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Marketing strategies and business performance of domestic airlines in Nigeria

 Department: Business Administration and Management  
 By: usericon Donchika  

 Project ID: 2364
   Rating:  (5.0) votes: 1
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Marketing strategy embraces major fundamental components of marketing practice. Despite this importance, executives in Nigerian Aviation Industry have not been market-driven as they lagged behind in adopting marketing concept and other promotional efforts in order to increase patronage. Today, only 15 million 8.6 percent out of 174 million of Nigerian population travelled by air with its dire consequences of suffering from entropy, performance below capacity, inability to provide quality services, abysmal profit and lack of adequate implementation of direct marketing techniques. All these problems necessitated the need to evaluate the relationship between marketing strategies and business performance of domestic airlines in Nigerian Aviation Industry. This study adopted survey research design. Target population comprised 488 staff of the selected airline and total enumeration method was adopted. Data was collected through the use of structured questionnaire titled:”Marketing Strategies and Business Performance Questionnaire” (MSBPQ) adapted and validated for the study. The Cronbach’s alpha coefficient for the constructs ranges between 0.76 and 0.97. The response rate was 83.4%. The data were analyzed using descriptive and inferential (Pearson Product moment correlation, regression analysis) statistics. The analysis of the data revealed a moderate positive and significant relationship between Direct Marketing and Sales Growth (r 0.422, p0.05) Mouth to Mouth Marketing and Market Share (r 0.270, p0.05) and Online Marketing and Profitability (r0.448, p0.05). It also revealed that Traditional Marketing has positive significant effect on Working Capital (R2.453, F(1, 406) 336.370  p0.05) Transactional Marketing influence Customer Satisfaction (R2.309, p0.05) and Marketing Strategies have significant effect on business performance (R2.632, F(5, 402) 181.336 p0.05) ...
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