வணிகம் மற்றும் பொருளாதார இதழ்

Survival Strategies of Marketers in the Nigerian Banking Industry

Abstract

Edwin Anyim

The importance of marketing strategies in the Banking Industries cannot be over emphasized because it is an important aim of banking sector. Due to competition within and outside the country, these has brought about globalization and an improvement in customer awareness, and have made banks to use marketing as an important tool to increase returns, improve the productivity of the Nigerian banking system and also compete effectively.

This study is set out to investigate the survival strategies of marketers in the Nigerian banking industry with specific focus on deposit money banks. The data gathered were analyzed by using frequency and percentages. The hypothesis formulated for the study was tested by the use of the chi-square method to arrive at the research result. Findings revealed that marketing strategy development are important for continuing growth and survival of business organization in this volatile Nigerian marketing environment.