Activity Based Learning: A Successful Model for Business Education

ABSTRAC

Customer Orientation and Marketing Innovation Among Small and Medium Enterprises (SMEs) in Yobe State, Nigeria

The study investigated the effect of customer orientation on marketing innovation among SMEs in Yobe State, Nigeria. The study adopted cross-sectional survey design. The target population was 363 participants who were either SMEs owners or managers. The sample size was 190 respondents. The main research instrument was questionnaire. Data was analyzed using linear regression analysis. The study found that customer orientation significantly explains 25.6% of the total variance in marketing innovation (Adjusted R2=0.256, p=0.000). The study concluded that customer orientation significantly affects marketing innovation. The study recommended that SMEs in Yobe State should employ well planned and mechanized way of handling customer complaints, customer satisfaction level and gather customer demographic characteristics using market research survey with the intent of meeting customers’ needs and demands. Keywords: customer orientation, marketing innovation, SMEs, Yobe State, Nigeria. DOI: 10.7176/EJBM/11-21-18 Publication date:July 31st 201

Comparative analysis of the effects of new age mass media versus traditional mass media on self-medication using prescription drugs among the residents of Barangay San Agustin I, Dasmarinas City, Cavite

In this study, the relationship between mass media exposure and self-medication using prescription drugs among the residents of Barangay San Agustin I, Dasmarinas, Cavite was determined using case control study design. Two hundred thirty four (234) respondents was employed and were selected using multi-stage sampling method. In order to gather data from the respondents, a questionnaire was used. The data that was collated were compared by computing the odds ratio and was analyzed through the chi-square test. There was no significant differences between the effect of new age and traditional mass media on self-medication using prescription drugs among the residents of Barangay San Agustin I, Dasmarinas, Cavite. Also, no significant difference in the self-medicating behavior was found across all the demographic profiles