An assessment of mobile marketing strategies and their effect on retail sales: A study of fashion retailers in Kano State
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Mobile marketing has rapidly gained prominence as a tool for engaging consumers in the digital age. With the increasing use of smartphones and mobile applications, businesses are adopting mobile marketing strategies to enhance customer engagement, brand visibility, and ultimately, sales. For fashion retailers in Kano State, mobile marketing offers an effective means to reach customers directly through mobile ads, SMS promotions, app-based shopping, and social media platforms. As the use of mobile phones continues to rise in Nigeria, especially among the younger demographic, mobile marketing strategies have become an integral part of retail businesses' marketing mix (Ahmed et al., 2023).
Fashion retailers in Kano State, a significant hub for both traditional and contemporary retail businesses, are increasingly leveraging mobile marketing to attract and retain customers. The fashion industry, characterized by rapid changes in trends and consumer preferences, requires agile marketing strategies. Mobile marketing, with its ability to offer personalized, timely, and location-based promotions, enables fashion retailers to stay competitive in a fast-paced market. However, despite the widespread adoption of mobile marketing strategies, there is a need to assess the impact of these strategies on retail sales performance in the fashion sector, particularly in Kano State, where mobile technology use is growing but still varies in its adoption across different demographics.
Statement of the Problem
While mobile marketing strategies have been shown to be effective in driving consumer engagement and brand loyalty, their specific impact on retail sales in the fashion sector of Kano State has not been extensively studied. Fashion retailers in Kano State may face challenges in measuring the return on investment from mobile marketing campaigns and understanding how different mobile marketing tactics affect consumer purchasing behavior. This study seeks to assess the effectiveness of mobile marketing strategies in driving retail sales and explore which mobile marketing channels have the most significant impact on fashion retailers' sales performance in Kano State.
Objectives of the Study
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To evaluate the mobile marketing strategies employed by fashion retailers in Kano State.
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To assess the effect of mobile marketing on retail sales in the fashion industry in Kano State.
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To determine the mobile marketing channels that are most effective in driving customer engagement and sales growth for fashion retailers in Kano State.
Research Questions
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What mobile marketing strategies are commonly used by fashion retailers in Kano State?
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How do mobile marketing strategies influence retail sales performance in the fashion sector in Kano State?
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Which mobile marketing channels are most effective in engaging customers and driving sales for fashion retailers in Kano State?
Research Hypotheses
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There is a significant positive relationship between mobile marketing strategies and retail sales performance in the fashion sector in Kano State.
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Mobile marketing strategies that use social media platforms lead to higher customer engagement and increased sales compared to other mobile marketing channels.
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The use of personalized mobile marketing tactics positively influences customer purchase intentions and retail sales in Kano State fashion retailers.
Scope and Limitations of the Study
The study will focus on fashion retailers in Kano State and examine the impact of mobile marketing strategies on their sales performance. Limitations may include potential biases in retailer self-reporting and varying levels of mobile marketing adoption among different fashion retailers.
Definitions of Terms
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Mobile Marketing Strategies: Marketing techniques that utilize mobile devices, such as smartphones and tablets, to promote products or services, often through apps, social media, SMS, or mobile ads.
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Retail Sales Performance: The ability of a retail business to generate revenue through the sale of products, often measured by sales volume or revenue over a specific period.
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Customer Engagement: The degree to which customers interact with a brand, including their involvement in marketing campaigns, online discussions, and responses to promotions.
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Personalized Mobile Marketing: Tailored marketing messages and promotions designed to meet the specific preferences and behaviors of individual customers.
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