Browsing by Author "Olowo, Ahmed AbdulGaniyu"

Now showing 1 - 6 of 6
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    Aaker’s Brand Personality and Millennial Buying Behaviour of Smart
    (Department of Business Administration, University of Ilorin, Ilorin, 2022) Oniku. Ayo Christopher; Olowo, Ahmed AbdulGaniyu
    Millennial Market is one of the most significant markets that many organizations are paying attention to in today’s business world and the major reason for this is because of the growth and potentials the market possesses. This study examined the applicability of Aaker’s brand personalities framework on millennial’ experience in smartphone purchase with keen interest in University of Ilorin students. The study adopted a cross-sectional research design and the sample size of 397 was arrived at using the Yamane (1967) formula for finite population. The data was analyzed using inferential statistical (multiple regression) to test the hypotheses. The findings of the study show that Aaker’s personalities scale (i.e., sincerity, excitement, sophistication, and ruggedness) have significant influence on the millennial experience in smartphone purchase with the value of p = .000 < 0.05. More so, it was established that Aaker’s personalities framework scale (competence) has significant influence on millennial experience in smartphone purchase. It was therefore concluded that Aaker’s personalities framework significantly influences customers experience in purchasing decision process especially the millennial. The study recommended that organization developing a customer’s solution oriented products should ensure sincerity, excitement, sophistication, ruggedness and competence embedded into what they offer to the market
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    Impact of Guerrilla Marketing on Brand Image of Small and Medium Enterprises in Lagos, Nigeria
    (Department of Business Administration, Adekunle Ajasin University, Akungba-Akoko, Ondo State, 2023-12) Olowo, Ahmed AbdulGaniyu; Orji, Prince Chinenye; Abdulquadri, Abdulazeez Olamide
    This research work enquires about the impact of guerrilla marketing strategy on the brand image of SMEs in Lagos, Nigeria. Primarily, the objectives of this study are to determine the effect of viral marketing on the functional image of SMEs; assess the effect of stealth marketing on the symbolic image, and examine the extent to which ambush marketing affects the experiential image of SMEs. The study used a stratified sampling technique in which a sample size of 400 was achieved through Taro Yamane’s formula. Data was collected from the sample population through the survey-based questionnaire. This study concluded that Viral marketing has a significant effect on the functional image of SMEs. Also, the symbolic image of an SME can be influenced by stealth marketing. Lastly, it was revealed that there exists a relationship between ambush marketing and the experiential image of SMEs. It was recommended that SMEs in Lagos that aim at promoting the functional image of their brand should leverage viral marketing as well as stealth marketing should be leveraged by SMEs because it affects the symbolic image of SMEs. Also, ambush marketing when used should be used cautiously because a mistake can yield a negative impact on the experiential image of SMEs
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    Marketing Ethics and Contemporary Sales force in the Hospitality Industry
    (Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Ilorin, 2024) Olowo, Ahmed AbdulGaniyu; Abdulquadri, Abdulazeez Olamide; Bello, Kamal Asola; AbdulKareem, Roheemat Busola
    Marketing ethics involve the moral principles and accepted behaviour that guide marketing practices and profession, hence the sales force works with these principles but most times deviates from it to achieve their set target and meet up with company objective. Although this is unethical in marketing and adversely affects sales force performance. It is against this backdrop that the study examined the effect of marketing ethics on sales force performance. The specific objectives of the study were to (i) identify ethical challenges faced by contemporary salespersons and (ii) examine the influence of ethical conduct on consumers' trust and loyalty. This is a desk research and other secondary sources were consulted to guide the conduct of the study with inclusion and exclusion criteria formulated by the researchers. From the secondary sources conducted, findings revealed that consumers value consistent ethical behaviour, fostering trust and long-term loyalty from the sales force. The study concluded that objective selling tactics and trust should be embraced by contemporary sales force. Therefore, it is recommended that the sales force should avoid deception, hard selling and misrepresentation during sales presentation
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    Neuromarketing: An emerging scientific tool for marketing decisions.
    (Department of Marketing, Faculty of Management Sciences, River State University of Science and Technology, Port Harcourt, River State , Nigeria., 2017) Mustapha, Yusuf Ismaila; Abdul, Falilat Ajoke; Olowo, Ahmed AbdulGaniyu
    Neuromarketing is an emerging revolutionary marketing research concept which provides marketers with a richer understanding of customers' perceptions, attitudes and behaviour. It is actually a sub-field of neuroscience that aids marketing-related decisions via the usage of brain research techniques. This work reviewed extant literature on the meaning of the neuromarketing concept, the importance of neuromarketing, neuromarketing techniques and the application of neuromarketing to the traditional 4Ps of marketing as well as the limitations of neuromarketing. The paper was fundamentally based on documentary sources through a review of textbooks, journal and seminar papers, conference papers and dissertations. It was concluded that neuromarketing is an emerging marketing tool that can measure neural activities which occur during relevant marketing-related consumer behaviours such as attention, memory, affect and choice. It is also a significant instrument for detecting hidden information about target customers. The paper suggested that marketing managers across different industries should try to explore and exploit the opportunities offered by neuro-marketing techniques to improve their decision-making in the area of marketing efforts.
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    Retention Strategy and Customer Loyalty (An Analysis of the selected 2nd Generation Banks, Ilorin)ho
    (Department of Public Administration, Faculty of Management Sciences, University of Ilorin, 2023-06) Olowo, Ahmed AbdulGaniyu; Jimoh, AbdulRasaq Taiye Ph.D; Jatto, Adewale AbdulMjeed; Bello, Kamal Asola Ph.D
    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. 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.
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    Socio-Cultural Peculiarities and Shoppers’ Patronage in an Emerging Retail Business: Evidence from Kwara State, Nigeria
    (African Journal of Developmental Integrity and Peace Studies, University of Abuja, Abuja, Nigeria, 2023-08) Olowo, Ahmed AbdulGaniyu; Ayodele Christopher Oniku; Olabode Olufemi Olayemi3
    The retailing business is a rapidly changing shopping experience that hardly players involved in this sector withdraw from the business but rather employ the accordion theory of scheming their business operations to a single item to retain the loyalty of customers. It is on this premise that the study intends to examine the influence of socio-cultural peculiarities and the shoppers’ patronage in an emerging retail business. This study employed a cross-sectional research design and three hundred and eighty-four (384) structured questionnaires administered among the retail outlets in Kwara State though only two hundred and ninety-eight (298) were filled, returned and coded for the data analysis. The returned questionnaire represents 77.6% and this result is adequately fit for the study. The ANOVA table revealed p-value = 0.000 which is less than 0.05 (sig) and since p-value < 0.05, the two null hypotheses tested rejected and alternative hypotheses accepted that is. Northernization & modernization and urbanization have a great influence on shoppers' patronage in an emerging retail business with R= 0.66. Hence, the study concluded that paying more attention to the sociocultural peculiarities of businesses will not just improve their customer base but yield a good and sustainable relationship between the shoppers and the retail outlets. Therefore, the study recommended that the management of emerging retail businesses should integrate into the community of interest and appropriate necessary costs to achieve favourable performance.