View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Covenant University Repository A COMPARATIVE ANALYSIS OF THE MARKETING STRATEGIES OF DOMINANT POLITICAL PARTIES IN NIGERIA (THE CASE OF 2003 GENERAL ELECTIONS) BY WORLU ROWLAND ENWUZURUIKE KPASOME (CU03GP0040) JUNE, 2010. i A COMPARATIVE ANALYSIS OF THE MARKETING STRATEGIES OF DOMINANT POLITICAL PARTIES IN NIGERIA (THE CASE OF 2003 GENERAL ELECTIONS) BY WORLU, ROWLAND ENWUZURUIKE KPASOME (CU03GP0040) BEING A Ph.D THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF DOCTOR OF PHILOSOPHY (Ph.D) DEGREE IN MARKETING, OF THE DEPARTMENT OF BUSINESS STUDIES, SCHOOL OF BUSINESS, COLLEGE OF DEVELOPMENT STUDIES, COVENANT UNIVERSITY, OTA, OGUN STATE, NIGERIA. SUPERVISOR: PROF. J.A. BELLO CO.SUPERVISOR: PROF. I.C. ACHUMBA JUNE, 2010. ii CERTIFICATION This is to certify that this study was carried out by Rowland Enwuzuruike Kpasome Worlu, of the Department of Business Studies, Covenant University, Ota, under our supervision and that the thesis has not been submitted for the award of any degree in this or any other University. Professor J.A. Bello Supervisor Signature and Date Prof. I.C. Achumba Co-Supervisor Signature and Date iii DECLARATION It is hereby declared that this thesis entitled:” A Comparative Analysis of The Marketing Strategies of Dominant Political Parties in Nigeria: The Case of 2003 General Elections” was undertaken by Rowland E.K. Worlu. The thesis is based on his original study in the Department of Business Studies, College of Development Studies, Covenant University, Ota, under the supervisions of Professors J.A. Bello and I. C. Achumba; that the sources of all the materials used have been adequately acknowledged; and that this has not been submitted for the award of any degree in this or any other institution. Rowland Enwuzuruike Kpasome Worlu Signature & Date (Researcher) The above declaration is attested to by: Prof. J.A. Bello Signature & Date (Supervisor ) Prof. I.C. Achumba Signature & Date (Co-Supervisor) Dr. Olalekan U. Asikhia. Signature & Date Ag. Head, Department of Business Studies Covenant University, Ota. Ogun State, Nigeria. ---------------------------------------------- ---------------------------------------------- Prof. M.O. Ajayi Signature & Date Dean, College of Development Studies, Covenant University, Ota. Ogun State, Nigeria ------------------------------------------------ ------------------------------------------------- Prof. C.A. Awonuga Signature & Date Dean, School of Postgraduate Studies Covenant University, Ota. Ogun State, Nigeria iv DEDICATION This thesis is dedicated to my Lord and Saviour JESUS CHRIST for remaining faithful to His Covenant. AND To the memory of my late parents: Chief and Mrs. Marcus Kpasome Worlu for instilling in me the zest for academic excellence. v ACKNOWLEDGEMENTS Going by the experience gathered from this work, it is evident that “a man can get nothing except it be given to him from above”. Everything associated with this work indicated that God had already predestined it. I will therefore be eternally grateful to God for His generous release of Grace to me all through the period of this work. I also express my sincere gratitude to my spiritual father, mentor, and role model – Bishop David Oyedepo and his wife (Pastor Faith Oyedepo) whose obedience to the heavenly mandate created the visionary platform that made this feat possible. A deep sense of appreciation goes to the Vice Chancellor of Covenant University, Professor Aize Obayan,and the Deputy Vice Chancellor, Prof. Charles Ogbulogo; the pioneer Registrar- Pastor Yemi Nathaniel and the incumbent Registrar- Dr. Daniel Rotimi for their ingenuity in developing the organizational structure of excellence that aided the actualization of my dream in Covenant University. Also worthy of mention is the invaluable assistance I received from Prof. M.O. Ajayi – the Dean, College of Development Studies. His deep insight in this research area served as my intellectual impetus all through the entire exercise. I am indeed appreciative of his contribution and role in the work. My appreciation also goes to Prof. James Katende – the Dean of College of Science and Technology, and indeed all other members of the University Management team (including, the Dean of School of Postgraduate Studies – Prof. C.A. Awonuga) for their useful advice and guidance while the work lasted. My due appreciation goes to my supervisor – Professor J.A. Bello and co-supervisor-Prof. I. C. Achumba who enriched the work with their deep experiences and intellectual dexterity. Their critical evaluations at the formative stage of the research made an indelible impression by sharpening my focus. They thoughtfully fine-tuned the title on several occasions to ensure the very high standard of academic excellence they have long been associated with. Their critical suggestions and advice at every stage of the work were quite inspiring and insightful. I therefore place on record my benefits from their consummate scholarship. vi It is with extreme pleasure that I express my gratitude to Professor S.O. Otokiti(my former Head of Department) whom I regard as the ardent gatekeeper and keen custodian of academic excellence. His relentless and painstaking attention to details enhanced the quality of this work. Indeed, I salute his academic prowess. Also to be appreciated at this point is my current head of department( Dr O.U.Asika) whose commitment to academic excellence is unequivocal. He diligently guided the processes involved at the concluding stages of the work. I am sincerely grateful to him. My gratitude further goes to the academic giants in the College of Development Studies, Covenant University. Prominent among them are Professors J.A.T. Ojo, Don Ike, A.K. Omideyi, T. Fadayomi, and D. Omoweh. My thanks also go to many lecturers who served as guiding lights in my personal development as an intellectual. These are Professors N.N. Asika, L. Osuagwu, S.A. Banjoko, F. Akingbade, B. Oghojafor and S. Fajana. Also included on this list are Dr. D.W. Maclayton (My supervisor and mentor during my Master’s Program) and Dr. (Mrs.) A. Adedayo. I was privileged to study under the feet of these erudite scholars in course of the Ph.D programme; and they generously imparted on me their intellectual gifts. I am indeed grateful to them all. The same measure of gratitude goes to Dr. Enyi, Dr. I. Ogunriola, Dr. P. Adelusi, Dr. D. Gberevbie, Dr. J. Ayam, Dr. W. Olayiwola, Dr. P. Alege, Dr. Enahoro for their valuable contributions. A thesis of this type is necessarily based on a wide variety of original sources. While I have made original contributions in some specific areas of analysis, including the conceptual and theoretical frameworks, the bulk of the material on which the thesis is based comes from other contributors. I have shown the sources of these materials at the appropriate pages. I therefore acknowledge my debt of gratitude to the authors of these materials, and indeed many libraries (including Covenant University Library) that I consulted in course of the work. It is important to state that this work would not have come to fruition without the motivation, commitment and support of many politicians, INEC staff, and voters who responded favourably to my request for interview with them on the political developments and vii democracy in Nigeria. Prominent among these persons are Barrister P. Umeadi (Jnr.), Prof. Asobie (the former President of NPSA), Chief George Obi, Hon. Chidi Ogbonda, Hon. Austin Opara, Chief Victor Umeh, Alhaji Mohammed Yahaya, Prof. Sam Egwu, Hon. Isaac Wosu, Hon Ike Chinwo, Chief Ken Wobo, Mr. Segun Adesanya, Olukotun Ayo, Prof. Adele Jinadu and a host of others too numerous to mention. My thanks also go to my colleagues at the Department of Business studies and the school of Postgraduate Studies for their diverse contributions and critical comments. They include Dr. C. Uhuegbu, Dr. Kehinde, Dr. Ibidunni, Dr. Akujobi, Dr. C. Okafor, Dr. Oyeniyi, Messrs Akinyele, Adegbuyi, Obamiro, Duruji, F. Iyoha, Adetiloye, Abiodun, Ogunnaike, Tongo, Mrs. Otaru-Roland, Mrs. Oyerinde, Dr.(Mrs.)Umoren, and many others. A note of appreciation is also in order to the staff of Centre for Systems and Information Services(CSIS) for the part they played towards the successful completion of this work. They include Engr. Mike Ogbolu-chi, Mrs. Aboyade, Mr. A. Abolade, Mr. D. Ajayi, and a host of others. May God reward them richly for their support. My gratitude also goes to some Registry staff for their support. These are Mr. Kalu, Mr. Ukpabio, Mr. Igban, Mr. Ayo, Pst. Dunamis, and others. Finally, as I remain grateful to friends, well-wishers and relatives who have impacted my life in diverse ways. Special mention must be made of the following persons: Mrs. Felicia Okene and Mrs Elizabeth Orlunda for their initial support for my education; Nyekachi, Dinne, Adaiba, and Kelechi for their prayers and material support; and in particular Sir Chris Worlu (My elder brother) and his wonderful wife – Mrs. Priscilla Worlu for their concern, support and incalculable contributions to my education. Also worthy of my appreciation is my beloved wife, and confidant – Mrs. Gift Worlu for her prayers, understanding and encouragement when research pressures were greatest. I also express my gratitude to my children – Ezechimeru, Iribama, Ekwuoma and Hachikaru for their love and concern all through the period of the programme. In the same vein, I appreciate the love and sacrifice of my students(both past and present),particularly Ms Tomi Oni, Ms Tega Unuadjefe, and Ms Ifeoma who had to type and retype the work several times to meet up the required standard. Their kindness is unparallel and so I salute their selflessness. viii ABSTRACT This thesis examines the marketing strategies of dominant political parties in Nigeria with focus on 2003 General Elections. The broad objective of the research is to examine whether contemporary political parties in Nigeria are market-oriented organisations; and whether marketing offers a solution to the current democratic challenges in Nigeria.