Samuel J. Osifo

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 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.

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