British Journal of Marketing Studies (BJMS)

EA Journals

Comparative Analysis

Comparative Analysis of Business and Consumer Buying Behaviour and Decisions: Opportunities and Challenges in Nigeria (Published)

Business markets and consumer markets are alike in some key ways. For example, both include people in buying roles whose purchased decision is to satisfy needs. But business markets also differ in many ways from consumer markets. For one thing, the business market is enormous, far larger than the consumer market. Within Nigeria and other sub-Saharan African countries the business market includes more than 13 million organizations that annually, purchased trillions of Naira worth of goods and services. This paper also focused on the traditional tools and techniques employed in the marketing of goods and services to the business sector. Attempt was made to draw attention on the major differences between consumer and business markets – dissimilarities that, while using the same basic marketing tools and techniques, spelled the difference between success and failure in the contemporary business marketing environments.

Keywords: Business, Buying Behaviour, Challenges, Comparative Analysis, Consumer, Nigeria, opportunities


This study seeks to assess overall customer satisfaction and loyalty as well as sustainability of products and service quality delivered by Mobile Telecommunication Network and Vodafone to students of University for Development Studies. The problem of this study was whether customers are satisfied with Telco service delivery in Ghana. Specifically, this study sets out to figure out various Telco products and services offered to customers, examine the sustainability of the company’s products and services and to look at the marketing strategies and mechanisms put in place to satisfy and maintain customers. The main research designs used for the study were survey and case study. A Structured questionnaire was used to collect data from hundred (100) individual subscribers selected from the two Telecom groups via cluster and simple random sampling procedures. Descriptive statistics and one way Analysis of Variance were used for the data analysis. The findings indicated that irrespective of mobile telecom network on University for Development Studies Tamale Campus, customer satisfaction was low; neither equal to nor better than desire and expectation of customers. Overall Customer Satisfaction ratings among subscribers of Mobile Telecommunication Network in University for Development Studies significantly differ and that relatively, customers of Mobile Telecommunication Network rated their satisfaction with service quality higher than those of Vodafone. The management of Mobile Telecommunication Network and Vodafone would need to develop strategies to deal with the customer dissatisfaction. The research contributes to the body of knowledge in the area of Customer Satisfaction in the Ghana’s Telco groups and provides important managerial implications.

Keywords: ANOVA, Comparative Analysis, Customer Satisfaction Ratings, UDS Students

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