POTENCY OF HUMAN CAPACITY BUILDING ON MULTI LEVEL MARKETING AMONG URBAN DWELLERS IN RIVERS AND CROSS RIVER STATES

Peace Orji; M A Oyebamiji; E O Aruma

POTENCY OF HUMAN CAPACITY BUILDING ON MULTI LEVEL MARKETING AMONG URBAN DWELLERS IN RIVERS AND CROSS RIVER STATES

Peace Orji, M A Oyebamiji, E O Aruma

Abstract

This paper examined the potency of human capacity building on multi-level marketing among urban dwellers in Rivers and Cross River States. Three research questions and one hypothesis guided this study. The study adopted the descriptive survey research design. The population of the study was 3500 leaders of ten health based multi-level marketing companies in Rivers and Cross River States of Nigeria while the sample size was 875 respondents which is 25% of the population drawn through proportionate sampling technique. The instrument used to collect the data was a researcher designed questionnaire which was validated by three the experts in human capacity building. The instrument had a reliability index of 0.75. Focus group discussion was used to support the quantitative data derived from the questionnaire. Mean and standard deviation were used to answer the research questions while the Pearson Product Moment Correlation Coefficient (PPMCC) was used to test the hypothesis formulated. The result showed that human capacity building, entrepreneurship education and leadership training are very relevant to multi-level marketing. Based on the results the following recommendations were made among others relevant capacity building programmes with respect to multi-level marketing should be promoted in order to reduce poverty and youth unemployment; multi-level marketing firms should involve adult education experts in the training of marketers because these experts have a bitter grasp of the adult psychology.

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