Dr Ayantunji Gbadamosi (Bsc (Hons), Msc, PhD, FHEA, FCIM; FCMI) is the Research Coordinator at the Royal Docks School of Business and Law of the University of East London, UK. His papers have been published in many internationally recognised peer-reviewed journals. He is the author of the book entitled Low-income Consumer Behaviour and the editor of two books namely: Young Consumer Behaviour and The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations. His co-edited books are: (a) Principles of Marketing – A Value-Based Approach, and (b) Entrepreneurship Marketing: Principles and Practice of SME Marketing. He is the current Programme Chair of the International Academy of African Business Development (IAABD). He is listed in who’s who in the World
... and external environments, and the latter can be categorized further into macro and micro ...... more ... and external environments, and the latter can be categorized further into macro and micro ... to threats or opportunities in the external marketing environment that affect their provision of ... External marketing environment Some factors are external to business organizations and exert ...
Christmas is a special period in most countries of the world for many consumers. It is often asso... more Christmas is a special period in most countries of the world for many consumers. It is often associated with consumption on a considerable scale. This is especially true for children who are driven by a high need for affiliation which prompts their requests for goods and services that will give them the opportunity to interact with other children. Achieving this is a great challenge for many children in various households due to their ongoing experience of deprivation which comes in various ways such as food security, fuel poverty, and presents or gifts. This chapter is an eclectic synthesis of these issues to highlight the imbalance in society as these children experience exclusion from the mainstream commercial system as a result of poverty. The specific relevance of consumer culture theory (CCT) is linked to the commercialization of Christmas and living in economically disadvantaged circumstances in relation to this consumer segment. The implications of the discourse in this chapter are far-reaching to many ramifications.
1. The Purpose of Marketing Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo 2. Understanding ... more 1. The Purpose of Marketing Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo 2. Understanding the Marketing Environment Peter Taylor 3. Consumer Buying Behaviour Hina Khan 4. Managing Marketing Information for Value Creation Ayantunji Gbadamosi and Kaushik.V Pandya 5. Marketing Strategy: Segmentation, Targeting and Positioning Uzoamaka Anozie 6. The Product as a Point of Value Maktoba Omar, Collins Osei, Robert L. Williams, Jr. and Helena A. Williams 7. Pricing Strategies Emmanuel Ohohe 8. Value-Added Distribution Strategies Dulekha Kasturiratne and Hugh D Conway 9. Marketing Communications Strategy: Communicating the Value Linda Phillips and Sue Clews 10. Services Marketing Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy 11. Marketing Planning for Value Delivery Zubin Sethna 12. Marketing in a Global Context Tao Chang and Shuyu Lin 13. Social Media Marketing Chris Imafidon
In view of the diversity that exists among consumers, this study argues the importance of focusin... more In view of the diversity that exists among consumers, this study argues the importance of focusing on just one sub-group of consumers. Therefore, the study aims to explore the attitudes, motivations, and purchase behaviour of low-income women consumers to 'low-involvement' products. More specifically, the adopted methodology comprises of a focus group discussion followed by thirty semi-structured interviews. Findings suggest that low-income women consumers engage in habitual purchasing and are not loyal to brands of grocery products. However, they often buy stores' own value-range brands as they believe that these products are similar to manufacturers' brands. They do not perceive price to be an indication of quality, rather they attribute basic differences between the stores' own value-range and manufacturers' brands as 'expensive packaging' and the popularity of the brand name. Value for money was revealed as a key motivation underlying their purchasing of grocery products. Consequently, they are very sensitive to sales promotions and actively engage in making comparisons between the promotions in different stores within their locality. The implications of the study are twofold. Firstly, this research challenges the common assumptions within the consumer behaviour literature that all grocery products are low-involvement. Hence, generalisation in consumer behaviour without due reference to the contextual factors identified among low-income women consumers provides a limited understanding of their decision making and purchase behaviour. Secondly, from a marketing perspective, the study supports the importance of segmentation/targeting with regard to the design of appropriate sales promotion techniques for targeting low-income consumers.
Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability ... more Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability is a challenging experience. The individual dimension of this phenomenon is complemented by the social experience. In fact, as compared to individual experiences, social and political structures are considered as the leading cause of disability perception in society. Meanwhile, people with disability constitute a meaningful consumer segment with considerable purchasing power. However, extant literature indicates that the marketplace strategies are not friendly with people with disability in many areas. Hence, this chapter presents a conceptual and robust synthesis of these challenges and strategic directions for addressing the imbalance in relation to the equity and inclusion of people with disability in the marketing system. By and large, the chapter presents a paradigm shift on this phenomenon.
Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
Inequity is demonstrated in a plethora of ways. Although it varies in its manifestation from one ... more Inequity is demonstrated in a plethora of ways. Although it varies in its manifestation from one society to another, the notoriety is global with lingering devastating impacts in many ramifications. Accordingly, it has attracted the attention of various stakeholders on the need to achieve diversity, equity, and inclusion in various walks of life. This chapter examines this in the marketing context. Attention is specifically focused on homelessness, poverty, the disproportionate representation of children in marketing, and gender-based discrimination in marketing to gauge the progress in the quest to bring normalcy and achieve an ethical, equity-based, diverse, and inclusive marketing system. The eclectic review of the extant literature suggests there are still several uncovered gaps in the marketplace in relation to this. The need for strategic direction to address this is highlighted in the chapter.
Exploring the Dynamics of Consumerism in Developing Nations, 2019
Consumption is a global phenomenon that permeates virtually every walk of life in developed and d... more Consumption is a global phenomenon that permeates virtually every walk of life in developed and developing nations. Consequently, extant literature is awash with postulations on consumer behavior in these contexts in varying forms. Most of the perspectives relating to developing nations explicate various issues that revolve around how the lower economic development in these nations affects their consumption when compared to what is in place in developed countries. Nonetheless, this chapter which classifies the key influences on consumer behavior into three factors, namely personal factors, socio-cultural factors, and marketing stimuli, argues that the consumption pattern of consumers in the contemporary developing nations tend to mirror that of developed nations in many ramifications. Thus, the chapter suggests that the consumption pattern of consumers in these nations is changing significantly by the day from what it used to be in response to the pace of changes in the global marke...
As marketing environment becomes more volatile in recent times, the need for businesses to have a... more As marketing environment becomes more volatile in recent times, the need for businesses to have an in- depth understanding of how consumers react to marketing stimuli also becomes more compelling. This is because their success is inextricably linked to how satisfied consumers are in relation to their offerings. This can be very challenging considering the diversity which exists among consumers in relation to many factors such as age, gender and income. Thus, generalisation in consumer behaviour without due reference to the contextual factors identified among each consumer segment will provide a limited understanding of their decision making. Hence, this book explores the salient beliefs, central motivation, and attitudes of low-income women consumers in relation to their consumption of low-involvement grocery products. It features a comprehensive synthesis of thoughts as conceptually linked to findings from an empirical study on the day-to-day purchase behaviour of these consumers. ...
... and external environments, and the latter can be categorized further into macro and micro ...... more ... and external environments, and the latter can be categorized further into macro and micro ... to threats or opportunities in the external marketing environment that affect their provision of ... External marketing environment Some factors are external to business organizations and exert ...
Christmas is a special period in most countries of the world for many consumers. It is often asso... more Christmas is a special period in most countries of the world for many consumers. It is often associated with consumption on a considerable scale. This is especially true for children who are driven by a high need for affiliation which prompts their requests for goods and services that will give them the opportunity to interact with other children. Achieving this is a great challenge for many children in various households due to their ongoing experience of deprivation which comes in various ways such as food security, fuel poverty, and presents or gifts. This chapter is an eclectic synthesis of these issues to highlight the imbalance in society as these children experience exclusion from the mainstream commercial system as a result of poverty. The specific relevance of consumer culture theory (CCT) is linked to the commercialization of Christmas and living in economically disadvantaged circumstances in relation to this consumer segment. The implications of the discourse in this chapter are far-reaching to many ramifications.
1. The Purpose of Marketing Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo 2. Understanding ... more 1. The Purpose of Marketing Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo 2. Understanding the Marketing Environment Peter Taylor 3. Consumer Buying Behaviour Hina Khan 4. Managing Marketing Information for Value Creation Ayantunji Gbadamosi and Kaushik.V Pandya 5. Marketing Strategy: Segmentation, Targeting and Positioning Uzoamaka Anozie 6. The Product as a Point of Value Maktoba Omar, Collins Osei, Robert L. Williams, Jr. and Helena A. Williams 7. Pricing Strategies Emmanuel Ohohe 8. Value-Added Distribution Strategies Dulekha Kasturiratne and Hugh D Conway 9. Marketing Communications Strategy: Communicating the Value Linda Phillips and Sue Clews 10. Services Marketing Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy 11. Marketing Planning for Value Delivery Zubin Sethna 12. Marketing in a Global Context Tao Chang and Shuyu Lin 13. Social Media Marketing Chris Imafidon
In view of the diversity that exists among consumers, this study argues the importance of focusin... more In view of the diversity that exists among consumers, this study argues the importance of focusing on just one sub-group of consumers. Therefore, the study aims to explore the attitudes, motivations, and purchase behaviour of low-income women consumers to 'low-involvement' products. More specifically, the adopted methodology comprises of a focus group discussion followed by thirty semi-structured interviews. Findings suggest that low-income women consumers engage in habitual purchasing and are not loyal to brands of grocery products. However, they often buy stores' own value-range brands as they believe that these products are similar to manufacturers' brands. They do not perceive price to be an indication of quality, rather they attribute basic differences between the stores' own value-range and manufacturers' brands as 'expensive packaging' and the popularity of the brand name. Value for money was revealed as a key motivation underlying their purchasing of grocery products. Consequently, they are very sensitive to sales promotions and actively engage in making comparisons between the promotions in different stores within their locality. The implications of the study are twofold. Firstly, this research challenges the common assumptions within the consumer behaviour literature that all grocery products are low-involvement. Hence, generalisation in consumer behaviour without due reference to the contextual factors identified among low-income women consumers provides a limited understanding of their decision making and purchase behaviour. Secondly, from a marketing perspective, the study supports the importance of segmentation/targeting with regard to the design of appropriate sales promotion techniques for targeting low-income consumers.
Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability ... more Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability is a challenging experience. The individual dimension of this phenomenon is complemented by the social experience. In fact, as compared to individual experiences, social and political structures are considered as the leading cause of disability perception in society. Meanwhile, people with disability constitute a meaningful consumer segment with considerable purchasing power. However, extant literature indicates that the marketplace strategies are not friendly with people with disability in many areas. Hence, this chapter presents a conceptual and robust synthesis of these challenges and strategic directions for addressing the imbalance in relation to the equity and inclusion of people with disability in the marketing system. By and large, the chapter presents a paradigm shift on this phenomenon.
Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
Inequity is demonstrated in a plethora of ways. Although it varies in its manifestation from one ... more Inequity is demonstrated in a plethora of ways. Although it varies in its manifestation from one society to another, the notoriety is global with lingering devastating impacts in many ramifications. Accordingly, it has attracted the attention of various stakeholders on the need to achieve diversity, equity, and inclusion in various walks of life. This chapter examines this in the marketing context. Attention is specifically focused on homelessness, poverty, the disproportionate representation of children in marketing, and gender-based discrimination in marketing to gauge the progress in the quest to bring normalcy and achieve an ethical, equity-based, diverse, and inclusive marketing system. The eclectic review of the extant literature suggests there are still several uncovered gaps in the marketplace in relation to this. The need for strategic direction to address this is highlighted in the chapter.
Exploring the Dynamics of Consumerism in Developing Nations, 2019
Consumption is a global phenomenon that permeates virtually every walk of life in developed and d... more Consumption is a global phenomenon that permeates virtually every walk of life in developed and developing nations. Consequently, extant literature is awash with postulations on consumer behavior in these contexts in varying forms. Most of the perspectives relating to developing nations explicate various issues that revolve around how the lower economic development in these nations affects their consumption when compared to what is in place in developed countries. Nonetheless, this chapter which classifies the key influences on consumer behavior into three factors, namely personal factors, socio-cultural factors, and marketing stimuli, argues that the consumption pattern of consumers in the contemporary developing nations tend to mirror that of developed nations in many ramifications. Thus, the chapter suggests that the consumption pattern of consumers in these nations is changing significantly by the day from what it used to be in response to the pace of changes in the global marke...
As marketing environment becomes more volatile in recent times, the need for businesses to have a... more As marketing environment becomes more volatile in recent times, the need for businesses to have an in- depth understanding of how consumers react to marketing stimuli also becomes more compelling. This is because their success is inextricably linked to how satisfied consumers are in relation to their offerings. This can be very challenging considering the diversity which exists among consumers in relation to many factors such as age, gender and income. Thus, generalisation in consumer behaviour without due reference to the contextual factors identified among each consumer segment will provide a limited understanding of their decision making. Hence, this book explores the salient beliefs, central motivation, and attitudes of low-income women consumers in relation to their consumption of low-involvement grocery products. It features a comprehensive synthesis of thoughts as conceptually linked to findings from an empirical study on the day-to-day purchase behaviour of these consumers. ...
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