Research Article
Cultural Impact of Marketing Consumers’ Goods on Sales Volume of Alcoholic and Non Alcoholic Drinks in Nigeria
Issue:
Volume 7, Issue 3, September 2026
Pages:
87-100
Received:
28 May 2026
Accepted:
13 June 2026
Published:
11 July 2026
Abstract: This research investigated cultural impact of marketing consumers’ goods on sales volume of alcoholic and non-alcoholic drinks in Nigeria. Consumers of Nigerian Breweries Plc, products were the study population. A sample of 178 consumers was selected using stratified sampling technique and copies of the questionnaire administered. In all, one hundred and forty-one (141) copies of the questionnaire were retrieved and adjudged usable for study. Data was analysed using descriptive statistics, specifically, percentages, means and standard deviations. The results obtained showed that individual opinion (or belief) about the benefit of product and people’s superstitious belief about a particular brand of product affects the sales volume of consumer goods; Norm of a group, family standards and social class lifestyle have positive impact on the preferences of a brand of beverage drinks and that reference group customs and family values or behavior affects the sales and consumption of both alcoholic and non-alcoholic beverage products. The study concludes that family values have positive impact on consumers’ preference of alcoholic and non-alcoholic drinks in Nigeria and that group customs increases the sales and consumption of beverage products. The study recommended that Nigerian Breweries Plc promotion programmes should be culture bound to the indigenous people and their interest amongst others.
Abstract: This research investigated cultural impact of marketing consumers’ goods on sales volume of alcoholic and non-alcoholic drinks in Nigeria. Consumers of Nigerian Breweries Plc, products were the study population. A sample of 178 consumers was selected using stratified sampling technique and copies of the questionnaire administered. In all, one hundr...
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Research Article
Role of Geospatial Surveying in Enhancing Crop Quality Through Land Assessment and Resource Optimization: A Case Study of Smallholder Farmers in Guduru District
Gamachu Busa Meskele*
Issue:
Volume 7, Issue 3, September 2026
Pages:
101-109
Received:
1 October 2026
Accepted:
13 October 2026
Published:
3 November 2026
DOI:
10.11648/j.innov.20260703.13
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Abstract: Agriculture is the cornerstone of Ethiopia’s economy, yet its productivity is constrained by soil degradation, inefficient land management, and uniform application of inputs. These challenges are acute in Guduru District of the Horro Guduru Wallaga Zone, where smallholder farmers depend on traditional methods that do not account for spatial variability in soils, topography, and vegetation. This study investigates the role of geospatial surveying in enhancing crop quality and optimizing resource use through precision agriculture. A mixed-methods geospatial approach was employed, integrating field-based GPS data, Sentinel-2 remote sensing imagery, soil sampling, and GIS-based spatial analysis. Five representative kebeles were selected by stratified sampling to capture variability in elevation, soil type, and land use. Digital Elevation Model (DEM) and slope analyses were combined with soil data and Normalized Difference Vegetation Index (NDVI) classification to generate land suitability maps, and ordinary kriging was applied to estimate unsampled soil properties and vegetation indices. Findings revealed significant spatial heterogeneity: Nitisols and Vertisols showed high potential for cereal and legume production under targeted management, whereas Leptosols were highly erosion-prone and unsuitable without conservation measures. NDVI analysis indicated that vegetation vigor varied substantially within and across kebeles, highlighting inefficiencies in uniform input application. Weighted overlay analysis classified 41% of farmland as highly suitable (S1), 36% as moderately suitable (S2), 15% as marginally suitable (S3), and 8% as unsuitable (N). These results show the potential of geospatial surveying to provide actionable insights for precision input management, soil conservation, and crop diversification. For policymakers, integrating geospatial frameworks into agricultural extension systems offers a pathway toward sustainable land use and improved food security. The findings provide a replicable model for similar highland contexts across Ethiopia and sub-Saharan Africa.
Abstract: Agriculture is the cornerstone of Ethiopia’s economy, yet its productivity is constrained by soil degradation, inefficient land management, and uniform application of inputs. These challenges are acute in Guduru District of the Horro Guduru Wallaga Zone, where smallholder farmers depend on traditional methods that do not account for spatial variabi...
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