Current Issue : April - June Volume : 2020 Issue Number : 2 Articles : 5 Articles
In Ethiopia, teff is an important cereal crop, particularly in Dera district. It is a source of\nfood and provides cash income for majority of smallholder farmers. To commercialize\nteff producers, selecting an appropriate market channel is mandatory. However, selecting\nan appropriate market channel is not an easy task because there are different factors\nthat influence market outlet choices. Therefore, this study aimed to identify factors\nthat influence teff market outlet choices. A two-stage random sampling procedure was\nused and a total of 154 smallholder farmers were randomly and proportionally selected\nto collect primary data. Multivariate probit model was employed to identify factors\naffecting teff market outlet choices. The result of the study shows that the probability\nof teff producers to choose wholesaler, retailer, consumer and cooperative market\noutlets was 31.82%, 35.71%, 37.01% and 16.88%, respectively. This shows that consumer\nwas the most likely chosen market outlet while cooperative was the less likely\nchosen market outlet. The joint probability of farmers to choose the four market outlets\nis (0.1%) lower than the likely of no choosing four market outlets (19.5%). The result of\nmultivariate probit model revealed that age of household head, land size, quantity of\nteff produced, lagged price of teff, family size (AE), membership of cooperatives and\ndistance to the nearest market were found to be statistically and significantly affecting\nthe market outlet choice behavior of teff producers. This implies that improving the\nproduction capacity of farmers and invests on rural cooperatives would help smallholder\nfarmers to choose the rewarding market outlet. Therefore, the study suggested\nthat improving the existing production system, farmers relying on intensive cultivation;\ngiving better price for farmers and being membership of cooperative are important\nstrategies to select the appropriate market channel....
The effectiveness of product branding can never be overemphasized as it affects to a large\nextent, the manufacturerâ??s performance of such brand. As a result, this study examines the\neffectiveness of product branding on the performance of manufacturing industry using Doyin\nGroup Nigeria Limited as a case study. A sample of 140 participants which are broken down\ninto 20 distributors, 70 consumers and 50 staffs of the company constituted the sample size\nfor the study conducted. The questionnaire was used as the major instrument for data\ncollection while analysis was done based on simple percentage. The results obtained from the\nanalysis using chi-square revealed that the product branding has a strong effect on the\nperformance of manufacturing industry of Doyin Group Nigeria limited. The study therefore\nrecommends that organizations should employ the use of persistent product branding for\ngood performance on both the features and qualities of their brand to prospective customers\nso as to build their customer base and ensure loyalty to the brand....
The main purpose of the study was to investigate the relationship between perceived value,\npersonality and behavioural intention of consumers of electronic brand in Kenya. The study\nwas guided by: theory of reasoned action, consumption value theory and big five personality\ntraits theory. The study adopted explanatory research design while the target population was\n32,567 customers from which a sample of 400 respondents was obtained using multi-stage\nsampling procedure. Data was collected using questionnaires and analyzed using hierarchical\nregression. The results revealed that customer perceived brand value (Beta =.342; P<.000) has\nsignificant direct influence on behavioural intention of consumers of electronic brands, while\nperceived sacrifice (Beta =0.246; P<0.05) also has a direct significant influence on behavioural\nintentions of consumers of electronic brands. The findings further established that customer\npersonality has significant moderating effect on the relationship between perceived brand\nvalue and behavioural intention of consumer of electronic brands (Beta = 0.038; P<.000), while\nhaving antagonistic moderating influence on the relationship between customer perceived\nsacrifices and behavioural intention of consumers of electronic brands(Beta =0.008; P>0.05). The\nmain theoretical contribution of the study findings to the body of knowledge is on the effect\nof perceived sacrifices on behavioural intention and on how customer personality moderates\nthis relationship. To survive and become competitive in the marketplace electronic firms need\nto focus on offering brands that reflect customer personality and at the same time that offer\nbrand value while focusing on reducing customer perception of sacrifice....
This paper investigates the role of physical attractiveness in retail managersâ??\ndecisions about hiring salespeople. Using data on attractiveness and the potential\nemployment qualifications of 30 candidates, we found that retail\nmanagers prefer to hire candidates who are more physically attractive. This\nbeauty premium can be explained by our findings on the positive correlation\nbetween candidatesâ?? attractiveness and the perceived presence of traits essential\nfor becoming a successful salesperson, such as charisma, kindness and\npersuasiveness. We also found that beauty plays a more important role for\nfemale candidates, from the earliest stage of the hiring process. No difference\nwas found between the beauty premiums in the decisions of male and female\nretail managers. When this studyâ??s results are coupled with results from previous\nstudies demonstrating that an employeeâ??s attractiveness has been found\nto influence both performance and behaviors of customers and managers, the\nmanagerial relevance of the attractiveness effect becomes apparent. Based on\nour findings, we recommend that retail managers remain vigilant about the\npotential for intentional or unintentional biases based on physical appearance\nwhen hiring employees....
This study aims to explore the impact of Facebook on consumersâ?? decision process in the hotel\nselection. The research population is customers who use social media; as a sample of 610 was\nchosen randomly from Jordanian customers in the hotel industry. The study used quantitative\nmethodology to examine the research questions, and we analyzed quantitatively using\nstructural equation modeling-partial least squares (SEM-PLS) method. This study reveals the\nimportance of social media platform and its influence on customersâ?? decision process in the\nhotel selection. The finding revealed that consumers have been exposed to digital information\nthrough Facebook; this information has influenced consumersâ?? decision. The study found that\nFacebook has the greatest influence on customersâ?? decision process. In addition, the finding\nrevealed that the way customers search and book hotel have changed. The results represent\nnovel findings that hold important implications and recommendations for future social media\nmarketing research and practice....
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