Current Issue : January - March Volume : 2016 Issue Number : 1 Articles : 6 Articles
This study investigated the effect of advertising on consumer purchase decision using MTN as an\nexample. The specific objectives of the study were to: (i) Establish the relationship between\nadvert exposure and customers� patronage of MTN services; (ii) Find out whether exposure to\nMTN advert has any effects on consumer awareness of such products and services; (iii) Examine\nthe relationship between MTN�s advert exposure and consumers� preference for MTN services\ncompeting brands, among others. The study used survey research method with three hypotheses.\nBased on the nature of the hypotheses, the study used correlation and Analysis of Variance\n(ANOVA) test Statistics to test the hypotheses. The Results showed that (r = 0.425**) between\nadvert exposure and consumers� patronage of MTN products and services is significant and\npositive at the 0.05 level, the correlation (r = 0.373*) between advert exposure and consumers\npreference for MTN service is moderately significant and positive at the 0.05 level, among others.\nThe study recommends that advertising strategies be properly managed and maintained in\ngetting attention through colourful and captivating advertisements. It also recommends that\ncompanies should invest in the use of advertisements for quality services. Moreover, adverts\nshould be more customer-friendly; it should be simple for target audience to understand....
Domestic seafood market in India has failed to evolve over the years to the present day expectations of the consumers. Today, consumers in India are ready to pay for better quality due to better growth in India economy but fail to get the quality they deserve. ‘Large supermarkets’ have not succeeded seafood sales, currently new format of ‘improved traditional seafood stall’ is getting better acceptance by the masses. The study highlights the reason for the failure ‘super market’ and success of the ‘Improved traditional seafood stall’....
To contend the traditional transaction marketing, which focuses on the completion of the\ntransaction and the pursuit of maximizing profits for each transaction, the relationship\nmarketing in the banking sector, on the other hand, offers the establishment of strong\nrelationships and stable partnerships between the bank and its customer in order to\nmaximize the pursuit of the interests of all aspects of the relationship. This paper examined\nthe nature of linkages between relationship marketing and customer loyalty by using\ncustomer satisfaction and customer trust as the intervening variables. It investigated the\ncustomer perception on customer satisfaction�s characteristics and confidence in exchange\npartner's reliability and integrity as the mediating factors to build their trust on the banking\nservices. The researchers employed 150 respondents of private banking as the sample. This\npaper used Structural Equation Modeling (SEM) to analysis the relationship. The results\nrevealed that the relationship marketing tactics affected customer loyalty significantly\nthrough customer trust and customer satisfaction. It explicitly demonstrates that the banks\nhave undertaken an organization-wide strategy to manage and nurture their interaction\nwith clients and sales prospects as the base for their customer loyalty....
The popular store has a wide and shallow assortment of items with high turnover and low\nmargins rate. This kind of point of sale is designed for poor consumers. It was in 1873 the\nfirst trial of implantation of a popular magazine by Frank Winfield Woolworth in\nWatertown, in the American state of Arial. After six years, this idea has had success in\nLancaster, Pennsylvania. However, this huge potential has not elapsed as much ink as it\ndeserves. In addition, the marketers claim that the poor are affected only by the price, while\natmospheric factors will not have a strong interest in the eyes of this target. This paper aims\nto identify closely the impact factors on behavioral intention in the popular store....
The current financial status of families and households in Jordan does not give them the\nchance to indulge themselves with the needed commodities and appliances due to its high\nprices and the families' inability to pay in cash. For that reason, the idea of installment buying\nappeared in order to ease the process of buying commodities among families and at the same\ntime increase the price of the item in compensation for the installment in the payments. A\nquestionnaire was distributed randomly on individuals in order to find out the relationship\nbetween the installment plans that are becoming more famous each day and the degree of\ntheir impulsion towards buying stuff that they do not eagerly need or stuff that are mean to be\nfor leisure and entertainment. The results show that the impulse buying behavior influence\nthe people�s attraction towards the installment plans positively....
Wadi food is one of the leading companies in the Egyptian market devoted in the production and\nselling of organic food. By strictly adhering to high quality standards and by satisfying the needs\nof a sophisticated health-conscious market, Wadi food has grown globally at a remarkable rate.\nYet, the local market remains to be immature and still in its introductory phases. It seems that\nEgyptian producers of organic food perceive the export markets as the main or only potential\nfor their future. However, there is a hidden potential in the local market that has to be\nhighlighted. Therefore, this case discusses the current situation of Wadi food as one of the\norganic food leaders in the Egyptian market and raises questions about how to increase the\nlocal demand for organic food....
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