Department of Business Administration & Marketing

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Agricultural and Solid Minerals Marketing: Nigeria's Imperative
(Ife Journal of Entrepreneurship and Business Management, 2016) Agada, Solomon Agada
Nigeria is blessed with several natural resources that are widely distributed across the country as well as a vast and fertile land However, the dominance of oil as a major foreign exchange earner has led to under-dependence on the agricultural and solid minerals sectors. Since the beginning of the oil boom, these sectors have been neglected as major sources of revenue by the government. Although some efforts have been made by establishing agencies like the Nigerian Mining Corporation, the Nigerian Coal Corporation, Solid Minerals Development Commission in the solid mineral sector, Agricultural Commerciakation Programme and Agricultural Development Programme in the agricultural sector, the impact on Gross Domestic Product (GDP) has been insignlficant. With the current nosedive in crude oil prices leading to a reduction in foreign exchange revenue, there is urgent need to divers the revenue base of the country. To this end, this paper examined the agricultural and solid minerals sectors in Nigeria and provided some recommendations on how marketing concept and strategies can be applied to promote the sectors for economic growth and development.
The Boko Haram Phenomenon and the Market Place in Nigeria
(Redeemer's University Journal of Management and Social Sciences, 2014) Agada, Solomon Agada
Jamaiatu Ahlis Sunna Lidda"awati Wal-Jihad otherwise known as Boko Haram is the terrorist group operating in Northern Nigeria which claimed to propagate the teachings of Prophet Mohammed and Jihad and to wipe out all forms of westernisation. In a bid to actualizing this, series of suicide bombings and murders have taken their toll particularly in the northern part of Nigeria leading to tragic upheaval in political, economic, and social activities. The study examines the implications of the activities of Boko Haram from the perspective of business environment theory and identified that marketing activities as well as valuable long term business relationships have been hampered with the continuous exodus of businesses, investors, and people out of these affected areas for fear of unexpected death and injury by Boko Haram. The study relied on extant literature and infers theoretical underpinning of business macro environmental variables on marketing success. The study also made significant appraisal of the death of the prominent leaders of Boko Haram and indicates that movements that witness the killing of a leader only appear to be more likely to fail but will not lead to its downfall nor the end of terrorism. The study concludes that there is the need for the government to ensure a safe market place in Nigeria and notes that people's orientation towards their environment influences their consumption patterns and attitudes toward the market place.
Conjoint Analysis of the Preference of Mobile Telephone Operators in Nigeria. A Case Study of MTN, Globacom, Etisalat and Airtel
(Nigerian Journal of Management Studies, 2015) Agada, Solomon Agada
In the determination of consumer preference for products or services, the level of satisfaction and the attributes are critical variables that consumers attached utility to in order to maximize their consumption of the product' or service as well as value exchange. Consumer preference therefore has germane marketing implications and can be adequately dissected through conjoint analysis methodology. The study analysed the service attributes of four mobile telephone operators in Nigeria and the implications on consumer preference for each , service provider. The findings reveal that in terms of relative impfrtance of the service attributes and, their utility values, connectivity (21.5); and service paCkages (18i 3) are the leading attributes consumers prefer with respective levels of moderate and good Customer service levels'and MTN et4erging as the most preferred service provider. It is therefore imperative that the mobile service operators take cognizance of these factors as they have significant impact to their service performance and consumers patronage
Customer Lifestyle as Determinant Of Customer Satisfaction and Loyalty towards Hotels Services in Lagos State, Nigeria
(West African Journal of Business and Management Sciences Faculty of Business Administration, 2017) Agada, Solomon Agada
Customer lifestyle defines the attitude and behaviour towards the purchase of products and services and can significantly impact on customer satisfaction and loyalty. This is an important consideration to the customer and the firm. This study investigates customer lifestyle as determinant of customer satisfaction and loyalty towards hotels services in Lagos State, Nigeria. A cross-sectional survey of 497 guests of selected 3-Star rated hotels was carried out through convenience sampling in Lagos State. Results of multiple regression analysis showed that the three dimensions of lifestyle were significant in the determination of customer satisfaction but partially effective in determining customer loyalty. The study therefore concludes that hotels managers should give a high consideration in developing services that have features and attributes associated more with customer activities and interests as these tend to have very significant effects on the level of customers' satisfaction and patronage
Customer Relationship Management (CRM) and Value Creation in the Mobile Phone Industry
(BJMASS, 2012-01) Agada, Solomon Agada
The Nigerian market has been undergoing major transformation driven by change, deregulation, competition and customer sophistication. In order to survive, many companies are beginning to look towards value creation. This study contributes to the literature on customer relationship management (CRM) by investigating the perception of mobile phone service operators on CRM as a tool for value creation. The study was situated in Lagos State, Nigeria. Random sampling was used to select three divisions from the five divisions in Lagos state. 1050 questionnaires were administered to mobile phone users and 50 questionnaires to members of staff of mobile phone service operators. The data collected were described with descriptive statistics and analyzed with Analysis of Variance (ANOVA) using procedures within SPSS version 17. The findings indicate that CRM could be a strategic tool for value creation if implemented properly. It was also found that there are no differences in customer satisfaction with regard to gender but there are differences with regard to age and income. It was therefore recommended that operators should implement a CRM programme with the data collected during SIM card reglitration
E-Marketing Strategies Imperative for Business Performance in Nigeria
(NINM International Academy of Marketing, 2013-06) Agada, Solomon Agada
The present study explored the invaluable impact of E-marketing and its significance on modern business performance - particularly in banking services in Nigeria. Nigerian banks are consciously making efforts to key into this concept with most banks transmitting information about customers' bank accounts through the internet using email, telephone, and other telecommunication network facilities. Extant literature were explored and discussed. Top management support was identified as crucial in the acquisition and diffusion of innovation such as E-marketing with empirical evidence that there is a positive effect of leadership support on innovation adoption. The hig her the appreciation of the benefits of e-commerce by management, the more likely they are to set aside organizational resources necessary to adopt and implement e-commerce. To carry along all stakeholders and for e-commerce to thrive, sellers and buyers have to be willing to exchange goods and services for money online. Technology will definitely transform not only the "front office" aspect of business enterprise, but will also manage the company's relationship with their customers, and success will be measured differently, then according to the return on customer relationship or customer desire.
Effect of Branding on the Purchase of European and Asian Drugs in South-Western Nigeria
(Nigeria Journal of Business Administration, 2020) Agada, Solomon Agada
Although consumers purchase drugs based on the physician’s prescription and user’s experience, they have increasingly shown personal and emotional consideration in determining branded or generic drugs in the purchase decision. In terms of the marketing of drugs, little research has been undertaken in this area in Nigeria. Emphasis has rather been on regulation and control. This study therefore examined consumers’ preference in terms of the effects of country of origin brand name, package branding, and ingredients branding on purchase of drugs between the European and Asian drugs. Data were collected from 312 buyers of Over-the-Counter (OTC) drugs in Lagos and Osun states in Nigeria through a cross-sectional survey. Data were analysed using both descriptive and Independent Sample t-Test. The results showed that there is no statistically significant difference in consumers’ perception of the branding elements in purchase between European and Asian drugs. It is therefore recommended that marketers comply with standards set by the regulating institutions for drug manufacture and administration as competitors would endeavor to meet up with expected standards and thus render the effect of branding as a differentiation strategy among competitors void. It is also recommended that pharmaceutical companies operating in international markets recognize branding elements such as the country of origin brand name, package branding, and ingredient branding employed by competitors as consumers rate them reasonably high in their purchase decision.
The Effects of Brand Perception in the Purchase of “Made in Italy” and “Made in China” Fashion Products in Nigeria
(2016) Agada, Solomon Agada
Effects of Country of Origin on Consumer Brand Preference between Italy and China Shoes and Clothes
(LASU Journal of Management Sciences, 2019-12) Agada, Solomon Agada
Country of origin (COO) serves as a very important determinant of consumers’ preference behavior towards products and services especially in the international marketplace. Consumers therefore tend to make choices based on their preference for brands and the country of origin. The present study examined the brand preference of consumers for fashion products of Italian and Chinese country of origin (COO). A cross-sectional survey of 400 respondents selected from the population of 1,288,714 people in Alimosho Local Government Area (LGA) of Lagos State was conducted using convenience sampling technique. Hypothesis testing was done using Anova and Independent sample t-Test. The results showed that consumers perceive significant difference on preference for fashion products among the two countries. The findings of the study have salient implications for formulation and execution of strategies in international marketing and especially provided a better understanding for market segmentation in the sales of fashion products
Employees' Competency Management and Job Performance: A Review of Nigerian Public Sector
(Nigerian Journal of Management Sciences, 2015) Agada, Solomon Agada
The study investigated the relationship between employees’ competency management (ECM) and job performance (JP) in the Nigerian public sector. A cross-sectional survey research design was employed. The working population of the study consists of 175 randomly selected HR Management staff of key federal ministries based on the researcher's experience. The instrument for direct data collection was structured questionnaire. The response rate was 97 representing 55.43% copies of the questionnaire administered. The instrument was validated by human resources management experts. Confirmatory factor analysis was carried out to test the reliability of the instrument and the R obtained was 0.832. Data was c analyzed using descriptive statistics and Chi square analysis technique for hypothesis validation with the aid of SPSS IBM version 21software. The findings revealed that there is no statistically significant relationship between ECM and workers' productivity (p=.617), quality of service rendered (p=.645), and service cost savings (p=.523) in the Nigerian public sector. The study concluded that ECM which is the basis for job performance did not reliably predict superior job performance in the Nigerian public sector. This is due to the absence of employees' competence management best practices in the Nigerian public sector
Gap Analysis Model in Service Quality: A Review on the Perspective of Private Universities in Nigeria
(International Journal of Management and Development Studies,, 2016) Agada, Solomon Agada
Education is a valuable tool for societal development. The quality of educational service at the tertiary level is therefore of a higher perceptual factor to the students, parents, sponsors, government, employers of labour, and other stakeholders. The concept of service quality serves as a determinant of private university performance and a basis for competitive edge. The study explored the gap analysis model of service quality by Parasuraman, Zeithaml and Berry (1985) in order to propose a framework for private universities educational service on how to understand stakeholders’ expectations and perception in terms of the quality of service they render and in effect satisfy them. The evaluation of the gap analysis model in relation to the existing quality of educational service offered by the private universities in Nigeria indicated areas of gaps with service quality implications. The study therefore proposed a conceptual framework of service quality that integrates all stakeholders’ needs and recommended further empirical validations of the proposed model.
Integrating the Marketing Concept with Total Quality Management (TQM) for Customers' Satisfaction in the Nigerian Banking Sector
(2012) Agada, Solomon Agada
Market and Entrepreneurial Orientations as Predictors of Small and Medium Enterprises’ Performance in the COVID-19 Era
(Innovative Marketing, 2022) Agada, Solomon Agada
The COVID-19 pandemic affected all sectors of the economy, including small and medium enterprises (SMEs). However, it has been observed that while some SMEs succumb to the pandemic, others thrive. Therefore, the study investigates the influence of market orientation and entrepreneurial orientation as well as their dimensions on the performance of SMEs in the COVID-19 era. A cross-sectional research design was adopted in the study. The data were collected through a questionnaire administered to 385 SME owners and managers in Lagos State, Nigeria. 328 copies of the questionnaire, representing 85.1%, were retrieved and used for the analyses. The results of structural equation modeling revealed that entrepreneurial orientation and its dimensions significantly influenced SME performance. Innovativeness and pro-activeness positively influenced performance, while risk-taking negatively influenced performance. Furthermore, the findings indicate that market orientation and its dimensions have no significant influence on SME performance during COVID-19. The insights from the findings will help SME owners and managers to run their operations in a challenging business environment. It will also help SME development agencies in their efforts to encourage SME growth and long-term viability
Market Related Inflationary Factors and the Purchase of Consumer Products in Nigeria
(Legaltext Publishing Company Limited, 2011) Agada, Solomon Agada
Inflation and social welfare have remained a twin issue in any political landscape. The correlation between them is borne out of the fact that economic products available in the market are produced based on cost inputs transmitted into the value of finished goods. When inflationary factors persist, the costs of input increase resulting in expensive products and services. A trend ofthis nature reduces the purchasing power of the consumer and invariably his or her welfare. Government policies have been observed to have far reaching effect on the catalytic effect of inflation in the economy through active monetary policies or a lack-lustre attitude towards investment both internally organized or through foreign direct investment (FDI). Environment- wide impact of inflation cannot be overemphasized, as it has a gamut of negative effects across societal values such as education, women and child labour, diseases, conflicts, riots, and other anti- social disruptions. It was also observed that a veritable paradigm of modern marketing strategy is equally abused and short lived by inflation, as persistent price rise reduces the relationship between the buyer and the seller because of the attendant risks and uncertainty in the marketplace.
The Marketing of Church Service
(2014) Agada, Solomon Agada
Moderating Factors and Customer Loyalty of Selected Hotels in Lagos State, Nigeria
(2020) Agada, Solomon Agada
National Development and Political Corruption in Nigeria: Leadership at Crossroad
(2013) Agada, Solomon Agada
Peer Group Factors and the Purchase Decisions of Mobile Telephone Sets Among Youths in Nigeria
(2012) Agada, Solomon Agada
Relative Importance of the Determinants of Perceived Product Quality Judgments in the Purchase of Cars in Nigeria
(International Journal of Management and Development Studies, 2016) Agada, Solomon Agada
Consumers purchase decision is guided by the judgment they make about product quality. The judgment is a fimction of the expectation that the product quality has values such as utility, importance and hedonic elements which they belief can give them satisfaction. Consumers"' relative judgment of the quality dimensions of cars was examined in this study through judgmental sampling technique of users and owners of cars in Nigeria. Consequently, a sample of 400 owners and users of cars in LagoS and Osun states in Nigeria were adminis4„ged questionnaire. Multiple regression analysis showed three outstanding Significant quatily dimensions emanating from the results of the study. Features (beta = .61, p<.000), reliability .(beta p<.000): and conformance (beta -.18, p<.05). It is therefore suggested that marketers and manufacturers of cars take cognizance of these attributes for the purpose of customer satisfaction and competitive advantage in the mcirlctplace
Social and Cultural Experiences with Loyalty towards Hotel Services: The Mediating Role of Customer Satisfaction
(2022) Agada, Solomon Agada
The increasing role of the customer experience, based on the feelings the customers acquire from the interaction with a firm’s product and services, has been considered an effective influence on customer satisfaction and loyalty. Customer satisfaction also plays a linking role in the performance–loyalty link. This study, therefore, investigated the effect of the social- and cultural experience dimensions on loyalty towards hotel services, with customer satisfaction playing a mediating role. Based on a cross-sectional survey of 532 customers of three-star hotels in Lagos State, Nigeria, the analysis was carried out with partial least squares structural equation modelling. The results showed that social and cultural experience jointly account for about 38% of the variance in consumer loyalty, customer satisfaction has a moderate impact size on loyalty, and social and cultural experiences have a moderate and low effect size on customer loyalty, respectively. The study further established an indirect and significant effect to show that customer satisfaction partially mediates the association between cultural experience and loyalty and the association between social experience and loyalty. Consequently, since the hotel service environment provides the types of experiences that customers expect, sustainability strategies based on the aspects of the hotel service environment would provide memorable experiences for guests’ satisfaction and loyalty. Furthermore, this study has both theoretical and practical implications for researchers and practitioners, by suggesting additional dimensions to the traditional customer-experience realms.

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