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- ItemSUSTAINABLE PRODUCT PROMOTION AND BUYING BEHAVIOUR OF GENERATION Y CONSUMERS OF COCACOLA PRODUCTS IN KWARA STATE(International Journal of Entrepreneurship Innovation and Management (IJEIM), 2026-05-18) Rafiu Orire RAHAMAN; Kayode Muhammed IBRAHIM; Muritala Arowolo ALAODespite increasing global concern for environmental sustainability, a significant gap remains between consumers' environmental attitudes and their actual green purchasing behaviour. Although firms increasingly adopt environmentally friendly marketing strategies, evidence on their effectiveness in translating environmental concern into real purchasing decisions, particularly in developing economies, remains limited. This study investigated the impact of sustainable product promotion on the buying behaviour of Generation Y consumers of Coca-Cola products in Ilorin metropolis in Kwara State, Nigeria. Using cross-sectional survey design, the data were obtained from 385 consumers of Coca-Cola through Cochran's (1977) formula which represents the infinite population of Generation Y in the study area. An adapted questionnaire was used to measure sustainable promotion and buying behaviour of products. Data was analysed with the help of descriptive statistics (mean and standard deviation) and inferential statistics (regression analysis). The results show that sustainable product promotion has positive and significant impact 2 on the buying behaviour of Generation Y consumers (R = 0.493, â = 0.702, p < 0.001), supporting the positive impact of eco-friendly marketing initiatives on consumer engagement and buying decisions. The study adds to the literature on green marketing in emerging economies and offers practical insights for firms looking to exploit sustainability as a source of competitive advantage. It is recommended that Coca-Cola and similar firms should bolster eco-friendly promotion strategies, increase consumer awareness and provide engagement initiatives to reinforce environmentally responsible purchase behaviour.
- ItemDoes Customer Expectation Affect Customer Experience? - Evidence from Nigerian Hospitality Industry(ASEAN Marketing Journal, A Publication of Management Research Center, Department of Management, Faculty of Economics, Universitas Indonesia, 2026-06-10) Adebayo Adeyemi Abdulwasiu; Salau, A. A.Manuscript type: Research Article. Research Aims: Examined the impact of consumer expectations on customer experience in selected hotels and hospitality businesses in Offa and Ilorin, Kwara State, Nigeria. Design/methodology/approach: The study employed a quantitative research approach; the study utilized a survey method to gather primary data through questionnaires. The sample size was determined using the Godden (2004) model, resulting in a total of 246 participants, 150 questionnaires were finally retrieved and inputted for data analysis after the shorting out of wrongly filled and deduction of unretrieved copies of the questionnaires. Analysis was performed on 150 completed questionnaires using standard multiple regression through SPSS. Research Findings: The findings revealed a positive and significant relationship between emotional connection and service reliability as factors influencing customer expectations (β = 0.192, t = 2.529, p = .012; β = 0.253, t = 3.502, p = .001). The results suggest that customer expectations are a crucial determinant of hotel customers’ needs, and effective management of these expectations can enhance customer experience by influencing purchasing behavior. Theoretical Contribution/Originality: This study was supported by the expectancy theory of customer satisfaction. The fitness of the supporting theory is affixed on the fact that the theory elucidated the concept of customer expectation intensely by explaining the experience that ensues as a result of associating services performance against expectations which serves as a good consideration on whether to build loyalty or not. Practitioner/Policy Implication: Hotel service providers need to prioritize strategies to better understand and analyze the wants and expectations of their customers to foster loyalty. Research limitation/Implications: The unhelpful attitude of some respondents in collecting the questionnaire and even some of those who collected either failed to fill it correctly or refuse to return the questionnaire when needed for collection.
- ItemWORK LIFE BALANCE AS A PANACEA FOR INNOVATIVE CAPACITY FOR WOMEN ENTREPRENEURS: A THEMATIC ANALYSIS(Advances in Management, A Publication of the Department of Business Administrtaion, University of Ilorin, 2019-05-01) Kuranga, M.O, Mustapha, M.I, Akanbi, L.K., Ajeigbe, M.BWomen in modern times are faced with task of managing their domestic roles and work responsibilities. Work life balance has been a growing concern for women entrepreneurs especially in the informal sector in Nigeria. Today, businesses are characterized with persistent changes, uncertainties and excessive pressure to increase productivity especially in the fashion world. This incessant demand on their time for work and family as well as the effort to enhance performance affects the balance in the lives of women entrepreneurs. Inadequate attention to work demands, family workload, wellbeing and spousal support have created a major problem and pressure causing disequilibrium between work life and family life for women entrepreneurs. Thus, the main objective of the study was to determine the effect of work life balance on the performance of women entrepreneurs in the informal sector of South-west Nigeria while the specific objectives were: to determine the relationship between work-life balance and business growth; examine the extent to which work-life balance affects innovativeness of women entrepreneurs; determine the effect of work-life balance on job satisfaction; and examine the extent to which work-life balance affects service delivery of women entrepreneurs in the informal sector in South-western Nigeria.The study adopted a cross sectional survey using a combination of qualitative and quantitative approaches to deliver a detailed understanding and deeper insights of the variables. A sample size of 10 respondents were selected using multi-stage sampling techniques from the 25,122 registered members of the Nigerian union of Tailors in Lagos State. A combination of structured questionnaire and in-depth interviews were adopted for data collection and this was analyzed using Smart PLS- Structural Equation Modeling (SEM) and Thematic Analysis (Nvivo 12) respectively. The study found that work demands coefficient of determination, R2 = 0.787; Family workload coefficient of determination, R2 = 0.523; well-being coefficient of determination, R2= 0.495 and spousal support coefficient of determination, R2= 0.792. The thematic analysis of the interviews revealed that work life balance have a positive effect on performance of women entrepreneurs. Other components of Work life balance like healthy living, technological support, community networks and support were also identified from the thematic analysis to improve performance of women entrepreneurs. The study concluded that balancing business roles with other necessities of life have significant effect on business growth and performance of women entrepreneurs in the informal sector in South-west Nigeria. Therefore, the study recommended that women entrepreneurs should adopt effective work life balance strategies by planning, organising and implementing time management strategies in their different life domains. Also women entrepreneurs should seek for help, adopt time management practices, delegate, prioritize, network and maximise support available to them to achieve optimum performance.
- ItemCONFLICT MANAGEMENT DYNAMICS AND JOB SATISFACTION IN THE NIGERIAN HEALTH SECTOR(Ilorin Journal of Marketing, Department of Marketing, University of Ilorin, 2019-05-01) Akanbi, L.K, Issa, I, Ajeigbe, M.B.
- ItemJournal homepage: ijoms.internationaljournallabs.com Evaluating digital marketing as a tool for moonlighting among public servants in Nigeria(International Journal Labs, 2024-05) Abdulazeez Alhaji SalauThe Nigerian economic situation has affected the people’s job preferences badly, and this situation necessitated their engagement in the moonlighting practice. Despite efforts by the government to alleviate poverty, which isravaging the people, it is becoming alarming that individuals who are earning decent income have embraced moonlighting. The study examined the effect of small and medium enterprises moonlighting on the service delivery of employees in Kwara State public service. A survey research design was used, while the target population is 844, from which a samplesize of 271 was obtained through the Taro Yamane (1967) formula. Amultistage sampling technique was adopted, and a primary source was used to collect data with the aid of a well-structured questionnaire measured on afive-point Likert scale that consists of five items. Data were analyzed usingthe generalized linear model (GLM) and the business predictive model(BPM). On the basis of the individual statistical significance of the variablesas indicated by the p-values in the model, all dimensions of SMEs passedtheir test of significance at 5% levels with respect to the task accomplishment (p<0.05) and service delivery (p<0.05) of employees involved in SMEs moonlighting. Thus, efficiency is greatly lost for moonlighters engaged in small and medium enterprises. About 44.8%reduction in task accomplishment (β=0.448, t0.05>1.96). The study concluded that moonlighters who engaged in SMEs activities impacted significantimprovements in employee efficiency.