Marketing Strategies Adopted by Periodical Street Vendors for Sale of Periodical Publications in Zaria Metropolis, Kaduna State, Nigeria

Abstract

Marketing strategy has become an essential tool globally for any organisation to remain robust and relevant in a competitive market environment. The paper examined marketing strategies adopted for the sale of periodical publications by the Periodical Street Vendors in Zaria Metropolis, Kaduna State, Nigeria. Two research objectives were formulated for the study. They are to find out the types of periodicals the Periodical Street Vendors in Zaria Metropolis market and to identify the marketing strategies Periodical Street Vendors in Zaria Metropolis adopt for the sale of periodicals. The population of the study comprised of 21 Periodical Street Vendors in 14 locations in Zaria Metropolis. The whole population was used as the sample size because the population was manageable. In order to gather data for the study, a self-developed questionnaire was used for the data collection on the types of periodicals being sold and the marketing strategies adopted by the Periodical Street Vendors to sell their periodical publications. The research objectives were analysed descriptively using frequency distribution tables, percentages. Findings from the study revealed that newspapers and magazines (42.9%) are the major types of periodicals being sold by the Periodical Street Vendors in Zaria Metropolis. The findings also revealed that the Periodical Street Vendors in Zaria Metropolis adopt different strategies to sell different periodicals. No single marketing strategy works for the sale of all the identified periodicals. It can be concluded that Periodical Street Vendors adopt all the eight (8) identified marketing strategies for the sale of the periodical publications. They commonly sell in Zaria metropolis and also the adoption of a variety of marketing strategies impact a lot on the sale of periodical publications which in turn keep the Periodicals. It has been recommended for Periodical Street Vendors to continue in business publishers should organise seminars, workshops or sensitisation campaigns for periodical street vendors on the need to put together different strategies that would boost their business as well as keeping them in the business. The government should, as a matter of urgency give periodical street vendors license to make them gain recognition in the society as they contribute to a large extent to the growth and development of the informal economy

Description

Keywords

Marketing Strategies, Periodical Publications, Periodical Street Vendors

Citation

American Marketing Association [AMA] (2013).Definition of Marketing. Retrieved from https://marketingpower.com retrieved 03/10/2018 Ancestor, F.O. (2015). An Investigation into the Value of Street Vending in Nigeria: A Case of Lagos State Department of Economics, University of Lagos, Akoka, Lagos, Nigeria Areni, C.S., Duhan, DF, and Kiecker, P. (1999). Point-of-purchase displays, product organisation, and brand purchase likelihoods. Journal of the Academy of Marketing Science, 27, 428–441. Arijit, B. (2013). The Role of Personal Selling In Home Insurance in Indian Market. International Journal of Business and Management Invention, 2(1), 34-39. Retrieved from http://www.ijbmi.org/papers/Vol%282%291/ Version_2/D213439.pdf Babalola, E.T. (2002). Newspapers as instruments for building literate communities: the Nigerian experience. Nordic Journal of African Studies, 11(3), 403-410 Benson, C.D. and Charles F.W. (2014).Magazine Writing. New York: Routledge.Bhowmik, S.K. (2005). Street vendors in Asia: A review. Economic and Political Weekly, 40(22), 2256-2264. Boone, L., and Kurtz, D. (2014).Contemporary Marketing, Update 2015.Cengage Learning. Bromley, R. (2000). Street vending and public policy: A global review. International Journal of Sociology and Social Policy, 20(1/2), 1-28. Burton, J. and Khammash, M. (2010). Why do people read reviews posted on consumer - opinion? Journal of Marketing Management, 26(3/4), 230-55. Cohen, L., Manion, L., and Morrison, K. (2007).Research Method in Education (6th Ed). New York: Routledge Dick, J. (2004). Writing for Magazines, New Delhi: Unistar Books. Goi, CL (2005). Marketing Mix: A Review of Ps. Journal of Internet Banking and Commence, 10, 121-129 Golden, W., & Powell, P. (2000). Towards a definition of flexibility: In search of the Holy Grail. The International Journal of Management Science, 28(4), 373-384. Gordon, A. (2016). Re: What is an acceptable response rate of Questionnaires in Social Studies?Retrieved from https://www.researchgate.net on 26/07/2020 Hall, L. (2008). Acronyms, Initialisms, and Abbreviations Dictionary. 40th ed. Detroit: Gale. Harris, G. (2004). The hottest ideas in the word of mouth advertising: What works, what does not, what is fake, and why. USA: The Americas Group. Jillian, C.S., Geoffrey, N.S. and Tim, M. (2008). Influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344 - 364. Kazmi, S.H. and Batra, S.K. (2009).Advertising and Sales Promotion. India: Excel Books. Kuar, A. and Rani, S.(2007). Marketing Information Services and Products in University Libraries in Punjab and Chandīgarh India: An Exploratory Study. Electronic Journal of Academic and Special Librarianship, 8(3), 128-137. McGee, T. (2004).Southwestern College Library.Scholarly vs Popular Magazines. Retrieved from http://www.swccd.edu/~library/LvI3 /index.asp?L3=11, 06/02/2019. McKay, J. (2000). The Magazine Handbook. London: Routledge. Mohammad, J.T. and Mahsa, MB (2017). Marketing Philosophies: From Customer Abuse to Customer Intimacy, and Again a Little Customer Torment. Journal of Business Theory and Practice, 5(3), 198-216. Nasibu, R.M. (2015). The Marketing Communication Strategies of Street Vendors in Dar es Salaam Tanzania.American Academic and Scholarly Research Journal, 7(4), 33-44 Nwalo, K.N. (2003). Fundamentals of Library Practice: a Manual on Library Routine. Ibadan: Stirling-Horden. Owomoyela, S.K., Oyeniyi, K.O. and Ola, O.S. (2013). Investigating the impact of marketing mix elements on consumer loyalty: An empirical study on Nigerian Breweries Plc. Interdisciplinary Journal of Contemporary Research in Business, 4(11), 485 -496. – Pestorius, M. J. (2006). Applying the Science of Six Sigma to the Art of Sales and Marketing. ASQ Quality Press. Reddy, P.S. (2015). Strategic management of small firms. International Journal in Management and Social Science, 3(3), 177-189

Collections