International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Efficacy of Products Marketing Strategy on the Performance of United Bank of Africa, Plc in South-Western Nigeria
Aworemi, Joshua Remi; Odeyemi, Joshua Taiwo; Oyedokun, Jonathan Akintunde

This study examines the efficacy of Product Marketing Strategy on the performance (bank deposit) of UBA PLC. The secondary data was generated from the records of the published of UBA Brochure in the selected branches. Both descriptive and inferential statistics were used to analyse the data generated from the published brochure, using table multiple presentations and regression technique. The association between the product marketing strategy and the bank deposit profile showed a significant relationship with a Multiple R-value of 0.92 while the individual correlation of the identified product marketing strategy with the bank deposit were 0.860 (No wahala loan), 0.750 (customer kinsmen), 0.923 (Asset Finance), 0.440(Executive Loan) and 0.515 (Borderless banking). These values were higher than the critical table value at 5 percent level of significant. The regression analysis revealed a multiple determination (R2) of 0.84.8 percent variation.

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