Marketing

Assessment of Sales Promotion on Consumer Buying Behaviour in the Modern Retail Sector

This study assessed the effect of sales promotion on consumer buying behaviour in the modern retail sector in Nigeria. A cross-sectional survey was conducted with shoppers of selected retail chains using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that discounts, coupons, loyalty points, and bundle offers significantly stimulated trial, increased purchase frequency, and influenced brand switching. The study, however, found that overly frequent promotions diminished perceived brand value. It recommends strategic scheduling of promotions and pairing of promotions with brand-building activities.

2025 — Undergraduate

Effectiveness of Social Marketing Campaigns on Health Behaviour Change Among Young Adults

This study assessed the effectiveness of social marketing campaigns on health behaviour change among young adults in Nigeria. A descriptive survey design was adopted with questionnaires administered to university students exposed to health campaigns. Data were analysed using descriptive statistics and regression analysis. The findings revealed that engaging messaging, relatable influencers, and social media delivery significantly increased awareness and positive behaviour intentions regarding nutrition, exercise, and substance use. The study found that one-off campaigns without sustained engagement produced limited change. It recommends integrated, well-funded, and evaluation-driven social marketing approaches.

2025 — Undergraduate

Influence of Green Marketing on Consumer Purchase Decisions in the FMCG Sector

This study examined the influence of green marketing on consumer purchase decisions in the Nigerian fast-moving consumer goods sector. A survey was conducted with consumers who had encountered eco-friendly product claims using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that environmental consciousness, eco-labelling, and perceived environmental benefits influenced purchase intentions, although price sensitivity and scepticism about claims limited conversion. The study found that consumers rewarded credible sustainability efforts. It recommends transparent eco-claims, sustainable packaging, and education of consumers on environmental impact.

2025 — Undergraduate

Influence of Customer Experience on Choice of Service Providers in the Hospitality Industry

This study investigated the influence of customer experience on the choice of service providers in the Nigerian hospitality industry. A survey was conducted with hotel guests and restaurant patrons using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that service encounters, ambience, value for money, and online reviews significantly influenced provider selection and repeat patronage. The study found that memorable, positive experiences generated word-of-mouth and loyalty. It recommends investment in staff training, personalisation, and consistent service standards across customer touchpoints.

2025 — Undergraduate

Impact of Relationship Marketing on Customer Retention in the Nigerian Insurance Industry

This study examined the impact of relationship marketing on customer retention in the Nigerian insurance industry. A descriptive survey design was adopted with questionnaires administered to insurance policyholders. Data were analysed using descriptive statistics and regression analysis. The findings revealed that personal relationships, trust, regular communication, and responsive claims handling significantly influenced policy renewal and retention, while claim delays and poor communication drove lapses. The study found that many insurers neglected ongoing client relationships. It recommends client-focused relationship programmes, transparent claims processes, and consistent follow-up.

2025 — Undergraduate

Effect of Cultural Factors on the Success of International Marketing Strategies in Nigeria

This study examined the effect of cultural factors on the success of international marketing strategies in Nigeria. A descriptive survey was conducted with marketing managers of multinational firms operating in Nigeria using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that adaptation of products, promotions, and pricing to local cultural beliefs and values significantly influenced brand acceptance and market success. The study found that cultural missteps and standardisation of campaigns to foreign norms reduced effectiveness. It recommends cultural sensitivity, local adaptation, and local market research.

2025 — Undergraduate

Influence of Global Branding on Local Consumer Attitudes Towards Multinational Brands in Nigeria

This study investigated the influence of global branding on local consumer attitudes towards multinational brands in Nigeria. A survey was conducted with consumers of global brands using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that global brand images, perceived quality, and prestige significantly shaped favourable attitudes and purchase intentions, while local relevance and affordability moderated these effects. The study found growing preference for local alternatives in some categories. It recommends balanced global consistency with local adaptation to sustain consumer affinity.

2025 — Undergraduate

Impact of Digital Marketing on Brand Awareness in the Nigerian Fashion Industry

This study examined the impact of digital marketing on brand awareness in the Nigerian fashion industry. A descriptive survey design was adopted with questionnaires administered to social media users and fashion brand marketers. Data were analysed using descriptive statistics and regression analysis. The findings revealed that social media campaigns, influencer partnerships, and content marketing significantly enhanced brand awareness, engagement, and online visibility. The study, however, found that inconsistent content and limited analytics use reduced campaign effectiveness. It recommends structured digital marketing strategies, audience targeting, and performance measurement.

2025 — Undergraduate

Effect of Service Quality on Customer Retention in the Nigerian Banking Sector

This study examined the effect of service quality on customer retention in the Nigerian banking sector. A descriptive survey design was adopted with questionnaires administered to bank customers. Data were analysed using descriptive statistics and regression analysis. The findings revealed that reliability, responsiveness, empathy, and digital service convenience significantly influenced customer satisfaction and retention. The study observed that branch congestion and service failure recovery weakened retention despite digital improvements. It recommends continuous service quality improvement, faster complaint resolution, and personalised customer engagement.

2025 — Undergraduate

Influence of Promotional Strategies on Market Share in the Nigerian Beverage Industry

This study investigated the influence of promotional strategies on market share in the Nigerian beverage industry. A mixed-methods approach combining questionnaire administration with interviews of brand managers was adopted. Data were analysed using descriptive statistics and thematic analysis. The findings revealed that sales promotions, advertising, and below-the-line activities significantly influenced brand trial, repeat purchase, and market share, particularly when integrated and consistent. The study found that uncoordinated and excessive promotions eroded margins and brand value. It recommends balanced, integrated promotional planning and evaluation of promotional returns.

2025 — Undergraduate

Influence of Logistics Management on Customer Satisfaction in E-Commerce Retail

This study examined the influence of logistics management on customer satisfaction in e-commerce retail in Nigeria. A survey was conducted with online shoppers who had received home deliveries using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that delivery speed, order accuracy, and tracking visibility significantly influenced customer satisfaction and repeat purchase behaviour, while delivery delays and damaged orders reduced satisfaction. The study found that last-mile delivery remained a major challenge. It recommends investment in logistics partnerships, reliable tracking systems, and responsive delivery networks.

2025 — Undergraduate

Assessment of Distribution Channels on Product Availability in the Consumer Goods Industry

This study assessed the effect of distribution channels on product availability in the Nigerian consumer goods industry. A descriptive survey was conducted with distributors, retailers, and marketing managers using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that channel coverage, route planning, and distributor relationships significantly influenced product availability and market penetration. The study, however, found that poor infrastructure and financing gaps constrained distribution efficiency in rural areas. It recommends investment in logistics, distributor support programmes, and digital tools for channel management.

2025 — Undergraduate

Effect of Product Packaging on Consumer Choice in the Cosmetics Industry

This study investigated the effect of product packaging on consumer choice in the Nigerian cosmetics industry. A descriptive survey design was adopted with questionnaires administered to cosmetics purchasers in selected retail outlets. Data were analysed using descriptive statistics and regression analysis. The findings revealed that packaging design, colour, information clarity, and hygiene features significantly influenced brand selection and perceived product quality. The study found that counterfeiting concerns made packaging authenticity an important cue. It recommends investment in distinctive, informative, and secure packaging as a competitive tool.

2025 — Undergraduate

Influence of Pricing Strategies on Consumer Purchase Intention in the Retail Sector

This study examined the influence of pricing strategies on consumer purchase intention in the Nigerian retail sector. A survey was conducted with shoppers of selected retail chains using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that price discounts, bundle pricing, and competitive price positioning significantly influenced purchase intentions, while frequent price changes reduced trust. The study found that perceived fairness and price-quality alignment also shaped purchase behaviour. It recommends transparent pricing, strategic promotional pricing, and value-based communication to build consumer confidence.

2025 — Undergraduate

Effect of Rebranding on Consumer Perception and Brand Image in the Nigerian Banking Sector

This study investigated the effect of rebranding on consumer perception and brand image in the Nigerian banking sector. A descriptive survey design was adopted with questionnaires administered to bank customers who had experienced rebranding initiatives. Data were analysed using descriptive statistics and regression analysis. The findings revealed that well-executed rebranding improved brand relevance, modernisation, and customer perception, while poorly communicated rebranding caused confusion and transient negative sentiment. The study found that tangible service improvements were necessary for rebranding to translate into lasting image gains. It recommends comprehensive stakeholder communication and alignment of rebranding with service delivery.

2025 — Undergraduate

Impact of Brand Equity on Consumer Loyalty in the Telecommunications Industry

This study examined the impact of brand equity on consumer loyalty in the Nigerian telecommunications industry. A survey was conducted with subscribers of major network providers using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that brand awareness, perceived quality, and brand associations significantly influenced subscriber loyalty and advocacy, while price promotions alone were insufficient to sustain loyalty. The study found that network quality remained a decisive driver of satisfaction. It recommends strengthening service quality, consistent brand communication, and loyalty-building programmes.

2025 — Undergraduate

Effect of Social Class on Consumer Buying Behaviour in the Nigerian Fashion Industry

This study investigated the effect of social class on consumer buying behaviour in the Nigerian fashion industry. A descriptive survey design was adopted with questionnaires administered to consumers across different income and occupational groups. Data were analysed using descriptive statistics and the Chi-square test. The findings revealed that social class influenced brand preference, store choice, and willingness to pay for fashion products, with higher-income groups favouring imported and designer brands. The study, however, found that social media exposure blurred some class-based differences in tastes. It recommends segmented marketing strategies and status-signalling brand positioning.

2025 — Undergraduate

Influence of Consumer Perception on Purchase Decisions for Fast-Moving Consumer Goods

This study examined the influence of consumer perception on purchase decisions for fast-moving consumer goods in Nigeria. A descriptive survey was conducted with shoppers in selected retail outlets using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that perceived quality, value for money, and brand image significantly influenced purchase decisions, while negative perceptions of safety and authenticity discouraged purchases. The study found that peer reviews and social media content increasingly shaped consumer perceptions. It recommends consistent quality, transparent product information, and positive brand communication.

2025 — Undergraduate

Application of Marketing Research in Understanding Consumer Preferences in the Nigerian Beverage Market

This study assessed the application of marketing research in understanding consumer preferences in the Nigerian beverage market. A cross-sectional survey was conducted with consumers of popular beverage brands using a structured questionnaire. Data were analysed using descriptive statistics and correlation analysis. The findings revealed that taste, price, packaging, and brand familiarity significantly shaped consumer preferences, and that marketing research provided useful segmentation and positioning insights. The study found that many firms relied on intuition rather than systematic research. It recommends continuous market intelligence, adoption of survey and panel research, and better alignment of offers with consumer preference segments.

2025 — Undergraduate

Influence of Marketing Research on New Product Development in the Nigerian Fast-Moving Consumer Goods Industry

This study examined the influence of marketing research on new product development in the Nigerian fast-moving consumer goods industry. A descriptive survey design was adopted with questionnaires administered to marketing managers and product development staff of selected companies. Data were analysed using descriptive statistics and regression analysis. The findings revealed that consumer insight gathering, concept testing, and market analysis significantly reduced product failure rates and improved market acceptance. The study, however, found that cost constraints and time pressure limited the depth of research in some firms. It recommends sustained investment in marketing research and integration of research findings into product strategy.

2025 — Undergraduate