Browsing by Author "Agelebe, Ibiwunmi Bosede"
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- ItemOpen AccessConsumers’ Attitude and Entrepreneurship Development in The Textile Industry in Southwestern Nigeria(2015) Agelebe, Ibiwunmi BosedeThis study examined the reaction of consumers to locally made textiles and the reasons for consumers’ attitude towards the made-in-Nigeria textiles. It also investigated how consumers’ attitudes are being influenced by product quality, income level, social status, educational qualification and production technology in their choice of made-in-Nigeria textiles; and examined how consumers’attitudes affected job creation in the industry. These were with the view to providing information on the factors influencing consumers’ attitude to made-in Nigeria textiles. Primary data were used for this study. All textile firms and textile users in Southwestern Nigeria constituted the study population.A multi-stage sampling technique was used for the study. Ogun, Osun and Ondo States were purposively selected based on the fact that the states enjoyed highest percentage of patronage on clothing compared with the remaining three states in Southwestern Nigeria as provided by the ‘Consumption Pattern in Nigeria’ supplied by the National Bureau of Statistics (2007).Three local government areas were purposively selected from each of the selected states due to the high concentration of textile marketers in the areas. The local government areaswere EdeNorth, Ife Central and Olorunda from Osun state; Abeokuta South, Ijebu-Ode and Ado-Odo/ Ota from Ogun State and AkureNorth, Ondo West and Akoko North East from Ondo State. The selection was based on ‘Design and Production of National Register of Market Outlets’supplied by the National Bureau of Statistics (2007). Fifty respondents each were selected from the selected nine local government areas using simple random sampling technique; comprising 10 marketers of textiles and 40 consumers of textiles (which constitute consumer markets for the textile), totalling 450 respondents. Questionnaire was used to gather information from both the consumers and marketers / entrepreneurs of textiles in the selected areas.Thedata gathered were analysed using both descriptive and inferential statistics. The result showed that 70% of the respondents were negatively disposed to made-in-Nigeria textiles. The result also showed that the negative attitude of the consumers was as a result of low quality (82%), availability of few varieties of the product in the market (12%) and the product not being readily available (4%). More so, it was observed that product quality and income level were statistically significant to consumers’ attitude (χ2 = 38.2152, p < 0.05) and (χ2 = 30.2825, p < 0.05) respectively. Furthermore, the results showed thatconsumers’ attitudes were influenced by social status (χ2 = 49.2464 at p < 0.05); so also was educational qualification (χ2 = 45.9338 at p < 0.05) and the technology used (χ2 = 22.0678 at p < 0.05). More so, buying made-in-Nigeria textiles could facilitate an increase in the country’s wealth (χ2 = 19.4134, p < 0.013). A vibrant industry with high patronage could also propel economic growth and development (χ2 = 14.0094, p < 0.082) though at 0.1 significance level. Moreover, the result revealed that high patronage of made-in-Nigeria textiles led to full employment (χ2 = 13.6690, p < 0.091). The study concluded that consumers’ attitude significantly influenced entrepreneurship development in the textile industry in Southwestern Nigeria.
- ItemOpen AccessCustomer relationship marketing and customer retention in the food and beverages industry in Southwestern Nigeria.(Management and Accounting,Obafemi Awolowo University, 2019) Agelebe, Ibiwunmi BosedeThis study ascertained the extent of adoption of customer relationship marketing strategy in the food and beverages industry; investigated the challenges faced by the food and beverages industry in adopting customer relationship marketing practices; examined how customer relationship marketing drivers enhance customer retention in the food and beverages industry and investigated the influence of customer relationship marketing on customer retention. These were with the view to providing information on how customer relationship marketing enhances customer retention. Primary data was employed for this study. The study population was 18,071 which were the staff of eight purposively selected companies in the food and beverages industry in Southwestern Nigeria having their headquarters in Lagos, Ogun and Osun States. The three states were selected because they either have food or beverages companies’ headquarters located in them. The sample size was derived using Taro Yamane formula, while proportionate stratification method was employed in obtaining the sample from the selected companies. The middle and lower class managers were purposively selected as the respondents for this study because they are set of staff who have close relationship with the customers. Questionnaire was used to gather pertinent information from the respondents. The data collected were analysed using frequency distribution, percentage, mean, graphs, ranking, factor analysis, ordered probit and logit. The results showed that 78.01% respondents expressed their view that relationship marketing was practiced by the food and beverages industry and that the level of adoption of relationship marketing by the food and beverages industry was high (58.06%). Furthermore, the results revealed that the challenges faced by the food and beverages industry in adopting CRM were difficulty in establishing direct contact with customers, misunderstanding of customers’ needs, creation of customer database, employees not being customer-centric, inadequate resources, lack of technological support and inadequate training among the staff. However, lack of technological support was ranked as the most challenge faced by the industry while inadequate training among the staff being the least. More so, using ordered probit regression, the results revealed that trust (t = 2.37, coef. = 0.771 and p < 0.05) and customer satisfaction (t = 2.67, coef. = 0.852 and p < 0.05) were identified as the major relationship marketing drivers influencing customer retention. However, the pairwise correlation matrix revealed that there is a positive relationship between trust, commitment, customer satisfaction, communication and customer retention. Hence, indicating that these drivers influence customer retention. The results further revealed that firms that adopt customer relationship marketing were 1.4 times more likely to improve significantly (t = 0.99, β = 1.412 and p < 0.01) their ability to retain customers than those that adopt only transactional marketing, however, firms that adopted the two (i.e. both relational and transactional) were likely to be two times (t = 0.99, β = 2.460 and p < 0.01) better in their ability to retain customers. The study concluded that customer relationship marketing significantly influenced customers’ retention in the food and beverage industry.