Marketing strategies and business performance of domestic airlines in Nigeria Department:Business Administration and Management By: Donchika Project ID: 2364 Rating: (3.2) votes: 11 Price:₦2000 Get the Complete MaterialAbstractMarketing 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) ...Preview Download Preview +Other Business Administration and Management project topics and materials you might be interested in»The Effect of Management Information System on Achievement of Organization Objectives ( A Case Study of Nitel Owerri )»The impact of production planning and control on a manufacturing process ( a case study of Nigeria bottling company aba, abia state)»The Impact of Staff Discipline in the Attainment of Organizational Objectives ( A Case Study of Selected Organizations in Owerri, Imo State )»The Effect of Motivation on Employees Productivity in Anambra State ( A Case Study of Education Commission Awka )»Marketing implication of merger and acquisition in banking industry - a case study of Access bank Plc, Bida branch, Niger state»The Impact of Performance Appraisal on Staff Productivity ( A Case Study of Diamond Bank Plc, Owerri )»The effect of irregular payment of workers salaries on productivity of workers in imo state (a case study of owerri municipal council)»The impact of welfare packages on employees performance (A case study of Nigeria breweries plc Aba)»A critical evaluation of leadership style and organization performance in the private sector ( a case study of selected establishment in abia state)»The Effects of Motivation on Workers Morale ( A Case Study of Power Holding Company of Nigeria, Aba )»Motivation and Employee Performance in Public Sector ( A Case Study of NTA Channel 12 owerri)»Management Problems of Manufacturing Industries in Nigeria ( A Case Study of Nigeria Breweries Plc and Unilever Plc )»An assessment of the impact of modern communication facilities on service delivery in business organization ( A case study of ICT based firms in aba, abia state)»The Impact of Delegation on Management Decision Making ( A Case Study of Zenith Bank Plc, Enugu )»The Role of Customer Service in the Service Delivery of Multinational Companies in Nigeria ( A Case Study of Unilever Nigeria Plc Aba)