Promise Chika Oparah | Nnamdi Azikiwe University, Awka-Nigeria (original) (raw)

Papers by Promise Chika Oparah

Zenodo (CERN European Organization for Nuclear Research), Jan 8, 2023

Over the years there has been an increase in diet related problems, hence the use of nutritious l... more Over the years there has been an increase in diet related problems, hence the use of nutritious label to market baby food. Nutritional label provides consumer with information that can help them make informed and healthier food decision. In Anambra consumers are increasingly aware of nutritional diets that promote good health for their children. This study adopts empirical and theoretical literature reviews in determining the influence of label on baby food consumers in Anambra State. Survey design was adopted; the study population comprises customers of Roban Stores Awka, Nkwo Market Nnewi and Onitsha Main Market. Stratified sampling method was adopted; sample of 231 respondents was statistically drawn. Questionnaire was the research instrument. Important objectives of this study is to determine the extend healthcare and quality claims influence consumer buying behaviour and express them as a proportion of Anambra population. The study also explores the relationship between demographics such as age, gender, education, and status with the results of consumer preferences for healthy foods. The internal consistency of the instrument was tested using crombach alpha coefficient test. The hypotheses were tested using multiple regressions. The study findings revealed that food safety, country of origin and product quality significantly influences consumer buying behaviour. It is recommended that consumers of baby food should focus more on reading nutritional label contents before buying. While manufacturers of baby food should state clearly without ambiguity on label, the quality of nutrients to be consumed at any point in time. Government should regulate the labeling of nutrition facts and food claims for infants. I.

International Journal of Trend in Scientific Research and Development, Aug 27, 2021

Hotel management scholars consider service quality a precedent to guest satisfaction, but the rea... more Hotel management scholars consider service quality a precedent to guest satisfaction, but the reasons why guests revisit a hotel and how to deliver a high quality service from hotels in Anambra State have remained unanswered. This study investigated service quality dimensions of reliability, assurance, tangibility, empathy and responsiveness, and related them to guest satisfaction in the selected hotels in Awka, Onitsha and Nnewi, representing the three senatorial zones in Anambra State, using the proportionate stratified random sampling (STRS) technique. A sample size of 138 respondents was derived using Topman formula out of which 123 copies were correctly filled, returned and used in the analysis. Data was analyzed using descriptive statistics and Pearson Product Moment Correlation. The findings revealed that Responsiveness has the highest level of coefficient of which is (r = 0.999); followed by Assurance (r = 0.995) and Tangibility (r = 0.987, Reliability (r = 0.956); and Empathy (r = 0.956), with degree of freedom 0.05. Based on the findings, it was concluded that there is a strong positive relationship in all the five dimensions of service quality (Reliability, Assurance, Tangibility, Empathy and Responsiveness) in the hotel industry. It was therefore recommended that hotel operators should give priority attention to Responsiveness dimension of their Service Quality by providing prompt services to guests at all times; Staff should be willing to help their customers when needed. They should also focus on the special needs of customers, having the best interests of their customers at heart, and quickly apologizing to their guests when they make mistakes. They should also give attention to their Physical facilities, acquire modern equipment, and hotel staff should always look tidy and clean. Hotels must also prevent, detect and eliminate service quality gaps as early as possible in any service operation. The employees should be trained on how to interact with their customers; and customers' benefit packages should be tailored towards the dimensions of service quality-Reliability, Assurance, Tangibles, Empathy and Responsiveness.

International Journal of Academic Research in Economics and Management Sciences, May 5, 2018

This paper relates service quality to the expectations of enrollees (consumers) versus the percep... more This paper relates service quality to the expectations of enrollees (consumers) versus the perceptions of Healthcare Providers in the delivery of healthcare services of National Health Insurance Scheme (NHIS). A questionnaire based upon a 22-question modified version of SERVQUAL was designed to obtain information about expected versus perceived levels of service quality from consumers. A second 22-question instrument seeking healthcare providers' perceptions of expectations of the consumers was also devised. The data collected were then contrasted. The paper identified a gap score of-0.0055 between expectation and perception, and concludes that consumers perceived inferior quality of service from Healthcare Providers, who are the gate keepers of NHIS.

International journal of academic research in business & social sciences, Oct 31, 2018

Various governments all over the world have acknowledged that entrepreneurship and the formation ... more Various governments all over the world have acknowledged that entrepreneurship and the formation of micro, small and medium enterprises is the key to economic growth, employment generation and poverty alleviation. However, for entrepreneurship to play this role effectively and efficiently, it must be a vital and an integral component of productivity and growth. Most SMEs in Nigeria experience abysmally low performance, and some even fold up within five years of start-up despite governmental efforts in encouraging entrepreneurial development in the country, This work on the importance of marketing in entrepreneurial development and poverty alleviation in Nigeria aims at identifying the sources and causes of problems in the orientation and practice of entrepreneurship and marketing in SMEs. The paper is a conceptual study and as such relied more on the review of the views of different scholars and researchers in marketing, entrepreneurship and SMEs in Nigeria and elsewhere. The study revealed that most SMES in Nigeria needed more exposure to the principles and practice of marketing and entrepreneurship so as to contribute maximally to economic development, employment and poverty alleviation in the country in spite of the ever-increasing competition both locally and internationally. To achieve this, the study recommended, among others, that the entrepreneurial and marketing skills of budding entrepreneurs and chief executive and directors of SMEs. Should be enhanced through education and training. This can be achieved through either formal regular education for those who can afford it, or by some part-time arrangements with professional marketers, and university lecturers as consultants.

NG-Journal of Social Development, Feb 1, 2018

Zenodo (CERN European Organization for Nuclear Research), Jan 14, 2023

This study, based on Brand Equity Model suggested by Keller (2001), which comprises four brand eq... more This study, based on Brand Equity Model suggested by Keller (2001), which comprises four brand equity constructs such as brand awareness, perceived quality, brand association and brand loyalty is focused on brand equity and customer satisfaction in MultichoiceGOtv brand in Awka south LGA in Anambra State. The digital terrestrial television (DTT) industry has become very competitive and try to be innovative in developing a new products and services as well as policies that would create brand awareness for their customers. The specific objectives include to find out if there is a significant positive relationship between brand awareness and customer satisfaction in Multi Choice GOtv in Awka; to find out if there is a significant positive relationship between perceived quality and customer satisfaction in Multi Choice GOtv in Awka; to find out if there is a significant positive relationship between brand association and customer satisfaction in Multi Choice GOtv in Awka; and to find out if there is a significant positive relationship between brand trust and customer satisfaction in Multi Choice GOtv in Awka. Based on the above, the broad objective of the study is to find out if there is a strong positive relationship between brand equity and customer satisfaction of GOtv Customers in Awka South LGA. A survey design is proposed for the study. The population of the study is 85,004, but a sample size of 398 customers of GOtv in Awka south LGA is targeted. Data would be analyzed using descriptive statistics and Pearson product moment correlation. It was recommended thatMulti Choice GOtv should engage in continuous research to correctly approximate customer expectations and plan to meet them to reduce customer complaints; Service providers should ensure that their employees are well informed about their brand in order to solve the problems; Firms should ensure that their customers feel sense of secure during transaction. And that Managers should ensure that their brands are associated with something positive, one of a kind and strong so that customers may associate positive thought as well as good feelings about the brand.

Turkish Online Journal of Qualitative Inquiry, Aug 25, 2021

The study was carried out to evaluate business innovation strategies and enterprise competiveness... more The study was carried out to evaluate business innovation strategies and enterprise competiveness in a challenged environment: Evidence from manufacturing firms in South Eastern Nigeria. The study specifically, examined the effect of: business process reengineering, benchmarking and corporate Partnering on organizational growth of manufacturing firms in South Eastern Nigeria. The study used the survey approach. A population of 341 staff was used. The whole population was utilized because of the small size of the population. 277 staff returned the questionnaire and accurately filled. That gave 81 percent response rate. The validity of the instrument was tested using content analysis and the result was good. The reliability was tested using the Pearson correlation coefficient (r). It gave a reliability coefficient of 0.76 which was also good. Data was presented and analyzed by mean score (3.0 and above agreed while below 3.0 disagreed) and standard deviation using Sprint Likert Scale. The hypotheses were analyzed using F-statistics (ANOVA) tool. The findings indicated that business process reengineering had negative effect on organizational growth, f(n = 341)= 450.246, P<0.0. 5, benchmarking had positive effect on organisational competitiveness of manufacturing firms in South East Nigeria,f(n = 341)= 2.387, P<0.0. 5 and corporate partnering had significant influence on organizational growth f(n = 341)= 34.225, P<0.0. 5. The study concluded reengineering enables organizations meet the needs of customers and the demands of competition and change while Bench marking has become necessary for strategic planning and operational improvement. However, governments should encourage research and development, recognize and encourage innovation and entrepreneurship.

The provision of Business Development Services (BDS) is critical to the survival and sustainable ... more The provision of Business Development Services (BDS) is critical to the survival and sustainable growth of Small and Medium Enterprises (SMEs). BDS in Nigeria has been poorly provided as there are very few institutions that provide it. As a result, most SMEs neither appreciate the need for such services nor access them. This paper posits that a Business Development Service co-created through collaboration between the service provider and service consumer stands to elicit the need for such service among SMEs as well as improve their utilization and access to BDS. Based on theoretical paradigm and contemporary practices as documented in literature, this paper suggests that Institution of Higher Learning (IHL) are best positioned to provide the BDS. Given the provision of services like BDS may involve the collaboration of other organizations and institutions, it is the suggestion of this paper that the institutions who may undertake this project collaborate with larger enterprises and ...

International Journal of Trend in Scientific Research and Development, Aug 27, 2021

Journal of business management, 2015

The aim of this study is to examine demographic variations I consumer acceptance and use of e-ban... more The aim of this study is to examine demographic variations I consumer acceptance and use of e-banking services. The demographic variables included in the study, apart from e-banking product, with their options are: gender: male and female; income: ₦30,000 and below, ₦31,000-450,000, above ₦450,000, age: 18-35 years, 36-55 years, and above 55 years; and education: primary/non-formal, secondary, graduate, and postgraduate. Only educational levels show serious variation. From the analysis, ‘F’ is 3.429 with p value of .035. This means the analysis is significant at .05 hence the hypothesis that there is a significant differences in the use of e-banking by the various levels of education is validated. From the results of this study it is clear that to achieve improved product and service offering, a strong product management is required. As customers consolidate payment relationships and embrace e-banking, banks become more exposed to non-bank financial institutions and service provider...

International Journal of Academic Research in Economics and Management Sciences, 2018

World Journal of Entrepreneurship, Management and Sustainable Development, 2011

Discourses on emerging markets have gained momentum in the literature as companies in slow-growin... more Discourses on emerging markets have gained momentum in the literature as companies in slow-growing developed economies are intensifying their entrepreneurship and search for new growth opportunities in emerging economies. Emerging markets are countries that are restructuring their economies along market-oriented lines and offer a wealth of opportunities in trade, technology transfers and foreign direct investment (FDI). They serve as regional economic powerhouse, reminiscent of transitional societies undertaking political and economic reform, fast growing outward-oriented economies with efficient production for the domestic and export markets, political economy oriented towards entrepreneurship and free enterprise, market transparency, among others. After decades of economic turmoil, many African countries have started to make steady progress towards creating market-enabling institution. Based on a synthesis from the literature and using Nigeria as a context, this review paper argues that Nigeria has fallen short of most of the fundamental characteristics necessary to transition to an emerging economy categorization. This means that Nigeria is weakly adapted to the changed view of market-led development. Although the country is considered a regional economic powerhouse, she is only listed as a 'Frontier country' because of weak critical institutional characteristics, more evident in areas such as infrastructural development; privatization of state owned enterprises (SOEs); outward orientation; political and economic reforms and market transparency. The paper concludes, by arguing that for Nigeria to ascend a higher grade in the emerging market taxonomy, some important institutional refinements are necessary. These include: macroeconomic reform and development to drive exports; improved infrastructure, especially power supply; serious political reforms to ensure credible political leadership; and disciplined and ethical revolution to ensure credible corporate governance in both the private and public sectors of the economy.

INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT, 2019

Gender differences determine to a large extent the types of products and services customers purch... more Gender differences determine to a large extent the types of products and services customers purchase. This study analyzedtheeffect of gender on online shopping behaviour in Nigeria. The survey research design was adopted for the study, and questionnaire was the instrument used in collecting data. The study adopted Judgmental and snowball techniques to select the respondents. Participants made up of a total of three hundred and eighty four (384) online shoppers in Akwa Ibom State, Nigeria. Data were analysed using Analysis of Variance (ANOVA) at 0.05 level of significance. The findings revealed thatGender has significant effect on buying behaviour of online shoppers in Nigeria (F=4.33, P<0.05). It was concluded that proper understanding of consumers' demographic differences especially along the line of gender can help online retailers in Nigeria to target specific groups of consumers and formulate appropriate marketing strategies to win them. Based on the findings, it was recommended that online retailers in Nigeria should try to understand the behaviour and preferences of shoppers based on their demographic profiles, so as to market to them effectively, and offer products and services tailored to their unique needs and expectations. Online retailers should pay more attention to the female segment as the females are seen to be more favourably disposed to online shopping as compared to males.

Journal of Business Management and Economics, 2015

The aim of this study is to examine demographic variations I consumer acceptance and use of e-ban... more The aim of this study is to examine demographic variations I consumer acceptance and use of e-banking services. The demographic variables included in the study, apart from e-banking product, with their options are: gender: male and female; income: 30,000 and below, 31,000-450,000, above 450,000, age: 18-35 years, 36-55 years, and above 55 years; and education: primary/non-formal, secondary, graduate, and postgraduate. Only educational levels show serious variation. From the analysis, 'F' is 3.429 with p value of .035. This means the analysis is significant at .05 hence the hypothesis that there is a significant differences in the use of e-banking by the various levels of education is validated. From the results of this study it is clear that to achieve improved product and service offering, a strong product management is required. As customers consolidate payment relationships and embrace e-banking, banks become more exposed to non-bank financial institutions and service providers which impact on margins. A key element of product management is to manage offerings through market segmentation. Tailoring offerings to a specific need of customers, instead of generic offering for a broad category of customers will give the customers a better impression of the banks' ability to understand their needs.

Contemporary Journal of Management, 2021

This study examined branded vegetable oil and consumer preference among students of Delta State P... more This study examined branded vegetable oil and consumer preference among students of Delta State Polytechnics. Several brands exist in the market, consumer choice frequently changes as per new innovations, changes in test like and dislike related to vegetable oil, vegetable oil is an important element in the food items. Thus, there is need to know the factors that influence consumer preference. To achieve this objective, a structured questionnaire was developed to measure the variables that influence consumer preference towards vegetable oil. The stratified random sampling technique was adopted to select the sample object, a sample size of 397 was determined using Taro Yamene's formula and Bowleys proportion allocation formula was adopted to allocate questionnaire to strata. Copies of questionnaire were distributed to students of Delta state Polytechnics in the three senatorial districts and 320 copies of questionnaire was suitable for analysis. Cronbach Alpha was used to test the reliability of the research instrument. All variables exceeded 0.70. The hypotheses tested using Multiple Linear Regression (MLR) showed that brand awareness, perceived quality and brand image have positive effect on consumer preference. The findings equally show that brand awareness is the most contributing factor to consumer preference having the highest β-value of 0.437. The study therefore concluded that consumer awareness of a particular brands leads to purchase of that brand. Based on the findings, the study recommended that Brand manager should actively promote and improve brand awareness of their vegetable oil brands to ensure that consumers recognizes and recall the brand through frequent advertisement and Vegetable Oil Company should dedicate effort and resources to improve on quality in terms of taste and flavor of vegetable oil.

International Journal of Research in Management., 2019

International Journal of Small Business and Entrepreneurship, 2013

Turkish Online Journal of Qualitative Inquiry (TOJQI), 2021

International Research Journal of Management, IT and Social Sciences, 2018

This paper considered the huge amount of money being expended on sales promotion in recent times ... more This paper considered the huge amount of money being expended on sales promotion in recent times and sought to know whether organizations that use such strategy have justification for such investment. It sought to know whether the increase in sales promotion expenses resulted to increase in the organizations’ sales volume as well as profitability. Nigerian Breweries Plc was used for the study because of its high-level involvement in sales promotion. Personal interview was used to collect relevant information from the key staff of the organization while the published annual report was to collect relevant information from the key staff of the organization while the published annual report was used to source information on the organization’s performance in terms of sales of sales turnover, marketing expenditure, and profitability. Findings showed that sales promotion was used because the strategy was very effective in developing and sustaining patronage and loyalty among channel member...

Book, 2018

The Nigeria's National Health Insurance Scheme failed to achieve universal health coverage in... more The Nigeria's National Health Insurance Scheme failed to achieve universal health coverage in 2015 due to many challenges including poor service quality of the healthcare providers. This book recommends service quality dimensions that can help healthcare service providers to meet the expectations of their enrollees (consumers). To provide a balanced view, this book presented service quality measurement from both the perspectives of consumers and that of the service providers.

Zenodo (CERN European Organization for Nuclear Research), Jan 8, 2023

International Journal of Trend in Scientific Research and Development, Aug 27, 2021

International Journal of Academic Research in Economics and Management Sciences, May 5, 2018

International journal of academic research in business & social sciences, Oct 31, 2018

NG-Journal of Social Development, Feb 1, 2018

Zenodo (CERN European Organization for Nuclear Research), Jan 14, 2023

Turkish Online Journal of Qualitative Inquiry, Aug 25, 2021

International Journal of Trend in Scientific Research and Development, Aug 27, 2021

Journal of business management, 2015

International Journal of Academic Research in Economics and Management Sciences, 2018

World Journal of Entrepreneurship, Management and Sustainable Development, 2011

INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT, 2019

Journal of Business Management and Economics, 2015

The aim of this study is to examine demographic variations I consumer acceptance and use of e-ban... more The aim of this study is to examine demographic variations I consumer acceptance and use of e-banking services. The demographic variables included in the study, apart from e-banking product, with their options are: gender: male and female; income: 30,000 and below, 31,000-450,000, above 450,000, age: 18-35 years, 36-55 years, and above 55 years; and education: primary/non-formal, secondary, graduate, and postgraduate. Only educational levels show serious variation. From the analysis, 'F' is 3.429 with p value of .035. This means the analysis is significant at .05 hence the hypothesis that there is a significant differences in the use of e-banking by the various levels of education is validated. From the results of this study it is clear that to achieve improved product and service offering, a strong product management is required. As customers consolidate payment relationships and embrace e-banking, banks become more exposed to non-bank financial institutions and service providers which impact on margins. A key element of product management is to manage offerings through market segmentation. Tailoring offerings to a specific need of customers, instead of generic offering for a broad category of customers will give the customers a better impression of the banks' ability to understand their needs.

Contemporary Journal of Management, 2021

International Journal of Research in Management., 2019

International Journal of Small Business and Entrepreneurship, 2013

Turkish Online Journal of Qualitative Inquiry (TOJQI), 2021

International Research Journal of Management, IT and Social Sciences, 2018

Book, 2018