| 1 |
Author(s):
Ibrahim Ofosu-Boateng.
Page No : 1-19
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Effect of Celebrity Endorsement on Consumers’ Buying Behaviour of Electrical Appliances in Accra, Ghana: A Case Of Hisense Ghana Ltd
Abstract
The study examines the effect of celebrity endorsement on consumers’ buying behaviour of electrical appliances in Accra, Ghana. Data were collected using questionnaire administered through personal interviews to 240 customers of Hisense Ghana Limited in Accra, Ghana, and data analyses carried out using SPSS version 22. The findings of the study revealed television ranked first, radio ranked second, newspaper ranked third and billboard ranked fourth as the various media used by Hisense Ghana Limited for celebrity endorsements to influence consumers’ buying behaviour in Accra. Also, the study showed credibility ranked first, physical attractiveness ranked second, trustworthiness ranked third and expertise ranked fourth as celebrity’s attributes influencing consumers’ buying behaviour of products of Hisense Ghana limited in Accra, Ghana. Since reactions to television advertisements seem to be stronger than the reaction to print advertisement, the study recommends Hisense Ghana limited to continue to emphasize the use of television as a medium for celebrity endorsement to influence consumers’ buying behaviour. The firm should also continue the use of celebrity endorsement on radio. However, celebrity endorsement in newspapers and billboards can be minimized. Also, it is recommended that celebrities with credibility and physical attractiveness must be utmost priority for Hisense during endorsements and celebrities with additional attributes such as trustworthiness and expertise must be preferred albeit not so significant.
| 2 |
Author(s):
Nwankwo Nwukamaka.
Page No : 20-34
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Dynamics of Purchase Decisions Between Home and Foreign Made Wears in Nigeria
Abstract
This study investigated the Dynamics of Purchase Decisions between Home and Foreign Made Wears in Nigeria. It aimed at four objectives which included to (1) examine Nigerian consumer usage and preferences for local and foreign wrapper wears, (2) examine Nigerian consumer perceptions for 'Made in Nigeria' label textile (3) examine the factors that influence consumer choice for home or foreign made brands of textiles (4) examine whether country image affects Nigerian consumer choice for home brands of wrapper wears. The scope of the study is limited to the sellers and users of wrapper wears in Onitsha metropolis. The study is an analytical survey research. The population of the study will comprise dealers and users of wrapper wears (popularly known as Abada) in Onitsha metropolis in Anambra State of Nigeria. According to the NPC data 2006, the population of residents in Onitsha is 293,240 (Onitsha North = 153,200; Onitsha South = 140,010). 395 samples were selected for the study. The sources of data for the study were predominantly primary. The instrument for data collection in this study will be a structured questionnaire. Frequencies and percentage were used for the analysis of sample characteristics and to answer the research questions, while Z-test was used to analyse the hypotheses. Results show that Nigerians prefer foreign made wrappers to Nigerian ones. They have negative perception about Nigerian made wrappers, thus they feel that Nigerian made wrappers are of cheap, low-profile materials that cannot boost user’s reputation. Equally, country image affect country product. Thus, that Nigerian made wrappers are not preferred implies low esteem and poor perception o Nigeria by its citizenry.
| 3 |
Author(s):
Abereola Samuel Niyi, Akindejoye Temidayo.
Page No : 35-49
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Consumer Protection, it’s Law and Brand Loyalty among Customers of Fast-Moving Consumer Goods in Lagos, Nigeria
Abstract
The study examines effect of consumer protection on brand loyalty among customers of Fast-Moving Consumers Goods in Lagos, Nigeria. Specifically it examines the effect of NAFDAC intervention on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria; it investigates the effect of standard organization of Nigeria intervention on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria and determines the effect of government legislation on brand loyalty among customers of fast moving consumer goods in Lagos, Nigeria. The study is a survey while the population consists of all the customers of Unilever Nigeria PLC in Agege Local Government area of Lagos, Nigeria. Convenience sampling technique was adopted to select 180 respondents who participated in the study. Data was analyzed using simple linear regression. The study reveals that the combined intervention of NAFDAC, SON and government legislation have significant positive effect on consumer protection and brand loyalty among customers of fast-moving consumers goods in Lagos, Nigeria. The study thus recommended among others that Consumer protection Bodies should include Medical practitioners, Nutritionist, Dieticians, Biochemist, Micro-biologist, Marketers, Pharmacist, Lawyers and law enforcement agencies and they should be empowered to arrest and prosecute offenders who violate consumers right.
| 4 |
Author(s):
Olaniyan Samson Olajide (Ph.D), Lawal S. Adewale.
Page No : 50-68
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Capital Structure and Performance of Firms in Nigeria: A way out of Economic Recession
Abstract
The study examined the relationship between capital structure and the performance of firms in Nigeria. Using returns on assets (ROA), returns on equity (ROE) and Tobin Q as measurements for firm performance, debt ratio was used as a proxy for capital structure. The data were collected from quoted firms on Nigerian Stock Exchange from 1988 to 2017. The panel data analysis revealed a positive significant relationship between capital structure and performance of firms in Nigeria. The study concluded that strengthen capital structure will improve the performance of real sectors in Nigeria, and this will improve the nation’s economic growth and development, and provide a way out of economic recession.
| 5 |
Author(s):
Anetoh John C., Nnabuko Justitia O., Okolo Victor O., Anetoh Vivian C..
Page No : 69-85
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Assessment of Physiosensory Attributes and its Influence on Consumer Purchase of Brands of Malt in Southeastern Nigeria
Abstract
The emergence of many malt brands in Nigeria has heightened competition in the beverage industry. However, the degree to which physiosensory attributes influence consumers’ purchase of malt brands in Nigeria is still not clear. This paper aimed to ascertain the extent to which visual and tactile attributes of malt brands influence consumers’ purchase decisions in Nigeria. The study adopted a cross sectional survey research design. The population of the study consists of consumers of five malt brands in South-eastern Nigeria. The study used purposive sampling technique while 351 useable copies of the questionnaire were used for analysis. Using Structural Equation Modeling (SEM) technique at 5% level of significance, the findings revealed that visual and tactile attributes had significant influences on consumers’ purchase decisions. Purchase intent significantly mediates the relationship between the predictors and consumers’ purchase decisions. The findings showed that gender significantly moderates the relationships between the independent and dependent variables. Thus, marketing professionals will use the findings from this study to make proper decisions and communicate the strategies and benefits associated with physiosensory attributes of malt to their various customers.
| 6 |
Author(s):
Obi Yves-Mary V., Muo M.C., Ewuim N.C.
Page No : 86-97
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Accreditation and Quality Assurance in Chukwuemeka Odumegwu Ojukwu University Anambra State, Nigeria
Abstract
This study evaluated the “Accreditation and Quality Assurance in Chukwuemeka Odumegwu Ojukwu University Anambra State”. Two research questions and hypotheses guided the study. Descriptive survey design was adopted. The population of the study is 78 academic and non-academic staff in Chukwuemeka Odumegwu Ojukwu University, Anambra state. Data, collected through questionnaire, were analyzed using descriptive statistics, table frequencies and percentages, and item by item mean in line with the research questions. Formulated hypotheses were tested using Pearson Product Moment Correlation Analysis. The findings revealed that there is a significant positive relationship between periodic evaluation of academic programmes by NUC and standard of education in Chukwuemeka Odumegwu Ojukwu University. The study also found a significant positive relationship between periodic site visits by NUC and quality of physical infrastructures in Chukwuemeka Odumegwu Ojukwu University. The study recommended among others those their vice chancellors should ensure that universities and programmes are accredited to make for quality assurance.
