Browsing by Author "Olowo, A.A"

Now showing 1 - 6 of 6
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    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.A
    The 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 calling
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    Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area
    (Universidad Nacional Jorge Basadre Grohmann, Tacna, Peru., 2022-04-18) Mustapha, Y.I.; AbdulQuadri, A.O.; Olowo, A.A; Oluwaseyi, B.J
    In recent years, the continuous increase in the population of Nigeria, especially the youthful population who are characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397 people, consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions compared to celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.
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    Pricing strategies and consumer buying patterns in a digital economy among residents of government residential areas, Ilorin
    (A publication of the Department of Business Administration; University of Ilorin, Ilorin, Nigeria, 2020) Olowo, A.A; Aremu, M.A; Jatto, A.A; Bakare, A.H
    The important of information technology cannot be over-emhasis especially now that customer's movement to the normal market is restricted and they must find all means to satisfy their needs. It is on this premise, that the study examined the impact of pricing strategies on customer's buying pattern during digital economy. Three hundred and ninety (390) structure questionaire were designed and distributed but only three hundred and seventy five (375) was filled appropriately and returned. Simple random sampling techniques used in selecting the respondents and Cochran formula for the sample size. Multiple regression analysis used and result shows p-value < 0.05, the null hypothesis was rejected and the alternative hypothesis accepted for the two tentative statements tested. The finding reveals there is positive relationship between mobile pricing strategies and dynamic pricing strategies among consumers. The study concluded and recommended that it is pertinent for the contemporary marketers/producers to take defensive measure in addressing issue of pricing as strategic during digital economy, 24/7 online customer service, and comprehensive information about product and the company.
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    Product positioning strategies and customer's choice of cosmetics products in Lagos State
    (Ilorin Journal of administration and development, 2019) Olowo, A.A; Bello, K.A; Imouokhome, E.O; Abdulraheem, M
    Manufacturers deal with a number of uncertainties, trending technologies and tendency of peer influences among users of goods and for them to gain competitive advantages and new markets, organizations try to surpass their competitors by positioning their product in the mind of users through quality and pocket friendly product. it is based on afore-mentioned that the study examined the impact of product positioning on the choice of cosmetic products. The intention of this study focuses mainly on the impact of product pricing positioning strategies and quality position strategies on the customer’s choice of cosmetic products. 265 structured questionnaires were administered but only 247 were correctly filled and returned by the respondents. Multiple regression technique was used in analyzing the data with confidence level at 0.05. Result showed that there is moderate positive relationship between price positioning strategies and customer choice of cosmetic product having = 0.684 and p value = 0.000 and quality positioning strategies = 0.73 and p-value = 0.000 which implies that 0.73 increase in quality positioning of cosmetic products will lead to 73% increase in the choice made by customers of cosmetic products in Lagos state, Nigeria. This study therefore concludes that price positioning strategies and quality positioning strategies have moderate positive impact on the customer choice of cosmetic products and the study recommended that manufacturers of cosmetic should be proactive and strategic in handling these key elements to build long lasting relationship with their customers.
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    Product Positioning Strategies and Customers' Choice of Cosmetic Products in Lagos State
    (Department of Public Administration, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria, 2019) Olowo, A.A; Bello, K.A Ph.D.; Imoukhome, E.O Ph.D.; AbdulRaheem, M Ph.D
    Manufacturers deal with a number of uncertainties, trending technologies and the tendency of peer influences among users of goods and for them to gain competitive advantages and new markets, organisations try to surpass their competitors by positioning their products in the mind of users through quality and pocket-friendly products. It is based on the aforementioned that the study examined the impact of product positioning on the choice of cosmetic products. The intention of this study focuses mainly on the impact of product pricing positioning strategies and quality position strategies on the customer’s choice of cosmetic products. 265 structured questionnaires were administered but only 247 were correctly filled and returned by the respondents. Multiple regression techniques were used in analysing the data with a confidence level of 0.05. Results showed that there is a moderate positive relationship between price positioning strategies and customers' choice of cosmetic product
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    Rentention Strategy and Customer Loyalty: An Analysis of the Selected 2nd Generation Banks, Ilorin, Nigeria.
    (Ilorin Journal of Administration and Development., 2023) Olowo, A.A; Jimoh, A.T; Jatto, A.A; Bello, K.A
    This study examined the effect of retention strategies on customer satisfaction as evidenced by the selected 2nd generation banks within the Ilorin metropolis. Two research objectives were raised to guide the conduct of this study; (i) identify how the retention strategy (customer relationship management) adopted by the selected 2nd generation banks enhances customer satisfaction, and (ii) investigate the effect of the retention strategy (service quality delivery) on customer satisfaction of the selected 2nd generation banks. The study utilized a descriptive research design and collected data through a cross-sectional survey method. Three hundred and seventy-nine (379) validated questionnaires were distributed to the respondents, but only three hundred and sixty-three (363) were found usable, sorted, edited, and coded for the analysis. Findings revealed that customer relationship management and service quality delivery have a significant effect on customer loyalty with R2 =85.6 and 83.2 respectively. The study recommended that businesses should treat customer loyalty as a priority and not an option. Also, adequate funding must be provided to achieve the customer retention program