The effect of word of mouth on consumer purchasing decision

The effect of word of mouth on consumer purchasing decision, a case study of Longrich Company Introduction  Consumer behavior is a young discipline; the earlier books were written in 1960’s however, its intellectual forefathers are much older. Understanding of consumers is the consumption process provides a number of benefits. These benefits include assisting the manager […]

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E-Commerce And Service Delivery In Jumia

E-Commerce And Service Delivery In Jumia CHAPTER ONE/ Introduction 1.1 Background of the study  “The market place isn’t what it used to be” (Kotler, 2000, pp.14). As Kotler describes, different forces result in market change like, technological advancement, globalization and deregulation and these forces created new behaviors and challenges. Among those behavioral changes, increase in […]

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INVESTIGATION INTO SALES AND MARKETING DEPARTMENT OF HOSPITALITY INDUSTRY

ABSTRACT The hotel business is arguably the most lucrative business within the hospitality industry. This is proven by the astronomical growth rate of the industry. However, in the recent years, the industry has witnessed a high level of competitions which makes hotel owners and managers search for new ways of ensuring success in their business […]

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The Effect Of Marketing Information System In Performance Of Small And Medium Scale Enterprises ( A Study Of Foodco Nigeria Limited)

CHAPTER ONE  INTRODUCTION Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sales forces […]

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PUBLIC SERVICES MARKETING A CASE STUDY OF FIRST BANK

PUBLIC SERVICES MARKETING A CASE STUDY OF FIRST BANK CHAPTER ONE 1.0     INTRODUCTION 1.1     BACKGROUND OF THE STUDY A bank is a financial institution licensed by a government. Its primary activities include borrowing and lending money. Banks no longer restricted themselves to traditional banking activities, but explored newer avenues to increase business and […]

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MARKETING OF BANKING SERVICES IN NIGERIA A STUDY OF FIRST BANK PLC

CHAPTER ONE 1.0     INTRODUCTION 1.1     BACKGROUND OF THE STUDY A bank is a financial institution licensed by a government. Its primary activities include borrowing and lending money. Banks no longer restricted themselves to traditional banking activities, but explored newer avenues to increase business and capture new market. Grönroos., (1990) In the 1990s, greater […]

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Factors Influencing Impulsive Buying Behaviour in Nigerian Market Environment

Abstract The impulsive buying behaviour is a common trend in today’s market environment. Impulsive buying behaviour is an urge or temptation to purchase a product or service with no consideration of the consequence of the purchase. Controlling impulsive buying behaviour is essential to improving an individual’s psychological well-being. On the other hand, stimulating impulse buying […]

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AN ASSESSMENT OF THE AVAILABILITY OF REQUISITE RESOURCES FOR EFFECTIVE TEACHING AND LEARNING OF ACCOUNTING IN SENIOR SECONDARY

CHAPTER ONE INTRODUCTION 1.1 Background to the Study Accounting is one of the vocational subjects offered at the senior secondary education level in Nigeria. Asaolu (2002) defined financial accounting as the process of recording, classifying, selecting, measuring, interpreting, summarizing and reporting financial data of an organization to the users for objective assessment and decision making.  […]

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CELEBRITY ENDORSEMENT AND CONSUMER PURCHASE INTENTION OF AIRTEL CUSTOMERS

ABSTRACT   Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. The effectiveness of celebrities under any endorsement arrangement would depend on […]

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BRANDING STRATEGY FOR EFFECTIVE AGRICULTURAL MARKETING IN NIGERIA

BRANDING STRATEGY FOR EFFECTIVE AGRICULTURAL MARKETING IN NIGERIA ABSTRACT Branding strategies have become an accepted part of marketing activity and it is the norm for manufactured and processed food products to be offered to consumers as branded products. However, as any vigilant consumer would have noticed, there is still a wide range of agricultural products […]

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