IBRAHIM SHAIBU

This study examined the effect of strategic marketing planning on company growth among selected firms in Nigeria. It focused on how strategic marketing planning implementation, customer acquisition, customer retention, and market research utilization influence firm performance. Using an ex-post facto research design and secondary data from company reports and official sources, the study employed correlation and multiple regression analysis with SPSS software. Findings revealed that market research utilization significantly enhances company growth, while strategic marketing planning implementation, customer acquisition, and customer retention showed positive but insignificant effects. The study concluded that strategic marketing planning
contributes to growth only when effectively supported by data-driven market research. It recommends that firms strengthen the execution of marketing strategies, balance customer management efforts, and integrate market intelligence into strategic decision-making for sustainable growth.

The removal of the petrol subsidy in Nigeria has led to a significant increase in fuel prices, posing serious economic challenges for small and medium-sized enterprises (SMEs). Given that SMEs contribute approximately 48% to Nigeria’s GDP and employ over 84% of the workforce, understanding how they adapt to rising fuel costs is critical. This study examines the impact of subsidy removal on SMEs, focusing on changes in pricing strategies, cost structures, automation investments, and diversification efforts. Using a mixed-methods approach, data is collected from SMEs across various sectors, including transportation, manufacturing, retail, and services. The study finds that rising fuel prices have forced many SMEs to increase product prices, optimize supply chains, and explore alternative energy sources. Additionally, some businesses are investing in automation and technology to reduce dependence on fuel, while others are diversifying their business models to mitigate risks. However, limited access to financing and economic uncertainty remain major barriers to these adaptive strategies. The findings of this study provide valuable insights for policymakers, suggesting the need for targeted support, such as tax incentives for automation, financial aid for SMEs transitioning to alternative energy sources, and infrastructure development to reduce reliance on costly fuel alternatives. The study contributes to existing literature by offering a holistic analysis of SME survival strategies in response to fuel price volatility in Nigeria.

This study investigated the effect of leadership styles on organisational performance in the hospitality sector in Benin City, Edo State, Nigeria, focusing on six selected hotels: Protea Hotel, Precious Palm Royal Hotel, Uyi Grand Hotel, Western Villa Hotel, Limoh Suites, and El-Hassani Hotel. The research adopted a quantitative survey design, and data were collected from 134 employees using structured questionnaires. The analysis was conducted using SPSS version 22, applying both descriptive statistics and multiple regression analysis to assess the influence of five leadership styles—transformational, transactional, laissezfaire, autocratic, and participative—on organisational performance. The results revealed that transformational leadership had a strong and statistically significant positive effect on organisational performance (β = 0.505, p < 0.001), followed by transactional leadership, which also showed a significant positive influence (β = 0.220, p = 0.021). However, laissez-faire, autocratic, and participative leadership styles demonstrated positive but statistically insignificant effects, indicating that while they may be perceived as supportive, they do not contribute meaningfully to measurable performance outcomes in the hotel industry. The study recommends targeted investment in leadership development programs that emphasise vision, motivation, and innovation. The research contributes to the leadership-performance discourse by providing context-specific empirical evidence from the Nigerian hotel industry and calls for further investigation into sectoral and behavioural mediators of leadership effectiveness.

This study examines the transformation of marketing practices from traditional approaches to digital strategies, with particular emphasis on the role of social media platforms in contemporary business environments. The research explores how technological advancements and evolving consumer behavior have shifted marketing communication from conventional channels such as print media and television to interactive, data-driven online platforms. It highlights the growing importance of social media as a strategic tool for brand promotion, customer engagement, and market research. The study further analyzes the unique features and contributions of major platforms, including Facebook and Instagram for targeted advertising, Twitter for real-time engagement, and LinkedIn for business-to-business (B2B) networking. Drawing on recent global statistics, the research underscores the extensive reach of social media, noting its rapid adoption and increasing influence on marketing outcomes. Findings suggest that social media has become indispensable for modern marketers, offering cost-effective, measurable, and highly targeted communication opportunities. The study concludes that businesses must strategically integrate social media into their marketing frameworks to remain competitive, enhance customer relationships, and achieve sustainable growth in an increasingly digitalized marketplace.

This study investigates the effect of discounts and promotional strategies on the sales performance of food products within Benin City, Edo State. The main objective is to evaluate how price-related incentives and marketing promotions influence sales outcomes in the food industry. Specifically, the research analyzes the effect of discounts on sales volume, examines the impact of promotional strategies on consumer purchasing behaviour, identifies the most effective promotional types for boosting sales, explores the r lationship between discount rates and sales revenue, and develops a framework for optimizing discount and promotion strategies. The scope of the study covers selected supermarkets, grocery stores, and retail outlets engaged in the sale of both perishable and non-perishable food items over a five-year period. The population comprises employees of food product businesses within Egor Local Government Area, Edo State, with a sample size of 100 respondents randomly selected from five key enterprises: Mat-Ice Fast-Food, Domino’s Pizza/Cold Stone Eatery, Nadia Bakery, Z-Zone Foods, and Chicken Republic Eatery. Primary data were collected through structured
questionnaires and analyzed using descriptive statistics such as frequency distributions, averages, modes, ranges, and percentages, based on a Likert scale anchored from “strongly
agree” to “strongly disagree.” The findings reveal that discount and promotional strategies are indispensable tools for driving sales growth and customer retention in the food industry. Nevertheless, their effectiveness depends on strategic planning, continuous market research, and maintaining a balance between short-term sales incentives and long-term profitability. The study concludes that food businesses that adopt data-driven and customer-focused discount and promotion strategies are more likely to achieve sustainable growth, enhanced brand loyalty, and stable revenue performance.

Thus study examines the impact of job stress on employees’ performance in tertiary institutions in Edo State,using the University of Benin as a case study. The research explores key stress factors, including workload-related stress,role ambiguity,lack of job control, and interpersonal conflicts,and assesses their effects ok employee productivity,motivation,and job satisfaction. A structured questionnaire was distributed to academic and non-academic staff with data analyzed using SPSS. Results indicate a significant negative correlation between job stress and employee performance,with excessive workload and workplace conflicts being major contributors. Employees experiencing high stress levels reported reduced efficiency,lower job satisfaction, and increased exhaustion. However coping mechanisms such as time management,supervisor support, and short breaks were found to mitigate stress effects. The study recommends organizational policies that enhance job clarity,workload balance,and supportive workenvironments to improve employee well-being and productivity.

This study was carried out to examine the relationship product quality on customer retention in manufacturing companies in Nigeria using Uniben table water, Ugbowo, Benin City, Edo State. Specifically, the study examined the relationship between product reliability and customer retention. The study also examine the relationship between perceived product quality and customer retention. The study further examine the relationship between product conformance and customer retention. The study employed the survey descriptive research design. A total of 150 responses were validated from the survey using a structured questionnaire to collect data from the respondents, out of which 150 copies were filled and retrieved and all copies were found to be valid and useful for this study because they were properly filled. To conduct the analysis , the study utilized statistical package for social sciences (SPSS 22.0) which were presented in tables, mean and standard deviation. Linear Regression analysis was used to test each hypothesis. From the responses obtained and analyzed, the findings revealed that there is no significant relationship between product reliability and customer retention. Also, there is a significant relationship between perceived product quality and customer retention. Lastly, there is a significant relationship between product conformance and customer retention. The study thereby recommend that manufacturing companies should be concerned about the quality of their products. This will help them to maintain a desirable customer base. Also, manufacturing company should produce quality products that the consumers expect. Products that can stand the taste of time and compete favorably in the market place.

This study examined the impact of digital payment systems on the growth of small businesses in Benin City, Nigeria. The research specifically focused on three major components of digital payment systems: Automated Teller Machines (ATMs), Point of Sale (POS) terminals, and online banking transactions. The study was motivated by the increasing global shift toward cashless transactions and the limited empirical research on how such technologies influence small business development in emerging economies like Nigeria. A survey research design was adopted, and data were collected from 100 small business owners and managers in Benin City using structured questionnaires. Descriptive and inferential statistical tools, including multiple regression analysis, were employed to analyze the data with the aid of the Statistical Package for Social Sciences (SPSS). The findings revealed that ATMs, POS terminals, and online banking transactions have a significant positive impact on small business growth in Benin City. Specifically, ATMs facilitate quick access to cash, POS terminals enhance customer patronage and reduce cash-handling risks, while online banking improves financial management and business efficiency. However, challenges such as network instability, high transaction charges, ATM cash shortages, and cybersecurity concerns were identified as barriers to optimal utilization. The study concluded that digital payment systems play a crucial role in promoting the growth and sustainability of small businesses by improving operational efficiency, customer satisfaction, and profitability. It recommends that banks and telecommunication firms enhance network reliability, reduce transaction costs, and strengthen security frameworks. Additionally, financial institutions and government agencies should intensify awareness and provide training to small business owners to ensure wider adoption and effective utilization of digital payment systems.

This study was carried out to empirically examine the employee empowerment and job satisfaction in Nigeria workplace. We also ascertained the possible influence of salary, promotion, job security and training on job satisfaction. The instrument used for the purpose of this research was gathered through primary source. The researcher administered two hundred and ninety-two (292) questionnaires to respondents comprises of Benin Plant of Okomu Oil Plc, Benin City, Edo State, Edo State. Out of two hundred and eighty-five (285) questionnaires administered were retrieved and were used for the analysis. The hypotheses were tested using Ordinary Least Square (OLS) regression technique. The findings from analysis revealed that there is a positive and significant relationship between salary, training and job satisfaction. The study also revealed that there is a negative and insignificant relationship between promotion, job security and job satisfaction. In line with the findings, the study recommend that it therefore recommend that corporate organization management as well as other sectors of the economic should maintain the payment of employee salary as at when due to their enable employee to stay with their jobs thereby helping these public services achieve a more rapid growth, and enhanced organizational performance and consequently improving the nation’s economy