British Journal of Marketing Studies (BJMS)

EA Journals


Determinants of Customer Switching Behaviour in Mobile Telecommunication Industry in South-South Nigeria (Published)

The study examined the determinants of customers’ switching behaviour in mobile telecommunications industry in South-South Nigeria. The main objective of the study was to explore the factors influencing customers’ switching behaviour in the mobile telecommunications industry and in specific terms, determine whether price, reputation, service quality, promotional package and switching cost did have a significant and positive influence on customers’ switching behaviour. The unit of analysis comprised 400 mobile telecommunication subscribers drawn from six cities in the South-South geopolitical zone of Nigeria. The study units were selected using a proportionate stratified sampling technique and the data obtained from the process were analysed with descriptive statistic using Statistical Package for Social Sciences (SPSS) version 23 software. Conceptual hypothesized relationships involving the independent and dependent variables formulated from the research model were tested with multiple regression analysis technique. The findings of the study revealed that reputation, service quality, promotional package and switching cost had a strong and positive relationship with customers’ switching behaviour but price and involuntary switching seemed to have the least significant relationship. It showed that those factors were very important determinants of customers’ decision to switch from one mobile telecommunications provider to another except price and involuntary switching as earlier stated. The key recommendations from the study were that managers of mobile telecommunications companies should develop proper pricing strategies that were remarkably different in terms of moderate call rates and data charges to prevent customer switching. Secondly, plans could be put in place by management that would encourage the development of trust and confidence through the provision of timely quality services and ensure good network coverage. Finally, managers should ensure that promotional campaigns were aimed at building relationships. In conclusion, it is quite important that managers should have adequate knowledge of the determinants of customers’ switching behaviour established in the study so as to put in place preventive measures that will enhance customers’ retention of improved sales and profitability. The study made a significant contribution by identifying customers’ perceptions of marketing variables that could affect switching

Keywords: Nigeria, customer switching behaviour, mobile telecommunication industry

Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria (Published)

Understanding how personal selling and sales promotional strategy impact on the market performance after high capital investments is crucial to the contribution of the food and beverage companies in national economic growth; however, there is dearth of information on this subject matter. The main objective of the study is to examine the effect of personal selling and sales promotion strategy on the market performance of selected manufacturing companies in Lagos State Nigeria. specifically, the study determine the effect of sales promotion on the market performance of  manufacturing companies in Lagos Nigeria and determine the effect of personal selling on the market performance of these manufacturing companies in Lagos Nigeria. Econometric technique involving descriptive research, correlation coefficient and multiple regressions was used for the data analysis. A population and sample of 24 product promotional related managers were drawn through a census sampling technique. Two research instruments – Annual Report/Financial Statement and Questionnaire were used for data collection. The result of the study indicates that there is significant predictive impact of sales promotional strategy on the market performance and that there is significant contribution of the promotional tool on the profit margin level of all six companies. the stud therefore conclude that personal selling and sales promotion strategy have positive and significant impact on market performance of selected manufacturing companies in Lagos, Nigeria.  Amongst the recommendations is that staff saddle with the implementation of personal selling and sales promotional strategy should devote time and resources into it since it largely influence profitability of the companies.

Citation: Ibeh, J.I, Nnabuko J.O and Nwajimeje J.(2022) Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria; British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,54-74


Keywords: Manufacturing Companies, Market Performance, Nigeria, Personal Selling, Sales Promotion.

Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria (Published)

The purpose of this study was to provide a description of fast-food consumers, analyze their preferences, determine the adequacy of current packaging material, and recommend improvements in media vehicles and promotional strategy. A sample of 172 consumers entering De Choice Fast Food in Uyo Metropolis, were conveniently selected, while descriptive statistics was used in analyzing the data obtained. Findings showed that De Choice Fast Food consumers were predominantly resident in Uyo metropolis, singles, more males than females with some levels of education, relatively young people with average incomes. Of all the consumers, those who liked De Choice Fast Food products thought it was tasty, with great value while those who had complaints said their price was on the high side but that the foods/snacks were spicy. Furthermore, the findings showed that consumers prefer white transparent clear plastic packaging to other materials and that they consider De Choice Fast Food location, parking space and interior to be adequate. More so, they love a variety of music like gospels, pop, rock and traditional music and are mostly reached through De Choice bill boards. From these findings, we concluded that most of the consumers of De Choice Fast Food products were average income earners, quite young and enterprising men and women; the foods were of good taste and great value and billboards were the most effective means of reaching most of the consumers. Based on this, we recommended that a complete repackaging of their service strategy be revisited through process engineering of key service areas. 

Citation: Abasiama Mfon and Imoh Uford (2022) Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 2, pp.13-34

Keywords: Consumer preference, Nigeria, Uyo-Akwa Ibom State, choice fast food

Advertising and Profitability; Evidence from Selected SMES in Uyo (Published)

Financial constraints, as well as a lack of managerial skills, equipment and technology, regulatory concerns, access to international markets, and unfair competition, are all reasons that impede the development of SMEs. SMEs require advertising strategies to ensure their long-term viability and growth in an ever-changing and competitive business environment. In this study, more attention will be paid to the question and relevance of advertising as a form of promotion to improve profitability. 50 small and medium scale enterprises were selected from Uyo. The survey was carried out in major urban center which is Uyo. This area was chosen because the tempo of economic activities being carried out by SMEs to meet the demands of the consumers is very high. The data used for this study were majorly primary and these were obtained from the field through the use of questionnaire. From the data gotten, Cronbach alpha was then used to test for the validity, consistency as well as the reliability of the data-set. All the constructs or items had Cronbach’s Alpha above the minimum acceptable reliability coefficient between 0.5 to 0.9 and therefore exhibits good internal consistency. Following the results, it is observed that the effect of advertising on profitability of the selected SMEs in Uyo metropolis is positive and significant. From the findings of this study, we conclude that advertising can significantly improve profitability of SMEs in AkwaIbom State.

Citation: Aniebiet Etuk, and Emmanuel O. Emenyi (2022) Advertising and Profitability; Evidence from Selected SMES in Uyo, British Journal of Marketing Studies, Vol. 10, Issue 2, pp.1-12

Keywords: Advertising, Nigeria, Profitability, SMEs, Uyo

Influence of Collective Bargaining On Industrial Conflict in Public Health Sector Lagos State, Nigeria (Published)

The focus of the paper was on the influence of collective bargaining on industrial conflict using public health sector Lagos state, Nigeria as the unit of analysis. The study identified legal framework for enforcing collective agreement on industrial conflict and relationship between collective bargaining and industrial harmony. A sample size of 252 was obtained through Yamane sample size formula and structured questionnaire was used as the research instrument to elicit information from the respondents. It was found that there exists strong relationship between legal framework for enforcing collective agreement and industrial harmony where r = 0.921. and collective bargaining has significant effect on and industrial harmony (p ≥ 0.05; t = 0.869).  It was concluded that there exists a strong relationship between legal framework for enforcing collective agreement and industrial harmony in Lagos State Public Health Sector and thus, recommended that the frequency of usage of collective bargaining with respect to matters concerning employees’ terms and conditions of employment should be regular and to be the first point of call at any time on labour matters.

Keywords: Lagos State, Nigeria, collective bargaining, industrial conflict, public health sector

Service Quality, Customer Satisfaction and Behavioural Intentions: Application of Lodging Quality Index Model On Hotels in South East, Nigeria (Published)

This study aimed to assess the relationship between service quality, customer satisfaction and behavioural intentions of guests at selected 3-star hotels in Onitsha business district and Enugu metropolis in South East, Nigeria. Survey design was adopted for the study. The target populations were guests in the 3-star hotels from the ages of 18 years and above.  A structured questionnaire was administered to 200 guests of the hotels. The data collected were analyzed with descriptive statistics, such as frequency and percentages, and tested with Pearson Correlations to examine the nature of relationships between service quality dimensions, customer satisfaction, and behavioural intentions. The results show that the service quality dimensions; tangibility, reliability, responsiveness, confidence, communication, had strong relationships with customer satisfaction. The result equally revealed that customer satisfaction had a strong relationship with behavioural intentions. That is, the guests of the hotels were satisfied with the services, and are willing to recommend, revisit, and give positive reviews.

Citation: Okocha, Rejoice Ebere, Agina, Emeka Kenechi, Ojiula, Uchemefuna Benjamin (2021) Service Quality, Customer Satisfaction and Behavioural Intentions:  Application of Lodging Quality Index Model On Hotels in South East, Nigeria, British Journal of Marketing Studies, Vol. 9, Issue 4, pp.18-35


Keywords: Customer Satisfaction, Hotels, LODQUAL, Nigeria, Service Quality

Market Orientation in Nigerian Political Parities: A Research Proposition (Published)

The importance of political parties in the democratic governance of Nigeria, in addition to the dynamics of the contemporary Nigerian political environment, initiated the need for this research. This proposed research aims to examine the market orientation strategies employed by Nigerian political parties.  Using qualitative and quantitative research approaches, the research plans to provide insight into the market orientation strategies of Nigerian political parties. The findings from this research would be of relevance for managerial actions in democratic governance, and assist party management and governmental policies and interventions geared towards improving the administration, growth and development of Nigerian political parties. Also, findings from the proposed research will be of relevance to Nigerian politicians, political parties and political regulators in improving their services, programmes, policies and relationships with their relevant target audience. In addition, the proposed research intends to stimulate future research efforts in cognate areas of political party management strategies in Nigeria and other developing economies, especially in Sub-Saharan Africa. The paper makes original theoretical, practical, and policy contributions to political parties’ marketing management as it situates the market orientation construct in non- profit organizations (political parties). In addition, the proposed research’s instrument (questionnaire) will assist in empirical testing of the market orientation construct in political parties operating in developing democracies, especially in sub-Saharan Africa

Keywords: Democracy, Market Orientation, Marketing Strategy, Nigeria, political party

Customer Loyalty and Patronage of Quick Service Restaurant in Nigeria (Published)

This paper assessed the product and seller factors including menu quality, price fairness, personnel quality, restaurant image, restaurant’s atmosphere, customer trust, and customer loyalty that drive customer loyalty and patronage in quick service restaurants in Nigeria, using Awka capital territory of Anambra State as a case. Survey research design was adopted in which 399 patrons were sampled. The questionnaire was used to source the primary data for the study. Frequency tables, percentages correlation were applied in the data analyses. The study found a significant positive relationship between price fairness, food quality, firm’s personnel quality, customer trust, restaurant image, and restaurant’s atmosphere and customer loyalty. Positive relationship was also found between customer loyalty and customer patronage. The study recommended that managers should constantly re-strategize by re-inventing their firm with novel programs that will excite the beliefs system and emotion of the patrons so as to ensure continued patronage and, firm’s profitability.


Keywords: Awka, Customer loyalty, Nigeria, Patronage, restaurant

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

The Influence of Ethical Work Climates on Public Sector Supplier Selection Decisions (Published)

This study examined the relationship between ethical work climates (EWCs) and supplier selection decisions (SSD), and the moderating roles of party politics and personal values on this relationship. A total of 600 senior level personnel from 40 Nigerian public sector organizations were surveyed. Results show that both high and low levels of external political pressures significantly reduce the perception that organisational SSDs are ruled-based and pro-social in nature. Furthermore, regardless of the level of perception of instrumental personal values by employees, instrumental ethical climates significantly determine SSDs; principled/cosmopolitan climate and benevolent/cosmopolitan climate only become significant perceptible determinants when there is less room for the accommodation of personal goals during SSD processes. We conclude that the EWC dimensions do really reflect the Nigerian public sector SSD outcomes. Important implications for theory and practice are also presented.

Keywords: Ethical Work Climates, Nigeria, Party Politics, Public Sector, Supplier Selection Decisions, and Personal Values.

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