MOBILE MARKETING AND EATERIES PERFORMANCE IN PORT HARCOURT (original) (raw)

Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions in Lagos State,Nigeria

2014

It is hereby declared that this thesis was undertaken by AKINBODE Mosunmola Oluwafunmilayo. This research report is based on her original study, in the Department of Business Management, School of Business, College of Development Studies, Covenant University, under the supervision of Prof. J. A. Bello. Ideas and views of this thesis are products of the original research undertaken by Akinbode, M. O. and the views of other researchers have been duly expressed and acknowledged.

The Attitude of Mobile Users on Mobile Marketing: Case Study on Fast Food Restaurant at Bukit Bintang

International Journal of Engineering & Technology, 2018

Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur conducted over sample of 384 respondents. Triangulation methodology of both qualitative and quantitative methods including survey questionnaire, field observation, telephone and face to face interview are used in this study. The finding shows there is favorable attitude towards mobile marketing in the customer population, gauging actual use of mobile marketing of fast food restaurant. The perceptions influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (P...

EFFECT OF MOBILE MARKETING STRATEGIES ON PERFORMANCE OF DEPOSIT TAKING SACCO'S IN KISUMU COUNTY, KENYA

IJSSIT, 2022

The aim of the study was to examine the effect of mobile marketing strategies on performance of deposit taking Sacco's Kisumu County, Kenya. The theory anchoring the variable of the study Unified Theory of Acceptance and Use of Technology. Descriptive design was adopted by the study, the population of this study comprised of 13 Deposit Taking SACCOs in Kisumu County, Kenya registered under SASRA. The unit of observation of the study comprised of 65 Chief Executive Officers, Deputy Chief Executive Officers, Finance Managers, ICT Manager or the equivalent and the Operations manager or the equivalent from each deposit taking SACCO in Kisumu County, Kenya. The study adopted a census survey since the population of the study was small. Pilot study was conducted to test for reliability and validity. Primary data was collected by use of a semi-structured questionnaire. Mean, frequency in addition to standard deviation were the main descriptive statistics to be employed. Multiple linear regression was used to analyze data. Tables and figures were utilized in result presentation. Correlation result indicated that mobile marketing strategies, have a positive relationship with organizational performance. Similarly, regression results indicated that mobile marketing strategies a positive and significant impact on organizational performance. The study recommends deposittaking SACCOs in Kisumu County to focus on subscriber engagement, allow sending of mobile friendly messages, increase the prospective customers subscribing to the Sacco's products and services via email and short message services, improve the efficiency and effectiveness of marketing campaigns of the Sacco and provide a consistent and better customer experience for members.

Exploring the Main Factors Affecting the Impact of Consumer Choice of Mobile Brand Operator Services in Katsina Metropolis, Nigeria

2020

This study examined the Impact of Consumer Choice on Mobile Brand Operators Service in Nigeria; A case Study of Katsina Metropolis, Nigeria. However, the study is to find out the impact of consumer choice on Mobile Brand Operators Service, this study focuses on some factors to understand and comprehend the reasons behind the choice behavior of people in Katsina Metropolis with respect to the cellular service sector. Therefore, the main objective of this research work is to examine the impact of Consumer Choice on mobile brand operator’s services in Katsina metropolis with respect to Quality, Coverage, Customer service, Price, Social factors, Promotions, Purchase behavior, Reliability of services and Value added services.A Quantitative survey research design is use in the study, a total of 384 mobile phone subscribers in Katsina metropolis were selected for the study, and non-probability/ convenience sampling procedure was used in this study while selecting the subjects. A questionna...

An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Brand in the Maiduguri Township in Nigeria

Township. The study considers consumer demographic variables and service providers' company brands which include MTN, Zain (Airtel), Globacom, Starcomms, Intercelluler and Mtel. Taking the entire consumers in Maiduguri as the population, it investigates the demographic variables of consumers between the age group of 18 and above currently using mobile telecommunication or who had once used mobile telecommunication services. A sample size of 500 was selected using purposive sampling technique. Specifically, the study targeted consumers at 20 different areas like car packs/stations, markets, and public institutions. Primary data were obtained through structured questionnaire and secondary data were obtained through company publications and standardised published materials from sources other than the company to develop the literature review. The data were then subjected to statistical analysis of Pearson's correlation, chi-square and descriptive statistics, using statistical package for social sciences (SPSS) version 13. The study reveals that Mobile telecommunication was significantly dominated by three companies with about 97% of market share where by only one company having more than 50% of the market. Generally there was high and positive consumer awareness and perception towards all the mobile telecommunication providers. Consumers' demographic variables were important especially age and educational background of consumer on identification or knowledge about brand of mobile telecommunication.

Factor influencing Customers Buying Behavior in Mobile Marketing

IJGBMR, 2016

Mobile marketing has gained immense popularity in the contemporary business world because of its convenience in sending promotional messages to individual customers. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers in a fast speed and regardless the geographical location. Mobile advertising has been recently referred as one of the best means to cut through the clutter and interact directly with the consumer. Hence, with the trend toward direct, one‐ to‐ one marketing, more attention is being paid to the use of the mobile channel as a means of effectively advertising to consumers. Indian mobile market is one of the fastest growing markets due to the increase in the number of middle-income consumers, and is forecasted to reach millions of users in the next decade. Thus, research on mobile advertising would impact greatly on the way business is done. This study seeks to explore the factors influencing customers buying behavior in mobile marketing. This study aims to explore the relationship between the attributes of customers who use mobile phone and their behavioral intentions. A total of 72 valid responses were received from a survey in Chennai city. The results revealed that there exists a positive relationship between the attributes of customers using mobile phones and their behavioral intentions. Keywords: Mobile advertising, contemporary business, behavioral intention, attributes of customer

Advertising and Service Quality in the Mobile Phone Industry in Kenya

2019

Purpose: The purpose of the study is to determining the effect of integrated marketing communication on service quality in the Mobile Phone Industry in Kenya. Methodology: The methodology employed a descriptive research design. This study focused on 1050 staffs from the marketing, ICT and customer service departments of the four mobile phone network providers in Kenya. The study used stratified sampling method. The target population has1050 staffs, therefore by use of Krejcie and Morgan’s method of determination of a sample size the eventual sample size obtained was composed of 278 respondents. Primary data was collected by means of a semi- structured questionnaire. Test-retest technique of reliability testing was employed. The data collected was analysed using descriptive statistics (measures of central tendency, regression and measures of variations) with the help of Statistical Package for Social Sciences (SPSS) version 20 to achieve the objectives of the study. The findings were...

Marketing Factors Influencing ThePerformance Of Mobile Banking (Survey of Equity Bank south Rift Region)

2016

Much attention has been put in technological advancement with lesser regard to marketing drivers which have direct impact on performance of the m-banking channel. Most studies on M-banking have concentrated on adoption and largely on obvious obstacles like the perception of risks, security, ease of use and the users" attitude etc. Marketing challenges have been studied much less particularly those challenges which affect post adoption uses of the M-banking system. The main objective of this study therefore was to establish the marketing challenges influencing the performance of mobile banking a survey of Equity Bank South Rift region; which was done by focusing the study one effects of evolution of technological innovations, user security, risks and awareness level on performanceof the channel. The research utilized descriptive research design with qualitative and quantitative methodology.The target population for the study was 142 employees of Equity Bank in the bank"s branches within South Rift region. The sample size was 105 employees. To ascertain the validity of the data collected, much attention was paid while designing the questionnaire to ensure that objective of the study were adequately addressed which were then used to collect primary data from the target population. Out of the 105 questionnaires dispersed, 85 of them were fully filled and picked for analysis, translating to a response rate of 81% response rate considered adequate. Quantitative data was coded and analyzed usingStatistical Package for Social Sciences (SPSS version 22). Data thus collected were subjected to descriptive analysis i.e standard deviation, relative frequencies and percentages and in addition, correlation analysis was carried out to test the strength of relationship among the variables. The data was presented using charts, tables and graphs. The findings revealed that the relationship between independent variables (security, perceived risks, awareness level and technology) and dependent variable M-banking performance was significant i.e. P<0.05. When marketing factors were considered independently, awareness level had a very strong positive correlation with M-banking performance at r=.734 followed by perceived risks with a strong negative correlation at r=.-696 then security with a moderate negative correlation at r=-.534 and finally technology with a weak positive correlation at r=.361. Furthermore, when means were considered, awareness level still ranked the highest marketing factor influencing M-banking performance at mean=4.830 on a scale of 1-5, followed by perceived risks at mean=4.210 then security at mean=3.440 and finally technology at mean=3.230. The consistency of the results shows that the most important marketing factor that influences M-banking performance in the context of Equity bank in South rift region is awareness level although perceived risks, security and technology are also significant. Additionally, when regression analysis was carried out, the overall model fit R 2 was .549 i.e. the independent variables could explain 54.9% variation in M-banking performance with 45.1% unexplained implying that there could be other factors influencing the performance of M-bankingThe 45.1% remaining implies that there are other factors that affect M-banking performance other than the four marketing challenges identified in the study. This study therefore recommends that Equity bank South rift region should concentrate its efforts on enhancing awareness level of m-banking.

Positioning Strategies and Customer Patronage of Fast-Food Firms in Port Harcourt, Nigeria

2016

Our research focus was to investigate the relationship between positioning strategies and customer patronage of fast food firms in Port Harcourt Metropolis in Nigeria. We applied a descriptive research design using cross sectional survey. A self-administered questionnaire was employed with a sample size of 123 which is conveniently extracted from fast food employees out of which110 copies were found useable. To ensure reliability, the Cronbach’s Alpha reliability measure was applied using ‘SPSS’ version 20.0. In analyzing the relationship between our variables of interest and to test the hypothesis, multiple regression analysis was employed with the application of SPSS 20.0 and GRETL software packages. Our findings showed an insignificant relationship between all positioning strategies and customer patronage. Although our estimated relationship of interest was not spurious but only 2.5% of the variation in Customer patronage was explained by the joint influence of customer expectati...