• 2017 Jul

• Sustainable marketing at Safaricom Limited: The power of a good strategy

Abstract

The study uses data and information from Safaricom Limited, a mobile telecommunications company listed on the Nairobi Stock Exchange as a case study to shed light on the marketing strategies that can work in Africa, a continent considered risky for potential investors. Given Africa’s abundance of natural resources, good climate and large tourism potential and sustained high growth rates over the last one and a... Read more.

• 2017 Jul

• The determining factors of broadband use in Africa: inhibitors and enablers of the use of mobile broadband

Abstract

This study extends Technology Acceptance Model (TAM) to study inhibitors and enablers of the use of mobile broadband in Africa. The conceptual model tested incorporates two key constructs into TAM: Perceived price and energy —are also analyzed. Results from online survey, of 114 mobile internet consumers supported the model. The study identified the factors that can influence their decision-making and the various... Read more.

• 2017 Jun

• Levels and factors of brand loyalty towards beer brands: The case of a developing country perspective, Ethiopia

Abstract

The study was done in Ethiopia three cities. The success of any business is highly dependent on getting and maintaining customers. Many firms try to sphere their operations aiming customers through measuring customers’ satisfaction. Recent research findings indicated that satisfaction alone did not guaranty the long term survival. Loyalty is a better indicator in this aspect since it incorporates satisfaction as... Read more.

• 2017 May

• Marketing practices and challenges of Mung Bean in Ethiopia Amhara Regional State: North Shewa Zone in focus

Abstract

Mung beans are grown widely for use as a human food (as dry beans or fresh sprouts), but can be used as a green manure crop and as forage for livestock. This study assessed the marketing practice and challenges of Mung bean in the Amhara Region, North Shewa Zone. Descriptive analysis techniques were used for conducting this research. From the nine selected districts, 1,350 producers, 115 traders and 10... Read more.

• 2017 May

• Market supply determinants of lowland bamboo culms: The case of Homosha district, Northwestern Ethiopia

Abstract

Bamboo market in Ethiopia is not well developed and bamboo marketing as a viable alternative for farmers has become a very challenging issue. In the Homosha district, despite the abundant and valuable lowland bamboo resources, the income contribution of bamboo is very low and livelihood of smallholder farmers in the area is desperate due marketing challenges. Thus, the study was initiated to identify and analyze factors... Read more.

• 2017 Apr

• Ethiopia commodity exchange: Marketing prospects and challenges in focus

Abstract

The purpose of this paper is to identify the commodity market opportunities and contests of Ethiopia Commodity Exchange market (ECX). The Ethiopian commodity exchange market plays a paramount role to alter Ethiopian agriculture commodity market history and transform the economy through a dynamic, efficient and transparent marketing system. To do this, data were collected in a survey questioners and an interview guided... Read more.

• 2017 Apr

• Analysing the moderating effect of customer loyalty on long run repurchase intentions

Abstract

One of the controversies in existing marketing literatures is on how to retain existing and new customers to have repurchase intention in the long-run; however, empirical answer to this question is scanty in existing studies. Thus, this study investigates the moderating effect of consumer loyalty on long-run repurchase intentions in telecommunication industry using Lagos State environs. The study adopted field survey... Read more.

• 2017 Mar

• Actors, distribution circuits and marketing of fish on Bandama River (Côte d’Ivoire)

Abstract

This study was carried out on lower Bandama River between July 2013 and June 2014. For this study, a daily monitoring of fish marketing activities and a repeat-pass survey of fish sellers and their marketing technique in selected localities were performed. The results of this work have shown that sales of fish on the Bandama River are ensured by at least 65 fish sellers (42 Ivorians and 23 foreigners). They are mostly... Read more.

• 2017 Jan

• Livestock marketing: Local belief and clan conflicts in focus

Abstract

The major objective of this research was to unveil the challenges of domestic livestock marketing in the pastoralist are of Awash Fentale wereda in due emphasis of local beliefs and clan conflicts.  To address this issue, qualitative research approach was employed. In order to secure dependable and reliable data, interviews, focus group discussions, and participatory observation were conducted. The study depicted... Read more.

• 2016 Nov

• Impact of the business services for farmers’ organizations (ESOP) contract farming model on paddy producers’ well-being in Dangbo District of Benin

Abstract

The importance of rice is increasing in peoples’ diets in Benin, but access of locally-produced rice to domestic and foreign markets remains limited due to low quality products and unreliable supply chains. Contract farming for rice processing and exportation promises to ensure secure market access, and lift paddy farmers up from poverty.  This study aimed to identify the determinants and assess the impact of... Read more.

• 2016 Jun

• Marketing of Jew’s mallow in Agbedranfo local area in the Southwest of Benin

Abstract

This study focuses on analyzing the functioning of the marketing systems of jew’s mallow (Corchorus olitorius) produced in Agbédranfo (Dogbo), Southwest Benin. The methodological approach used was based on the Structure-Conduct-Performance paradigm (SCPA). A total of 60 producers, 28 retailers and 4 wholesalers were sampled. The results identified two jew’s mallow marketing systems based on sales... Read more.

• 2016 Apr

• Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria

Abstract

Nigeria’s active internet subscriptions (GSM), as at February, 2015 stand at 83,209,380 (NCC, 2015). The Internet is the modern marketers’ choice. Despite its great potentials, it is still largely under-utilized in Nigeria. This study surveyed the popularity and acceptance of the Internet as a medium for communicating marketing and advertising messages; the category of people who seek advertising and... Read more.

• 2016 Jan

• Determinants of growth in the banking industry in Kenya

Abstract

This study sought to establish the determinants of growth in the banking industry in Kenya. The research objectives were; to establish the determinants of growth in the banking industry in Kenya and to determine the indicators used to measure growth in the banking industry in Kenya. The study employed descriptive cross sectional survey design. The population was all the 43 commercial banks based in Nairobi County. The... Read more.

• 2015 Oct

• A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies

Abstract

This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages... Read more.

• 2015 Sep

• The emergence of mobile communication in sub-Saharan Africa: Descriptive analysis of Cameroonian mobile consumers’ reactions and conditions of acceptance of advertising SMSs

Abstract

Mobile communication is very often materialized by the use of mobile Internet, SMS and MMS by companies to send advertising messages via mobile phones. SMS and MMS are a genuine social phenomenon. Furthermore, companies have found a new opportunity to operate in terms of targeted communication. Indeed, mobile communication is a fast and effective way of communication at lower cost. Many studies have already been... Read more.

• 2015 Jul

• Analysis of the impact of the economic credits on the inflation and economic growth in Togo

Abstract

The effect of financial development on economic growth coupled with exchange rate fluctuation on economic growth can be significant in a country. We investigated the impact of the economic credits on the inflation and economic growth in Togo. We endeavored to bring out the nature of the relationship between changes in credit to the economy and inflation level and analyzed the effect of credit to economic growth. To... Read more.

• 2015 Jun

• A synthesis of the impact of the ever evolving information and communication technologies on the economic development of Togo

Abstract

The Information and Communication Technologies (ICT) can play an important role in accelerating the economic growth potential of a country. The exponentially rapid spread of ICT is deeply affecting the social, political, economic and cultural spheres in even in poor countries like Togo. We evaluated the appropriation of ICT in Togo to determine its potential to integrate its economy into global production networks... Read more.

• 2015 May

• Understanding the effect of last name on acquisition timing in China

Abstract

This research examines the effect of last name on acquisition timing for Chinese. Previous research suggests that there is a significant negative correlation between the depth of the first letter of surname in the alphabet and response time to acquisition opportunities in Western culture. This research illustrates whether this finding holds in Chinese culture over three studies. We find an opposite conclusion that the... Read more.

• 2015 Mar

• Impact of different facets of product involvement and consideration set on teens’ family purchase decision making: A multivariate analysis

Abstract

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Children’s influence on family purchase decision depends on a number of... Read more.

• 2015 Mar

• Customer base management in a prepaid mobile market: Usage risk and usage opportunity model

Abstract

One of the major challenges of mobile operators in a fierce competitive and multi-simming mobile market is how to gain share of wallet and grow both value and market share. This is because a prepaid customer makes a daily decision on when to recharge, which of the SIMs to recharge and what to do with the recharge. Hence, operators are faced with dwindling revenue as daily recharges and usages are impacted by... Read more.