TABLE OF CONTENTS
PAGE
Title page
Dedication
Acknowledgement
Table of
contents
CHAPTER ONE
1.0 Introduction
1.1
Background to
the Study
1.2
Purpose of Study
1.3
Research
Question
1.4
Research
Hypothesis
1.5
Scope of Study
1.6
Significance of
the Study
1.7
Limitation of he
Study
1.8
Definition of
Term
1.9
Historical
Background of the Case Study
CHAPTER TWO
2.0
Literature
Review
2.1
Marketing and
Marketing Communication
2.2
Evaluation Of
Customer Buying Behaviour
2.3
(Bheri, 2004)
Stated That, Influences On Consumer Behaviour
2.4
Communication
And Marketing Communication Process
2.5
Consumer
Behaviour And Markets
CHAPTER THREE
1.0
Research
Methodology
1.1
Research Designs
3.2 Characteristics
of Study Population
3.3 Sample Sizes
3.4 Procedure for Data Collection
3.5 Research Instrument
3.6 Method of
Data Analysis
CHAPTER FOUR: DATA ANALYSIS AND
INTERPRETATION OF RESULTS
4.0 Introduction
4.1
Level of
Department
4.2
Educational
Qualification
4.3 Work Experience before Present Employment
4.4 Number of Years of Working Experience
4.5
Hypothesis One
4.6
Hypothesis
CHAPTER FIVE: SUMMARY,
RECOMMENDATION AND CONCLUSION OF THE STUDY
5.1 Summary
of the Study
5.2 Recommendation of the Study
5.3 Recommendations of the Study
5.4 Conclusion of the Study
Bibliography
CHAPTER ONE
1.0 INTRODUCTION
Most often
marketing is associated with efforts of business firms selling their goods and
services however, also many people think that marketing means selling or
advertisement. These two are part of marketing. Marketing occurs anytime a
person or organization strives to exchange something of value with another
person or organization.
The essence of
marketing is translation or exchange broadly, marketing consists of activities
designed to generate and facilitate exchange intended to satisfy human or
organizational needs or want. Major tools of marketing was first developed by Borden
in 1950s and the Mnemonics 4Ps describing those tools was coined by Mc carthy
(1960). Marketing creates an offering for the customer. It can set controllable
variable that the firm can use to influence its customer response. Marketing can
also create apportionment of effort. The marketing’s task is to build a marketing
programmer or plan to achieve the company’s desired objective. Such marketing programme
consists of numerous decisions on the marketing tools to use.
These tools of
marketing are the 4Ps of marketing production, price, promotion and place of
which the promotion consist of advertising, sales promotion, sales force, public
relations and direct marketing e.t.c
Promotion design
and manage marketing sub system for the purpose of informing and persuading
present and potential customers to fasten the sales of product or bring about
acceptance of an idea, person, point of view.
Promotional
activities, apart from personal selling, advertising and publicity which offers
short ten incentives designed to bend the demand curve in favour of a product through
changing the habits of customers or intermediaries and increase sales. A
promotion objective is to create sales volume, introduce new uses for existing
products to obtain immediate sales response from consumers.
Marketing
communications inferm or promote company’s products and services forms, it has
just been noted, an important part of the overall strategy of communications.
In isolating product promotion for extended discussion, it is not intended to
suggest that it should be divorced in practice from other forms of publicity.
Market communication can communicate with its market through media advertising
(commercial television, newspapers, periodicals, cinema and commercial radio
advertising) and also through public relations activities. An effective product
promotional strategy requires systematic planning on similar lines to other
area of management responsibility.
Consumer buying behavior
influences was offend as a useful basis for studying interactions which
influence the consumption of a wide variety of goods and service. This model is
new extended to include the process of advertising. Consumer buying behavior id
influenced by personal factors and by environmental factors such as cultural morns,
family life-cycle, opinion leadership, etc economic factors, such as price or
availability, also modify, perhaps considerably, the effect of advertising. The
significance of these factors will be related to the nature of the product
advertised.
Since
advertising can not be successful without an audience of some kind, and it is
generally acknowledged that different ‘target’ audiences tend to have
distinctive orientations towards the consumption of certain types of products,
advertising strategist should analyze these behavioural characteristics.
Advertising
influences are shown at five levels awareness, perception, evaluation, inquiry,
purchase decision.
Communication
between marketer and customer/consumer may not always be dependent solely on
direct messages through, for example, advertising. Frequently, a two step flow
of communicating is influential in acting as a screening and disseminating
process between communicators and target audiences.
1.4
BACKGROUND
TO THE STUDY
Marketing
communication effect on consumer buying behaviour in a competitive environment,
focus and position product/service on consumer minds it’s help capture and
sustain the loyalty for long time.
Marketing
communication tools like banners, bill boards, radio and television jingles as
well as online advertising materials are used by companies to communicate brand
positioning and loyalty to prospects and customers.
Buying behaviour
can be greatly influenced by the rate at which consumers are exposed to a particular
marketing communication material. It is estimated that an average consumer is
exposed to over a million product/service brained in a year.
1.5
PURPOSE
OF STUDY
The purpose of the study is t determine the affection
of marketing communication on consumer buying behavior. Other auxiliary
objectives;
1.
To known how consumer can react to a
product/service through the use of marketing communication.
2.
To determine the extend to which
marketing communicating can effect sales.
1.6
RESEARCH
QUESTION
2.
Does marketing communication improve the
buying purchasing of a product?
3.
Does marketing communication lead to
increase
4.
How can marketing communication affect
consumer buying behavior?
1.5
RESEARCH
HYPOTHESIS
2.
The research are the tentative statement
on which response to question are tested for agreement (a) Ho (b) Hi
i.
H0: There is no significant relationship between marketing communication
and sales of a product.
H1: There is no significant relationship between
marketing communication and customer buying goods.
ii.
Ho: There is no significant relationship between product differentiation and customer buying
goods.
Hi: There is no significant relationship between
product differentiation and customer buying goods.
2.5
SCOPE
OF STUDY
This study is concerned about marketing communication
on consumer and it covers the role in which marketing communication play in
consumer buying goods and also a vital tool in informing and educating
consumers and production sales.
2.6
SIGNIFICANCE
OF THE STUDY
The following are the significant that can be derive
from the effect of marketing communication on consumers buying bahaviour.
i.
It enables consumer to make wise
purchase decision on the choice of product.
ii.
Small retailers depends on marketing
communication to sell their goods and services
iii.
The course of study helps in creating awareness
for the consumers to have a current detail about a particular product.
2.7
LIMITATION
OF HE STUDY
In carrying out this research work of this nature
they us to be numerous challenges which can be against the success of the study
which reduce the extent of result and achievement of aims and objectives, some
factors, such as lack of resource center, such as cyber café, and availability
of text books in the library made it difficult in collection of facts and
information. Also time factor, respondent of their members of the group whom
are reluctant about the project and finance over to the above point time
factors, the time available to write project receive lectures and assignment
are not adequate.
2.8
DEFINITION
OF TERM
The following term are defined adequately.
i.
Marketing: It is the managerial process which
match the product and marketing either in satisfaction consumer in affected.
ii.
Communication: It is a continuous process of
exchanging, sharing, sending, receiving information between two entity.
iii.
Consumer
Buying Behavior: This is an immediate product that can be
consumed by individual or people in the society, that is product that can be
consumed in it present form.
2.9
HISTORICAL
BACKGROUND OF THE CASE STUDY
A brief history
of Nigeria bottling company (NBC) Plc. (Bottler of Coca-Cola) is narrated here.
Coca-Cola first came to Nigeria in 1953 when the Nigeria battling set up its
existing growth and development, particularly, during past sixteen years.
Coca-cola is the
new world leading soft drinking more than one hundred and forty-five countries.
A total of 250million bottles are consumed everyday in all part of the globe from
Canada, north to Argentina and New Zealand in south, from Alaska to china and
from Mexico to Nigeria.
Nigeria Bottling
Company is today Nigeria number one bottler of soft drink, selling move than
six million bottles per day, a figure which is still growing with continuing
expansion of building new plants in various part of the federation Fanta is by
far of the number on e best seller in the orange segment and sprite the most
widely sold lemon drink in Nigeria.
The NBC glass
house in Benin suppliers, the million of bottlers required to keep a large
bottling company in operating. The crown product factory in Ijebu-Ode and Kano
which manufacture the metal crowns to the bottles, the plastic company and
plastic (creates) for carrying the bottles.
In addition, the
trucks which we are familiar with in many parts of the country deliver soft
drink to more than fifty thousand carbonate for favourite soft drink. Equality
is the (key work which determines the success of the whole operation).
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