Department of Marketing

This study examined the effect of product feedback on marketing strategies, focusing on how customer satisfaction, usability, functionality, performance, and perceived value feedback influence marketing decisions. Data were collected through structured questionnaires administered to 399 respondents, and the analysis was conducted using descriptive statistics, correlation, and regression techniques. The findings revealed that customer satisfaction rating feedback, performance feedback, and perceived value feedback significantly affect marketing strategies, while usability and functionality feedback showed no significant influence. The regression model explained 22% of the variation in marketing strategies, indicating that feedback dimensions contribute meaningfully to marketing effectiveness. The study concludes that organizations that actively collect and utilize product feedback develop more effective marketing strategies that align with consumer expectations. It recommends that firms integrate customer satisfaction and perceived value insights into strategic decision-making to enhance competitiveness and sustain customer loyalty.

This study examined the influence of customer appreciation on emotional connection and repeat purchase intention among retail customers in Benin City, Edo State. The study aimed to determine variations in the forms of customer appreciation used by retail businesses, assess customers’ perceptions of appreciation in dissatisfaction scenarios, and evaluate the relationship between customer appreciation, emotional connection, and repeat purchase retention. It also explored the moderating effect of demographic variables such as gender and age. The study adopted a quantitative research design using structured questionnaires administered to 384 retail customers, of which 360 responses were found valid for analysis. Data were analyzed using de scriptive statistics and multiple linear regression analysis at a 5% significance level. Findings revealed significant variations in the forms of appreciation used by retail businesses, with discounts, personalized communication, and after-sales services being most common. Customers’ perceptions of appreciation differed across dissatisfaction scenarios, indicating that the form of redress influences satisfaction recovery. The results also showed that customer appreciation significantly enhances emotional connection and repeat purchase intention among retail customers. Furthermore, demographic variables such as age and gender significantly moderated the relationship between appreciation and repeat purchase behavior.

This study examined the influence of social media influencers on consumer purchasing behaviour in Benin City, Edo State, Nigeria. Specifically, it explored how influencer characteristics: influence credibility (trustworthiness, expertise, attractiveness), selfdisclosure, content quality (aesthetic coherence, visual appeal, and message clarity), and endorsement consistency impact the purchasing decisions of social media users. The research adopted a quantitative survey design, and data were collected from 385 valid respondents using structured questionnaires. Descriptive and inferential statistical analyses were performed with SPSS version 22, using regression analysis to test the hypotheses. The findings revealed that trustworthiness, expertise, and attractiveness significantly influence consumer purchasing behaviour, with trustworthiness having the strongest effect. Self-disclosure emerged as a moderately strong predictor, highlighting the role of personal and authentic communication in enhancing consumer engagement. Content quality dimensions also significantly impacted consumer decisions, with aesthetic coherence being the most influential. Endorsement consistency had a statistically significant, though modest, effect on purchasing behaviour. The study concludes that social media influencers significantly shape consumer purchasing patterns through personal attributes and content strategies.

In today’s digital marketplace, social media platforms have become dominant spaces where consumers discover, evaluate, and purchase products. This study investigates the impact of dark patterns on consumer buying behaviour in Benin City, focusing on manipulative design strategies such as urgency cues, perceived scarcity, social proof, hidden costs, and confirm shaming. Anchored in the Theory of Planned Behaviour (TPB) and Social Influence Theory (SIT), the study examines how these deceptive design elements influence consumers’ attitudes, perceived behavioural control, and purchase intentions within social media commerce.A descriptive survey design was adopted, and data were collected through structured questionnaires administered to active social media users in Benin City. The responses were analysed using descriptive statistics and multiple regression analysis with the aid of SPSS software.Findings revealed that urgency cues, social proof, and perceived scarcity significantly influence consumer buying behaviour by creating psychological pressure and fear of missing out (FOMO). In contrast, hidden costs and confirm shaming had weaker effects but negatively impacted trust and post- purchase satisfaction. The study concludes that dark patterns effectively drive impulsive buying but undermine consumer autonomy and long-term loyalty.The research provides practical implications for digital marketers, UX designers, and policymakers, highlighting the need for ethical marketing practices and consumer protection policies in Nigeria’s growing social commerce environment. It also contributes to academic knowledge by integrating behavioural and ethical perspectives into the understanding of online consumer manipulation and decision-making processes.

This study delves into the relationship that exist between sales promotion and their impact on sales volume within the context of trade fairs at the University of Benin. In the highly competitive marketplace and businesses, especially those within the academic realm, are constantly seeking innovative ways to enhance their sales performance and attract a broader customer base. The trade fairs held at the University of Benin had served as an essential platform for traders to showcase their products and services, making it an intriguing topic of study for analyzing the impact of sales promotions in influencing sales volume at such trade fairs. Drawing from the wealth of previously reviewed literatures, this study employs a mixed- methods approach, combining both quantitative and qualitative research methodologies. Survey data from exhibitors and visitors, along with in-depth interviews using research questionnaires with key traders, providing valuable insights into the intricate relationship between sales promotions and sales volume. The study reveals that various sales promotion techniques, such as discounts, giveaways, and bundle offer, significantly impact sales volume during trade fairs (Smith et al., 2017). Furthermore, findings suggest that sales promotion activities create a sense of urgency and excitement among visitors, thereby stimulating impulse buying behavior (Jones, 2018). vii Moreover, the study highlights the need for businesses and university authorities to collaborate in designing and implementing effective sales promotion strategies. Finally, the results of this research underscore the undeniable influence of sales promotions on sales volume within the context of trade fairs at the University of Benin. This paper contributes to the growing body of knowledge on sales promotion strategies, particularly in academic settings, and provides practical implications for businesses and educational institutions seeking to enhance their sales performance within such settings. Future research may focus on exploring the long-term effects of sales promotions and the sustainability of increased sales beyond the trade fair

This study examines the effect of television advertising messages on alcohol consumption among students of the University of Benin, focusing on how exposure to alcohol
advertisements influences consumption behavior, interest in alcohol, purchase intentions, and brand patronage. A sample size of 301 undergraduate students was used, drawn from a total of 395 distributed questionnaires, with data analyzed using SPSS version 20.0. The study employed descriptive statistics and regression analysis to assess the relationship between television advertising and students’ alcohol-related behaviors. Findings reveal that television advertisements significantly influence alcohol consumption (B = 0.624, p = .000), stimulate interest in alcohol (B = 0.614, p = .000), increase purchase intentions (B = 0.553, p = .000), and drive brand patronage (B = 0.639, p = .000). These results suggest that frequent exposure to alcohol-related television commercials contributes to students’ drinking behaviors by making alcohol appear more appealing and socially desirable. Based on these findings, the study recommends stricter regulatory policies on alcohol advertisements targeting young audiences, public awareness campaigns on responsible drinking, and educational programs within universities to address the risks associated with alcohol consumption

This study investigates the relationship between marketing activities and bank performance, using United Bank for Africa (UBA) Benin city as a case study. The study aims to examine the impact of marketing activities such as advertising, sales promotion, public relations, personal selling, and digital marketing on bank performance metrics such as profitability, revenue growth, and customer satisfaction. A sample of 243 respondents was utilized for this research, equal to the number of questionnaires distributed. From these, 200 responses were collected and subjected to statistical evaluation, through descriptive and regression analysis.

This study concentrated on Benin City's microbusiness growth and digital marketing. Four hundred (400) small business owners in Benin City were the study's target respondents. The same number of questionnaires were distributed to them, and all of them were fully retrieved and filled out. This resulted in an impressive 100.0% response rate, ensuring that the subsequent analyses are based largely on respondent input. The following are some of the conclusions drawn from the empirical investigation: in Benin City, Nigeria, it was shown that affiliate marketing significantly influences the expansion of small and medium- sized firms; also, the analysis showed that there is no relationship between viral marketing on the growth of small and medium-sized businesses in Benin City, Nigeria. It was discovered that, in Benin City, Nigeria, email marketing has little bearing on the expansion of small and medium-sized enterprises. The analysis showed there is a significant relationship between social media marketing and the expansion of small and medium-sized businesses in Benin City, Nigeria, and the study found a significant relationship between online advertising and small and medium-sized business growth in Benin City, Nigeria

The purpose of this study was to ascertain the relationship between advertising and brand exposure of consume products in Benin City, Edo State. The study covered a sample size of three hundred and eighty-five (385), of which same number of questionnaires was distributed, retrieved and used for data analysis. The findings arrived at after the empirical analysis including the following: that print media advertising has a significant influence on brand exposure of consumer products in Benin City, Edo State, outdoor billboard advertising does not have a significant impact on brand exposure of consumer products in Benin City, Edo State, electronic media advertising (television and radio) does not significantly affect brand exposure of consumer products in Benin City, Edo State and online advertising significantly influences brand exposure of consumer products in Benin City, Edo State. Based on these findings it was recommended that: Businesses should look to creatively integrate their advertisements in popular local print media outlets and consider sponsorship opportunities for sections most read by their target demographics, companies should re-evaluate the cost-effectiveness of continuing heavy investments in billboards compared to other more impactful advertising methods, companies should consider this shift and perhaps divert funds from traditional electronic media to more contemporary digital channels that resonate more with the audience and companies should develop a strong online presence will also support brand recognition and loyalty, crucial for consumer-driven markets