Ayantunji Gbadamosi

Bio: Ayantunji Gbadamosi is an academic researcher from University of East London. The author has contributed to research in topics: Entrepreneurship & Consumer behaviour. The author has an hindex of 16, co-authored 51 publications receiving 641 citations. Previous affiliations of Ayantunji Gbadamosi include Rolf C. Hagen Group.

Cognitive dissonance: The implicit explication in low‐income consumers' shopping behaviour for “low‐involvement” grocery products

Abstract: Purpose – The purpose of this paper is to conduct an exploratory analysis of low‐income women consumers' consumption of low‐involvement grocery products, and to explore the relevance of cognitive dissonance in this consumption. Design/methodology/approach – One focus group discussion and 30 in‐depth interviews are conducted with low‐income women consumer at Salford area of the north‐west of England to explore their salient beliefs, motivations, attitudes and behaviours in respect of their consumption of low‐involvement grocery products. Findings – 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 is 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. These confirm the incidence of cognitive dissonance in their consumption of these products. Originality/value – This paper shows that 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. It also supplements the limited empirical information on low‐income consumers, and consequently will be of interest to marketing practitioners, as it will reveal potential directions for low‐involvement product strategies in respect of the low‐income consumer.

Attitudes of nigerians towards insurance services: an empirical study

Abstract: This paper describes Nigerians attitudes towards the insurance institution. The attitudes, most often negative, are mirrored through low patronage of insurance services. It discusses such social-cultural factors that account for these attitudes and what role marketing strategies can play to change such negative tide. Drawing from theoretical foundation, an empirical survey was conducted among 392 members of the public—insuring and non-insuring—to gauge their awareness level and general attitudes towards insurance companies and their operations. The findings present different demographical factors and their attitudes towards insurance companies and their services. It is expected that findings from such survey would constitute vital input for insurers in designing marketing strategies that would further stimulate and boost patronage and perception of insurance services.

Ethnic entrepreneurship: the myths of informal and illegal enterprises in the UK

Abstract: This study, based on lived experiences of a sample of Nigerian entrepreneurs in the UK, provides an insight into why ethnic minority entrepreneurs work and feel justified in working outside the formal/legal structures regulated by government. It contributes an understanding of ethnic entrepreneurship at the periphery or grey zones of the market economy. Thirty Nigerian entrepreneurs based in London were interviewed over a period of 3 months, and their responses analysed for characterization of their entrepreneurial activities. It was found that besides their regular involvements in ‘off-the-book’ illicit deals, the demarcation between formal and informal entrepreneurial activities is blurred and not easily navigable. Importantly, the study explanatorily exposes the inherent myths of informal/illegal space associated with the study and power of entrepreneurship as an analytical concept.

Religion, spirituality and entrepreneurship

Abstract: Purpose – The purpose of this paper is to explore the intricate interconnection between religion, spirituality and pursuits of economic opportunities among ethnic entrepreneurs, using British Africans as a frame. Against the backcloth of institutional constraints confronting ethnic minorities, the paper investigates how African immigrants in the UK utilise ethnic‐based religious resources in the enactment of entrepreneurship. It focuses on the intersection between religion, spirituality, and entrepreneurship for the purpose of providing “below the surface” understandings of African entrepreneurship.Design/methodology/approach – Rooted in the context of discovery rather than verification, the research approach involved the use of a focus group as an “entry point” in the collection of field data. This was followed up with one‐to‐one interviews so that key issues were then probed deeper whilst simultaneously allowing considerable scope to idiosyncratically explore particular meanings with research participan...

Marketing for management.

Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics