The Marketing Research Practices of Nigerian Companies

Osuagwu, Linus

doi:10.1300/j156v03n01_05

Cited by 11 publications

(10 citation statements)

References 16 publications

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“…Pilot study was conducted using small segments of the sample in order to confirm the validity and reliability of the instrument. The Cronbach's alpha coefficients for the constructs are 0.727 for adoption of POS and 0.810 for customer trust and 0.758 for POS security, "showing the reliability of the instrument while the instrument was subjected to content validity -expert opinion validity as used by [37]".…”

Section: Methodsmentioning

confidence: 99%

Awareness Creation and Adoption of Point of Sales of Selected Small and Medium Enterprises (SMEs) in Lagos State, Nigeria

Olasojumi¹

2018

AJASR

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Nigerian payment systems are cash-driven and it is the main mode of payments transactions. However, the Point of Sales (POS), which is meant to encourage cashless economy as against the cash-centered operations, is challenged with issues of awareness creation and security. This study examined the awareness creation and adoption of POS of selected SMEs in Lagos state, Nigeria. The study adopted a cross-sectional survey research design. The population of the study consisted of selected SMEs who are users of POS in Lagos State estimated at 11,663 and sample size of 2,059. The respondents were selected from among the SMEs used for this study. A validated questionnaire from the sectors surveyed was used for the study. The sectors include: oil & gas, banking and insurance, and manufacturing. A total of 2,059 copies of the questionnaire were administered, with a response rate of 77.1%. The Cronbach's alpha coefficients for the constructs are 0.727 for adoption of POS, 0.850 for awareness creation and 0.758 for POS security. The data were analysed using descriptive and inferential (Pearson Product Moment correlation) statistics. The findings revealed that there was a significant relationship between awareness creation and Adoption of POS (r=0.399; p < 0.01) and similar relationship between POS security and Adoption of POS (r = 0.437; p < 0.01). The study concluded that awareness creation had significant and positive relationship with adoption of POS of selected business organisations who are SMEs in Lagos State, Nigeria. The study thus recommended that adequate awareness creation be made so as to educate various stakeholders on the importance of the use of POS to ensure its adoption and assure of security of data transactions and reports generated using POS by the selected organizations in Lagos state, Nigeria.

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Section: Methodsmentioning

confidence: 99%

Awareness Creation and Adoption of Point of Sales of Selected Small and Medium Enterprises (SMEs) in Lagos State, Nigeria

Olasojumi¹

2018

AJASR

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“…The given perspective is considered more holistic view of the meaning of strategic marketing because of its more encompassing domains which form the larger essence of strategic marketing as a perspective and practice. To further advance this broad concept, Osuagwu (2004) defined strategic marketing in a nutshell as involving a process which takes an organization from where it is currently situated to where it intends to be in future time.…”

Section: Strategic Marketingmentioning

confidence: 99%

“…Strategic marketing is critical to how a firm learns and understands the changing market and marketing environment characterised by intense competition and limited resource for deployment of strategy that leads to solving business problems and achieving competitive advantage. Strategic marketing also recognises the importance of managing the changing market situations characterised by competitive pressure and constrained resources towards achieving competitive advantage (Osuagwu, 2004;Varadarajan., 2019). The key issues of strategic marketing have been hinged on the design and application of appropriate marketing strategy, ranging from marketing orientation, marketing planning, marketing mix decisions to market differentiation focus and innovation, market segmentation, market targeting and positioning among others to achieve competitive advantage (Yan & Chew, 2017).…”

Section: Introductionmentioning

confidence: 99%

Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities

Alao

Adefulu

Asikhia

et al. 2020

Journal of Accounting, Business and Finance Research

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This study investigated the effect of strategic marketing on competitive advantage and how resource capabilities moderated the effect. A crosssectional survey research design was adopted. Based on population of 1568 managerial staff of selected petroleum products marketing firms in Lagos State, Nigeria, Cochran's formula was applied to determine a sample size of 564. Response rate of 497 respondents was achieved in the study. Data collected were analysed using multiple regression analysis. The findings established that strategic marketing has a positive and significant effect on competitive advantage (R = 0.594, Adj. R2 = 0.627, F (4, 491) = 208.685, p = 0.000 < 0.05) and that resource capability has no significant moderation on the effect of strategic marketing on competitive advantage (ΔR2= 0.000, ΔF (1, 493) = 0.0305, p > 0.05) of the selected petroleum marketing companies in Lagos State, Nigeria. The study recommended that the management of petroleum products marketing companies should be committed to adopting strategic marketing in order to improve competitive advantage.

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“…While business management skills include attribute that are required in launching, developing and managing an enterprise. Personal entrepreneurial skills include attributes such as proactiveness, creativity, change-orientation, persistence, and visionary leadership qualities [25]. There is a consensus in research in the field of entrepreneurship that more emphasis should be placed on entrepreneurship training due to the fact that entrepreneurship training, enhances entrepreneurs propensity for risk taking.…”

Section: Entrepreneurship Training and Mentoringmentioning

confidence: 99%

Quantitative Analysis of the Impact of Entrepreneurship Boot Camp on Training and Mentoring of Young Entrepreneurs

Moses¹,

Akinbode²,

Olokundun³

et al. 2016

ICERI2016 Proceedings

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Emerging researches in entrepreneurship education literature provide evidence that entrepreneurship boot camp is an important platform for training and mentoring of young entrepreneurs. Entrepreneurship boot camp involves an intensive programme designed for individuals seeking to think and act entrepreneurially. The programme teaches efficient and proven methods to validate business concepts by getting hands-on assistance in using these methods as well as testing business ideas over an intensive period of activities interacting with mentors and early stage investors. However, there is no substantial evidence in research documenting an assessment of the impact of entrepreneurship boot camp on training and mentoring of young entrepreneurs particularly in developing countries. The study first assessed the impact of entrepreneurship boot camp on training, effectiveness and productivity of young entrepreneurs, and secondly examined the effects of the programme on mentorship, access to relevant knowledge and entrepreneurial networks. The motivation towards tackling unemployment through entrepreneurship development has actuated researchers, policy makers, institutional training bodies and other stakeholders to understand the impact of entrepreneurship boot camp on training and mentoring of young entrepreneurs. This could enhance and enrich the design of more effective entrepreneurship boot camp programmes geared towards equipping participants with the necessary skills, knowledge and network for entrepreneurial success. The study was based on the boot camp organized by Tony Elumelu Entrepreneurship Programme (TEEP). Random sampling of 300 participants was used and Structural 60

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The Marketing Research Practices of Nigerian Companies

Cited by 11 publications

References 16 publications

Awareness Creation and Adoption of Point of Sales of Selected Small and Medium Enterprises (SMEs) in Lagos State, Nigeria

Awareness Creation and Adoption of Point of Sales of Selected Small and Medium Enterprises (SMEs) in Lagos State, Nigeria

Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities

Quantitative Analysis of the Impact of Entrepreneurship Boot Camp on Training and Mentoring of Young Entrepreneurs

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