Several studies have revealed that insurance companies are experiencing low patronage and they have recommended the use of promotional strategy to create awareness and to boost customer patronage. However, research revealed that there are seven basic promotional tools that most companies in the service industry can use in their promotional mix. Thus, this paper applied the Analytic Hierarchy Process model (AHP) to assist managers in the Nigerian insurance companies evolve a promotional strategy by determining the best mix of the promotional elements to use, given certain criteria. To achieve this goal, the survey approach was used. The multistage sampling technique was used to select a sample of sixteen (16) insurance companies out of a population of 49 insurance companies in Lagos metropolis and questionnaires were administered to managers of these companies.

Research has shown that there is presently a housing deficit of about 17 million housing units in Nigeria, yet it appears that the concerted efforts that have been put in place by the government to address this issue have not yielded the expected results. Although the Nigerian government in its Vision 2020 policy document recognized that one of the ways of resolving the issue of providing adequate housing in Nigeria is to change from the traditional brick and mortar system to modern construction methods like prefab housing, not much has been done to promote the adoption of this new method by the relevant stakeholders, among whom are the developers. This study employed a survey research approach using the AHP (Analytic Hierarchy Process) to investigate the most important factors that developers take into consideration when they build a house. There are several different types of prefab housing and knowledge of what the developers’ consider key factors and priorities would make it possible to determine the type of prefab housing that best fits their needs. This information could provide the basis to design a government marketing strategy to promote prefab housing to both the developers and their customers. Since the judgments will be provided by developers in Lagos State, they will be customized for the conditions and preferences of the developers and citizens there. Therefore, the government and organizations will be able to give priority to these identified factors when formulating relevant strategies to promote the building of more prefab housing.

Research has shown that ATMs provide an extremely useful service to customers but the machine is characterized by several service quality inadequacies, and at times it can be very frustrating to use. Consequently, this study investigated socio-demographic factors and service quality dimensions as determinants of ATM usage in Lagos State, Nigeria. A questionnaire was used to collect data from bank customers who use ATM and the data were analysed using General Linear Model (GLM) and multiple regression. The results from the analyses reveal that socio-demographic factors, such as age, education, and income, influence ATM usage, while gender and occupation do not influence ATM usage. The study also revealed that all the service quality dimensions identified in the study have a significant positive influence on ATM usage. When the joint effect of socio-demographic factors and service quality dimensions on ATM usage was assessed, it was found that service quality had a greater influence on ATM usage than socio-demographic factors.

This paper investigates the role of gender in relationship marketing and the relationship marketing variables that are important in stock brokerage business. A sample of 103 clients of stock brokerage firms operating in Lagos State, Nigeria was examined. The ANOVA result shows that females are better relationship officers while the regression result indicated that gender identity has a significant influence (p-value = 0.025, t = 2.274) on the success of relationship marketing but it is not a sufficient variable to predict the success of relationship marketing strategy as the R-Square value is low (0.049). In addition, all the variables (trust, communication, commitment, support and cooperation) were found to be important. Therefore, it is recommended that stock brokerage firms should consider females for relationship positions and should also put in place the facilities and internal marketing programmes that are needed for its success.

The purpose of this study is to determine the effect of market segmentation on competitive advantage in the Nigerian telecommunications service sector in the Lagos state. Motivation: The Nigerian government's decision to liberalize the communication industry has increased rivalry among enterprises, implying that a market segmentation approach will improve both transaction flow and the quality of life. As a result, enterprises in the telecommunications sector must look beyond their financial capabilities and concentrate their efforts on developing a market positioning strategy that results in competitive advantage. Therefore, this study seeks to identify segmentation dimensions and their influence on competitive advantage and performance holistically: The focus was designed to establish the effect of factors of market segmentation such as measurability, accessibility, size, homogeneity, uniqueness and sustainability of a market segment on competitive advantage in the Nigerian telecom service industry. Data: A study of some selected telecommunications companies in the Lagos State, Nigeria, was adopted. Both purposive and accidental sampling was used to select a sample of 370 members of the population involved in the study using the Taro Yamane. Tools: Simple percentages and frequency tables were used as descriptive statistics, while Pearson correlation and Regression analysis were used for hypotheses testing. Findings: The study results indicate that measurability, accessibility, uniqueness, and size of a market segment are the most significant market segmentation variables that affect business competitive advantage in the Nigerian telecommunication industry. As such, to achieve competitive advantage through market segmentation, these variables must be well identified and strategically attained. Contribution: By comprehensively integrating and connecting the characteristics of market segmentation to competitive advantage, this study provides an understanding meaning to market segmentation based on the conceptual model. The study's implications for policymakers include that they should enhance these segmentation factors by incorporating additional characteristics outside of market segmentation to complement the market segmentation variables examined in this study in order to maintain competitiveness. Additionally, marketers may leverage customer relationship management (CRM) to create profitable market segments capable of recruiting new clients and lowering customer retention costs.