This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place.

This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards fashion clothing and made practical implications to that effect. Keywords: Sociological factors, Consumer Buying Behaviour, Fashion Clothing, Social Influence Theory.

This study seeks to investigate the effect of social media micromarketing on customers' satisfaction in the domestic airline industry in Nigeria. Specifically, the study measured the effect of social media micromarketing on customers' willingness to recommend service to others (word of mouth communication), customers' loyalty and retention and lastly determined if overall customers' satisfaction differ with the type of social media technology. A stratified sample of 391 travelers drawn from two domestic airlines operating in two states (Cross River State and Akwa Ibom State) in the South-South Geo-graphical Zone of Nigeria were used for the study. Three hypotheses were formulated to guide the research and the statistical significance of the variables in the three hypotheses were tested using simple regression analysis and one way analysis of variance. The study revealed significant relationship between social media micromarketing and the customers' satisfaction variables: customers' willingness to recommend service to others, customers' loyalty and retention. It also shows that overall customer's satisfaction differs with the type of social media technology. It was therefore suggested that in order for airlines in Nigeria to benefit maximally from their customer orientation philosophy, their social media platforms should be upgraded to include other technologies that are not currently in operation.

This study examined trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers’ contest and rebate on distributors’ performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors’ performance, while trade allowance and dealers’ contest had the second and third-highest significant positive effects on distributors’ performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors’ performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research.

The work examined the impact of information technology (IT) tools on supply chain performance of online retailers in Calabar Metropolis, Cross River State. The study adopted the cross-sectional survey research design and the purposive sampling procedure. Data were analyzed using the multiple regression analysis. The study revealed that information technology (IT) tools have positive influence on supply chain performance of online retailers in Calabar Metropolis. It has been observed that the use of information technology improves supply chain performance as it assists the online retailers in building accumulative knowledge about various supply chain partners (customers, suppliers, distributors, and main channels). The study concluded that supply chain management begins and ends with the customers. And, the sole aim of the integration and collaborations of the supply chain is to effectively and efficiently satisfy customers' demands and needs, as well as add value to the supply chain activities which would enhance their performance. The study therefore, recommended that online retailers should build an effective supply chain, integrated with information technologies enabled logistic system that can improve supply chain performance and response quickly to unexpected needs of the consumers.