of marketing research. Following the marketing ethics is important and a key factor for a firm to survive and succeed.  Research has shown that it is critical to focus on the accuracy of promotional messages provided to the customers. Giving the customer inaccurate information is known as misleading advertisements. This action is unethical due to leading the customer to buy a product which the customer thinks like what has been sawed in the Ad. Unfortunately, unethical advertisements are not directed just towered adult, however, children involved too. Moreover, many studies state that there is a growing number of marketers who are attracting the customers to buy unneeded products by using psychological and emotional appeals. I believe these appeals are the driving force would excite quick responses from the customers.  This study aims to identify marketing ethics by reviewing past studies and discover some unethical practices in marketing.

Keywords: Advertising, Appeals., Customers, Deceptive Advertisements, Ethics, Marketing

Post Hazard Market Recovery Strategy on Consumer Patronage of Bush Meat in Nigeria (Published)

This study sought to evaluate bush meat markets in the aftermath of epidemic out break of the Ebola in Nigeria. In course of epidemics, governments institute regimes of enlightenment campaigns to stop or minimize the consumption, handling and processing of wild animals whens studies show that major segments of the population of countries like Nigeria  are at risk of contracting diseases. Also post epidemic, bush meat consumption drops, thereby giving rise to the need to encourage consumption. The major objective of this research is to empirically study post hazard market recovery strategies on consumer patronage of bush meat in Nigeria. The study was descriptive, using random sampling method to sample 250 respondents in two states of the South-east and South-south regions of Nigeria, applying a five point Likert style questionnaire with 87.3% Cronbach’s alpha value.  Analyses were done using SPSS version 22. First hypothesis was tested with the aid of Pearsons Chi square test producing a significant result. Binary regression analysis was used to fashion out a model for coordinated marketing effort. Three conclusions were reached, in the event of outbreak of an epidemic, “hazard factors” have to be emphasized in the campaign communication, secondly, countering and removing warnings about consumption will significantly affect consumption in  post epidemic period and finally the messages must be clear, credible, and consistent in an effort  to  impact consumption.  Finally, policy reappraisal and modification of present strategies have to be embarked upon to restore normalcy to the market for bush meat.

Keywords: Bush meat, Consumption, Epidemics, Market recovery, Marketing

The Strategies Put In Place by Selected Private Universities in Kenya to Address the Issues of Financial Sustainability (Published)

Private universities have a great responsibility of managing financial sustainability and hence the need to explore different strategies that would enhance their financial sustainability. Kenya Vision 2030 requires institutions to develop strategies that will help in achieving its goals. Therefore, this paper explores the strategies administrators in private universities use to manage financial stability. Three major strategies were adopted by selected private universities to enhance their financial sustainability. These strategies include students’ recruitment strategies, internal and external funding strategies and program development, review and diversification. Ludwig Von Bertalanffy’s General System Theory (GST) originally developed in the 1940’s – which later came to be known as System Theory – was the conceptual framework that guided this study. Qualitative grounded theory design was used for collecting, analyzing, interpreting and reporting data. An interview guide was used to collect data for the two research questions that guided the study. Data was collected using self-developed interview schedule, and were digitally recorded and transcribed. The data was then organized manually and analyzed qualitatively through use of codes and formation of categories which eventually developed broader and tentative themes and patterns that brought meaning out of the information collected. Twenty respondents of this study were chosen purposefully from four out of the five universities in Kenya founded as theological colleges and had been chartered as private universities at the time of the study. Triangulation was used for data collection to increase the trustworthiness of the findings. The findings of this study indicate that the strategies that were put in place were not yielding sufficient income because of the many internal and external challenges being faced by these universities. Therefore this study recommends ways of developing, reviewing and diversifying revenue streams (input activities) that will generate adequate income to overcome the challenges in the system that are major impediments to implementation of activities (output) that would lead to establishment of a financial sustainable university.  

Keywords: Financial Sustainability, Marketing, Private University, Program development, Strategies., Student Recruitment, review and diversification

Marketing Tools for Sports Management and Development in Universities (Published)

The university system is a fertile ground for identification, management, and development of sports talents for sports industry. Every industry including sports industry produces and offers products and services to the society. Sports products and services are produced by sportspersons for sports consumers, and this contributes to the socio-economic, political, infrastructural and cultural development of sports in the university and society at large, if well managed and marketed. Sports in universities can be managed and developed using marketing tools such as sponsorship, advertising, sales promotion, publicity and public relations, packaging, branding, merchandising, labeling, personal selling, direct marketing and warranty. The relevance and applicability of these marketing tools to sports management and development have been highlighted. It was recommended that sports marketing tools should be employed by universities for their sports management and developmental efforts and programmes. Experts in sports marketing and management should be integrated into the running of sports in universities. There should be collaboration between practitioners of sports and marketing professions to see how best sports can be marketed to consumers using different marketing tools. Researches on marketing and promotional tools with the aim of discovering more marketing tools and their applicability to sports should be encouraged.

Keywords: Marketing, Sports Development, Sports Management, University

Recommendations Enhancing the Effectiveness of Marketing Plan at NHA Be Garment Corporation (Published)

Marketing plays an important role in establishing relationships between customers and the enterprises offering to the market… The marketing function is also tasked with branding of the enterprises, participation in publicity activities, advertising and customer interaction through feedback collection. Marketing is a vital business function that is necessary in nearly all industries whether the organization operates as a for-profit or as a not-for-profit. For the for-profit garment corporation, marketing is responsible for most tasks that bring revenue and, hopefully, profits to an organization. In this paper, the process of implementation of paper researcher also performed a SWOT analysis. Based on the two engines on research results and researcher has suggested recommendations of marketing plan for Nha Be Garment Corporation. This paper had been conducting a rigorous SWOT analysis with the objective of realizing the strengths, weaknesses, opportunities, and threats, in comparison with the competitors’. Also, this paper had been analyzed the political, economic, socio-cultural, technological, natural, and demographic factors, to better understand the environment in which the business operates. Both analyses are essential to successful marketing planning.

Keywords: Customers, Marketing, Marketing plan, SWOT

Use of Gemification in Marketing (Published)

In this paper we deal with the application of gemification in the field of Internet marketing. We suggest the use of gemification to increase website traffic, increase the time spent on the website, and to increase the customer satisfaction with our product.

Keywords: Game Based Marketing, Gemification, Marketing, Social Networking