Browsing by Author "Zekeri ABU"

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    Sales Promotion Strategies and Consumer Patronage of Fast-Moving Consumer Goods in Osun State, Nigeria
    (Skyline University, 2024-12-12) Zekeri ABU; Kayode Muhammed IBRAHIM; Abidemi Adedayo Hassan
    Despite widespread adoption of sales promotion strategies in the FMCG sector, businesses in Nigeria, including Unilever, continue to face challenges in maximizing consumer engagement and achieving optimal marketing perfor mance. This study aims to determine sales promotion strategies and consumer patronage of FMCG with the follow ing specific objectives: examine the influence of premiums on customer patronage, assess the effectiveness of sales promotion tools in motivating customer patronage, and investigate the role of event orientation on customer patron age. Consumers of Unilever products in the Osun state constituted the study population. The study used a self-struc tured questionnaire on consumers of Unilever products with 278 respondents using Krejcie and Morgan's table formula, which was chosen using the purposive sampling technique. This study employs both descriptive and inferential statistics. Hypotheses were tested using ordinal regression analysis and data were analyzed using SPSS version 26 (Statistical Package for Social Science). The results of this study show that sales promotion techniques such as discounts, coupons, freebies, and in-store advertising play a significant role in influencing customers to make purchases. Hence, this research recommends that businesses combine premium offerings, diverse sales promotion tools, and event-ori ented strategies to create cohesive and impactful marketing plans. Additionally, events should focus on customer demographics and offer incentives tailored to specific audience preferences.
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    SELF-RELIANCE AND ENTREPRENEURIAL INTENTION OF 3MTT TRAINEES IN SELECTED SOUTHWEST REGION STATES IN NIGERIA
    (Advances in Management, University of Ilorin, 2025-08-23) Zekeri ABU
    As in modern economies, particularly in developing countries like Nigeria, entrepreneurship is critical in reducing unemployment, alleviating poverty, and encouraging self-reliance. This research examines the link between risk-taking ability, problem-solving skills, and the entrepreneurial intentions of the 3MTT trainees in Lagos, Oyo, and Ogun states, Nigeria. Surveys were used to collect quantitative data through structured questionnaires. The total population was 4,410, while a sample size of 367 trainees was used in these regions through the Taro Yamane formula. Data analysis and the study of the predictive power of risk-taking ability and problem-solving skills on entrepreneurial intentions were conducted using descriptive and inferential statistics. The results showed that risk-taking ability and problem solving skills are significant factors influencing entrepreneurial intention, with the latter being more influential than the former. This result emphasises the need to cultivate these skills in entrepreneurial learning and training programmes to promote entrepreneurial activities. The study concluded that teaching risk-taking and problem-solving skills to trainees could potentially enhance their entrepreneurial intentions. Thus, implications for policymakers, educators, and trainers in the region are greatly important. Recommendations include incorporating targeted training programmes designed to develop these skills in preparation to support the entrepreneurial goals of the trainees.