SUSTAINABLE MARKETING STRATEGIES IN BUSINESS ORGANISATIONS: A STUDY OF SPAR MALL, CALABAR
Abstract
The aim of this study was to investigate customers’ reaction to sustainable marketing strategies in business organisations in SPAR Mall, Calabar, Cross River State. Three research questions were developed to guide the study. The data used for the conclusion of this study were collected through questionnaires and publications of SPAR Mall, Calabar financial record. Statistical analysis of data collected was done using frequency distribution percentages and tables. A total of 200 copies of questionnaires were distributed. The study found that SPAR Mall, Calabar prioritized its customers’ satisfaction and references in the formation of marketing strategies. The study also found that if business organisations in Calabar can imitate and dedicate time to business strategies adopted by SPAR Mall, Calabar, their business would experience increased in profit. It was therefore recommended that, since the sole aim of business organisations is to make profit, which is impossible without target market patronage. Also, business organisations in Cross River State should pay more attention to their customers need and satisfaction. This would result in sustainable profitability of the business and ensure fair advantage over competitors in their business environment.
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