British Journal of Marketing Studies (BJMS)

EA Journals


Assessing the Efficiency of Soya Bean Marketing In the Ejura-Sekyedumasi and Nkoranza South Districts of Ghana (Review Completed - Accepted)

The study aimed at assessing the efficiencies of soya bean marketing channels in the Ejura-Sekyedumasi and Nkoranza South Districts, Ghana. The multi-stage sampling technique was employed in selecting thirty-seven soya bean farmers, two wholesalers, seven retailers, two small-scale processors and one large-scale processor of soya beans for the study. Gross Margin analysis was employed in determining the marketing costs and margins whereas the Shepherd’s Method was used in analyzing the efficiencies of the marketing channels. The study revealed that nine different channels existed through which soya bean was marketed in the study areas, with the simplest channel (Channel 1) being where farmers sell directly to consumers. Analysis of marketing cost and margins revealed that comparatively, Channel 1 had the least cost (GH₵2.40) and margins (GH₵10.50) since farmers dealt directly with consumers without any interference from market intermediaries, who usually increase transaction cost. From the study, Channel 1 was the most efficient channel with an Efficiency Index of 37.71. Thus, its marketing cost constituted a smaller proportion of the consumer price. The study recommends that farmers use Channel 1 where they sell directly to consumers to market their produce and also form co-operatives to protect them against price fluctuation and give them assurance of buyers. Moreso, the central government is directed to intervene in the form of road construction and improvement to help reduce the excessive transportation cost associated with the soya bean trade in Ghana

Keywords: Efficiency, Ghana, Marketing, Marketing Channel, Soya Bean


The downstream sector of the Nigeria’s petroleum industry is a key sector in the country’s economy having four refineries with a nameplate capacity of 445,000 barrel per day, more than eight (8) major and over three hundred and fifty (350) independent petroleum products’ marketers, all active in marketing, distribution and retailing of petroleum products in the country. The state-owned Nigerian National Petroleum Corporation (NNPC) has had an all-encompassing control over the Nigeria’s petroleum industry, while the Petroleum Product Pricing Regulatory Agency (PPPRA) is involved in fixing and regulation of wholesale and retail prices of petroleum products across the country. Consequent upon this, Nigerians have experienced several decades of shortages of refined petroleum products and this has led to increased imports to meet the domestic demand. Nigeria’s petroleum industry has experienced enormous problems such as poor management and lack of turnaround maintenance resulting in the refineries operating below full capacity. The PPPRA, the NNPC and other stakeholders in the downstream sector of the Nigeria’s petroleum industry are to take all necessary measures to sustain the current petroleum products supply stability in the system, while there should be adherence to approved official pump prices ceiling by petroleum products marketers

Keywords: Downstream sector, Globalized economy, Marketing, Nigeria, Petroleum products


The purpose of this study was to identify elements of the e-image model that influence Ghanaians to patronise products or services online or that make them yield to online marketing information. In this study, a standard questionnaire was used to collect data from 250 internet market (i.e. e-market) users in Ghana. Principal Component Analysis was used to analyse data. Five components were found to constitute all the elements of the e-image model in a Ghanaian context. The five components retrieved composed of all factors in the e-image model, with a variance of 95% explained. The experience component was merged to the feedback and reputation component, which explained the highest variance of 38.6%. Information content, website characteristics, security and others are the other components in the e-image model that were confirmed in a Ghanaian context without any change

Keywords: E-Business, E-Image, E-Market Users, E-Markets, Internet Marketing, Marketing


Smartphones importance increased day after day, in hence the market of this sector developed and becomes more powerful and lucrative. Smartphones considered as a digital oil as a description how smartphones market is powerful. Millions of devices produced by competitors with a wide range of options to face the high demand and satisfy the different needs .this paper aimed to explore the global market of smartphones and Iraq smartphones market in particular to make benchmarking to discover the gap. The result shows that Iraq market generally and smartphones market in particular unsaturated and needed to be developed by improving retails and stores, the market attractive and profitable this make it worth to be considered by companies to invest in it .

Keywords: Iraq Smartphone Market, Marketing, Smartphones


Is it legitimate that consumers should make their dissatisfactions known? Do consumers in Nigeria ever have any chance to complain about defective products? Are producers using God’s name to certify that their products can be sold here on earth and in heaven? Defective products are becoming more evident, and producers are denying all the defective products they manufacture. With consumers greater education and sophistication, they are increasingly demanding for their rights and power. ICT has made it much more easier. They are asking for their rights to safety, information, choice and hearing, unlike in the past. This when consumers raise their voices in protest against unsafe or adulterated products, when government official investigate illegal deals by both businessmen and the legislatures (oil subsidy and power supply probes – Otedola and Farouk Lawal), when protests emanate from our various campuses of tertiary institutions or our streets as a result of the increase in the pump price of fuel and kerosene, or failure of business to clear up the environment, all are complaining that business and those who run or supervise it is a nuisance to the consumers and do not take the consumers into confidence in affairs that concern them. This paper discusses the historical origin of consumerism, the causes, the factors contributing to the rise in Nigeria, its growing importance and the various measures that the government, individuals, organizations, journalists, and the marketer’s specific measures to react to increasing consumerism in Nigeria. It concludes by looking at the future of consumerism in Nigeria and what actions organizations needed to take to react to it positively. Many companies are trading in the intrinsic values of the brand. Consumer complaints is part of business, is part of business because they have positive effects for the organisation and their products, as it is a way by which wayward businesses and organisations are made aware of their lapses, and can begin to right the wrongs spotted out by the consumers. Customers and consumers are the kings, queens, princes and princesses of business, are sovereign and must be treated excellently well and fairly, to enable the companies to maintain their profitability, market share and loyalty. Ayozie (2012), Akpanenua (1999) declared that the consumer entity in Nigeria is hapless, hopeless and helpless. To him consumer sovereignty sounds fairly fallacious and folly. Consumerism will answer this.

Keywords: Consumer laws, Consumer movements., Consumer rights, Consumerism, Marketing, Servicom

Marketing Mix – An Area of Unethical Practices? (Published)

In this paper we intend to develop the concept of ethic in marketing so the first section is concerned with presentation of the components of marketing and how each of them can subject of unethical practices. We try also to discuss some relevant issues related to the same. In the second section we focus on empirical study in order to show that many unethical marketing practices may be occurred especially which are related to pricing and advertizing practices.

Keywords: Advertizing, Ethics, Marketing, Marketing Mix, Pricing, Unethical Practices

Assessment of Cost and Returns of Cattle Marketing In Central Zone of Adamawa State, Nigeria. (Published)

The study was to assess the cost and returns in cattle marketing in central Adamawa State, Nigeria. Data for this study were collected from activities of cattle marketer for the year 2012. The data were collected using structured questionnaire. One hundred and twenty (120) Cattle marketers were administered with questionnaires. A total of Ninety questionnaires were used for analyzed. However, both descriptive (frequency, percentage and mean) and inferential statistics was used for analyzing the data generated from the study. Analysis of the structure and performance of cattle marketers was done using Gini coefficient and marketing margin analysis. The results obtained from the study revealed that, performance of cattle marketers which was analyzed using marketing margin techniques was found to be 9.09 percent. This indicates that, marketers obtained 9.09 percent of the final sales which is paid by the consumers. Also, the analysis of seller concentration of cattle marketing shows that, a Gini coefficient of 0.65 was obtained. The relatively high Gini coefficient which by the analysis tends to approach one (1) is a clear indication of inequality in earnings from the sales of the animals and high marketing concentration. The study therefore recommends that, marketers should form / strengthening their associations and cooperatives for extensive information sharing and in-leading between and among members, government at all levels should also be willing to provide information to marketers and researchers so as to help in addressing the problems associated with cattle marketing for necessary support and legislations

Keywords: Assessment, Cattle, Cost, Marketing, Returns

The Marketing Challenges of Healthcare Entrepreneurship: An Empirical Investigation in Nigeria (Published)

This paper investigated the effects of such independent variables as technology, market segmentation and cost reduction on the delivery of the consumer-endorsed services with special interest on healthcare entrepreneurs in Aba and Umuahia metropolis. 96 questionnaires were administered randomly among medical doctors, pharmacists/laboratory technicians and qualified nurses/midwives of 12 hospitals in Umuahia and 20 hospitals in Aba metropolis. Out of the 74 copies returned, 72 were found usable for analysis. Analyzing the data using simple percentages, t-test and Pearson Correlation Coefficient, it was found that the interactions between the aforementioned independent variables and the delivery of patient-endorsed healthcare services were statistically significant. Therefore successful healthcare delivery requires the challenges of channelling competencies to market segments where competitive advantage is enduring as opposed to spreading thin across various fronts. Based on the financial setbacks of private healthcare providers and the need to further liberalize the economy, the government was advised to borrow the conspiracy theory of the Japanese. This involves the tripartite of the government, the banks and the entrepreneurs whereby the last can borrow money for a long time to acquire latest equipment and other resources with the help of government guarantee. Also, government was advised to intensify more effort on making the public healthcare providers more proficient and more humane in the delivery of patient endorsed services since their private counterparts charge high and worst still they rarely have the necessary resources in place.

Keywords: Challenges, Entrepreneurship, Healthcare, Marketing

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