Department of Marketing

The main objective of this study was to investigate the influence of consumer perception on brand preference in Nigeria’s clothing industry. The specific objectives were to determine the relationship among product quality, branding strategies, emotional connection, social influence and cultural on brand preference in Nigeria’s clothing industry. The study adopted the survey research design; data was collected through the aid of a questionnaire. The finding shows that product quality, emotional connection and cultural relevance have significantly positive effects on branding preference in Nigeria’s clothing industry, However, branding strategies and social influence were found to have no significant effect on brand preference in Nigeria’s clothing industry. The questionnaire was structured according to the research questions and distributed to a sample population of four hundred (400) respondents. Descriptive statistics technique was used to analyze the quantitative data, coding was done in the Statistical Packages for Social Science (SPSS20) and the output was interpreted in mean scores and standard deviation. Correlation and multiple regression analysis were used to estimate the relationship among variables. The study recommends that clothing manufacturers should prioritize high quality materials, they should re-evaluate their promotional strategies to make them more engaging and credible, Brand managers should develop campaigns that foster emotional attachment, clothing brands should focus more on genuine customer advocacy and integrate Nigeria cultural motifs into their designs.

This study examined the relationship between quality customer service and brand perception among commercial bank customers in Benin City, Nigeria. The research focused on four key dimensions of customer service: employee performance, good communication, quick responsiveness, and empathy, assessing their impact on brand perception. A total of 385questionnaires were distributed to customers within the Benin Metropolis, with 380 successfully retrieved and analyzed. The study adopted a quantitative research design, utilizing descriptive statistics and regression analysis to evaluate the data. The findings reveal that employee performance, quick responsiveness, and empathy have a significant positive relationship with brand perception, indicating that ef icient service delivery and customer engagement enhance brand perception. However, good communication does not significantly influence brand perception, suggesting that customers may prioritize service ef iciency and personalized interactions over mere information exchange. Based on these findings, the study recommends that commercial banks invest in employee training programs, enhance service responsiveness through technology-driven solutions, and foster a customer-centric approach emphasizing empathy to improve brand perception. Additionally, banks should focus on optimizing service delivery rather than solely improving communication strategies to strengthen their competitive advantage in the banking sector

This study investigated the impact of brand personality on customer loyalty in the food and beverage sector among University of Benin students. A total of 400 undergraduate students participated via a structured questionnaire distributed through Google Forms. The collected data were analyzed using descriptive statistics and regression analysis to assess the influence of four dimensions of brand personality excitement, competence, sincerity, and innovation on customer loyalty. The findings revealed that brand excitement, competence, and sincerity have a statistically significant and positive effect on customer loyalty, whereas brand innovation does not significantly influence loyalty. Based on these results, the study recommends that food and beverage companies focus on developing engaging, reliable, and authentic brand experiences to enhance customer retention among university students.

This study examined the relationship between quality customer service and brand perception among commercial bank customers in Benin City, Nigeria. The research focused on four key dimensions of customer service: employee performance, good communication, quick responsiveness, and empathy, assessing their impact on brand perception. A total of 385questionnaires were distributed to customers within the Benin Metropolis, with 380 successfully retrieved and analyzed. The study adopted a quantitative research design, utilizing descriptive statistics and regression analysis to evaluate the data. The findings reveal that employeeper formance, quick responsiveness, and empathy have a significant positive relationship with brand perception, indicating that ef icient service delivery and customer engagement enhance brand perception. However, good communication does not significantly influence brand perception, suggesting that customers may prioritize service ef iciency and personalized interactions over mere information exchange. Based on these findings, the study recommends that commercial banks invest in employee training programs, enhance service responsiveness through technology-driven solutions, and foster a customer-centric approach emphasizing empathy to improve brand perception. Additionally, banks should focus on optimizing service delivery rather than solely improving communication strategies to strengthen their competitive advantage in the banking sector

This study examined the relationship between quality customer service and brand perception
among commercial bank customers in Benin City, Nigeria. The research focused on four key
dimensions of customer service: employee performance, good communication, quick
responsiveness, and empathy, assessing their impact on brand perception. A total of 385
questionnaires were distributed to customers within the Benin Metropolis, with 380 successfully retrieved and analyzed. The study adopted a quantitative research design, utilizing descriptive
statistics and regression analysis to evaluate the data. The findings reveal that employee performance, quick responsiveness, and empathy have a significant positive relationship with brand perception, indicating that efficient service delivery and customer engagement enhance brand perception. However, good communication does not significantly influence brand perception, suggesting that customers may prioritize service efficiency and personalized interactions over mere information exchange. Based on these findings, the study recommends that commercial banks invest in employee training programs, enhance service responsiveness through technology-driven solutions, and foster a customer-centric approach emphasizing empathy to improve brand perception. Additionally, banks should focus on optimizing service delivery rather than solely improving communication strategies to strengthen their competitive advantage in the
banking sector

Small enterprises in Nigeria are crucial to economic growth. Government and private sector policies have created enabling settings for small-scale enterprises to prosper. However, issues persist. Many authors have identified low managerial skills, small capital, inefficient expenditure by small business owners, poor marketing methods, etc. However, a few SMEs have prospered over the years and contributed greatly to Nigeria's economic growth by utilizing its resources, increasing employment, revenue generation, and redistribution. However, Nigerian small firms seem to be behind the global economy in internet marketing. Small Japanese enterprises may design items to market tastes and leverage existing marketing to assure market share and customization, so they now undertake international business. This was possible despite small enterprises' numerous evident and typical problems. The goal of this study is to determine how Nigerian small businesses and marketing relate. To determine how Nigerian small firms might use e-marketing to overcome hurdles, survive in the market, and prosper with a competitive advantage. This study also seeks to understand how Nigerian small businesses regard e-marketing and if it is a threat or an opportunity to their survival and development

The study investigated the impact of advertisement on consumer buying behaviour. To achieve the objective of the study, five research questions were raised and answered. The research design adopted for this study is the descriptive survey research design. The population for this study was made up of 5,000 customers and consumers of various beverage products within the University of Benin, Ugbowo Campus. A sample size of 100 beverage consumers within the University of Benin, Ugbowo Campus, was selected to participate in the study. The data collected for this study was analyzed using frequency counts and simple percentages. Findings from the study revealed that quality advertisement significantly influence consumer buying behaviour, with visually appealing, clear, high-quality, and creative advertisements having a strong positive influence on consumer buying behaviour. It was concluded that celebrity endorsement significantly impacts consumer buying behaviour, with admiration, perceived reliability, and celebrity popularity playing key roles in shaping purchasing decisions. Based on the findings, it was recommended that businesses should prioritize visually appealing, clear, high-quality, and creative advertisements to maximize consumer engagement and influence purchasing decisions.

This study examined the influence of brand positioning strategies on consumer preference for beverage products in Benin City, Nigeria. Four key elements of brand positioning, price positioning, product differentiation, unique selling propositions (USP), and physical evidence, were analysed to determine their impact on consumers’ purchasing behaviour. Data were obtained through structured questionnaires administered to 385 respondents and analysed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that product differentiation (β = 0.564, p < 0.001), USP (β = 0.290, p <0.001), and physical evidence (β = 0.271, p < 0.001) significantly influenced consumer preference, while price positioning (β = -0.141, p = 0.077) showed no significant impact. An R² of 0.868 indicated that 86.8% of the variation in consumer preference was explained by the independent variables. The study concludes that consumers in Benin City are more responsive to beverage brands offering unique features, clear value propositions, and appealing physical attributes than to pricing strategies alone. It recommends an integrated approach to brand positioning to improve market competitiveness. The study enhances understanding of consumer behaviour in emerging markets and provides practical insights for marketing strategists in the beverage industry. Keywords: Brand positioning, consumer preference, product differentiation, unique selling proposition, physical evidence, Benin City, Nigeria.

This study examined the influence of brand loyalty factors on customer retention strategies in the fashion industry in Delta State, Nigeria. Four major determinants of brand loyalty brand communication, social influence, service innovation, and loyalty programmes were analysed to assess their impact on customers’ continued patronage of fashion brands. Data were obtained through structured questionnaires administered to 200 respondents and analysed using descriptive statistics, correlation, and multiple regression techniques. The findings revealed that social influence (β = 0.319, p < 0.001) and loyalty programmes (β = 0.305, p < 0.001) exerted the strongest effects on customer retention, while service innovation (β = 0.290, p < 0.001) and brand communication (β = 0.271, p < 0.001) also had significant positive impacts. An adjusted R² of 0.869 indicated that the model effectively explained customer retention outcomes among fashion consumers. The study concludes that effective social engagement, innovative service delivery, and well-structured loyalty initiatives are key to sustaining long-term customer relationships in the fashion sector. It recommends that fashion brands integrate communication, innovation, and loyalty-driven strategies to improve retention and competitiveness. The research expands knowledge on consumer behaviour in emerging markets and offers strategic insights for fashion marketers and brand managers.

This study examined the influence of neuromarketing strategies on consumer behaviour in healthcare providing organisations in Benin City, Edo State, Nigeria. Specifically, it investigated the roles of emotional branding, sensory marketing, attention capturing, and memory recall stimulation in shaping patient perceptions, loyalty, and engagement. The study adopted a descriptive survey research design, with data collected from 100 respondents comprising healthcare consumers and staff from both public and private healthcare facilities. A structured questionnaire was used as the primary instrument, and responses were analysed using descriptive statistics (frequencies, percentages, mean, standard deviation) and multiple regression analysis to test the research hypotheses. The findings revealed that emotional branding, sensory marketing, and memory recall stimulation significantly influence consumer behaviour, enhancing patient trust, satisfaction, and retention. Attention capturing techniques, while positively related, were not found to have a statistically significant effect on patient decision-making. Overall, the study’s regression model indicated that neuromarketing strategies collectively explained 58.4% of the variance in consumer behaviour among healthcare users in Benin City. The study concludes that incorporating neuromarketing strategies into healthcare marketing can improve patient experience, engagement, and loyalty, thereby contributing to the sustainable performance of healthcare organisations. Based on these findings, the study recommends that healthcare providers adopt emotionally engaging communication, sensory- rich environments, and memory-driven messaging to strengthen patient-provider
relationships. The study also suggests further research on additional neuromarketing factors and cultural influences to deepen understanding of consumer behaviour in the Nigerian healthcare context.