THE DETERMINATION OF THE PHYTOCHEMICALS, VITAMINS AND MINERALS PRESENT IN THE LEAF, STEM AND BARK OF. NEWBOULDIA LEAVIS (OGIRI)

ABSTRACT This study deals on public relations as a management tool, studying selected banks. The objectives are to; find out the impact of public relations on the image of First bank, GTB and Access bank, examine the relationship between public relations practices in the bank and customer satisfaction, and determine the effects of public relations on business profit and market share. Several studies related to this study were revealed. Also, theories were revealed which include public stakeholders’ theory, open systems theory and image theory. This study was anchored on public stakeholders’ theory. The study adopted survey method with a population of 400 and through Wimmer and Dominick calculator, a sample size of 198 was arrived at. 198 questionnaires were distributed to the respondents. Simple percentage and mean analysis were used for the data analysis. Findings of the analysis revealed that public relations has a positive image of the selected banks (First bank, GTB and Access bank), there is a relationship between the public relation practice of the selected banks and customer satisfaction, and public relations has an effect on business profit and market share. The researcher recommends that banks should look into the public relations department because it is the image of the company, funds should be allocated to the public relations department due to its relationship with customers satisfaction which is key in business, and profit is the main agenda when starting a business; therefore, public relations should be made a key sector in the banking system. CHAPTER ONE INTRODUCTION 1.1 Background to the Study Any business organization that wants to grow and achieve suitable development must consider the role of public relations in the organization. According to Anyanwu (2010, pp. 45), public relations is a deliberate sustained effort by management aimed at creating favourable image about the company among the various publics. Perhaps, public relations is relationship with the general public through publicizing those functions of an organization (which banking sector is one). It also concerned with informing the public and analyzing these information in an attempt to create favourable public opinion. However, one major point in this review that is quite clear in Nigeria context is that bank begins to understand the uses of public relations practices and strategies in improving its profitability because both management and other categories of staff are involved in act of selling bank services at any time (Nwaeze & Ujah, 2017; p.71). Therefore, public relations is the business of getting and maintaining public understanding and support. It is a well management function which attempts to create goodwill for an organization and its products with groups who can affect its present o future welfare. According to Ibekwe (2011), there is nothing in the world that can compare with image when we want to look at ourselves and say exactly what we are, what we want to be, how we want to be, where we want to be and what any other person may see or know or feel or image about us and compels others to deal with us as reflected by these images. The fact has been accepted by most large companies, but many banks in Nigeria have been slow to realize the advantage of organization public relations (Uwude & Uduji, 2013; pp. 23). In the banking industry, there could be two main objectives of public relations which are to establish contact with three important sections of the public, its customers, it shareholders and its employees be caring the mutual understanding and co-operation of these groups is essential to success. The secondly is to promote the bank’s services and product in highly competitive world. It is important to note that there is a distinction between public relations attitude and public relations practice. They are both required in the banking industry. Public relations in banks reassure a list of priorities in order to obtain fund and also that manpower is developed to maximum advantage. Some effective public relations can be carried out in the banking industry by both internal public relations department and by consultants. It is important to note that the general level of attainment hasn’t been balanced. For instance, one bank is well organized for press relations and employee relations and neglects other aspects. While another bank might dedicates all its attention on community relations. The perfect results can only come from a properly co-ordinated plan that is based on carefully chosen list of priorities (Nwosu & Uduji, 2009). Recently, the importance of public relations to management decision-making in banks was emphasized through the observation of the operation and function of a public relations department in some other industries in Nigeria. An exploding national population staining water, land, forest and mineral resources, however is probably the main reason for the public interest in banking industry decisions, management in banking is also finding that it must know much more about the public. Public influence can be exerted through development of government regulation, legal system decision, lobbying efforts of special interest groups, press coverage, editorial comment and published letter to the editor, through the withdrawal of banks product support and by public demonstration (Uduji, 2012). In the past, the banking industry in Nigeria only contact with it shareholders were the sending out of the annual accounts and balance sheets. This annual report, a legal requirement was often little more than a mass of figures and statistics. According to Uduji (2017) and Nwude and Uduji (2013), banking management especially in Nigeria is learning rapidly that it is less costly to know the probable reaction of its public to decision so that causes of action can be planned in advanced decision that will lead to increased legislation on or regulation banks are learning that by ignoring or improperly evaluating public reaction Public relations can play a vital part of safeguarding a reputation of in building new image. Also, it helps to improve method of communication with existing and potential customers of the bank. Thus, this study was undertaken to examine how public relations enhances mutual line of communication, understanding, acceptance and cooperation between an organization and its publics to improve the overall public perception of the marketing executives in the banking industry in Nigeria. 1.2 Statement of Problem There is an assumption that some business organizations especially banks don’t have positive image, this is because of the customer’s/public negative experience about the company. Hence, bank customers complain of delay in traction and unfriendly attitude of some bank staff on regular basis which affect business stability. Closely relate to the above problems is customer dissatisfaction in the banking business, customers are not well informed on some banking/CBN policies. Due to this reason, they find it strange when bank staff try to implement one policy or another which leads to customer’s dissatisfaction with the bank because of ineffective public relations. Furthermore, many Nigerian banks today are facing financial crisis and ineffective business growth. This has been attributed to a lot of problems. While many believed that inadequate public relations is responsible, other scholars insist on the fact that public relations is a major factor and should be a management tool. Based on this backdrop, this study sought to find out if public relations as a management tool could reduce customer dissatisfaction among First bank, Guarantee Trust bank and Access bank customers. 1.3 Objectives of the Study The objectives of this study are to: 1. Find out the impact of public relations on the image of First bank, GTB and Access bank 2. Examine the relationship between public relations practices in the bank and customer satisfaction 3. Determine the effects of public relations on business profit and market share 1.4 Research Question 1. What impact do public relations have on the image of First bank, GTB and Access bank? 2. Is there any relationship between public relations practices in the bank and customer satisfaction? 3. What are the effects of public relations on business profit and market share? 1.5 Research Hypothesis Hi: Public relations have significant positive impact on the image of First bank, GTB and Access bank H0: Public relations do not have significant positive impact of the image of First bank, GTB and Access bank 1.6 Scope of the Study This study is limited to the public relations used as management tool in improving the image of selected banks in Owerri, Imo State. This study will be confined to staff of the Access Bank, First Bank and Guarantee Trust Bank. 1.7 Significance of the Study This study will help management of banks know the importance of public relations and it impact and role it play in the image of the organization. Furthermore, PR agencies and government will through this study understand how public relations is a necessity and key to positive image building in every sector of the country. 1.8 Limitation of Study The researcher faced a lot of issues such as finance, time constraint and uncooperative attitude of respondents. 1.8 Operational Definition of Terms Public Relations: This means the positive activities of First bank, GTB and Access bank, Owerri aimed at enhancing their positive image Management: This is the administration of First bank, GTB and Access bank Owerri through effective public relations Banks: These are financial institutions where residents of Owerri save or keep money which are First Bank, Access Bank and Guarantee Trust Bank Business: The activities of First bank, GTB and Access bank aimed at achieving profitability and growth CHAPTER TWO REVIEW OF RELATED LITERATURE 2. 1 Conceptual Framework 2.1.1 The Concept of Public Relations Public relations is a planned, cyclic and interactive process which involves actions, inaction and reactions from either the organization or the public and their effects (Nworgu, 2007, p.65). According to Onah (2016, p.5), public relations is concerned with how and what others think about you as either a person or an organization, normally, organization strives to build a good image so that all organizations or individuals, who deal with it will also do so with positive impressions to this is end. Onah argues that one of the objectives of any modern organization is to generate good public view. Jefkins (2015, p.51) sees public relations as a powerful communication tool. Hence, for it to work successfully, it must be credible. Unless our messages are believed, they will fail to achieve their objectives, which is creating understanding between an organization and its publics, he argues Onah (2015, p. 72) has identified the role of public relation as; • Identification of the public of the organization. • Through research and planned activities or programmes, reach the identified public. • Passing judgement by evaluating the relationship existing between an organization and its public • Advising an organization on possible options in dealing with her publics. • Using activities and communication through the mass media and other means to influence the public of an organization favourably and positively. • Trying to make an organization socially responsible to her publics. • Monitoring events and issues as they affect an organization and its public. Idemili (2010, p. 43)sees the role of public relations as “the effective management of communication to build goodwill and understanding between an organization and the public, communications according to Dagogo is used to build, sustain and defend an organization's reputation between both its internal and external publics”. It is the responsibility of public relation expert to recommend new communication strategies towards improving a company's image both at home and abroad. By the time considerable credibility has been built for a nation or a company, it would have been presented to her publics as a responsible corporate citizen, a profitable business concern or an efficient and credible nation. To further appreciate the role of public relation, it is necessary to look at its general functions. According to Nwosu (2016, p. 76), the major functions of public relations include: • Information and communication functions • Advisory and counselling functions • Corporate strategy and policy formulation functions • Event marketing functions • Protocol function • Community relation functions • Corporate social responsibility functions • The employee relations functions • Financial relations functions • Internal public relations functions • Issues management and environmental scanning functions • Environmental management and marketing functions Public relation functions are aimed at maintaining a harmonious relationship between an organization or a country and her various publics. In addition, public relations performs international image building functions for either corporate organizations or countries through multi-programmes and activities aimed at portraying the positive image of the country or organization. Nwosu (2018, p.52) stated that public relations programme of any organization has to do with all those activities aimed at winning friends and retaining them through good deeds. At one time, such efforts might be to initiate programmes that will make an association gain public support by sponsoring programmes, such as beauty contests, sports festivals or trying to get sponsored through launching, or find raising activities. These programmes attract good will from members of the public, hence public relations can be used, to build goodwill, it can also, be to combat bad images or settle industrial conflicts and host communities' hostilities against an organization, the spread of multi-nations companies is accompanied by the rise in international direct investments, hence, there is no need for effective public relations programmes by these companies, with the aim of winning the interest and support of the host countries. To this end, Ajala (2013, p. 11) agrees with the above statement, when she states that public relations practice would have moved from mere recognition to maturity, when practitioners crease the public's knowledge of information through media and by channelling feedback from the public to management. Public relations activities are in the words of Adrika, Ebue and Nnolim (2016, p.83) “promotional activities concerned with the creating and maintaining favourable relations between the organization and its publics. Public relations between the organizations and its publics public relation programmes are planned with the aim of influencing positively the public, attitude towards an organization such programme must be based on the truth not falsehood”. According to Onah (2015, p.64), public relations is concerned with how and what others think about you either as a person or an organization. These images or views are either favourable or unfavourable, hence, the effort of public relation is to change negative impressions to positive impressions or image Ajala, (2013, p.15) notes that “public relations is the totality of an organization's or individual's performance, aimed at earning public favourability which results in continued growth mutually beneficial to the organization or individual and society within which it operates". Black (2010) argues that public relations practice is therefore " an organized way of keeping in touch with all the public of the organization to reduce the debilitating effect of distance". Juball (2013, p. 47), see public relations as serving the need to archive internal cohesion in an organization and also, projecting good image of the organization to the external public. One of the fundamental developments of the 20th and even 21st century is the growing emphasis on public relations, which makes it (PR) more recognized, accepted and respected. In all aspects of human activity, public relations strategies have become a very potent weapon and tool for image positioning, in business, governance, management, interpersonal and inter-community relationship, public relation has assumed a pride of place with the above multiplicity of the uses of public relations, its functions which according to Nwosu (2012) come down to corporate relations, which has to do with the use of planned communication activities to project the image of the organization by portraying it as dependable, trustworthy, progressive, law-abiding and socially responsible to government relations which aims at winning the goodwill, support and co-operation of local, state and federal governments; community relations which reflects the organization as a good or concerned citizens or community, neighbour, employee relations that has to with the sustenance of mutual understanding and relationship between an organization and its employees marketing support that includes institutional advertising, publicity and similar activities which enhance public acceptance and purchase of an organization's products and services (Nworgu, 2011, p. 95). 2.1.2 Brief History of Public Relations in Nigeria According to Nworgu (2011, p.76), public relations activities in Nigeria can be grouped into two periods, pre-colonial and independence periods. In pre-colonial era, public relations outlets were inscriptions on wall of places and graves. These engraved information converged and lots of i9deologies on mind of people who come to grace ceremonial occasions. During this period, oral media such as town, criers, messengers and palace diners were used to the advantage of the Chiefs, Obas and Emirs (Uduji, 2007). The institutionalization of the public relations as the concept of management characterized the colonial phase of public relations can be attested to buy the establishment of ministry of information, which was solely charged with the propagation of the white man's cause in Lagos. Public relations as a modern practice started with civil service at Lagos, Enugu, Kaduna and Ibadan. These offices served as persuasion out points. The Lagos office 'of the Ministry of Information (public relation) was at 20 Campbell Street Lagos. In 1932; radio was used to propagate information by colonial government, but as at 1944, the name of the office was changed to Public Relations Office which was reverted to Ministry of Information in later years. Commercial public relations started by UAC, Leventis, UTC and other multi-national which helped a lot in the development of modern public relations in Nigeria. Publications and circulation of newspaper, magazine and printing of photographs were the initial activities of public relations events (Nwosu & Uduji, 2013). UAC published the Devine in two Nigerian languages (Igbo and Yoruba) as well as in English. A publication call "the Nigerian Children's Own" was published and circulated by Ministry of Information. The modern public relations came up with the emergence of Nigerian Institution of Public Relations. The affiliations of this union to Institution of Public Relations Associations (IPRA) and Federation of Advertising and Public Relations Association (FAPRA) make Nigeria public relations practitioner's members of such international bodies. Apparently, the incorporation of public relations activities in the bank took of proper in 1993. 2.1.3 Public Relations as Management Concept In differentiating public relations as a management tool from advertising or marketing Dagogo (2018) explained that advertising as a management function entails buying of space to inform an audience about the existence of a product or service and to persuade them to buy or patronize the product or service and to persuade them to buy or patronize the product or service. But public relation is persuasion through interaction while the advertisers’ uses paid for space and has control over the content, tone of voice and timing, public relation is aimed at winning goodwill and sustaining the public's interest in the company's product and service. Public relations contributes to the bottom line of management, by preventing the causes of conflicts with key publics, in terms of strikes, litigation, agitation from host communities and boycotts (Nworgu, 2007). Idemili (2010) considers public relations as an instrument of management and this guides the formulation of organizational policies. Therefore, public relations should be placed at in an organization. At top management level with the public, relations manager or director responsible to the general manager and board of directors. Therefore, the public relation officers are supposed to be in position to advice management on policies and also participate in decision making. Fraser (2013)-agrees with Idemili's view that public relations is a distinctive management functions which helps to establish and maintain mutual lines of communications, understanding acceptance and co-operation between an organizations, understanding, acceptance and co¬operation between an organization and its publics. Again, Seitel (2013) sees public relations practices as touching all four basic functions of management which includes research, action, communication and evaluation to the public relation experts, these involves planning, doing, telling and proving. However, Seitel sees public relations management function as much more planned, persuasive, social and managerial science than it is a knee-jerk reaction to control situations. To this end the managerial capabilities associated with public functions are both general and specific other managers in an organization share some public relations functions. As observed by Nwosu (2016) and Ajala (2013), public relations management functions falls within the following categories. • Information and Communication: management always make use of information for decision making. These could come in form of facts and figures about the different publics. Through information gathered, the organization can engage in effective communication to the various publics. Public relations information and communication role should always be a two way flow. • Advisory counselling function the public relation department advises management on issues and indirect effects, which are likely to have both direct and indirect effects on the activities of the organization. But this function can only be performed by truthful, credible and reliable professionals. • Corporate strategy (policy function and corporate image building) the public relations department helps organization develop management policy and strategies for dealing effectively with their different publics. • Event marketing and Protocol Function: Public relations can be used to market a company's special events and to welcome different levels of visitors to an organization, Idemili (2010) noted public relations as management orientation allows an organization to benefit from the expert advice of the public relations manager. 2.1.4 Public Relations Management Objectives for Banking Effectiveness in Nigeria Public relations in banks is intended to achieve certain objectives. Public relations objectives are designed to make changes in the public's knowledge, attitude and behaviours related to a company, brand or organization (Wells et al., 2003). Usually these objectives focus on creating credibility, delivering information and building positive images. Typical public relations objectives include:  Presenting an organization's personality or corporate image to its publics.  Explaining an organization's point of view on a public issue to the public.  Creating legitimacy for an organization's activities.  Sensitizing an organization on the attitudes and opinions of the public in relation to its activities.  Establishing and maintaining mutual understanding between the organization and its various publics.  Creating corporate brands.  Providing product or brand information.  Positioning or repositioning a company or brand. Generally, public relation is intended to secure mutual understanding between the organization and its public and thus create goodwill. 2.1.5 The Basic Roles of Public relations as a Management Functions in the Bank • Lowering of Prices: For the mass market satisfied to achieve large sale service/provision, prices were forced to reduce. This is a public relation strategy known as customer and trader promotion. Here, the company like bank offers some special incentives to the customers to persuade him to demand for service or buy more products. These incentives include discount, extra product, and free gifts etc. this is in a bid to secure higher level of consumer/customer demand for the particular product/service. • Improvement of Quality: The advancement on advertising resulted in manufacturers/service providers putting their names on their product/services and so branding spread. For example, many banks have ATM machine outside the bank with their brand name who for that try to improve quality of service. Therefore, in the process of competing for customers, the producer/service providers improve the quality of what it offers to the public. • Target audience: In doing thus, the following questions are to be answered:  Who are the people I want to reach?  Where are they located?  What and when is the best time to meet them/make contact, getting  To understand all these, makes it easier and better • The goal and strategies: Goals are the ultimate result of public relations programme while strategies constitute those things that must be done to reach the goals, therefore the optimal result expected will only be actualized if it's been matched with the right strategy. • The current status of the organization: This requires the adjustment on the part of the organization to reflect the desired goals. • The method of implementation to be used: This has to do with how those plans formulated will be executed under each specific objective. • Cost: This entails the budgeting plan considering which platform is most suitable to drive home your message. Is it through TV, can it be afforded. This stage therefore tries to match the budget to the need. Identifying what it will take to do the job properly so as to achieve desirable results. • Aiding Technology Process: Modern marketing has helped product/service like ball point pens, colour television and the like to be ready available on demand. Here, technology has improved the banking services for use of ATM etc. • Providing Jobs: Higher levels of demand brought by marketing necessities distribution channels and physical distribution channels and physical distribution facilities, as such, the infrastructure of the airport and telecommunication network becomes critical and the provision of these services brings jobs to millions of people. • Creating Consumer Choice: Competition and the need to achieve or return on investment compel firms continually to extend their product/services range. Consumers/customers are provided with a full choice sufficient to satisfy all. Marketing management tends to refer to public relation as an optional extra, instead of accepting it as part of the job specification of a marketing manager (Benson-Eluwa, 2019). To her, many aspect of marketing such as branding, naming, packaging, market education, dealer relation, customer relation, and after sale services require an understanding of the public relations implications of communication, understanding, goodwill and reputation. Public relation is not like advertising part of the marketing mix. It is concerned with the total organization of which marketing may or may not be a functional and even element of the marketing mix. Public relations is used to remove the negative attitudes of markets considering hostility, prejudice and ignorance which in turn is replaced with sympathy, acceptance, interest and knowledge. It is important to point out that at the onset, the corporate organization has no mind of its own and does not talk, it acts and talks through its staff. The friendly or unfriendly attitude of personnel towards a visitor or customer of a company does a positive or negative rub off on the company's image (Benson-Eluwa, 2019). 2.1.6 Public Relation Management Techniques in Banking The banking industry is a service-oriented business and for any service to be desired; there must be a conscious need for it. It is service-oriented in that the services are produced and consumed simultaneously (Non storage of the services) they perish with it, cannot be separated from the person rendering the services. In most cases, have direct channel of distribution and are not tangible. The public relation persons and the bank management and should be conscious of all these characteristics and tailor their activities toward the satisfaction of the customer requirement if they wish to remain competitively strong and profitable (Ibekwe, 2011). Realizing that commercial banks have nothing to sell but services, and practically, everyone and every business in a community is a prospective customer for one or more banking services, the entire efforts of the bank management and staff should be directed towards the following: • Understanding and interpreting customer need and wants. • Offering maximum services to satisfy these customers. • Informing the community that these services are superior to those offered. • Demonstrating that these services are superior to those offered by any other competing institution, and also providing these services in such a manner that the customers are satisfied and that the bank has developed a package of profitable operations. Banks should not automatically assume continued growth in today's competitive market sound banking decisions must be evolved on the basis of factual information, not only on opinion or guesswork. However, obtaining the factual information is complicated by the fact that today's customer, while better educated and more knowledgeable than before, finds himself more critical of banks and operational performances, and as such requires careful handling of the bank's services (Ibekwe, 2011). Nowadays, time have changed, institutions changed, human being change and the question are “how much has the customers changed or is being changed?” Is he better informed, more willing to use bank services, but less concerned about the way these services are offered, it is the overall strategy of public relation in banks to determine what banks should do, how to do it and why in other to bring numerous customers to use their overall profitability. It should be noted that every bank should be aware of its competitors both internally and externally. Among the external competitors of the commercial banks are the insurance companies, merchant banks savings association and various investment companies and in the commercial banks themselves competition is equally high and tough. Commercial banks effort in competing with one another for demand deposit have helped business firms reduce their very need for those current account deposit, they have done so by offering their customers faster and better services such as computer services etc some banks have developed plans, such as account reconciliation which helps the customers to know how much he stands in his balance at a particular point in time faster statement of account. According to Benson-Eluwa (2019), public relations is the management functions that evaluates public attitudes, identifies the policies and procedures of individual or organization with the public interest and plans and execute a programme of action to earn public understanding and acceptance. Banks public relations mean programmes and activities carried out among the many publics of banking institution to create goodwill and an understanding of the banks' role in their lives realizing that banks exist to serve the financial need and want of the people as individuals, as businesses, as institutions, as government, public relation in the banking industry is therefore concerned with creating, promoting and selling banks services to its customers and entire public (Ibekwe, 2011). The role of public relations in the banking environment is therefore to disseminate information on what the bank does and how it does it, in addition to the traditional role of monitoring public opinion in the industry, it is equally necessary that the bank and the banker knows know the banks' positions of the bank's many departments and skilled in the art and technique of effective communication, the roles are broken into the following. • The aim of public relations is to monitor what the public thinks or say and to influence what and how. They think of the organization it should be concerned with the significant and relevant public whose actions and attitudes affect the bank significantly. • The basic tool is communication the public relation person must endeavour first to know what the public opinion is through research, how to unload, correct or change such opinion, after the communication, an evaluation of the campaign is necessary of communicating to the public, what the management plans to do or is doing and to management, what public opinion is and the way to correct it. • It has the function of communicating to the public, what the management plans to do or is doing and to management, what public opinion is and the way to correct it. • As image maker and sustainer of an organization, they are expected by management to articulate principles and enlarge understanding of the organization, inspire all members to do their best cheerfully and influence other members from doing anything detrimental to the organization welfare. • Serving as a central information source about the organization and the official channel of communication between it and the public. • Coordinating the activity that affects its relations with the general public as well as with special public groups. Collecting and analyzing information on the changing attitudes of key public group towards it. Planning, and administering informational program designer to fulfil most of these responsibilities. The importance of the above roles is that banks should plan ahead and also use all the banks numerous services for their customers. In order to enhance their profit, all members should interact with their public within and outside the bank premises to build good image of the bank before these publics. Because the cashiers are the first representatives of the bank that anybody meets before entering the bank, this follows that any action of these bank staff is assumed to be general attitude and behaviour of the entire bank personnel, as such their mode of dressing cheerful attitude, diligence in attending to customers, honesty, trustworthiness in discharging their duties and simple courtesy to those same customers are good public relation strategies required from a good banker (Ibekwe, 2011). Public relations mean good customer relation, which should include the following; • Pleasant and courteous manner: A smile means the same in any language. The cashiers are thus shop window. • Effective and helpful services by all staffs, who should direct customers to the official concerned. • Branch managers, sectional heads and all officials should endeavour to arrange their stand and work flow to avoid unnecessary delays. • Statements are often the main means by which a customer forms an opinion of the bank. As such they should be dispatched promptly, duly checked and initiated by the respective official, it should be meet accurate and up to date as well as being confidential. • Should a customer have a complaint, the matter should be referred to a senior responsible official who should not only promptly attend to the matter, but also advise the branch manager of the complaint and remedial action taken. • Going extra miles and working late to ensure compliance with all regulations and customer services. • There is need for banks and staff to develop and create new and varied services to satisfy their customer's needs, keep its house in order by the avoidance of strikes. Conflicts and crisis through rapport between management and staff. 2.2 Empirical Studies 2.2.1 Uduji (2013). Public Relations for Improving Public Perceptions of the Marketing Executives in the Banking Industry in Nigeria. The marketing executives of the consolidated banks in the commercial city of Lagos, Nigeria formed the population of the study. A sample of 180 marketing executives was determined using a percentage formula. The Friedman non-parametric test statistics was used for the hypothesis testing. A calculated Friedman Chi-square result of 246. 410 was obtained from the tested hypothesis. This value is greater than the critical chi-square value of 5.991, which is significant as p-value of 0.000