Browsing by Author "Abu, Zekeri"

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    Digital Marketing: An Influence on the Performance of Small and Medium Enterprises
    (Abuja Journal of Administration & Management, University of Abuja, 2024-10-11) Abu, Zekeri; Oyegbami, Adepeju
    This study explored the impact of digital marketing on the performance of small and medium enterprises, specifically in Oyo State, Nigeria. the study aimed to determine the impact of influencer marketing and content marketing on market share and sales growth respectively. The population of 7,987 small and medium enterprises used as provided by the National Bureau of Statistics (2020). The study used Krejcie and Morgan formula to determine the sample size which gave a value of 366 SMEs in Oyo State, Nigeria. However, 358copies of questionnaire were returned and used for the study. Probit and extreme regression were adopted for the study. The study revealed that influencer marketing increased the market share of the SMEs and content marketing positively influenced not just the sales growth of the selected SMEs but also the sales revenue and profitability immensely. The study concluded that the digital marketing channels had positive effects on the performance of SMEs in Oyo State. The study recommended that influencer and content marketing should be integrated as part of the marketing channels as used by the selected SMEs so as to increase customer base and brand awareness to enhance market share and sales growth.
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    Impact of Economic Recession on the Marketing of Pharmaceutical Products in Kwara State, Nigeria
    (Akamai University, United States, 2017-08-23) Isaac Iortimbir Aun; Abu, Zekeri; Taiwo Ganiyu Oladipo; Sunday John Akpan
    Ever since the great depression of the 1930’s, economic activities of various sectors of the economy has been revolutionized, among these sectors is the pharmaceutical sector in Nigeria. The major question in this sector is how exactly economic recession has affected the marketing of pharmaceutical products in Nigeria. This study examines the impact of economic recession on the marketing of pharmaceutical products in Nigeria. Primary data were used, the data were generated through a structured questionnaire to elicit information from 150 customers and intermediaries using simple random sampling technique. Student T-test and Z test were used to test the hypotheses of the study. The result shows that economic recession affects the income of consumers in Nigeria and mitigates the sales of ethical products thereby increasing the sales of fake.
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    THE ECONOMIC ANALYSIS OF THE PROFITABILITY OF SMALL-SCALE PURE WATER PRODUCTION IN NIGERIA (A CASE STUDY OF JABU PACKAGED WATER FACTORY)
    (Afro Asian Journal of Social Sciences, 2012-12-23) Omoniyi, Benjamin Badeji; Abu, Zekeri
    The paper examines the profitability or viability of small-scale packaged water factory in Nigeria using JABU packaged water factory as a case study. The paper uses a combination of descriptive analysis and simple mathematical formulae to compute the profitability and the degree of operating leverage of the factory. The result reveals that the firm is able to make some profit at the end of the first year from which the entrepreneurship dividend could shared showing that the firm is able to break-even. This suggests that the packaged water business is a viable business in Nigeria if the same scenario operates in other packaged water factories in Nigeria while the break-even analysis supports the production of bottled water. This therefore suggest that the packaged water production should be encouraged in Nigeria under a guided atmosphere such that non-registered packaged water factories are not allowed to produce untreated water for human consumption, that the water source be subjected to periodic test by analysts and that packaged water should be produced under hygienic condition that conforms with the standard required by the World Health Organization.