The study evaluated the influence of guerilla marketing techniques on consumer purchase ofcarbonated soft drinks in Anambra State using ambient marketing, ambush marketing, buzzmarketing and viral marketing as the measuring constructs. The research was anchored onstrong theory and weak theory of...

This study investigated the determinants of brand switching behaviour in mobile telecommunicationindustry in South-South zone of Nigeria. In this study, network coverage, sales promotional activities, price, service quality, customer service and switching cost were employed as the explanatory...

The objective of the study was to determine the extent of influence of couples in the purchase decision of selected household products/services - children schooling, sitting room sofa, television, refrigerator, car/motor-cycle and land property, for the family. 200 couples were sampled. Data...

The study investigated the extent public relations dimensions of customer care service, service quality, and cashiers’ relations offered by commercial banks in Awka, Anambra state of Nigeria influence consumers to patronize the banks. A sample of 176 functional staff proportionately drawn from...

This research work investigated the determinants of consumer patronage of food vendors inNigeria with reference to south eastern part of Nigeria. The specific objectives of the studywere to investigate the influence of food familiarity, price and vendor’s physical environmenton consumer...

This study examined the drivers of consumer patronage of street food in South-East of Nigeria.Specifically, the study sought to ascertain the influence of food quality and quality of servicedelivery on consumer patronage of street food in South East of Nigeria. A survey researchdesign was...

This study was undertaken to ascertain the underlying predictors of buyers’ preference for instant noodles brands in Owerri urban. Data collection was with a close-ended questionnaire. The sample size was 60 respondents. Data analysis was with tables and percentages. The major finding of the...

This study investigated the influence of spouses' socio-economic characteristics – age, years of marriage, number of children, education, occupation, income, and tradition - on their dominance in family purchase decision of household products including children schooling, sitting room sofa,...