EFFECT OF MARKETING COMMUNICATION ON CUSTOMER PREFERENCE OF SELECTED FASTFOOD FIRMS IN ABIA STATE

ABSTRACT

This research work is centered on Effect of Product Packaging on Consumer Patronage of Toothpaste in lkwuano Local Government Area, Abia state, Nigeria. The specific objective of the study is to examine the influence of product size on consumer purchase intention, examine the impact of product colour on consumer purchase intention, evaluate the effect of product quality on consumer purchase intention, ascertain the effect of labeling on consumer purchase intention, ascertain the relationship between toothpaste package design and consumer patronage in the study area. The methodology adopted for the study was based on descriptive survey, it was observed that There are a few necessities or consumables that consumers of all ages, sex or status cannot do without − such as toothpaste. Consumers are bombarded with too many choices of product brands to use, one of which is toothpaste. The study investigated the effects of Product Packaging on Consumer Patronage of Toothpaste in Ikwuano Local Government Area of Abia State, Nigeria. Result from the socio-economic characteristics of the toothpaste consumers shows that a total of 50.9% of the toothpaste consumers were males; while the remaining 49.1% were females. Marital status of the respondents shows that approximately 39.09% of the sampled toothpaste consumers were single, while 37.27%, 14.54% and 9.09% represent married, divorced and widowed respondents separately. The Pearson Correlation Coefficient between Toothpaste quality and consumer purchase intention shows that there is a significant positive relationship between the two variables. The result of the analysis shows that the higher the excellent packaging quality of the toothpaste, the higher the consumers purchase intention.  By implication, it can be deduced that a 1% shift/increase in toothpaste package quality will result in 90.1% shift/increase in consumers purchase intention. It has been established from the study that toothpaste size and consumer purchase intention were found to be positively linked; thus reducing one entails the reduction of the other. Hence, it could be indicated that toothpaste packaging size influences the consumers purchase intention. This could be as a result of the fact that many consumers might like larger product quantity and quality at the same price or at lower prices. Multiple Regression Result for Toothpaste Packaging and Consumer Patronage shows that toothpaste labeling and consumer purchase intention were found to be positively linked; thus, reducing one entails the reduction of the other. Hence, it could be inferred that exceptional toothpaste packaging labels influences the consumers purchase intention. Since packaging has become a primary vehicle for communication and branding of toothpaste, toothpaste manufacturers are therefore enjoined to design high quality package. There should be evaluation and re-evaluation of the quality of their packages in order to explore all the opportunity accrued to packaging concept through policy formulation and implementation.

TABLE OF CONTENTS

CHAPTER 1

INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Problem.

1.3 Objectives of the Study

1.4 Research Question

1.5 Research Hypothesis

1.6 Significance of the Study

1.7 Scope of the Study

CHAPTER 2

REVIEW OF RELATED LITERATURE

2.1       Conceptual Framework

2.1.2    Marketing Communication and Customer Preference

2.1.3    Marketing Communication

2.1.4    Advertising

2.1.5    Sales Promotion

 2.1.6   Personal Selling

2.2.7    Public Relations and Sponsorship

2.3       The Marketing Communication Model

2.3.1    Product

2.3.2    Price

2.3.4    Distribution

2.4       Theoretical Framework

2.5       Empirical Review

2.6       Brief Overview of Fast Food Firms in Umuahia

2.7       Summary of Literature

CHAPTER 3

RESEARCH METHODOLOGY

3.1     Research Design

3.2     Area of the Study

3.3     Population of the Study

3.4     Sampling Techniques

3.4.1 Sample Size

3.5     Validity of the Research Instrument

3.6     Reliability of Research Instrument

3.7     Model Specification

CHAPTER 4

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1     Data Collection and Collation

4.2     Test of Hypotheses

4.2.1 Hypothesis 1

4.2.1.1 Hypothesis 2

4.2.2 Hypothesis 3

4.3     Extent to which Personal Selling enhances Customer Patronage of Fast Food firms in Abia State.

4.2.3 Hypothesis 4

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary of Findings

5.2     Conclusion

5.3     Recommendations

5.4.1 Managerial Implication of the Study

5.4.1 Suggestions for Further Studies

REFERENCES

APPENDIX: QUESTIONNAIRES

CHAPTER 1

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Marketing communication which is the focus of the study is the information flow between the sellers and potential buyers in the channels of influence, attitudes and behaviours in the firms and in the consumption pattern of households. It has to do with informing, reminding, persuading and educating firms andhouseholds (Clow and Donald, 2007).

Kotler and Amstrong, (2013) states that marketing communications are means by which firms attempt to inform, persuade and remind customers directly or indirectly about the brands that they market and this plays pivotal role when banks design their internet banking platforms and formulate marketing communication strategies for internet banking.

Marketing communication  is also seen in another diamension as all strategies, tactics and activities involved in getting the desired marketing message to  intended target markets regardless  of the media use. Most service marketers have access to numerous forms of  communictaion, referred to colectively as the marketing communication mix. The mix includes advertising, personal selling, publicity and public relations, sales promotion, instructional materials and corporate design. (Lovelock and Wirtz, 2004).

Marketing communication is very important and at the same time challenging in the commercial banks. This is because the intangible natures of banking services play a decisively challenging role in conviencing customers as to value of banking. The marketing communication mix element have become important players in the life of  so many businesses. They help in moving market offering (goods, services and ideas etc) from manufactureres/ sellers  to end users to build and maintain relationship with customers, prospects and other stakeholders of the company (Kurtz, 2008). However, marketing strategies stresses on relationship building in addition to producing sales that will force marketers to consider all the elements in the marketing communication mix (Marcommwise, 2006).

A successful marketing communication relies on sound management descision regarding the cordination of the various elements of promotional mix. To this end, a new way of viewing marketing communication emerge in the 1990s, called intergrated marketing communication, this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways. The holistic marketing approach for services requires external marketing which deals with interaction of  the company’s product, price, distribution channels and promotional activities, as well as with stake holders (Lancaster and Reynolds, 2014).

Fill (2005), opined that marketing communication should be an audience-centered activity. In this sence, it is important that messages should  be based on a firm’s understanding of both the needs and the environment of the audience. So to be successful, marketing communications should be grouped into the behaviour and information processing needs and style of the target audidence. However, where competition or other impediments to positive consumer actions exist, such as lack of motivation or conviction, a promotional programme is developed and used to communicate with the target group.

1.2 STATEMENT OF THE PROBLEM.

The research need aroused because of the observations in the fast food industry. Fast food firms allocate a lot of resource to marketing communication with the goal of getting high customer patronage. Contemporarily, fast food mangement does not really believe that the huge investment on marketing communication pays off and as ,such, finds it very difficult to adopt an appropraite tool carry out this function.

Despite the resource that most fast food firms in Nigeria spend on marketing communication, customers have not been loyal and moves from one firm to another once their expectations are not met. This can be seen from the marketing performance of some fast food firms in Umuahia whose patronage are very low. Also there is scanty empirical studies in this area as regards to fast food firms in Abia state. This arouse the interest to carry out this study.

1.3 OBJECTIVES OF THE STUDY

The overall objective of this study is to ascertain the effect of marketing communication on customer preference of fast food firms in Abia State. Specifically, the study will set out to achieve the following sub objectives

    i.         to ascertain the effect of public relations on customer preference for fast food products in Abia State.

  ii.         to ascertain the effect of advertising on customer loyalty.

 iii.         to examine the  extent to which personal selling enhances customer patronage.

 iv.         to determine the effect of sales promotion on customer patronage.

1.4 RESEARCH QUESTION

The study will observe the following questions:

      i.         how does public relations affect customer preference for fast food products?

     ii.         to what extent has advertising affect customer loyalty for fast food products?

   iii.         how far has personal selling contributed to customer patronage for fast food products?

   iv.         to what extent has sales promotion affected customer patronage for fast food products?

1.5 RESEARCH HYPOTHESIS

H0₁: There is no significant relationship between public relations and customer preference for fast food products.

H0₂: There is no significant relationship between advertising and customer’s loyalty for fast food products.

H0₃: There is no significant relationship between personal selling and customer patronage for fast food products.

Ho₄: There is no significant relationship between sales promotion and customer patronage for fast food products.

1.6 SIGNIFICANCE OF THE STUDY

The study will be of a great significant in terms of those it will benefit. This study will benefit the management of fast food firms by way of making them have good information about the activities and operation of the eateries they operate, the study will also make them to know their importance in the fast food industry. Moreover, it will benefit the fast food firms by making them realize the benefit of marketing communication.

Furthermore, the findings of the study will serve as a base for further research for marketing students. To the researchers, the findings of this will enable them to have an insight about marketing communication and customer’s patronage in commercial banks.

1.7 SCOPE OF THE STUDY

The study will focus on the effect of marketing communication on customer preference for fast food firms in Umuahia. The study will be limited to customers of Crunchise Fried Chicken, Apple Fastfood Limited and Mr. Bigg’s Fast food (UAC) in Umuahia, Abia State.

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