DEPARTMENT OF MARKETING

This study explored the role of advertisement media on consumer buying behavior in Benin City, Edo State, Nigeria. With a focus on how different advertising media and strategies influence consumer decisions, a total of 385 questionnaires were retrieved from respondents. The study employed a quantitative research design, utilizing descriptive statistics, regression analysis, independent sample t-tests, and ANOVA for data analysis. The findings revealed that different forms of advertising media (TV, radio, print, and social media) do not significantly influence consumer buying behavior, and no single advertising medium was found to be more effective than others. However, different advertising strategies and techniques exhibited significant variations in effectiveness, and advertisement media significantly impacted psychological factors but not social factors. Additionally, demographic factors such as age, gender, income, and education were found to significantly influence consumer responses to advertisements. Based on these findings, the study recommended an integrated marketing communication approach, tailored advertising strategies based on demographic segmentation, and a focus on leveraging psychological triggers in advertising campaigns. It also emphasized the need for ongoing market research to adapt to changing consumer preferences.

This study examines the influence of Artificial Intelligence (AI) marketing on students’ patronage of products, using the University of Benin (UNIBEN), Benin City, as a case study. The research focused on assessing how five key dimensions of AI marketing—Human-Centered Design (HCD), Perceived Safety (PS), Reliability (REL), Transparency (TR), and Security (SEC)—affect students’ purchasing decisions. Data were obtained through a structured questionnaire distributed among undergraduate students, and analyzed using descriptive statistics and regression techniques to determine the predictive effect of each variable on product patronage. The findings revealed that all five dimensions of AI marketing significantly and positively influence students’ patronage, with Human-Centered Design emerging as the most impactful factor. The study further established that students are more inclined to engage with AI- driven marketing platforms when they perceive them as user-friendly, transparent, secure, and trustworthy in their recommendations. In light of these findings, the study recommends that marketers, businesses, and e-commerce platforms adopt AI systems that emphasize user experience, security, and data transparency. Regular algorithm updates, clear communication on data usage, and strong protection measures are encouraged to enhance students’ confidence and sustained engagement. Overall, this research enriches existing knowledge on AI-driven marketing and provides practical insights for developing effective, reliable, and customer- centered AI marketing strategies within the Nigerian higher education context.

This study investigated the influence of cultural factors on consumer buying behaviour in the food and beverage industry in Benin City. Using a survey research design, 400 questionnaires were distributed, and 384 were retrieved and analyzed using descriptive statistics and multiple regression. The findings showed that social group and household influences have significant positive effects on consumer buying behaviour, indicating that peer relationships and family dynamics play major roles in shaping purchase decisions. However, social conformity and religious factors were found to have no significant effect, suggesting that consumers are increasingly guided by individuality and household needs rather than societal or religious pressures. The study recommends that marketers and business operators adopt family-oriented and socially driven marketing strategies while maintaining product quality and innovation. These findings contribute to academic understanding and practical marketing strategies within the Nigerian cultural context.

This study investigates the effect of digital advertising on customer patronage of soft drinks among students of the University of Benin, Nigeria. The research focuses on five key dimensions of digital advertising: social media advertising, influencer marketing, display advertising, email marketing, and search engine marketing, assessing their individual and collective influence on consumer behavior within a university context. The study targeted a sample size of 395, however, only 385 valid responses were obtained through structured questionnaires distributed across various faculties. The study employed a quantitative research design, and the data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis through SPSS version 22. The findings reveal that social media advertising exerts the most significant positive effect on customer patronage, followed by influencer marketing and search engine marketing, while display advertising and email marketing showed no statistically significant impact. Based on these results, the study recommends that soft drink companies prioritize investments in social media and influencer-driven campaigns, optimize search engine marketing, and reconsider the deployment of display and email advertising strategies to better align with student consumption patterns. The study contributes to both academic literature and industry practice by offering empirical evidence on the effectiveness of digital advertising tools in the Nigerian fast-moving consumer goods (FMCG) sector, particularly within youth markets.

This study investigates the impact of product differentiation strategies on the sales performance of Closeup toothpaste in the University of Benin, Edo State, Benin City. The research aimed to assess how unique product features, promotional strategies, packaging design, and sustainability initiatives influence consumer purchasing decisions and drive sales growth. A descriptive survey research design was employed, with data collected through structured questionnaires distributed to a sample of students from the University of Benin. The data were analyzed using descriptive statistics, Analysis of Variance (ANOVA), and Independent Sample T-tests. The findings revealed that Closeup's unique product features, such as freshness sensation and whitening effects, significantly influenced consumer preferences. Gender and age were found to have a notable impact on consumer responsiveness to product differentiation strategies, while marital status did not. Additionally, promotional differentiation through digital marketing campaigns and influencer partnerships effectively attracted younger demographics. Packaging design also played a crucial role in enhancing product visibility and appeal, while sustainability-focused initiatives, such as eco-friendly packaging and fluoride-free formulations, resonated with health- conscious consumers. Based on these findings, it is recommended that Closeup continuously innovate its product features, intensify digital marketing efforts, and enhance packaging designs to cater to diverse consumer preferences. Furthermore, the brand should introduce personalized product variations and prioritize sustainability initiatives to maintain a competitive edge and improve sales performance. This study contributes to the growing body of knowledge on product differentiation strategies and provides valuable insights for marketers aiming to enhance sales performance through targeted and innovative approaches

This study investigates the impact of digital marketing strategies on brand retention in the telecommunications industry in Benin City, Nigeria. Amidst intense competition and high churn rates (averaging 4.8-7.2% monthly), the research focuses on four key dimensions: content marketing, social media marketing, email marketing, and affiliate marketing. Utilizing a descriptive survey design, primary data was collected from 400 active telecom subscribers via structured questionnaires, employing multiple linear regression analysis to test relationships. Findings reveal that content marketing (β = 0.290, p = 0.000), social media marketing (β = 0.245, p = 0.001), and affiliate marketing (β = 0.243, p = 0.000) significantly enhance brand retention, while email marketing shows no significant effect (β = −0.058, p = 0.329). The model explains 40.6% of variance in retention (R² = 0.406), highlighting the role of interactive and value-driven digital engagements in fostering loyalty among a predominantly young, entrepreneurial demographic (62% male, 61.3% aged 21-30). The study concludes that telecom firms should prioritize culturally resonant digital strategies to sustain customer loyalty in Benin City’s evolving market. Recommendations include intensifying content creation, boosting social interactions, redesigning personalized emails, and expanding affiliate programs. Suggestions for future research encompass broader geographic scopes and mixed-methods approaches to explore emerging trends like AI in retention.

Advertising plays a crucial role in shaping consumer behavior, particularly in the highly competitive soft drink industry. This study examines the impact of advertising on consumer buying behavior, focusing on how media types, message content, and engagement tactics influence purchasing decisions. The research explored key advertising elements such as visual appeal, tone, and brand consistency, assessing their effects on consumer perceptions and loyalty. Given the increasing reliance on digital marketing, the study also evaluated the effectiveness of various advertising platforms, including social media, television, and print media. The research adopted a quantitative approach, utilizing surveys distributed to consumers in Benin City to analyze their responses to different advertising strategies. The study seeks to answer critical questions regarding the influence of advertising message content, visual elements, and media channels on consumer behavior. Hypotheses are formulated to test the significance of these factors in shaping purchasing decisions. Findings from this study provides valuable insights for marketers in the soft drink industry, helping them refine advertising strategies to enhance consumer engagement and brand loyalty. The study also contributes to academic literature by bridging the gap in research on the direct relationship between advertising and purchasing behavior, particularly in the Nigerian market. While the study acknowledges limitations such as self-reported biases and regional focus, its results will offer practical recommendations for advertisers seeking to optimize their campaigns in an evolving media landscape.

This research project the impact of marketing communication on product development in Benin city. This research project investigates the intricate relationship between marketing communication strategies and product development within the context of Benin city. By employing a mixed-methods approach, combining qualitative interviews and surveys, the study aims to elucidate how various forms of marketing communication and influence the development and perception of products in this urban setting. Through a thorough examination of consumer behavior and industry practices, the research seeks to provide valuable insights for businesses, policymakers and marketing professionals seeking to enhance product development in Benin city. The findings of this tudy are expected to contribute to the advancement of marketing theory and practice, particularly in emerging markets, while also offering practical recommendations for stakeholders to optimize their marketing communication efforts for more effective roduct development outcomes.

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.

This study investigates the adoption of e-marketing among Small and Medium Scale Enterprises (SMEs) in Nigeria, evaluating its role as a tool for competitive advantage. While offering immense opportunities for global reach, customer engagement, and reduced operational costs, e-marketing in Nigeria faces threats like poor infrastructure, high costs, and insecurity