UNILAG Journal of Business

NICHE MARKETING AND OPERATIONAL PERFORMANCE IN THE NIGERIAN MANUFACTURING INDUSTRY: A STUDY OF NESTLE NIGERIA PLC. LAGOS

R. D. BAKARE — 2023-09-08

This study examined niche marketing and organisational performance in the Nigerian manufacturing industry with a focus on Nestle Nigeria Plc. Lagos. To achieve this goal, four research questions were answered and four hypotheses were tested. The cross-sectional survey research design was adopted. The population of the consisted of one hundred and twenty-five (125) staff comprising 45 senior staff and 80 middle levels at marketing department of the company. The stratified random sampling technique was employed in the selection of the sample size. A structured questionnaire was designed by the researcher which was administered to the respondents for the collection of data. Frequency counts and percentages were used to analyze both the demographic data and research questions while regression correlation was used to test the hypotheses at 0.05level of significance. The findings of the study showed that application of niche marketing is valuable in achieving Nestle marketing objectives, serves as form of strategy to achieve sustainable growth, has significant impact on customers’ patronage of Nestle products and improve sales performance of Nestle Nigeria Plc products. Based on the findings, the study concluded that niche marketing is a potent strategy for improving sales performance of business organisations. On the basis of the findings, the study recommends the adoption of niche strategy as a potent strategy for effective cost control to support an underserved population so as to enhance business performance and competitive advantage.

EFFECT OF BUSINESS ENVIRONMENT ON PERFORMANCE OF SELECTED SMALL AND MEDIUM ENTERPRISES IN GUSAU

A. M. ADENIRAN — 2023-10-28

This study examined the effect of the business environment on the performance of selected small and medium enterprises (SMEs) in Gusau. The study focuses on four key dimensions of the business environment: political, technological, and economic. A simple random sampling technique was employed to select a sample of 50 employees from various organisations. Data was collected through a questionnaire and analysed using frequency analysis, the simple percentage method, and regression. The study revealed that all independent variables except the technological environment have a significant positive effect on the performance of SMEs. The study recommends that policymakers should prioritize creating a stable political environment that encourages business growth and investment, which can be achieved through transparent governance, consistent policies, and a supportive regulatory framework, and establish platforms for regular dialogue and engagement between government officials and SME stakeholders to address their concerns, gather feedback, and ensure that policies and regulations are designed to support SMEs. More so, the government should implement measures to ensure a more predictable and stable economic environment in Gusau.

DIGITAL MARKETING AND GEN Z CUSTOMER LOYALTY TO FASHION PRODUCTS (STUDY FROM FEDERAL GOVERNMENT-OWNED TERTIARY INSTITUTIONS IN LAGOS-STATE NIGERIA)

Janet Oluwaseyi Bankole — 2024-06-10

In the era of digital dominance and with Generation Z constituting over 25% of the global population, businesses face fierce competition, necessitating a robust online presence to attract and retain Gen Z customers. This research investigates digital marketing and Gen Z customer loyalty to fashion products in Lagos State. Employing a quantitative approach and anchored in the Theory of Planned Behaviour, Uses and Gratification (U&G) Theory, and Technological Acceptance Model (TAM), the study surveyed 382 students from Federal Government-owned tertiary institutions. Analyzing data through SPSS AMOS 28 and structural equation modeling, the findings underscore the significant positive impact of social media and mobile marketing on Gen Z customer loyalty. The study concludes that digital marketing has a positive effect on Gen Z customer loyalty and makes the following recommendations: businesses should pay attention to ensure they make their social media platforms active and interesting, constantly use various marketing approaches and strategies to contact and interact with Gen Z customers through mobile devices and ensure adequate online strategies that will deliver holistic satisfaction.

EMPIRICAL INVESTIGATION OF DYNAMIC RELATIONS AMONG FOREIGN DIRECT INVESTMENT, ECONOMIC GROWTH AND POVERTY PREVALENCE USING AFRICAN DATA

P. N Amah — 2024-06-10

This study examined dynamic relations among foreign direct investment (FDI), economic growth and poverty headcount ratio using a sample of 24 African Countries. To achieve this goal, historical data of the variables regarding cross section of countries were collected over 14-year period. The stratified random sampling technique was employed in selecting the sample. Following pre-regression diagnostics, we specified Vector-Auto-Regression model for computation of coefficients of the variables in dynamic relations. These were complimented with computation of relative impulse response function and forecast-error-variance decomposition of regression estimates. We found that FDI did not granger-cause economic growth among African economies, just as growth was found not sustainable and inclusive enough as to achieve substantial poverty reduction. More-so, evidence appeared to support earlier isolated findings that FDI has been largely exploitative and attracted to economies with high growth rates and low poverty ratios. The study reinforces earlier isolated findings that it is not necessarily ‘growth’ that results in decline in poverty prevalence but ‘sustained economic growth’. Hence most developing nations that depend on annual fiscal plans for poverty reduction may consistently miss development targets. Again, contrary to widely held view that foreign direct development leads to
economic growth, the study established exceptional case for Africa.