Dr. Thaddeus Ojo Olufayo is a Senior Lecturer in the Department of Business Administration, Faculty of Management Sciences, University of Lagos. Qualifications: B.Sc. (Business Administration) (Ilorin); M.Sc. Marketing (Lagos); Ph.D Marketing (Lagos). Research interests: ; Consumer Behaviour (Customer loyalty/shun and socio-economic factors), Marketing Research and Strategic Marketing (Marketing tools), Entrepreneurship.