AN EXAMINATION OF COMMUNITY-BASED MARKETING ON LOCAL BUSINESS GROWTH: A STUDY OF A NEIGHBORHOOD CAFÉ IN ENUGU, NIGERIA.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
Community-based marketing focuses on building strong relationships with local customers and leveraging communal networks to drive business growth. Neighborhood cafés in Enugu are increasingly using community-based strategies such as local events, social media groups, and loyalty programs to engage residents and create a sense of belonging (Udeme, 2023). This approach emphasizes personalized interactions, word-of-mouth promotion, and the cultivation of a loyal customer base. By integrating community feedback into business operations, cafés can tailor their offerings to meet local tastes and preferences, thereby enhancing customer satisfaction and driving repeat business (Eze, 2024). Community-based marketing also helps small businesses differentiate themselves from larger competitors by emphasizing local identity and authentic connections. However, challenges such as limited resources, scalability issues, and measuring the impact of community engagement persist. This research explores the effectiveness of community-based marketing strategies in driving local business growth for a neighborhood café, identifying best practices and potential areas for improvement (Afolabi, 2025).
Statement of the problem:
Despite the potential of community-based marketing to drive local business growth, neighborhood cafés in Enugu face difficulties in effectively engaging the community. Limited budgets, resource constraints, and challenges in sustaining ongoing engagement often hinder the success of these strategies (Udeme, 2023). Additionally, measuring the direct impact of community initiatives on business performance remains problematic, making it difficult to justify investments in community marketing efforts. These issues necessitate a thorough investigation to identify effective community engagement practices and overcome operational challenges (Eze, 2024).
Objectives of the study:
To evaluate the impact of community-based marketing on local business growth.
To identify challenges in implementing community marketing strategies.
To propose recommendations for enhancing community engagement.
Research questions:
How does community-based marketing influence local business growth?
What challenges do neighborhood cafés face in engaging the community?
What strategies can improve the effectiveness of community-based marketing?
Significance of the study:
This study is significant as it provides insights into how community-based marketing can be harnessed to drive growth for local businesses. The findings will assist neighborhood cafés in Enugu to develop more effective engagement strategies, fostering customer loyalty and sustainable growth. This research also enriches the literature on localized marketing approaches (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to community-based marketing strategies for a neighborhood café in Enugu, Nigeria, focusing solely on local engagement and business growth.
Definitions of terms:
Community-Based Marketing: Strategies aimed at engaging local communities to promote business growth.
Local Business Growth: The increase in revenue and customer base for small, neighborhood-based enterprises.
Neighborhood Café: A small, community-focused coffee shop.
Related Project Materials
The effect of digital infrastructure development on innovation in Islamic finance
Background of the Study
Digital infrastructure development is reshaping the competitive landscape of the...
The impact of transparent product promotion on customer perception of value: A case study of a tech gadget in Kano, Nigeria.
Background of the study
Transparent product promotion has emerged as a critical determinant of customer perception...
IMPACT OF CONSTRUCTION SKILLED LABOUR SHORTAGES ON THE COMPETITIVENESS OF BUILDING SECTOR IN NIGERIA
ABSTRACT
Skilled workforce is critical to the socio-economic development of a country and forms the bac...
An evaluation of forex management tool adoption on lowering transaction costs in banking: a case study of Accord Microfinance Bank
Background of the Study
The globalization of financial markets has heightened the importance of efficient foreign exchange (forex) manage...
An Evaluation of Weight Management Programs in Primary Healthcare Centers in Plateau State
Background of the Study
Weight management programs are vital for controlling obesity and preventing related chronic disease...
An Assessment of the Economic Impact of Post-Harvest Losses on Nigerian Agriculture
Background of the Study
Post-harvest losses refer to the reduction in quantity and quality of agricultural...
THE IMPACT OF COLOUR PRESENTATION IN MAGAZINE ADVERTISING. A CASE STUDY OF TELL MAGAZINE
STATEMENT OF THE PROBLEM
With the realization of the importance of attention in decision-making process in consumer beha...
MODERN BIOTECHNOLOGY AND DIGINITY OF HUMAN LIFE; AN ETHICAL ANALYSIS
THE PURPOSE OF STUDY
The real question is what has this work to contribute to the global debates on the issue of human c...
EFFECTS OF PUBLIC INJECTION/ EXPENDITURE TOWARDS HUMAN CAPITAL DEVELOPMENT AND ECONOMIC GROWTH
ABSTRACT
Economic Growth is the quantitative increase in output of goods and services in an economy at a particular poin...
An examination of peer influence on the academic performance of students with special needs in Lafia LGA, Nasarawa State
Background of the Study
Peer influence is widely acknowledged as a significant factor in shaping the academic performance and social d...
