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Export Marketing Challenges of Nigerian Cocoa Processors
This study assesses export Marketing Challenges of Nigerian Cocoa Processors in Abeokuta. A descriptive survey design was employed and data were gathered from 292 customers. Findings reveal that certification and logistics dominate cocoa export barriers The study recommends strengthened customer relationship and retention programmes
2025 — Undergraduate
Price Sensitivity of Consumers to Fuel Price Changes
This study examines price Sensitivity of Consumers to Fuel Price Changes in Minna. The research adopted a survey design, collecting data from 251 retailers. Findings reveal that fuel price hikes reshape household transport budgets instantly The study recommends price, packaging and distribution strategies tailored to local segments
2025 — Undergraduate
Green Marketing Practices Among Fast-Moving Consumer Goods Brands
This study investigates green Marketing Practices Among Fast-Moving Consumer Goods Brands in Nsukka. Using a survey research design, data were collected from 210 marketing managers. Findings reveal that green claims are rarely backed with certifications The study recommends regular market research before new product launches
2025 — Undergraduate
Customer Retention Strategies of Telecommunication Firms
This study assesses customer Retention Strategies of Telecommunication Firms in Ikare. A descriptive survey design was employed and data were gathered from 169 consumers. Findings reveal that data bonuses keep prepaid subscribers longer The study recommends integration of digital and social media tools into marketing plans
2025 — Undergraduate
Marketing of Mobile Money Services to Rural Users
This study examines marketing of Mobile Money Services to Rural Users in Ondo Town. The research adopted a survey design, collecting data from 128 customers. Findings reveal that trust barriers stall rural adoption of mobile wallets The study recommends strengthened customer relationship and retention programmes
2025 — Undergraduate
Big Data Use in Understanding Consumer Segments
This study investigates big Data Use in Understanding Consumer Segments in Ilesa. Using a survey research design, data were collected from 367 retailers. Findings reveal that data teams remain scarce in consumer goods firms The study recommends price, packaging and distribution strategies tailored to local segments
2025 — Undergraduate
Trade Promotion Effectiveness for Fast-Moving Consumer Goods
This study assesses trade Promotion Effectiveness for Fast-Moving Consumer Goods in Ogbomoso. A descriptive survey design was employed and data were gathered from 326 marketing managers. Findings reveal that trade discounts rarely translate to shelf visibility The study recommends regular market research before new product launches
2025 — Undergraduate
Influencer Marketing Credibility Among Young Consumers
This study examines influencer Marketing Credibility Among Young Consumers in Zaria. The research adopted a survey design, collecting data from 285 consumers. Findings reveal that micro-influencers outperform celebrities on engagement The study recommends integration of digital and social media tools into marketing plans
2025 — Undergraduate
Perception of Nollywood Product Placements by Viewers
This study investigates perception of Nollywood Product Placements by Viewers in Okene. Using a survey research design, data were collected from 244 customers. Findings reveal that placements aid recall but annoy heavy viewers The study recommends strengthened customer relationship and retention programmes
2025 — Undergraduate
Influence of Online Reviews on Retail Purchase Decisions
This study assesses influence of Online Reviews on Retail Purchase Decisions in Umuahia. A descriptive survey design was employed and data were gathered from 203 retailers. Findings reveal that negative reviews outweigh positive ones in purchase calculus The study recommends price, packaging and distribution strategies tailored to local segments
2025 — Undergraduate
Cause-Related Marketing and Consumer Loyalty
This study examines cause-Related Marketing and Consumer Loyalty in Warri. The research adopted a survey design, collecting data from 162 marketing managers. Findings reveal that social causes strengthen loyalty among educated consumers The study recommends regular market research before new product launches
2025 — Undergraduate
Service Quality and Patronage of Commercial Banks
This study investigates service Quality and Patronage of Commercial Banks in Sapele. Using a survey research design, data were collected from 121 consumers. Findings reveal that waiting time drives perceived service quality down The study recommends integration of digital and social media tools into marketing plans
2025 — Undergraduate
Effective Use of Market Research in New Product Launches
This study assesses effective Use of Market Research in New Product Launches in Offa. A descriptive survey design was employed and data were gathered from 360 customers. Findings reveal that firms that field-test foods reduce launch failures The study recommends strengthened customer relationship and retention programmes
2025 — Undergraduate
Digital Banking Services Marketing by Fintech Startups
This study examines digital Banking Services Marketing by Fintech Startups in Owo. The research adopted a survey design, collecting data from 319 retailers. Findings reveal that referral incentives dominate fintech acquisition tactics The study recommends price, packaging and distribution strategies tailored to local segments
2025 — Undergraduate
Distribution Gaps for Perishable Farm Produce in City Markets
This study investigates distribution Gaps for Perishable Farm Produce in City Markets in Abuja. Using a survey research design, data were collected from 278 marketing managers. Findings reveal that cold-chain absence forces farmers to sell at farmer-gate prices The study recommends regular market research before new product launches
2025 — Undergraduate
Pricing Strategies and Consumer Perception of Store Brands
This study assesses pricing Strategies and Consumer Perception of Store Brands in Enugu. A descriptive survey design was employed and data were gathered from 237 consumers. Findings reveal that price promotions lift volume faster than brand trust The study recommends integration of digital and social media tools into marketing plans
2025 — Undergraduate
Social Media Advertising Effectiveness for Fashion Retailers
This study examines social Media Advertising Effectiveness for Fashion Retailers in Kaduna. The research adopted a survey design, collecting data from 196 customers. Findings reveal that visual platforms convert best for fashion brands The study recommends strengthened customer relationship and retention programmes
2025 — Undergraduate
Brand Switching Among Mobile Network Subscribers
This study investigates brand Switching Among Mobile Network Subscribers in Port Harcourt. Using a survey research design, data were collected from 155 retailers. Findings reveal that network quality triggers switching despite loyalty benefits The study recommends price, packaging and distribution strategies tailored to local segments
2025 — Undergraduate
Packaging Influences Purchase Decisions for Sachet Products
This study assesses packaging Influences Purchase Decisions for Sachet Products in Ibadan. A descriptive survey design was employed and data were gathered from 394 marketing managers. Findings reveal that colour and print quality sway low-priced impulse buys The study recommends regular market research before new product launches
2025 — Undergraduate
Digital Marketing Adoption by Insurance Brokers in Nigeria
This study examines digital Marketing Adoption by Insurance Brokers in Nigeria in Lagos. The research adopted a survey design, collecting data from 353 consumers. Findings reveal that insurance brokers lag peers in search and social marketing The study recommends integration of digital and social media tools into marketing plans
2025 — Undergraduate
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
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
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
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 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
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 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
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
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
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
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