THE IMPACT OF IMPLICIT AND EXPLICIT KNOWLEDGE OF CUSTOMERS ON BUYING BEHAVIOR. A CASE STUDY OF THE CUSTOMERS OF DANGOTE CEMENT COMPANY IN NIGERIA / CHIOMA GOODNESS ANIEZUE ; SUPERVISOR, ASST. PROF. DR. TOMIWA SUNDAY ADEBAYO

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2024Tanım: 82 sheets ; 30 cm +1 CD ROMİçerik türü:
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  • unmediated
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Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Özet: Consumer knowledge is when a business carefully studies customers to learn about their wants and needs. Consumer knowledge plays a crucial role in enabling a company to effectively match its business operations with the expectations of its customers. The research design utilized in this study was the quantitative method. The study utilized the Cochran method to calculate the sample size for an unidentified population with undetermined proportions, and a final sample of 369 was used. A questionnaire was used to collect the data from the customers, and the data collected was analyzed using the Stata program. The study found that Implicit knowledge had a positive and significant influence on the customer's planned behaviour, and explicit knowledge displayed a positive and significant influence on the customer's planned behaviour. It was found that the gender distribution of the customer had a negative and significant influence on customerplanned behaviour. It was revealed that the customer's educational level had a negative and insignificant influence on customer-planned behavior. The investigation revealed that the age group had a negative and significant influence on customer-planned behaviour, and Marital status had a positive and significant influence on customerplanned behaviour. By gaining a grasp of the requirements and preferences of their target audience, Dangote Cement Plc may develop a more profound connection with that audience. Gaining insights into customer knowledge might provide valuable information for making judgments regarding competitive positioning. Managers can strategically place products according to clients' expected degree of knowledge and highlight features that strongly appeal to the intended audience. Considering the growing significance of online platforms, managers can utilize social media and online presence to effectively share explicit knowledge, interact with clients, and establish a community. It is crucial to consider this aspect while trying to engage customers with different expertise levels.
Materyal türü: Thesis
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Thesis Thesis CIU LIBRARY Depo Tez Koleksiyonu YL 3424 A55 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Business Administration T3841
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel Tez Koleksiyonu YL 3424 A55 2024 (Rafa gözat(Aşağıda açılır)) C.1 Kullanılabilir Business Administration CDT3841
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

Consumer knowledge is when a business carefully studies customers to learn about
their wants and needs. Consumer knowledge plays a crucial role in enabling a company
to effectively match its business operations with the expectations of its customers.
The research design utilized in this study was the quantitative method. The study
utilized the Cochran method to calculate the sample size for an unidentified population
with undetermined proportions, and a final sample of 369 was used. A questionnaire
was used to collect the data from the customers, and the data collected was analyzed
using the Stata program.
The study found that Implicit knowledge had a positive and significant influence on
the customer's planned behaviour, and explicit knowledge displayed a positive and
significant influence on the customer's planned behaviour. It was found that the gender
distribution of the customer had a negative and significant influence on customerplanned
behaviour. It was revealed that the customer's educational level had a negative
and insignificant influence on customer-planned behavior. The investigation revealed
that the age group had a negative and significant influence on customer-planned
behaviour, and Marital status had a positive and significant influence on customerplanned
behaviour.
By gaining a grasp of the requirements and preferences of their target audience,
Dangote Cement Plc may develop a more profound connection with that audience.
Gaining insights into customer knowledge might provide valuable information for
making judgments regarding competitive positioning. Managers can strategically
place products according to clients' expected degree of knowledge and highlight
features that strongly appeal to the intended audience. Considering the growing
significance of online platforms, managers can utilize social media and online presence
to effectively share explicit knowledge, interact with clients, and establish a
community. It is crucial to consider this aspect while trying to engage customers with
different expertise levels.

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