African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 145

AJMM Articles

September 2019

Satisfaction and retention strategies for Nigerian Generation Y customers

Firms in the service industry have experienced a 15 to 30% drop in customer satisfaction ratings estimated at $10 billion annually due to the unpredictable tendencies of Generation Y customers, also known as Millennials. Researchers project that the population size, spending power and inconsistent behavioral pattern of this generational cohort might determine how customers will relate to service providers in the future....

Author(s): Edmund Ehichioya Otaigbe and Christopher Beehner

June 2019

Customers’ satisfaction and brand loyalty at McDonald’s Maroc

Customer satisfaction is paramount to businesses success. It has been researched in business and marketing since the 1970s. If customer satisfaction is achieved brand loyalty often results. Because of that, brand loyalty has also been heavily researched in the last few decades. The purpose of the current research was to determine the drivers of customer satisfaction and brand loyalty, as well as examining the...

Author(s): Aymar Raduzzi and Joseph Eric Massey

February 2019

Assessing food attributes and marketing services of private restaurants on the campus of University of Abomey-Calavi, Benin

In Benin Republic (West Africa), the public student restaurant of the University of Abomey-Calavi is being criticized for its irregular and poor service. Therefore, private restaurants have settled on the campus streets to fill the gap. Which food attributes and marketing services do students value most? How do those restaurants compare with the Agro Maquis reference restaurant, which presumably offers modern catering...

Author(s): Barthelemy G. Honfoga, Jeremie S. Ohanete, Charles D. Tevi, Christelle O. A. Sedegnan and Max-Regis Ogounchi

January 2019

The determinants and key challenges of financial inclusion in Niger: the case of Orange Money

This work focuses on the mobile payments used in Africa, a means to help solve the financial inclusion problem on the continent. It builds on the unified theory of acceptance and use of technology (UTAUT). The results of the investigations on a sample of 238 subscribers of Orange Niger show that the facilitating conditions are as decisive as the development of solar batteries and smartphone democratization. Social...

Author(s): Alain Sawadogo  

November 2018

Factors influencing consumers’ choice of street-foods and fast-foods in China

The overarching aim of this paper is to examine empirical findings on the arena of consumers’ behavior and attitude towards intake of street-foods (SFs) and fast foods (FFs) status as well as associated risks of consumption in China. Presently, consuming SFs and FFs have become a popular trend and is counted as the manifestation of modernity in most fast growing countries, for instance, China. The SFs and FFs are...

Author(s): Haimanot B. Atinkut, Yan Tingwu, Bekele Gebisa, Shengze Qin, Kidane Assefa, Biruk Yazie, Taye Melese, Solomon Tadesse and Tadie Mirie

March 2018

Impact of brand elements on brand equity: An applied study on Jordanian Corporations

This study investigated the impact of brand elements on creating brand equity of Jordanian corporations. Despite the significant development in branding globally and its role in increasing the equity of the companies, a quick preview of previous research indicates that there are still some gaps in research related to brand elements and its impact on creating brand equity and branding in general and especially in the...

Author(s): Muhammad S. Alnsour and Muath Labib Subbah

February 2018

Value congruence of manufacturer: Distributor guanxi orientation and manufacturer’s relationship specific investments

Values are very important for guiding firm’s attitude, minds and behaviors. From intra- to inter-firm management, value congruence between cooperative firms is the cornerstone for relationship building. This paper focused on guanxi orientation values, popular in Chinese business context, and found the positive effect of value congruence in guanxi orientation on manufacturers’ relationship specific...

Author(s): PAN Xuan and ZANG Shuwei  

January 2018

The perceptions of people about family planning: The social marketing experience in Ethiopia

The study aimed at analyzing the role and practice of social marketing as an approach to address issues related to attitudinal change about family planning. Based on the idea of social marketing and its application to positively influence the behavior through changing attitudes of individuals related to family planning and contraceptive use, the study was developed with the methodology applied for preparing instruments...

Author(s): Demeke Afework

September 2017

The effect of Guanxi orientation on boundary spanners’ behavior and subsequent influence on inter-firm relationship quality

Guanxi orientation is one of the important organizational values in China. This study examines the effect of guanxi orientation on firm’s boundary spanner’s behavior (manifested by interpersonal liking and interaction frequency) and its influence on inter-firm relationships in Chinese marketing channel context. Drawing on organizational culture and boundary spanner theory, a conceptual model is proposed to...

Author(s): PAN Xuan and ZANG Shuwei

September 2017

Processing of local agricultural products to meet urban demand: Lessons from soybean cheese consumption analysis in Southern Benin

The inability of processing enterprises in Sub-Saharan Africa to supply products to meet consumer needs hampers the potential of agricultural value chains. This study analyzed the consumption of soybean cheese in Abomey-Calavi (Southern Benin), in order to identify opportunities of valorizing this commodity. A survey was conducted in November 2015 among 126 households in two main sub-districts. The data on...

Author(s): Smith A. R. Dossou, Augustin K. N. Aoudji and Anselme Adégbidi

August 2017

Production and marketing of Camel Milk in Eastern Ethiopia

In the fragile and uncertain environment of arid and semi-arid area, camel plays a crucial role as a primary source of livelihood for pastoralists and agro-pastoralists. However, pastoral and agro-pastoralists in developing countries including Ethiopia are marginalized and generally not given due consideration in wider social-political analysis, although the camel and camel milk had been victim of neglect by policy,...

Author(s): Bedilu Demissie, Hussien H. Komicha and Adem Kedir

August 2017

Determinants and outcome of customer satisfaction at the commercial bank of Ethiopia: Evidence from Addis Ababa

This study was conducted on determinants and outcome of customer satisfaction at Commercial Bank of Ethiopia by taking evidence from Addis Ababa which is capital city of Ethiopia. Seven branches were selected randomly. The overall objective of the study was to investigate major factors that influence customer satisfaction, and to examine resulting effect on customer future behavioral intension. To achieve the objective...

Author(s): Kebede Teshale Shode

July 2017

Sustainable marketing at Safaricom Limited: The power of a good strategy

The study uses data and information from Safaricom Limited, a mobile telecommunications company listed on the Nairobi Stock Exchange as a case study to shed light on the marketing strategies that can work in Africa, a continent considered risky for potential investors. Given Africa’s abundance of natural resources, good climate and large tourism potential and sustained high growth rates over the last one and a...

Author(s): Paul Mpuga

July 2017

The determining factors of broadband use in Africa: inhibitors and enablers of the use of mobile broadband

This study extends Technology Acceptance Model (TAM) to study inhibitors and enablers of the use of mobile broadband in Africa. The conceptual model tested incorporates two key constructs into TAM: Perceived price and energy —are also analyzed. Results from online survey, of 114 mobile internet consumers supported the model. The study identified the factors that can influence their decision-making and the various...

Author(s): Tounwende Alain SAWADOGO

June 2017

Levels and factors of brand loyalty towards beer brands: The case of a developing country perspective, Ethiopia

The study was done in Ethiopia three cities. The success of any business is highly dependent on getting and maintaining customers. Many firms try to sphere their operations aiming customers through measuring customers’ satisfaction. Recent research findings indicated that satisfaction alone did not guaranty the long term survival. Loyalty is a better indicator in this aspect since it incorporates satisfaction as...

Author(s): Mulugeta Negash, Tesfaye Gedion and Asnake Tsegay

May 2017

Marketing practices and challenges of Mung Bean in Ethiopia Amhara Regional State: North Shewa Zone in focus

Mung beans are grown widely for use as a human food (as dry beans or fresh sprouts), but can be used as a green manure crop and as forage for livestock. This study assessed the marketing practice and challenges of Mung bean in the Amhara Region, North Shewa Zone. Descriptive analysis techniques were used for conducting this research. From the nine selected districts, 1,350 producers, 115 traders and 10...

Author(s): Mohammed Ahmed, Muhammed Siraj and Said Mohammed

May 2017

Market supply determinants of lowland bamboo culms: The case of Homosha district, Northwestern Ethiopia

Bamboo market in Ethiopia is not well developed and bamboo marketing as a viable alternative for farmers has become a very challenging issue. In the Homosha district, despite the abundant and valuable lowland bamboo resources, the income contribution of bamboo is very low and livelihood of smallholder farmers in the area is desperate due marketing challenges. Thus, the study was initiated to identify and analyze factors...

Author(s): Fayera Bakala⊃, Tsegaye Bekele and Teshale Woldeamanuel⊃

April 2017

Ethiopia commodity exchange: Marketing prospects and challenges in focus

The purpose of this paper is to identify the commodity market opportunities and contests of Ethiopia Commodity Exchange market (ECX). The Ethiopian commodity exchange market plays a paramount role to alter Ethiopian agriculture commodity market history and transform the economy through a dynamic, efficient and transparent marketing system. To do this, data were collected in a survey questioners and an interview guided...

Author(s): Mohammed Ahmed

April 2017

Analysing the moderating effect of customer loyalty on long run repurchase intentions

One of the controversies in existing marketing literatures is on how to retain existing and new customers to have repurchase intention in the long-run; however, empirical answer to this question is scanty in existing studies. Thus, this study investigates the moderating effect of consumer loyalty on long-run repurchase intentions in telecommunication industry using Lagos State environs. The study adopted field survey...

Author(s): John Olotewo

March 2017

Actors, distribution circuits and marketing of fish on Bandama River (Côte d’Ivoire)

This study was carried out on lower Bandama River between July 2013 and June 2014. For this study, a daily monitoring of fish marketing activities and a repeat-pass survey of fish sellers and their marketing technique in selected localities were performed. The results of this work have shown that sales of fish on the Bandama River are ensured by at least 65 fish sellers (42 Ivorians and 23 foreigners). They are mostly...

Author(s): Kien Kouassi Brahiman, Vanga Adja Ferdinand, Aboua Benié Rose Danielle and Kouamelan Essetchi Paul

January 2017

Livestock marketing: Local belief and clan conflicts in focus

The major objective of this research was to unveil the challenges of domestic livestock marketing in the pastoralist are of Awash Fentale wereda in due emphasis of local beliefs and clan conflicts.  To address this issue, qualitative research approach was employed. In order to secure dependable and reliable data, interviews, focus group discussions, and participatory observation were conducted. The study depicted...

Author(s): Hussien Yimam, Mohammed Ahmed, and Said Mohammed

November 2016

Impact of the business services for farmers’ organizations (ESOP) contract farming model on paddy producers’ well-being in Dangbo District of Benin

The importance of rice is increasing in peoples’ diets in Benin, but access of locally-produced rice to domestic and foreign markets remains limited due to low quality products and unreliable supply chains. Contract farming for rice processing and exportation promises to ensure secure market access, and lift paddy farmers up from poverty.  This study aimed to identify the determinants and assess the impact of...

Author(s): Barthelemy, G. Honfoga, Rodrigue, S. Kaki, Anselme, A. Adegbidi and Anick A. Kemonou Davo

June 2016

Marketing of Jew’s mallow in Agbedranfo local area in the Southwest of Benin

This study focuses on analyzing the functioning of the marketing systems of jew’s mallow (Corchorus olitorius) produced in Agbédranfo (Dogbo), Southwest Benin. The methodological approach used was based on the Structure-Conduct-Performance paradigm (SCPA). A total of 60 producers, 28 retailers and 4 wholesalers were sampled. The results identified two jew’s mallow marketing systems based on sales...

Author(s): Patrice Ygué Adegbola, Christelle Marie Komlan-Ahihou, Anselme Adegbidi, Sounkoura Adetonah, Ousmane Coulibaly, Guy-Apollinaire Mensah and Cocou Muriel Dorian Montcho

April 2016

Evaluating the use of internet as a medium for marketing and advertising messages in Nigeria

Nigeria’s active internet subscriptions (GSM), as at February, 2015 stand at 83,209,380 (NCC, 2015). The Internet is the modern marketers’ choice. Despite its great potentials, it is still largely under-utilized in Nigeria. This study surveyed the popularity and acceptance of the Internet as a medium for communicating marketing and advertising messages; the category of people who seek advertising and...

Author(s): Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade 

January 2016

Determinants of growth in the banking industry in Kenya

This study sought to establish the determinants of growth in the banking industry in Kenya. The research objectives were; to establish the determinants of growth in the banking industry in Kenya and to determine the indicators used to measure growth in the banking industry in Kenya. The study employed descriptive cross sectional survey design. The population was all the 43 commercial banks based in Nairobi County. The...

Author(s): Wangira Fleria Akotch and Justus M Munyoki

October 2015

A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies

This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages...

Author(s): Mudzanani, Takalani

September 2015

The emergence of mobile communication in sub-Saharan Africa: Descriptive analysis of Cameroonian mobile consumers’ reactions and conditions of acceptance of advertising SMSs

Mobile communication is very often materialized by the use of mobile Internet, SMS and MMS by companies to send advertising messages via mobile phones. SMS and MMS are a genuine social phenomenon. Furthermore, companies have found a new opportunity to operate in terms of targeted communication. Indeed, mobile communication is a fast and effective way of communication at lower cost. Many studies have already been...

Author(s): KUETE Collins and GHOM NJOYA Fatimatou

July 2015

Analysis of the impact of the economic credits on the inflation and economic growth in Togo

The effect of financial development on economic growth coupled with exchange rate fluctuation on economic growth can be significant in a country. We investigated the impact of the economic credits on the inflation and economic growth in Togo. We endeavored to bring out the nature of the relationship between changes in credit to the economy and inflation level and analyzed the effect of credit to economic growth. To...

Author(s): Kuawo-Assan JOHNSON

June 2015

A synthesis of the impact of the ever evolving information and communication technologies on the economic development of Togo

The Information and Communication Technologies (ICT) can play an important role in accelerating the economic growth potential of a country. The exponentially rapid spread of ICT is deeply affecting the social, political, economic and cultural spheres in even in poor countries like Togo. We evaluated the appropriation of ICT in Togo to determine its potential to integrate its economy into global production networks...

Author(s): Kossi AYENAGBO

May 2015

Understanding the effect of last name on acquisition timing in China

This research examines the effect of last name on acquisition timing for Chinese. Previous research suggests that there is a significant negative correlation between the depth of the first letter of surname in the alphabet and response time to acquisition opportunities in Western culture. This research illustrates whether this finding holds in Chinese culture over three studies. We find an opposite conclusion that the...

Author(s): Xi Chen and Guoli Yang

March 2015

Impact of different facets of product involvement and consideration set on teens’ family purchase decision making: A multivariate analysis

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Children’s influence on family purchase decision depends on a number of...

Author(s): Debasis Bhattacharya and Dipak Saha

March 2015

Customer base management in a prepaid mobile market: Usage risk and usage opportunity model

One of the major challenges of mobile operators in a fierce competitive and multi-simming mobile market is how to gain share of wallet and grow both value and market share. This is because a prepaid customer makes a daily decision on when to recharge, which of the SIMs to recharge and what to do with the recharge. Hence, operators are faced with dwindling revenue as daily recharges and usages are impacted by...

Author(s): Adeolu O. Dairo

February 2015

Extent of application of marketing mix strategy by small and micro scale enterprises in Osun State, Nigeria

The purpose of this study was to examine the application of marketing mix strategy of small and micro scale enterprises in Osun State. The study sought to know the extent to which small and micro scale enterprises apply marketing mix strategies. The study was conducted on three purposefully selected areas of Osun State namely; Ile-Ife, Ilesa and Osogbo. Primary data were used for this study. The primary data were...

Author(s): Abasilim Angela Nneka

February 2015

“Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information”

Mobile marketing is getting an increasingly powerful presence in the communication channel of tomorrow, given its increasing use worldwide. In the Cameroonian context, this method is therefore increasingly used for the transmission of social information. The goal of this exploratory research is to identify and describe the factors that would likely affect the adoption of mobile marketing by advocates...

Author(s): MBIADJO FANDIO Faustine Mimosette and DJEUMENE Paul

January 2015

Determinants of sales force technology adoption among insurance sales agents in Kenya

Salespersons are adopting and using a variety of technologies to increase their selling productivity and efficiency at different rates. This study identifies various factors that can influence the adoption of sales force automation and analyzes their effect on technology adoption. An explanatory research design was used and data collected by means of self-administered questionnaires to the target population. Reliability...

Author(s): Lagat C. K., Ndegwa, H. W. and Bonuke, R.

January 2015

Does corporate reputation affect brand preference? Application to the soft drinks industry in Egypt

Researchers have acknowledged the importance of corporate reputation amongst different fields of study. Scolars addressing corporate reputation in the field of marketing have acknowledged corporate reputation has a positive effect on customer loyalty and satisfaction. However, there is limited research tackling brand preference and also these studies mainly tackled developed markets. The relationship between corporate...

Author(s): Aly Mahmoud Zayed and Hamed Shamma

December 2014

Comprehending rural market environment

Rural markets are gold mines paved with thrones. With mammoth size of 833 million populations residing in 640867 villages, rural India offers huge untapped potentiality for any marketer. There is wide disparity in village population range from less than 200 to more than 10000. The main occupation of majority of rural population is agriculture and allied activities that signify main source of income. Rural consumers...

Author(s): Savanam Chandra Sekhar and R. Padmaja

December 2014

Physical architecture and customer patronage of banks in Nigeria: An empirical study

This study assesses the impact of physical architecture on customer patronage of quoted banks in South-south zone of Nigeria. 14 quoted banks at the Nigeria Stock Exchange Market were used for the study. The research considered firm level of analysis and top managers unit of analysis. Customers of the chosen banks were also used. By this arrangement, 42 managers and seven customers randomly selected constituted our...

Author(s): Kenneth C. Adiele and Bright .C. Opara

November 2014

Perception of non Muslim clients about Islamic banking in Bangladesh

Banking plays a significant role in the economy of any country. Bangladesh is a Muslim dominated country and more than 80% of their populations are Muslim. These people have strong faith on Islamic rules and regulations and they want to lead their lives as per the canon given in the holy “AL- QURAN” (The religious book of Islam). But no Islamic banking system had been developed in Bangladesh up to 1983. The...

Author(s): Shahriar Parvez

November 2014

Impact of service marketing on healthcare management in Nigeria

The paper examined the impacts of service marketing on health care management in Nigeria. For this paper, simple random technique was used in selecting 200 patients from General Hospital, Ogbomoso. Data were collected with the use of both primary and secondary data and were subsequently analyzed by regression analysis through statistical package for board sciences. The results showed that service marketing has...

Author(s): Adedeji, Elijah Adeyinka

October 2014

The impact of emotional intelligence on communication effectiveness: Focus on strategic alignment

In today's complex communication environment, emotional intelligence, communication effectiveness, and strategic alignment remain a key topic of concern among managers and employees worldwide. Communication effectiveness is a key for organization’s performance and progress. The interrelationship between emotional intelligence, communication effectiveness, and strategic alignment plays a vital role in the...

Author(s): Hassan Jorfi, Saeid Jorfi, Hashim Fauzy Bin Yaccob and Khalil Md Nor

October 2014

Millenium development goals and combating agricultural child labour in Nigeria

A simmering crisis in the Nigerian agriculture today involves labour and the crisis manifests itself in the degree of labour availability, labour demand and labour productivity. One of the major products of this crisis is the increased participation of children in paid, non-familiar agricultural jobs. They are frequently employed as farm labourers, bird scarers, food crop harvesters, processors and hawkers. More than...

Author(s): Ben-Chendo, G.N., J.I. Lemchi, F.O. Nwosu and N.C. Ehirim

September 2014

Globalization, technology transformation and economic growth (A case study of Pakistan)

How Economic Growth can be stimulated? This question has called the attention of every policy maker and economist to find the answer. What factors can affect the economic growth? The answer of this question is unclear so far. After the endogenous growth theory as given by Romer (1986, 1990), Lucas (1988) and Grossman and Helpman (1991) Knowledge is being considered as an important and endogenous determinant of Economic...

Author(s): Bushra Mushtaq, Syeda Azra Batool and Muhammad Afzal

September 2014

Fashion marketing: Strategies in the garment-making micro and small enterprises in Nakuru, Kenya

Fashion is very dynamic and way of life for humans in many consumer products, clothing included. In Kenya, the clothing industry is characterized by a dynamic environment and intense competition caused mainly by enlarged globalization, trade liberalization and importation of second-hand (mitumba) clothes. In this kind of environment, it is becoming increasingly difficult for an enterprise to maintain long-term success....

Author(s): Lydia N. Kinuthia, Keren G. Mburugu and MilcahMulu-Mutuku

August 2014

Finding the impact of foreign debt servicing on per capita income growth rate: A case study of Pakistan

  Among the wide array of macroeconomic problems confronted by Pakistan, foreign debt servicing, has occupied a substantial place. Persistent fiscal deficit since the independence, turned out to be the ground for various governments to rely on the internal or external borrowings. The acquisition of more external debt instead of internal resource mobilization results in higher level of debt stock. Due to soaring...

Author(s): Atif Khan Jadoon, Syeda Azra Batool, and Tahir Mehmood

August 2014

Factors influencing consumers’ preference for local rice in Nigeria

  This study applied a multinomial logistic regression in examining factors driving consumer preference for locally produced rice in Nigeria. The data for the study were collected in Niger and Ekiti states in 2008 under the post harvest study programme of Africa Rice (EX-WARDA). Results of the various analyses underscored the significance of socio-economic factors as major drivers of consumer preference for...

Author(s): Olorunfemi Ogundele

July 2014

Information technology in Indian retailing, issues and challenges (A case study on the rise and fall of Subhiksha Retail Chains)

Organized retailing in India has reached a point of transformation after witnessing unprecedented growth over the last few years. It has lot of potential for further growth and for penetrating into semi urban and rural markets. Opportunities for retailing are increasing day by day due to changing customer behaviour, technological developments and modified regularities by allowing more than 51% FDI’s in retail...

Author(s): Ponduri, S. B. and V. Sailaja

July 2014

The role of Agricultural market reform in enhancing farmers’ income in Nigeria

Agricultural market reforms are imperative, given the yearly experiences of small scale farmers in marketing their produce. The outcome of farmers’ efforts has not translated into commensurate income overtime. However, reformative efforts at improving value chain, productivity and market access have culminated into a wide range of technological solutions in the recent times. Efforts should therefore be...

Author(s): Nwauwa Linus Onyeka Ezealaji and Kemisola O. Adenegan   

June 2014

Patients’ perception of reputation and image - Private and public hospitals

The aim of this study is to compare patients’ corporate reputation and image perceptions towards private and public hospitals. In order to understand patients corporate reputation and image perceptions towards private and public hospitals, questionnaire is applied to 400 patients taking health services from 20 different  hospitals located in the metropolitan area of the city of Ankara between  January to...

Author(s): Songul Cinaroglu

June 2014

Brand preference and buying decision –A study with reference to organized Indian edible oil brands

Consumers around the world vary greatly in age, income, education level, and tastes and understanding how these differences affect consumer buying decision is never easy. However, marketing success largely depends on the ability to anticipate what buyers will do and what they prefer from available products. Today, the highly fragmented Indian edible oil industry with large number of players both from the organized and...

Author(s): M. P. Shiva Kumar

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