Abstract
A large number of studies have been done to determine strategies to tackle poverty in Nigerian context, however quite a few focused on marketing approach to the problem. Accordingly, this paper seeks to determine empirically the adoption of marketing mix model for reducing poverty incidence in Nigeria. Quantitative survey research design was adopted for the study. Questionnaire was used to collect data from 240 selected Nigerians who earn below 1 dollar a day in the six geo-political zones of Nigeria. Face and content validities of the questionnaire were ascertained. Reliability of the instrument was supported using Cronbatch alpa test which show 0.84 co-efficient. Logit regression analysis was used to test the hypotheses. Results show that poor quality of poverty alleviation products, poor pricing, poor marketing promotion, poor distribution, poor people, poor processes and poor physical evidence have significant positive influence on poverty incidence in Nigeria. Improvements in these weak marketing mix variables were recommended in order to improve poverty syndrome in Nigeria.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
