An Exploration of Emotional Intelligence and Market Segmentation, Targeting and Positioning in Selected CentralBusiness Districts in Nigeria

Ezekiel Tom Ebitu, Patrick Awok Mbum, Abigail Edem Okon

Abstract


Organizational politics, consumers’ behaviors and buying process coupled with utter ignorance of the benefits derivable from the profound insight and knowledge of emotional intelligence to market segmentation, targeting, and positioning triggered this investigation. 1,500 questionnaires were administered and nine hundred (900) retrieved, representing 60%. Psychometric properties were tested and improved upon using exploratory, descriptive, confirmatory factor analysis, analysis of internal consistency and reliability. Three models and hypotheses were developed and tested at p< 0.05, and regression analysis used to determine the coefficient of r2 ×1ji, r2 x2ji and R2 respectively. The streams of hypotheses tested buoyed credence to the empirical consequences of the correlationship with emotional intelligence predisposing an effective mechanism for market segmentation, targeting and positioning in the Nigerian four geo-political regions.

Nonetheless, the low values of 47%, 49% and 26% regression is a corollary for the impecunious applications of the skills and competencies embedded in emotional intelligence prepared for marketers to launch segmentation, targeting and positioning (STP) as marketing strategies.


Full Text: PDF DOI: 10.5539/ijms.v4n3p173

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.