Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon: Do Gender and Age Matter?

Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior at supermarkets in Yaoundé, Cameroon. It also explores the moderating effects of age and gender on this relationship. Methods: The study adopted a quantitative design with the help of a model with four exogenous variables, two moderating variables, and one endogenous variable adapted from the stimulus organism response (S-O-R) model of Zajonc (1980). The questionnaires were administered both physically and online to 429 shoppers from four selected supermarkets. The multiple correspondence analysis was used to construct indexes for store layout, product placement, signage, and point of sales display. The ordinary least square estimation technique was used to test the hypotheses of the study. The moderating effects of gender and age were done by interacting the two moderating variables with the components of in-store design cues. Results: Results revealed that layout quality and point of sales display exerted significantly positive effects on shoppers' impulse purchasing behavior while signage and product placement had a positive but insignificant effect on customers' impulse purchasing behavior. The results also revealed a negative but insignificant moderating effect of gender while the moderating effect of age was positive and significant.  An overall significant effect of design cues implies that the in-store design cues were found to be attractive and stimulating by the customers. Implications: The study therefore concluded that an improvement in the store design features will act as a significant stimulus for customers' increased impulse purchases. This study has significant practical and theoretical implications in the area of consumer behavior in the context of developing countries, like Cameroon

Influence of Advertisements on Consumer Behavior: A Study of Graduate and Postgraduate Students

Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts

Positive Affectivity and Employee Engagement: Mediating Role of Social Support

Purpose: Previous studies have found that employees’ positive affectivity personality contributes to positive organizational outcomes. However, little is known about the mechanisms by which positive affectivity is related to social support and employee engagement. Therefore, drawing on the conservation of resources theory, this study examined the role of social support as a mediator that links positive affectivity and employee engagement. Method: The study was conducted using a quantitative approach. It used a survey method to collect data from 260 professional registered nurses in public hospitals in Lagos, Nigeria, who were selected as research participants using a stratified random sampling technique. Result: The structural model analysis revealed that positive affectivity significantly affects social support and employee engagement. Also, social support significantly correlates with employee engagement and partially mediates the relationship between positive affectivity and employee engagement. Implications: The findings of this study contributed to the limited literature on positive affectivity, social support, and employee engagement. Practically, this study has implications for clinical practice and management. To enhance employee engagement among nurses, hospital administrators should develop intervention programs that can enhance the nurses' ability to maintain positive emotions in stressful situations

Organizational Culture and Organizational Sustainability in the Hotel Industry: Does Organizational Commitment Mediate the Relationship?

Purpose – This study examines the relationship between organizational culture and organizational sustainability and the mediating role of organizational commitment in the hotel industry in Nigeria, with a focus on Plateau State. Design/methodology/approach – A quantitative approach was adopted with the use of structured questionnaires to elicit responses from 369 employees from 67 hotels. Data were analyzed with the use of SPSS software and the hypotheses were tested with the aid of the Analysis of Moment Structures (AMOS) software. Findings – The result reveals that organizational culture exerts a significant effect on organizational sustainability, and organizational culture also significantly exerts a positive effect on organizational commitment. Surprisingly, organizational commitment did not have a significant relationship with organizational sustainability, and organizational commitment did not mediate the relationship between organizational culture and organizational sustainability. Practical implications – This study’s findings will assist business owners and managers, especially in the hotel industry to pay more attention to building a robust culture in the workplace for their employees and also put in place the necessary ingredients needed to make employees more committed to the organization, as these factors are needed to build and maintain a sustainable business. Originality/value – This study is designed to fill some gaps as no study has been found in the literature which researched the existing relationships among the variables of organizational culture, organizational commitment, and organizational sustainability

Investigating Employee Green Behavior through Perceived Organizational Support for the Environment in the Hotel Industry: A Moderated-Mediation Analysis

Purpose - This study investigates the role of perceived organizational support for the environment (POS-E) on employee green behavior (EGB). It also examines the mediating role of employee environmental commitment (EEC) and green work climate (GWC), as well as the moderating role of employee green awareness. Method - Data were collected from 247 hotel employees located at Cox’s Bazar, Bangladesh applying convenient sampling. Data were analyzed using the structural equation modeling (SEM) technique and SPSS. Results - Findings reveal that POS-E positively influences EGB while EEC and GWC fully mediate the association between POS-E and EGB. Findings also show that POS-E on EEC and GWC is more significant when employees have greater ecological awareness. Implications - The findings imply that the hospitality firms’ ecological POS can improve employee green behavior. Empayees’ ecological awareness also plays an important role in such behavior. Originality – The study contributes to the existing literature in the context of the hospitality industry by filling up the gap in exploring the mechanism through which POS influences employee behavior

Absorptive Capabilities as Determinants of Economic Sustainability of Small and Medium-Scale Enterprises

Purpose – Drawing from the Absorptive Capabilities theory, this paper examines the role played by dimensions of absorptive capabilities (i.e., knowledge acquisition, knowledge assimilation, knowledge transformation, and knowledge exploitation) on the economic sustainability of SMEs in Nigeria. Design/methodology/approach – This study uses a cross-sectional research design to collect quantitative data from 343 owners/managers of SMEs in Plateau State. Structural equation modeling through the use of the Analysis of Moments of Structures (AMOS) software, version 23 was employed to test the hypotheses. Findings – Research results indicate that all the dimensions of absorptive capabilities exert significant influence on the economic sustainability of SMEs. Thus the dimensions of absorptive capabilities serve as the antecedents of the economic sustainability of SMEs could be realized. Limitations- The focus of this study is on SMEs in Plateau State alone. The use of a cross-sectional design may also undermine the results of the study. Implications – This work adds to existing research on the subject of sustainability by revealing that dimensions of absorptive capabilities are necessary for the attainment of economic sustainability. Originality – Based on current literature, studies on the dimensions of absorptive capabilities as predictor variables are limited. No study has been conducted on the influence of absorptive capabilities using four dimensions, on the economic sustainability of SMEs. Thus it is a pioneering study in terms of both content and context.

Influence of Employee Soft Skills on Job Performance: Evidence from SMEs in Cameroon

Purpose: Due to COVID-19's global impact, work from remote has become the norm which led to the closure of offices throughout the globe. Workplace learning, communication skills, collaboration, and emotional intelligence are all examples of soft skills, and they are crucial in the workplace. They are likely to boost workers' efficiency and effectiveness on the job. This study is sought to examine the relationships between employee soft skills and job performance based on evidence from Small and Medium Size Enterprises in the Bamenda Metropolis of Cameroon. Methods: A mixed-method (quantitative and qualitative) research design was used in this paper. Data were collected from 241 SMEs using a structured questionnaire. Data analysis used both descriptive and inferential statistics. Results: Results show that improving communication skills results in higher job performance. Further, it is found that the higher the capacity of employees to discern and manage their emotions the better the job performance. Teamwork is revealed to increase the level of job performance. Work ethics shows a minimal effect on work performance. Implications: SME management should focus on developing employees’ emotional intelligence as this will improve their job performance. SMEs that are yet to adopt effective teams as an approach to functioning should consider doing so following the established benefits of effective teamwork in the organization. Employers also should try to cultivate a culture of work ethic at their place of work

Enhancing Agripreneurship and Agricultural Technology Adoption to Reduce Poverty: Opinions from Small Venture Holders in Tubah Sub-Division, Western Highlands, Cameroon

Purpose: The purpose of this study is to examine how agripreneurship and agricultural technology adoption could be enhanced to reduce poverty in the Tubah Sub-Division, Cameroon. Methods: The study adopted a mixed research design. The study made use of survey data collected with the help of a structured questionnaire. The data were analyzed using both descriptive and inferential statistics. Results: Results revealed that agripreneurship intention exerts a positive insignificant effect on poverty reduction in the Tubah Sub-Division. Education and training have an indirect significant effect on poverty reduction while community development programs are found to exert a positive and significant effect on poverty reduction. Implications: From a policy perspective, the creation of community-run organizations provides a strong basis for the development process. Agricultural extension services need to be strengthened to provide farmers with up-to-date information on the latest technologies, best practices, and market trends. This study provides a unique perspective on poverty reduction in rural areas by focusing on the opinions of small venture holders in the Tubah Sub-Division

Mobile Internet Service Preferences of Young Customers: Evidence from Bangladesh

Purpose: With the global wireless communication growth, the launching of commercial fourth-generation (4G) services in Bangladesh, including high transmission speed, the number of mobile internet subscribers has grown considerably during the last five years. During the same time, business models have become increasingly complex in the cellular industry because internet subscribers perceive value differently. This situation originates challenges among the mobile service operators in Bangladesh to create internet subscribers and retain the existing ones, especially the young mobile data users with more switching trends. Therefore, the objective of the study is to identify the determining factors that influence young customers to choose mobile internet services. Methods: This study is based on primary data collected from 440 young mobile internet users below 30 years old in Bangladesh. The study investigated ten factors of customer preferences for mobile internet, comparing male and female customers using the statistical tools: mean, standard deviation, and two-tailed t-test. Results: The study results indicate significant differences between female and male customers in mobile internet preference factors, including maximum coverage area, network quality and speed, security and privacy, and customer care. The female customers choose internet packages for security and privacy and a variety of packages, while the male customers choose mobile internet for maximum area of coverage and company image. Implications: The study findings have critical managerial implications for mobile internet providers to tailor their network and services to create new customers and gain customer retention resulting in significant growth and substantial earnings

Strategic Choices of Moroccan Agri-food SME Exporters

Purpose This study aims to ascertain whether or not there is an ultimate strategy for improving the export performance of Moroccan SMEs operating in the agri-food sector. Methods Performance is apprehended in this research by two variables (export performance and the evolution of export turnover). At the same time, strategic choices are split into six orientations: differentiation, cost leadership, focus, marketing diversification, innovation, and alliance. Data are collected from a sample of 25 SMEs. Chi-square (Chi) and FCA (Factorial correspondence analysis) determine the relationship between two variables in a population by plotting statistical maps of the contingency table. Results Based on the survey, the commercial performance of Moroccan SME exporters operating in the agri-food sector remains unaffected by the selection and implementation of a particular strategy. Implications The result implies that no single strategy can be deemed superior to another. Instead, hybrid strategies are adopted and integrated based on individual companies' unique requirements, objectives, and limitations