ARTICLE SUMMARY
| Title: | Impact of Faith-Based Marketing Practices on Strategic Business Growth in Nigeria: A Study of Aquarafa Investment Limited Enugu |
| Author(s): | Aja Ebeke Egele, Ntamu Ekahie-Joseph Abua, Agha Nancy & Arisi-Nwugballa Emmanuel |
| Abstract: | This study considered the impact of faith-based marketing practices on the strategic business growth in Nigeria. It specifically aimed at finding the effects of developing the four variables of marketing mix-product, price, promotion and place from faith based marketing practice on business growth. Survey research design was used through administering questionnaires to a sample size of 400 members of Adoration Ministry in Enugu State that owns Aquarafa Investment Limited Enugu. Parametric mean difference was used to test the hypotheses which led to the following findings: there is significant relationship between faith-based product and strategic business growth in Nigeria; there is correlation between faith-based pricing and strategic business growth in Nigeria; faith-based promotion has positive effect on strategic business growth in Nigeria and faith-based place makes positive impact on strategic business growth in Nigeria. It was concluded that faith-based companies have a long way to go getting the attention of non faithful which requires consistency. It was , therefore, recommended that : since there is significant relationship between faith-based product and strategic business growth in Nigeria, firms should be encouraged to be producing faith-based products ;as the study discovered that there is correlation between faith-based pricing and strategic business growth in Nigeria, it is imperative that firms should be faith sensitive in setting prices for their products if they are operating in faith sensitive areas ;as the study found out that faith-based promotion has positive effect on strategic business growth in Nigeria , firms should use faith based promotion strategy to boost patronage ; since faith-based place makes positive impact on strategic business growth in Nigeria, firms should be encouraged to be faith sensitive , especially if they are producing in faith - based areas. |
| Keywords: | Faith-based marketing, faith–based production, faith-based promotions, faith-based pricing, faith |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
Símon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D