ENVIRONMENTAL COMPLEXITY: DETERMINANT OF CHOICE OF PROMOTIONAL TOOLS IN MARKETING ORIENTED ORGANIZATION IN NIGERIA (A CASE STUDY OF JMK SUPERMARKET, ILORIN)

TABLE OF CONTENTS

Title Page

Certification                                                                            i

Dedication                                                                               ii

Acknowledgement                                                                   iii

Table of Contents                                                                    v

CHAPTER ONE: BACKGROUND OF THE STUDY

1.1 Introduction                                                                      1

1.2 Statement of problem of the study                                              3

1.3 Aims and objectives of the study                                                3

1.4 Significance of the study                                                   4

1.5 Scope of the study                                                             6

1.6 Limitations and constraints of the study                                     7

1.7 Definition of terms                                                            9

CHAPTER TWO:

2.1 Concept of environmental complex variables                   11

2.2 Marketing environmental complexity                                12

2.3 The external marketing environment                                 14

2.4 Marketing communication                                                          20

2.5 Promotional tools                                                              23

2.6 Advertising as a promo tool                                              25

2.7 The learning organization                                                  27

2.8 Hypothesis formulation                                                    27

CHAPTER THREE

3. 1 Population sampling and sample size                              29

3.2 Research design                                                                 30

3.3 Sources of data collections                                                          32

3.4 Method of data collections                                                33

3.5 Instrumentation, validity and reability of instrument                 37

CHAPTER FOUR

4. 1 Brief history of case study                                                         40

4.2 Presentation and analysis of data                                               41

4.3 Hypothesis testing                                                             49

CHAPTER FIVE: SUMMARY, CONCLUSION

5.1 Summary of report                                                            56

5.2 Conclusion                                                                        57

5.3 Recommendations                                                             57

Questionnaire

References

CHAPTER ONE

1.1 INTRODUCTION

Environments complexity is a determent to the choice of promotional choice in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three (3) major sub- sectors (the macro, immediately or tasks and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can be adopted by marketers to create awareness for the product carried. Although the topic may have a wider scope the researcher streamlined it down to a more researchable scope making promo tools.

Both human beings, business concern are responsible to the forces in the environment. No one can live in Isolation. Business must take care of both economics and social aspect of life that is making money must not suppress the welfare, culture and social life of the public. Therefore business must study the needs and want of the environment and produce and sell product and self products and service that will satisfy them.

The internal and external environment of business must be taken noted of the internal environment like, organization structure, location of business, staff facilities within the business place, union etc. We also have external environment, such as the political, legal union, technology, competition, government etc.

A good marketer must be conscious of all the environmental factors that may affects marketing amidst numerous forms producing and rendering similar products/services.

In study the both the external and the internal factors of environment will let the organization to know the promotional tools that will be effective for each environment.

For organization or company’s product to gain credibility and acceptability in the mind of prospective consumers, it has to strategies the kind of promotion that will fit the environments.

1.2 STATEMENT OF THE PROBLEMS

The level of influence of environmental elements on the choice of promotional tools to be adopted for the choice of promotional campaign in a marketing organization is of major concern to modern marketing.

i. What is the significance of environmental complexity to promotional tools?

ii. What effects does it have on market share and profitability?

iii. The extent to which culture can affect advertising.

1.3 OBJECTIVES OF THE STUDY

The primary objective of this study is to enable the researcher to fulfill the perquisite for the award of Higher National Diploma in marketing. The secondary objectives are as follows:

Ø To understand the interrelationships between the environmental element (marketing) and the promotional tool choice in other for the company to achieve it’s promotional objectives and help the organization to achieve its overall profit and other objective.

Ø To examine the effect of environment on promotional activities.

Ø To increase the organizational profit.

1.4 SIGNIFICANCE OF THE STUDY

Since all organization and business have come to realize the important of sales promotional for achieving the organization objective; this study is of immense value or benefit to the following:

Ø Academic

Ø Government

Ø Public i.e. customers and consumer

Ø Company

Ø The Researcher.

Academic: This study has a vital impact to may academically as it will effectively contribute to both the knowledge to the researcher and academy in general it will contributes to marketing literature which will serve as reference points.

Government: It will improve revenue base for the government collection of taxes. The government should ensure the target market has to be large enough to make the marketing effort financially worth while.

Public: It is of significance to the buyer or the target market as it creates awareness, educate and appealing to the consumer or a particular product discourage dissonance.

Company: This study is of significance to the manufacturer as if enables them to choose an appropriate and understand effectiveness of sales promotion for the sales of the product and benefit derived from the product both local and international market, that will improve the profitability of expansion.

The Researcher: The researcher should measure the market characteristic of different segment and the member of the segment must be capable of been actually  identified, the various used to categorize them, must be measurable, it’s very significance for the researcher because various educational background can be used a based for segmenting particular product.

1.5 SCOPE OF THE STUDY

Their research work has been limited to the marketing oriented organization mostly within Kwara state because of the nature of the state and the cultural in balance mostly observable in different parts of the state. Basically, the areas of coverage of the study are:

Ø Conceptual scope

Ø Geographical scope

Ø Time scope

Ø Industrial scope

Conceptual scope: For simplicity of the study the conceptual scope of the study will be base on application of sales promotion hence, emphasis will be laid on marketing strategy on product. Product performance in the market.

Industrial scope: The company name is J.M.K supermarket which engages in sales of different product and varieties.

Geographical scope: The geographical scope of this study is Ilorin in Kwara state and all the information used were gathered in Ilorin.

Time scope: This cover the periodic depth of the study Therefore the four scope of the study is three (3) years back. All the data will be the one that fall between 2008- 2010. All the event that happen is that we want to evaluate and make used of it. These, however made the project 8to be made variable and achievable.

1.6 LIMITATIONS OF THE STUDY

There are different type of obstacle occur during the research work, among these problem include the following.

Ø Time

Ø Financial constraints

Ø Respondence

Ø Geographical

Time: Is one of the major problem that come up when making a research work and the researcher does not have much time to conduct the research work due to the lecture and tutorials that needs to be attending to. But at the end he was able to adjust and make a proper planning for the research work.

Financial constrain: Money is another hindrance to this project work in terms of transportation, publication of questionnaire, parent and Guardian save as the only source of findings which make it easier for me to gathered needed data and they give me emotional and physical support.

Respondent’s constraints: This is another hindrance to gathered needed information in carrying out this research personnel or respondents react violently. Organization tagged their filled as secret but after series of persuation to the respondents that all information will only be keep as confidential to me alone, because is meant for educational purpose of facilitate my project writing. All these helps to select this problem of respondent’s limitation.

1.7 DEFIMTION OF TERMS

Marketing is a specific management functions, it is performed by both individual and organizations. Marketing is the process of getting a product to the consumer which involves a number of related business operation i.e. finding out what the consumer wants designing the product pricing the product so that the consumer can buy it and manufacture will also benefit in term of profit.

PROMOTIONAL TOOLS

Promotion: is one of the key term used in this research work. Promotional is one of the four major marketing mix variables concerned with informing the target customers that the right product is available at the right place. Promotion include advertising, sales promotion, personal selling, publicity and public relation.

Advertising: Advertising is any paid from of impersonal presentation of product or ideas of commercial significance to prospective buyer.

Sales promotion: is refers to those promotional activities rather than the other four which stimulates interestrial or purchases by customers or channel members.

Publicity: This is a form of impersonal communication about a company or its product appearing in the medial answers. It is free in the sense that the information is widely known.

Publicity relation: This is a planned effort by a company to influence peoples (or groups) attitude or opinion towards the organization can be directed towards the organization. It can be directed toward such public as customers, government, agencies and employees or community living near the promoting organization.

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