Browsing by Author "Olawale, A. Yinusa"

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    EFFECT OF SALES PROMOTION STRATEGY ON CUSTOMERS’ RESPONSE AND COMPANY PROFITABILITY: EVIDENCE FROM MR. BIGGS FOODS
    (Lapai Journal of Management Science, 2014-12) Adeoti, Johnson Olabode; Olawale, A. Yinusa; A, M.
    Promotion is one of the marketing tools employed by organizations to influence consumers’ response and increase company sales and profitability Service oriented companies like Mr. Biggs Foods use sales promotion as a strategy for attracting and retaining consumers profitability. Thus, this study seek to determine whether sales promotion influences customers response, increased sales and profit of Mr. Biggs Foods located in Taiwo Road, Tanke Junction and Muritala Road in Ilorin Metropolis. Three hundred and fifty questionnaires were administered to customers but only two hundred and eighty were returned by the respondents to the researcher. The data collected were analyzed using simple percentage and Z-Test statistical Techniques. The results revealed that sales promotion strategy of the company influence consumers’ response and increase company sales and profitability. Based on the findings, it was recommended that sales promotion strategy of Mr. Biggs should be improved to increase customer’s patronage and boost organizations sales and profit.
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    THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BRAND IMAGE OF MTN TELECOMMUNICATIONS LIMITED: THE PERSPECTIVE OF SUBSCRIBERS IN ILORIN METROPOLIS
    (UNILAG JOURNAL OF BUSINESS, 2018-07-10) Adeoti, Johnson Olabode; Olawale, A. Yinusa; Raji, A. Mustapha
    The study seeks to determine the impact of celebrity endorsement on the brand image of Mobile Telecommunication Network (MTN) in Ilorin Metropolis. A sample size of 384 respondents comprising of MTN subscribers across the local government areas in Ilorin metropolis was examined. The sampling technique employed in the study was stratified sampling technique and a liken scale of 5 point. Multiple regressions and multiple correlations were used for data analysis. The results revealed that both celebrity trustworthiness and celebrity expertise were relevant for brand image. The two hypotheses tested showed that all variables were significant. The study therefore recommends that not only celebrities who are trustworthy but also those who have expertise should be used in brand image building. The study also recommends that firms should drop celebrities who have lost their credibility so as not to have a negative effect on the brand image.