Browsing by Author "Aremu, M.A."
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Item Impact of brand Name on Customers’ Choice in Ilorin Metropolis(Amity Business School, Amity University, Uttar Pradesh, India, 2018) Aremu, M.A.; Musa, A.A.; Mustapha, Y.I.; Aremu, M.A.It is obvious that, nowadays, consumers are becoming more and more demanding and fickle about product quality expectations, stiffer government regulations on quality standards, rise in consumerism and dwindling disposable incomes. All these challenges require firms to look deep down and come up with a winning strategy to stay afloat. Therefore, this study was conducted to investigate the impact of brand name on consumers' choice in Ilorin metropolis with specific reference to Dangote Flour Mills Plc, Ilorin plant. Descriptive survey design was adopted. A sample size of 163 was conveniently selected through the use of Guilford and Flusher's formula from the population of 274 consumers of Dangote flour who use the brand in bread production. The data collected was analyzed through descriptive and inferential statistics; an inference was drawn with the aid of logistic regression through maximum likelihood technique of estimation. The finding of the study revealed that the brand name had a significant positive impact on consumer choice (chi-square estimation: p<0.005) at 0.05 level of significance. Based on the finding it was concluded that brand name has an impact on consumers' choice. The study therefore, recommends that effective marketing strategies and legal means be put in place to protect brand name against dubious counterfeit.Item Political marketing and electorates’ choice of political candidates in Kwara State, Nigeria(Zango Journal of Contemporary Issues, 2016) Mustapha, Y.I.; Salman, A.; Aremu, M.A.; Gbadeyan, R.A.The need for political parties and candidates to be electorate driven in their political activities, has led to the adoption of marketing principles to political processess and election campaigns. Political marketing offers political candidates and their parties the capability to address diverse electorate concerns and needs through appropriate marketing analyses. This article examines the relationship between political marketing tools and electorate’s choice of political candidates as well as the effect of political marketing tools and electorate’s choice of political candidates in Kwara State. The study’s primary data was collected through a structured questionnaire that was administered to 384 respondents who were selected through a combination of stratified, simple random and purposive sampling techniques from the three senatorial districts of the state. Multiple regression analysis technique was the statistical method used to test the hypotheses formulated for the study. The results revealed that the electorate’s choice of candidates has a positive relationship with almost all the political marketing tools except a needs-oriented manifesto. It was also found that political marketing tools have a positive effect on the electorate’s choice of candidates. It is concluded that political marketing tools have a positive relationship with the electorate’s choice of political candidates. The study recommends that political parties and candidates should explore, recognise and understand the relationship that exists between political marketing and the electorate’s choice of candidates. Political parties can do this by placing emphasis on efficient and effective utilisation of these political marketing tools.