This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place.
This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards fashion clothing and made practical implications to that effect. Keywords: Sociological factors, Consumer Buying Behaviour, Fashion Clothing, Social Influence Theory.
This study examined trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers’ contest and rebate on distributors’ performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors’ performance, while trade allowance and dealers’ contest had the second and third-highest significant positive effects on distributors’ performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors’ performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research.
This study examined factors determining occupational mobility of marketing staff in the Nigerian banking industry. Using Pearson product moment correlation analysis and information obtained from a cross section of bank marketers, it is evident that perceived injustices in employment contract, transfers, promotional policies, job insecurity, unrealistic deposit mobilization target and welfare packages significantly influenced occupational mobility of marketing employees. These findings are a consolidation of earlier studies which provide an important insight and signals to Nigerian bank to achieve better performance and more importantly to compete favourably in keeping and retaining their highly valued sales employees. Based on this, we recommend among others that bank management should refocus their strategies on how best to create a favourable work climate for best talents to thrive. Future research agenda is also highlighted.
An exploratory research seeking to draw conclusion on the application of marketing strategies on consumer goods, industrial goods and services so that professional marketers can have a common and acceptable ground when discussing and generalizing the nature and characteristic of marketing. The paper examined based on the weight of literature and authorities that there are relatively only minor differences between them, that of; relationship building, buying behavior pattern, buying objectives, demand characteristics, size of the order, number of potential buyers, some marketing mix strategies, branding, marketing research and the characteristic of service. The paper was concluded with what authorities have written. I have come to a conclusion that, marketing is marketing, irrespective of the product type or marketplace.
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