Browsing by Author "OMOLEKAN, Olushola Joshua"

Now showing 1 - 3 of 3
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    GREEN MARKETING AND CONSUMER BUYING BEHAVIOUR: EVIDENCE FROM QUOTED FIRMS IN NIGERIAN BEVERAGE INDUSTRY
    (DEPARTMENTS OF ACCOUNTING & FINANCE AND BUSINESS ADMINISTRATION, Fountain University, Osogbo, Nigeria, 2016-12) MUSTAPHA, Yusuf Ismaila(Ph.D); ABDULRAHEEM, Mulikat; OMOLEKAN, Olushola Joshua
    The rising awareness of global warming, climate change and other environmental issues have led to the production of green products by the producers who are environmental friendly and consumers' centered. This study examines the effect of green marketing on consumer buying behaviour and the influence of Western education on consumer green behaviour in the Nigerian food and beverage industry. The study's primary data was collected through a structured questionnaire administered on 384 respondents using convenience sampling techniques. Multiple regression analysis was used as analytical tool for testing the study's hypotheses. Findings revealed that there is a positive relationship between green marketing and consumer buying behaviour except for psychological and cultural which do not really influence consumer buying decision of green products and that educational status of the respondents does not influence consumer green buying behaviour in the study area. It was recommended that enlightenment programme that will appeal to the psychological and cultural belief of the consumer is required to improve their green consciousness and that green promotion targeted towards the elite to project health benefits o patronizing green products is desirable as well as the need for environmental friendly buying behaviour.
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    Marketability of Financial Services in a Competitive Banking Environment: Evidence from Nigerian Banking Industry
    (Department of Marketing, Faculty of Management Sciences, Osun State University, Okuku Campus, Nigeria, 2018) MUSTAPHA, Yusuf Ismail,; OMOLEKAN, Olushola Joshua; BELLO, Kamal Asola
    The environment where financial services are marketed is becoming more competitive and this had made the task of marketing of financial services increasingly challenging and highly specialized as a result of the unique features of financial products and services. This paper examines marketability of financial services in a competitive banking environment. It adopted a survey research design to collect the required secondary information and primary data for this work. The primary data was collected through a multiple-options and Likert scale questionnaire that was administered on the staff and customers of the banks under investigations, while the secondary information were collected from textbooks, and journals. The study employed correlation analysis and chi-square as analytical instrument. The results of the study indicate that there is a relationship between the marketing of financial services and customer satisfaction, and it shows that marketing oriented activities have improved the quality of banks’ financial services. It was recommended that bank managers should exploit relationships that exists between marketing of financial products and customer satisfaction by monitoring changes in the needs of target customers and they should also sustain the improvement in the quality of financial services by tracking all dimensions of dynamism in the bank operating environment. Keywords: Financial Services, Marketing, Competitive Environment, Strategy.