INFLUENCE OF MARKETING STRATEGIES ON SALE OF PERIODICAL PUBLICATIONS BY THE PERIODICAL STREET VENDORS IN ZARIA METROPOLIS, KADUNA STATE, NIGERIA
INFLUENCE OF MARKETING STRATEGIES ON SALE OF PERIODICAL PUBLICATIONS BY THE PERIODICAL STREET VENDORS IN ZARIA METROPOLIS, KADUNA STATE, NIGERIA
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Date
2020
Authors
Gora, Rahila Chirai
Mohammed, Zakari
Mohammed, Habib
Aliyu, Murtala
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Abstract
Purpose:
The paper was on the Influence of marketing strategies on sale of periodical publications by the Periodical Street Vendors in Zaria Metropolis, Kaduna State, Nigeria.
Design/Methodology/Approach:
The descriptive survey research design was adopted for the study. The population of the study comprised of all the twenty-one (21) static Periodical Street Vendors in Zaria Metropolis. The whole population from the fourteen locations were used for the study because the size of the population was manageable. A self-developed 5-point Likert scale questionnaire was used to gather data on the extent to which the marketing strategies influence the sale of their periodicals. Research question one was analyzed descriptively using frequency distribution tables and percentages, while mean and standard deviation were used to answer research question two. Chi-Square test statistical method was used to test if the marketing strategies adopted by periodical Street Vendors influence the sale of periodicals in Zaria Metropolis, Kaduna State, Nigeria.
Findings:
Findings from the study revealed that marketing strategies adopted by periodical street vendors influence the sales of periodicals in Zaria Metropolis, Kaduna State, Nigeria (mean 3.02-3.49>3.00). The finding also revealed that marketing strategies adopted by the Periodical Street Vendors significantly influence the sale of their periodical publications in Zaria Metropolis, Kaduna State, Nigeria(p = 0.00 < 0.05).
Originality/Value:
The marketing strategies adopted by periodical street vendors can be used by other vendors who sell products other than periodicals.
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Journal Article
Keywords
INFLUENCE, MARKETING STRATEGIES, SALE, PERIODICAL PUBLICATIONS, PERIODICAL STREET VENDORS, ZARIA METROPOLIS, KADUNA STATE, NIGERIA