British Journal of Marketing Studies (BJMS)

EA Journals


Influence of Digital Advertising on Consumers Buying Behaviour in Delta State (Published)

This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising;  email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a realization that digital advertising is informative. entertaining and relaxing, but incredibly unnerving. The implication is that digital advertising is ubiquitous in  Delta State, but consumers do not trust digital advertising, though it is considered informative. The Social impact is that there is hype about digital advertising invading Delta State, but the process is far from gullible.

Citation: Ivwighren H.E., Igben, H. G.O ; Ogwezi, O.J. (2023) Influence of Digital Advertising on Consumers Buying Behaviour in Delta State, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,40-58

Keywords: Advertising, Behaviour, Consumer, Digital, Purchasing

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

Consumer Attitude toward Fumigation Services In Aba, Abia State (Published)

The study assessed the attitude of consumers toward fumigation services in Aba. Survey method was adopted with a target population of 66,920 landlords of residential buildings in Aba metropolis, as derived from the current National Population Census Enumeration Areas (Field Survey). The population comprised landlords of Aba North (9,560), Aba South (38,240) and Osisioma (19,120) Local Government Areas. Stratified, convenience and judgmental sampling procedures were used.The sample size of 398 was determined using Yamane (1967) formula (Eboh, 2009). Applying Bowley’s proportional allocation statistical technique, the sample size for each category was estimated; Aba North (57), Aba South (227) and Osisioma (114). One hypothesis and a research question guided the study. Primary and secondary sources of data were accessed. The primary data were collected   through the researcher’s self-designed questionnaire titled “Consumer Self-Assessment Questionnaire(CSAQ)”.In the questionnaire, the  five point Likert Scale was used to measure the direction of attitude (favour or disfavour) of the respondents and the extent of their feeling( intensity of attitude) toward fumigation services, where Very Favourable(VF),Favourable(F),Neutral(N), Unfavourable(U),Very Unfavourable(VU) denote the values;5,4,3,2,1 respectively. In-depth interviews were held with the respondents. Attitudes of consumers were inferred from what they said and indicated on the questionnaire. Pilot survey was conducted. The instrument was validated by experts’ opinions. Using Cronbach’s Alpha technique, the reliability coefficient of 0.961 was determined, reflecting high degree of internal consistency of the research instrument (Gliem, et al, 2003). At 0.05 level of significance and 18 degrees of freedom, the hypothesis was tested using one way ANOVA technique and Minitab software package. The study revealed that the extent of consumers’ attitude, at zero percent intensity, was non-significant to favour fumigation services in Aba metropolis.

Keywords: Consumer, Fumigation, Services Marketing, Vertebrates and Pest Control., attitude

Value Chain Analysis of Maize in Mahabubnagar District of Telangana State, India (Published)

India is the sixth largest producer of maize in the world, and contributed about 2 per cent to the global maize production of 855.72 million tonnes (Mt) in 2012-13. Karnataka and Andhra Pradesh are the corn belts from South where Karnataka alone occupies 12% of the total area (one million ha) and contributes nearly 16% of its total production. Nearly ¾ of the produce is being processed as animal feed and remaining for human consumption and industrial use. There is a huge demand for maize and maize products because, it is rich in lysine, tryptophan, amino acids and low fat content and it is a good product for diabetic and obese disorders. Now a days there is a more demand for maize value added products in urban and peri-urban areas, indicating a vast scope for fortification as nutritional supplementation at all the stages right from farmer’s field to consumer’s plate. The rich nutri-maize is available in abundance to the consumers at relatively cheaper price (compared to other cereals) can be further commercially exploited for nutritive health foods by value addition and making available them at affordable price for the advantage of vulnerable groups and other consumers at large. The main objective of the study was to carry out value chain analysis of maize in Mahabubnagar district and environs with a view to identify potential production, demand and supply, value chain, value additions, key sector constraints and opportunities and appropriate interventions.

Keywords: Cereals, Commercialization, Consumer, Good agricultural practices, Maize, Market Channels, Value Additions., Value Chain

Assessment of Digital Economic Trade on Consumer (Published)

Increasing volumes of e-trade contribute to motivation of consumers to obtain commodities and services in electronic space. At the same time, upsurge of e-trade determines rising scopes of shadow economy in respect of favorable conditions for traders and service providers to operate in e-space evading taxpaying. The purpose of the article is to identify the factors of digital shadow consumption. In order to fulfill the defined purpose, the empirical research – survey of consumers (e-trade participants) – was performed. The research of the scientific literature has revealed that thus far the problem of consumers’ participation in digital shadow economy has been basically analyzed focusing on the impact of e-payment systems on shadow economy. Nevertheless, the rapid spread of e-services determines the changes in the concept of shadow economy itself. It remains indistinct which features indicate whether economic activities performed in e-space should be accounted or not. Widely exploited e-spaces such as social network platforms, alternative future currencies, e-trade systems, cyber computer games or online gambling terminals generate turnover of real money (or its electronic equivalent), which is not officially accounted. The problem raised in this article is highly topical for Lithuania, where online networks as well as mobile connection systems are comparatively advanced (with reference to the data of Lithuanian Department of Statistics, the number of households possessing a computer and the Internet access made over 65% in 2013). Intense exploitation of advanced IT technologies and online networks is considered as a breeding ground for generation of digital economy, a part of which is presumed to be digital shadow. The results of the research have revealed that the most significant factors of digital shadow consumption include lower prices of products and services in digital black markets, unfavorable economic situation in the country, technological advancement, IT advantages, time saving obtaining a product/service in the local market and lack of opportunities to obtain a desired product in the local market. The majority of the consumers neither verify the status of a trader nor request (or not always request) purchase confirmation documents, which highly contributes to motivation of an illegal trader to maintain e-activities unregistered, this way escaping revenue taxation.


Keywords: Consumer, E-trade, Economic, Electronic, Market, Technology

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