International Journal of Marketing Research Innovation Centre for Research on Islamic Banking & Finance and Business en-US International Journal of Marketing Research Innovation 2576-4101 MOBILE MARKETING STRATEGIES AND CUSTOMER PATRONAGE OF MOBILE TELECOMMUNICATION SERVICES <p>This study empirically examines the relationship between mobile marketing strategies and customer patronage of mobile telecommunication services. The study applied a cross-sectional survey design in a structured questionnaire to collect data from 400 accessible telecom subscribers across the 4 major telecom operators which include; MTN, Glo, Aitel, and 9 Mobile. A total of 4 hypotheses were proposed and Spearman’s Rank Correlation Coefficient tool was employed with the help of SPSS version 21.0, in statistically testing them. Findings revealed a positive and significant relationship between the dimensions of mobile marketing strategies and measures of customer patronage. The study, therefore, concludes that mobile marketing is an effective tool in improving purchase intention and referral. Therefore, the research recommends that telecom operators who want to improve patronage of subscribers should adopt mobile websites and SMS marketing; as these tools have been further verified to have a huge capacity to enhance purchase intention and customer referral.</p> Obabuike Ikeni Nkpurukwe Emmanuel A. Amangala Andy Fred Wali ##submission.copyrightStatement## 2020-08-17 2020-08-17 4 2 1 8 10.46281/ijmri.v4i2.714 THE EFFECT OF DIET HABITS, PACKING, AND PRICE BARRIER ARE IMPACT ON ORGANIC FOOD PURCHASE BEHAVIOR <p>Consumers purchase environmentally friendly products ‘’Organic food’’. This study is applied in Pakistan a country in which there is concern about safety and quality. The ‘’SEM’’ model is used to support our study. Three independent variables while one dependent variable is taken in that scenario. Data were obtained from 300 respondents, 278 backed us their response. We conclude from the above-mentioned model that the packing factor has much important than that of other variables. This sort of research can conduct in developed countries such as the US, CHINA, CANADA and other geographic areas. Also, green marketing factors can be replaced for future studies. Different independent variables contribute to future research like organic food labeling, lack of knowledge, and availability. We can also use different aspects such as environmental concern, health concern, and food safety concern using them as independent variables we can further use them in new research as a research gap. this research can also be done as longitudinal research.</p> Sajid Hussain Sohaib Zafar Muhammad Baqir ##submission.copyrightStatement## 2020-10-15 2020-10-15 4 2 9 21 10.46281/ijmri.v4i2.815