Influence of Publisher’s Sales Representatives Demographic Factors on their Perception on Book as Product for Branding and Marketing in Ibadan, 0yo State, Nigeria

Authors

Andrew Oshiotse Okwilagwe, University of Ibadan, NigeriaFollow
Aliyu Otoayele, University of Ibadan, NigeriaFollow

Date of this Version

Winter 5-16-2019

Document Type

Article

Citation

OKWILAGWE, Oshiotse Andrew

BA, MA, MLS, M.Litt, Ph.D

Professor of Publishing and Copyright Studies.

Department of Library, Archival and Information Studies, University of Ibadan, Nigeria

Owkilagweandrew@yahoo.com

OTOAYELE, Aliyu (CLN)

B.Ed (Hons), MPCS, MLIS (Ibadan),

Department of Library, Archival and Information Studies, University of Ibadan, Ibadan.

otoayele.a@gmail.com

Comments

Academic Paper

Abstract

Abstract

This study investigated the relationship between publishers’ sales representatives’ demographic characteristics and perception on book as a product for branding and marketing in Ibadan, Oyo State, Nigeria. The study is a survey research of correlational type. Total enumeration sampling technique was adopted using thirty sales representatives each from thirty publishing companies at a national training workshop in Ibadan. The data gathered were analysed using descriptive statistics and ANOVA. The findings show that there was no significant influence of sales representatives’ demographic characteristics on perception of book as a product worthy of branding for marketing. The findings are a collective prognosis of unhealthy future for book marketing in Nigeria. It was recommended that sales representatives should be trained for cognitive, technical and socio-economic skills needed for effective book marketing; otherwise book marketing will remain the “Archilles heels” of the book publishing industry in Nigeria.