Evaluating Marketing Strategies Impact on Yam Vendor Happiness in Minna, Niger State, Nigeria

Abstract

This study investigates the impact of marketing strategies on yam vendor
happiness in Minna, Niger State, Nigeria. Employing a purposive
sampling technique, 248 yam vendors were selected. Data were collected
using a structured Likert scale questionnaire adapted from the World
Values Survey (WVS). Factor analysis identified key factors influencing
marketing strategies, contrasting traditional and modern methods. A
probit regression model analyzed the relationships among these
variables. The study found that modern marketing methods significantly
enhance yam vendor happiness, with household size also having a
marginal positive effect. Policy implications include promoting modern
marketing strategies, such as online platforms and mobile
communication, to improve vendor satisfaction. Additionally, training
programs and incentives should support the adoption of modern methods.
Support programs should also account for household size by tailoring
resources to vendors' family contexts and providing extra assistance to
those with larger families.