MARKETING

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.

The distribution and marketing of leafy vegetables pose significant challenges due to their perishable nature. This study was conducted to assess the profitability of vegetable marketing in Benin City, Edo State, by examining the socioeconomic characteristics of leafy vegetable marketers, determining the cost and margins of leafy vegetable marketing, analyzing the determinants of profit in this sector, and identifying associated challenges. A sample of 100 respondents from five markets was selected using a simple random sampling method. Data were collected through structured questionnaire administered to vegetables marketers. Data collected were analysed using descriptive statistics budgetary analysis and inferential statistics (linear regression). The findings indicate that the majority (89.0%) of respondents were females, highlighting the dominance of females in vegetable marketing. Middle-aged individuals constitute a substantial proportion (40%) of vegetable marketers, and married individuals dominate the sector (42%). Larger households with 4-6 members contribute significantly to family labor and expenses. Total revenue (TR) from various vegetables amounted to ₦29,675.71, with variable osts (TVC) totaling ₦20,730 and fixed costs at ₦7,050. The total Marketing cost (TMC) was ₦27,780, resulting in a net return of ₦1,895.71. While the net return indicates profitability, it is relatively lower compared to previous research findings. Key constraints include poor access roads, rapid quality deterioration/spoilage, seasonal price fluctuations, and high transportation costs. The perishable nature of vegetables presents a significant challenge. it can be concluded that vegetable marketing in Benin City is predominantly conducted by females, often middle- aged and married individuals. Despite profitability, the profit margin is comparatively lower than in previous studies. It was recommended that addressing poor access roads to alleviate transportation challenges and reduce spoilage and marketing costs.

The distribution and marketing of leafy vegetables pose significant challenges due
to their perishable nature. This study was conducted to assess the profitability of vegetable marketing in Benin City, Edo State, by examining the socioeconomic characteristics of leafy vegetable marketers, determining the cost and margins of leafy vegetable marketing, analyzing the determinants of profit in this sector, and identifying associated challenges. A sample of 100 respondents from five markets was selected using a simple random sampling method. Data were collected through structured questionnaire administered to vegetables marketers. Data collected were analysed using descriptive statistics budgetary analysis and inferential statistics (linear
regression). The findings indicate that the majority (89.0%) of respondents were females, highlighting the dominance of females in vegetable marketing. Middle-aged
individuals constitute a substantial proportion (40%) of vegetable marketers, and
married individuals dominate the sector (42%). Larger households with 4-6 members contribute significantly to family labor and expenses. Total revenue (TR) from various vegetables amounted to ₦29,675.71, with variable costs (TVC) totaling ₦20,730 and fixed costs at ₦7,050. The total marketing cost (TMC) was ₦27,780, resulting in a net return of ₦1,895.71. While the net return indicates profitability, it is relatively lower compared to previous research findings. Key constraints include poor access roads, rapid quality deterioration/spoilage, seasonal price fluctuations, and high transportation costs. The perishable nature of vegetables presents a significant challenge. it can be concluded that vegetable marketing in Benin City is predominantly conducted by females, often middle- aged and married individuals. Despite profitability, the profit margin is comparatively lower than in previous studies. It was recommended that
addressing poor access roads to alleviate transportation challenges and reduce spoilage and marketing costs.