Product Positioning Strategies and Customers' Choice of Cosmetic Products in Lagos State

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dc.contributor.authorOlowo, A.A
dc.contributor.authorBello, K.A Ph.D.
dc.contributor.authorImoukhome, E.O Ph.D.
dc.contributor.authorAbdulRaheem, M Ph.D
dc.date.accessioned2023-01-06T09:32:12Z
dc.date.available2023-01-06T09:32:12Z
dc.date.issued2019
dc.description.abstractManufacturers 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 producten_US
dc.identifier.citation1. Olowo, A.A., Bello, K.A., Imoukhome, E.O. &AbduRaheem, M. (2019). Product Positioning Strategies and Customer’ Choice of Cosmetic Products in Lagos State,Nigeria. Ilorin Journal of Administration and Development,5 (2): 64-73. Publication of Department of Public Administration, University of Ilorin, Nigeriaen_US
dc.identifier.issn2536-7358
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/20.500.12484/8193
dc.language.isoenen_US
dc.publisherDepartment of Public Administration, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeriaen_US
dc.subjectProduct Positioning, Price Positioning Strategies, Quality Position Strategiesen_US
dc.titleProduct Positioning Strategies and Customers' Choice of Cosmetic Products in Lagos Stateen_US
dc.typeArticleen_US

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