ABSTRACT
The study were effect of public relations practice on marketing performance of nestle Nigeria plc. The objectives of the study are to ascertain the extent at which public relations is applicable in manufacturing firm, ascertain the role of public relations on the level of customer service delivery and target market coverage, ascertain the impact of public relations on the patronage of customers, ascertain the effects of public relations on the profit maximization of the manufacturing firm. Questionnaires were adopted to collect primary data for the study which were analyzed using t-test. The study concluded that public relations affect the performance of manufacturing companies and this recommended that company’s should do more on the area of customer protection, satisfaction as the customer as the pillar of business and also customer should be given a medium to air their views and these view should be taken into consideration, companies should facilitate a more reliable public relations to encourage performance and facilities company customer relations and patronage as well as understanding.
TABLE OF CONTENT
Page
Title
Declaration
Certification
Dedication
Acknowledgement
Table of content
Abstract
CHAPTER
ONE
INTRODUCTION
1.1 Background to the Study
1.1.1 Background
Of Nestle Nigeria Plc.
1.1.2 Public
Relation Practice of the Nestle plc. Public Relation Department
I.2 Statement of the Problem
I.3 Objectives of the Study
I.4
Research Questions
I.5
Research Hypothesis
I.6 Scope of the Study
1.8 Limitations of the study
1.9 Definition of Terms
CHAPTER
TWO
LITERATURE
REVIEW
2.1
Conceptual
Framework
2.1.1 Role
of Public Relation Practitioners
2.1.2 What
Public Relations is not
2.1.3 What
Calls For Public Relations
2.1.4 Communication
as a Tool
2.1.5 Industrial
Harmony
2.1.6
Positive impact of Public Relation on a
manufacturing firm
2.2
Theoretical Framework
2.3 Empirical
Review
2.4 Summary of Literature Review
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research Design
3.2
Area of Study
3. 3
Population of the Study
3.5 Description of Research Instrument
3.6 Validity of Data Gathering Instrument
3.7
Method of Data Collection
3.8 Source
of Data
3.9
Method of Data Analysis
3.10 Model
Specification
CHAPTER
FOUR
DATA
PRESENTATION, ANALYSES AND INTERPRETATION
4.1 Data
Presentation
4.2
Regression Result Analyses
CHAPTER
5
SUMMARY,
CONCLUSION AND RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3 Recommendations
REFERENCES
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
For proper perception and understanding of this work,
it will be wise to trace the historical background of public Relations. According
to Edward Louis Bernays, Public Relation is “Practically as old as society”.
Patrick Jackson, a publisher of the Public Relations Society of America (PRSA)
asserts that Public Relations arose from the basic need of building and
improving human relationships which existed immediately God created Adam and
Eve. The concept of Public Relations has been wit man. The creation of Public
Relations between the creator and the creature both brought harmony and
understanding in their relationship. Public Relations, however, existed during
the days of Moses
Moses was a stutter and needed someone who would
convey message to the Israelites on his behalf. Aaron, his brother was
appointed; therefore, he was a link between the Israelites and Moses from the
biblical perspective, Aaron was a public relations officer, thus, public
relations has been practiced, even if only
amateurish since the beginning of mankind.
In ancient societies, human communication was limited
by space and time. Due to the absence of modern technology, majority of the
people lived simple lives. In farms and small settlement. Therefore
communication flow in the olden days was primarily personal. The potentials and
application of Public Relations increased as societies became more urbanized,
civilized and complex. As population increased, so did the need problems of
Public Relations.
Public Relations as a paid profession began in I900,
when the first public relations agency, the publicity Bureau was founded. Ivy
Lee and Edward Bernays, who are both referred to as the father of Public
Relations, helped establish the field as a professional practice in the United
State. Arthur .W. Page is considered the father of corporate public Relations, the field became
more established after world war II, in part due to talent from war time
publicity efforts moving into private sector. Trade associations, Industry
Publications and academic journals were developed. Some of today’s largest
public Relation agencies were founded in I950s and began competing globally in
Europe and Asia in the beginning in the 60s and 70s.
The I900s were marked by ‘explosive growth’ for the
public relation field-Internet technologist and social media changes public
relation tactics, agencies consolidation and new specialties were introduced
such as investors’ relations and community relations.
Public Relations practice in Nigeria was introduced
from Britain through the vehicle of colonialism. The introduction of Public
Relation practice In Nigeria was done through the initiatives of the colonial
government and its obedient servants. Being an abject of journalism, public
relation became an important element in Public Communication in the colonial
days, the pioneers were non-natives, and many of the existing newspaper were
already enjoying patronage of the people and those in government. The
government felt the need for another branch of communication which would convey
subtly, its feelings to the people without really going through the rigours of
mental composition of communication acts. During the second world war (I940).
The government urged for more channels of communication which became more
pronounced, especially the need to present and analyses information about the
war.
This eventually led the government to establish an
office of information where correct information about the war efforts was sent
out to people through the wireless.
This was in January I, I944, Later in I944, this
information office was changed to Public Relation office to really make its
functions strictly tailored image making and creating favorable impressions
about the war itself. The Public Relation office began to play a role, which
served the Nigerian press and their customers tremendously. It placed its
information facilities at their disposal and provided them with photographs on
the prosecution of the war. Two Nigerian newspapers, the West African Pilot and
Daily service wrote edition on this development calling for the setting up of a
permanent Public Relation office as early as the early forties. It was this
Public Relation outfit set up by the colonial government that metamorphosed
into the Federal Information Service in I950.In I963, the Nigerian Institution
of Public Relations (NIPR) was established as a regulatory body for public
Relations practice in Nigeria.
1.1.1 Background Of
Nestle Nigeria Plc.
Nestle Foods was started by Henri Nestle in the mid
I8th century in his bid to find an alternative to breast milk for babies whose
mothers could not nurse in order to reduce infant mortality. Consequently
Nestlé’s first customer was a premature infant who could tolerate neither his
mother’s milk nor any of the conventional substitutes and had being given up
for lost by doctors. The value of the product was recognized after it saved the
child’s life.
Henri Nestle showed an early understanding of the
power of branding as he adopted his very own coat of arms as the company’s logo
and refused to allow Nestle in various countries to have different logos. The
coat of arms reflected his name, which meant little nest in his dialect as it
consisted of a birds, nest with a mother bird and her three chicks. The company
expanded its product base very quickly with the collaboration of Daniel Peter
whose company figure out the mix of milk with cocoa powder to make milk
chocolate, they also merged with Henri Maggi’s whose company created powdered
soups and bouillon cubes sources and
favourings using legumes. The early part of the I8th century saw the expansion
of Nestle into various countries as exports to countries such as Singapore,
Honk Kong and Bombay the company also began full scale operations in Australia.
However this soon became a difficult period for Nestle as a result of scarcity
and rising prices of raw materials worldwide post war economic recession and
deteriorating exchange rate. This eventually led to a change in the company’s
structure as factories were established in developing countries. This has laid
the foundation for the establishment of Nestle Nigeria Plc. in I96I. It started
operations in Nigeria as a simple trading organization but today is one of the
leading food manufacturing companies. It was incorporated as a private company
Nigeria as food specialties Nigeria Ltd. It became a Public company in I978 and
was listed on the Nigeria stock exchange on April 20, I979, the company is a
subsidiary of Nestle S.A of Switzerland, which together with Nestle CWA Limited
own 62% of Nestle Nigeria Plc.
It has a well-diversified products portfolio ranging
from baby foods, dairy products, beverages, chocolates bottled water, prepared
foods and the maggi range of seasonings is set to ensure a continuous stream of
profitability capable of absorbing potential shocks caused by loss of business
in one area.
1.1.2 Public Relation
Practice of the Nestle plc. Public Relation
Department
Public Relation started fully when the marketing
performance of the manufacturing firm was shaky and size of the evaluation of
employee’s behavior and accomplishment for a given period for the purpose of
improving job performance. So, the organization was way backwards. It lack
improvement in the economy development in which is an objective establishment.
In fact, the responsibility of the Public Relation is
to protect the image of the firm the general public, the Public Relation
practice was designed to protect the plan and execute all approved Public
Relation programs for the firm such programs includes;
a. Organizing workshops, seminar and
facility visit for staff.
b. Ensuring
effective flow of information and promote the company’s viewpoint among
government bodies.
c. Enhancing
goodwill between Nestle Nigeria Plc and its public through distribution of
essential and quality product.
I.2 Statement of the Problem
Manufacturing firm have been embarking on public
relations to create and maintain mutual understanding with their publics.
Public relations practice, utilizes communication skills and strategies, in
order to establish and maintain the several positive linkages among human
beings, in the context of society to minimize and eliminate the negative
attitudes and behavior. The conceptual requirement of Public relations should
encompass a framework that will integrate a mutual understanding and
communication between an establishment and her customers to enable efficiency
in delivery of service to her customers and client, and a feedback from the
customers to the establishment. Any bridge of this conceptual demand exposes
weak and inefficient public relations. Evidence indicates that developing
countries now require public relations techniques as part of the tools
necessary in efforts to achieve national development, especially in such areas
as mobilization of the citizenry and their enlightenment with respect to the
benefits of such a development. However, the situational status of public
relations in Nigeria remains at a low and inefficient level thus there are
salient problems hindering the efficiency and strong applicability. The
questions of its effect and impact on the achievement of the goals and
objective of an organization and business establishment remains a global issue,
the need and the necessity for public relations regarding achieving
organizational goal and the challenges of public relations ranging from
improper funding and attitude towards public relations activities among
companies and managers.
Therefore, the statement of problem is to know the
relevance of Public Relation on the marketing performance of Nestle Plc,
challenges and level of applicability and reasons
I.3 Objectives of the Study
The main objective of the study is to know the effect
of Public Relation practice on marketing performance of Nestle Plc.
The specific objectives includes
i.
Ascertain the extent at
which public Relation practice is applicable in manufacturing firm.
ii.
Ascertain the role of
public relation on the level of customer service delivery and target market
coverage.
iii.
Ascertain the impact of
public relation on the patronage of customers.
iv.
Ascertain the effects of
Public Relation on the Profit Maximization of the manufacturing firm.
I.4 Research Questions
The following
research question formulated for the study
i.
To what extent is the
application of Public Relations by manufacturing firm?
ii.
What is the role of
public relation on the level of customer service delivery and target market
coverage?
iii.
What is the impact of
Public relation on the customer patronage on manufacturing firm?
iv.
Has public relation
contributed to the profit maximization of manufacturing firm?
I.5 Research Hypothesis
The following research hypothesis are to be tested to
ascertain the extent of the effectiveness of public relation by Nestle Nigeria
Plc.
H01 (Null):- There is no significant relationship between the
perception of staff and customers of nestle plc. on
the extent of application of public relations on manufacturing firms in
Nigeria.
H02 (Null):-
There is no significant relationship between public
relation
and firm service and product delivery.
H03 (Null):-
There is no significant relationship between public
relation and
customer patronage.
H04 (Null):-
There is no significant relationship between public relation and profit maximization of manufacturing firm.
I.6 Scope of the Study
This study will focus on the effect of Public Relation
practice on the marketing performance of Nestle Plc for clarity and concise,
this study is a study on Nestle Nig. Plc.
I.7 Significance of the Study
This study will be of immense help to the following
To the customers it will expose them to the need and
the importance of public relations and the need to support the activities of
public relations officers from different companies and organizations. This will
enable and foster public relationship between the company or organization and
the public.
Similarly, to the manufacturing firms and companies it
will enable and give viable evidences on the need for public relations and
expose the benefits and challenges. The recommendations of this study will
encourage and provide possible solutions to the challenges and problems.
Consequently, to further researchers and academicians,
this work will serve as a reference material and an evidence of the
practicability of the subject matter of public relations. It will serve as a
reference material.
In addition, to the public it will serve as a working
material and a material to educate on the concept and knowledge of public
relations.
1.8
Limitations of the study
In the process of carrying
out this research work, some problems were encountered. The problems include
the following.
i.
Time
Constraints: the limited time involved for
carrying out the research and meeting up with the approval academic calendar
for the completion of the programme was not enough.
ii.
Financial
Constraints: Due to limited resources at the
research, she encountered financial constraints which militate against possible
access to all the required information for the study.
iii.
Attitude
of Respondents: The evasive attitude of the
respondents affected the research work. Some of the respondents were unwilling
to co-operate with the researcher.
1.9 Definition of Terms
It is of importance to define most terms used in the
study for clearer understanding.
·
Effect
:- A strong impact
·
Public
Relation: - The deliberate and planned effort to
create and maintain a mutual understanding between an organization and it
public.
·
Manufacturing
Firm:- This are firms that are involve in the
process of converting raw materials, components or parts into finished goods
that meet a customer’s expectations or specification.
·
Customer:
- Customer is known as a client, buyer or purchaser she/he is the recipient of
a good, service, product or idea.
·
Marketing:
- Marketing is the management process responsible for the identifying
anticipating and satisfying customers wants profitably.
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