Volume :5 Issue :01 Year : 2015

• INFLUENCE OF LIFESTYLE ON THE BUYING BEHAVIOUR OF UNDERGRADUATE STUDENTS IN UNIVERSITIES IN CROSS RIVER STATE, NIGERIA
  ►Philip Thomas Udo-Imeh
  
  ABSTRACT
  The undergraduate students in universities in Nigeria are a major and growing market for providers of consumer goods and services in the towns and cities where universities are located. The few empirical studies that have been conducted on this population were focused on the demographic and cultural dimensions whose limitations at explaining and predicting consumer behaviour have been acknowledged by many scholars and researchers. Those studies also did not consider the moderating effect of socio-demographic factors which have been shown to improve the predictability of consumer behavior. This study, therefore, aimed at assessing the relationship between lifestyle and buying behavior among undergraduate students in universities in Cross River State, Nigeria. Lifestyle was measured on the activities, interests and opinion framework. A sample of 323 undergraduate students was drawn from the two universities in Cross River State, using a three-stage sampling technique. Multiple regression analysis was used in testing the hypotheses. The study shows that lifestyle significantly influence buying behaviour of undergraduate students in universities in Cross River State, with interest making the greatest contribution on the impact of lifestyle on buying behaviour. The study also reveals that socio-demographic variables have significant moderating effect on the influence of lifestyle on buying behaviour with interest making the greatest contribution to buying behaviour and gender making the least contribution. The study concluded that lifestyle is a significant predictor of buying behaviour of undergraduate students in Nigeria. It was recommended that universities students should be segmented on the dimension of lifestyle. The study further recommended that marketers and businesses should factor lifestyle in the development of new products and designing of marketing communication strategies.
  Keywords: Lifestyle, buying behavior, activities, interests, opinion

  Pages:01-10 :: Download-View

• MEASURING THE QUALITY OF DELIVERY OF SERVICES BASED ON SERVQUAL AND GRONROOS SERVICE QUALITY MODEL
  CASE STUDY: OSVE SMART ELEMENTARY SCHOOL
  ►Faezeh Rezaei Ghaleh, Homa Rezaei Ghaleh and Seyd Ebrahim Sadati
  
  ABSTRACT
  Measuring is the key element in efficiency cycle and acts as the control system for the other elements of the operating cycle, on the other hand service quality is a very important success in educational organizations. The main objective of this study was to assess the level of quality of service in Osve Smart School in the scale of SERVQUAL and Gronroos service quality model the functional quality of Gronroos model. The population of this research includes smart school parents and students (103) and the statistical sample size is 88 people. By implementing a combination of SERVQUAL and Gronroos standard questionnaire and its reliability in expectations dimension is 0.972 and in perception dimension is 0.967. The results showed that the level of each of the models used; (functional quality, technical quality and image) perceived image quality is in the first place and the functional and technical quality are in the second and third place. Estimates of the overall results suggest that the negative gap between the expectations and perceptions of all sizes, shows that the quality of services in Osve smart school, is not consistent with the expectations of parents.
  Keywords: quality of service, Gronroos, SERVQUAL, functional quality, technical quality, image and gap

  Pages:11-21 :: Download-View

• JOB SATISFACTION AMONG THE MEDICAL REPRESENTATIVES IN BANGLADESH: A Cross-Sectional Observation
  ►S.M. Yasir Arafat, Fahad Hussain, Md.  Saiful Alam, Md. Intazar Rahman and S.M. Hafiz Al Asad
  
  ABSTRACT
  Job satisfaction is one of the major factors leading towards heightening and expansion of monetary gain, lifestyle, work ethics, and happiness in personal, interpersonal, institutional and national domain. The factors determining the job satisfaction among medical representatives in Bangladesh were categorized into: a) role of person in question, b) accessibility to sufficient materials, c) payment status, d) performance based incentives, e) superior’s attitude, f) opportunity for personal development, g) job security, h) adequate welfare facilities, i) leave facility, and j) overall satisfaction in the job. A descriptive, observational, cross-sectional analysis was carried out among subjects (medical representative in Bangladesh) who total to 310. Input and data were collected by means of questionnaire give out by means of convenience sampling. The preliminary questionnaire was based on 5 point Likert scale, and raw data was analyzed in SPSS version 16 & Microsoft Excel software. A collective of 11 months was taken for the collection and analysis of the data. This study conducted in determining multifaceted variables resulting in job satisfaction among medical representative in Bangladesh is supervisor’s attitude, job performance associated rewards, job security and personal development. Other factors that need to be improved due to resulting job dissatisfaction among medical representatives are job welfare, leave facility, and job security. As a whole we can conclude the two  major factors demanding more attention be to be repaired so that it can help improve job satisfaction among medical representative in Bangladesh are leave facility and job security. Leave facility, job welfare and job security are ranked as one of the least satisfactory facet of being a medical representative in Bangladesh.  Pharmaceutical companies have to review certain criteria such as job related-welfare, leave facility and job security to further increase the job satisfaction of their medical representatives. This would not only benefit career satisfaction of medical representative but further improve work quality provided by them.
  Keywords: Medical Representative, Job Satisfaction, Pharmaceutical Company, Bangladesh, Descriptive study

  Pages:22-28 :: Download-View