Browsing by Author "Mustapha, Y.I"
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Item Customer Reference Marketing and its Implication on Patronage in Global Oil, Ilorin, Kwara State, Nigeria(Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria, 2021) Mustapha, Y.I; Prof. Gbadeyan, R.A; Olowo, A.AThe petroleum motor spirit (PMS) market in Nigeria and by extension in Ilorin metropolis is highly competitive because of the activities of various independent and major marketers who have found the market appealing and profitable. The nature of the product had made these marketers take extra efforts to ensure that existing customers are satisfied and retained through various strategies such as accurate fuel dispensing machines, good customer relations and physical evidence. It is against this backdrop that the study examined customers reference marketing and its implication on the patronage in Orange Global Oil, Ilorin. This study employed a descriptive research design with a structured questionnaire administered to two hundred and fifty (250) customers ( private and commercial car and motorbike owners) who were randomly selected. Regression analysis was employed to test the hypotheses and the results showed r = 0.785 and r= 0.932 for hypotheses one and two respectively where p= 0.000 < 0.05 for all variables analysed. The findings show that customer reference marketing through variables such as offering complex-based referrals and innovativeness-based referrals had a significant influence on the level of customer patronage of Orange Global Oil services. This study recommends that Orange Global Oil Limited should provide an efficient offering of complex-based elements such as the number of functions designed into a product, product standardization, newness of application and desired amount of after-sales service via cold callingItem Effect of Salesforce Size on the Performance of Selected Listed Manufacturing Firms in South Western Nigeria(Faculty of Management of Management Sciences, University of Maiduguri, Borno State, Nigeria, 2015) Mustapha, Y.I; Bello, K.A; Ahmed, A.GThe intense competition in the fast-moving consumer goods (FMCG) subsector of the Nigeria food and beverage industry in recent years has made business firms tie their performance to the quality and appropriate size of salesforce. Hiring and maintaining the right salesforce is one of the most challenging activities in salesforce management because the business firm needs to strive to have the right size or number of salesforce required to achieve its stated objectives. The objective of this study is to determine the effect of the sales force on firms' performance using listed manufacturing firms in food and beverage sector operating in the southwestern part of Nigeria as a case study. The study used a combination of simple random and purposive sampling techniques to select three manufacturing firms out of fourteen firms that were listed in the food and beverage sector of the Nigerian Stock Exchange. The study essentially sourced its data from secondary sources such as relevant and related literature to provide conceptual and theoretical background for the subject matter and the Nigerian Stock Exchange Factbook which provides data on annual reports of the selected firms for ten years. Linear regression was employed as an analytical technique. The findings of the study indicated that, there is a statistically significant relationship between the salesforce size and firms' performance and that salesforce size had a significant effect on firms' performance. On the bases of this, it was recommended that management of manufacturing firms in the food and beverage industry should strategically manage the relationship that exists between salesforce size and firms' performance to ensure the attainment of their firms' stated profit objectives.Item Impact of sales promotion on revenue generation of Nigerian Bottling Company, Ilorin plant(Fountain journal of management and social sciences, 2015) Mustapha, Y.I; Bello, K.A; Olowo, A.GThe continued rising competition in the fast moving consumer market (FMCG) of Nigeria is taking its toll on the performance of manufacturing firms in the soft drinking sector. Manufacturing firms in this sector that are desirous of performance are now using sales promotion as a strategy for boosting sales performance. The paper purposefully examines the impact of sales promotion on revenue generation of manufacturing firms using Nigerian Bottling company, Ilorin plant as a case study. The study collected ten years sales promotion campaign expenditure and sales revenue generation data of the firm under investigation ( i.e. from years 2004 to 2013). It also explores existing relevant literature on sales promotion to provide necessary conceptual and theoretical background for the subject matter. Ordinary Least Square (OLS) regression analysis was employed as analytical technique. The findingof the study revealed that sales promotion campaigns expenditure had significant impact on sales revenue generation of Nigerian Bottling company Ilorin plant. It was recommended that management of the firm should explore sales promotion campaigns as means of stimulating consumer purchases for the purpose of increasing the firm's sales revenue generation.Item Influence of information communication technology on the performance of private schools in Bauchi Metropolis, Nigeria(Zambian Journal of Educational Management, Administration and Leadership, 2022) Mustapha, Y.I; Ayeni, O.E; Bello, A.K; Aun, IThe visible presence of enormous opportunities inherent in the usage of online marketing in terms of cost -saving and the ability to transmit tailor -made messages to target audiences had made some private secondary school operators in Nigeria embrace online marketing communication as a strategy for reaching present and potential customers individually. The study primarily examines the profound influence of online marketing tools on the performance of private schools in Bauchi metropolis. A survey research design was adopted for the study, and a structured questionnaire was utilized to collect the required data from one hundred and twenty-three (123) staff of private schools in Bauchi metropolis. They were selected through a simple random sampling procedure. The data elicited from the respondents were analysed through mean scores and linear regression analysis using SPSS 22 version software. The study results showed that the E-mail marketing has a significant influence on the profitability performance of private schools. It was also discovered that social media marketing has a significant influence on the number of student enrollments performances of private schools. The study recommended that the managers of private schools regularly exploit E-mail marketing to enhance their firms’ profitability. Also, they should adequately utilize social media platforms to boost students' enrollment in their schools.