ABSTRACT
This research
work is establish theoretical and empirical basis that show that impact of
marketing communication on the sale of consumer goods and the endurance to
effective communication. In the marketing with particular reference to Nigerian
the significance, the scope and the limitation of the study. The theoretical
review supports applying analysis techniques based on structural equation
models to confirm empirically the relationship between marketing communication
effort and the dimension of sale of consumer goods. Marketing firms and
departments use communication to target specific groups of consumers and
influence them into buying a particular product. Beyond word of mouth,
companies use advertisement sales personal to communicate to target markets and
attempts to influence them into purchasing products. In fact, without effective
marketing communication on the sale of consumer goods the consumer remain
unaware of products and services they need, who might supply them and the
benefit which both product and suppliers can offer. Moreover, it is impossible
to develop effective and efficient marketing systems without first establishing
channels of communication.
TABLE OF CONTENTS
Title
page - - - - - - - - - - -- -- - -
- - - - - - - - - - - i
Approval
page- - - - - - - - - - - - - - - - - -
- - - - -ii
Dedication - - - - - - - - - - - - - - - - - - - - - - -
- --iii
Acknowledgement-
- - - - - - - - - - - - - - - - - - --iv
Table
of content- - - - - - - - - - - - - - - - - - - -v
Abstract - - - - - - - - - - - - - - - - - - - - - - - - - -viii
CHAPTER ONE
Introduction-----------------------------------------------1
1.1 Background
to the study- - - - - - - - - - - - -1
1.2 Statement
of problem- - - - - - - - - - - -- - 2
1.3 Purpose
of the study- - - - - - - - - - - - - -
- -3
1.4 Significance
of the study- - - - - - - - - - - - -3
1.5 Research
question- - - - - - - - - - - - -- - - - 4
1.6 Scope
of the study- - - - - - - - - - - -- - -
--5
1.7 Definition
of terms- - - - - - - - - - - - -- - -
--6
CHAPTER
TWO
Literature
Review-------------------------------------------7
2.1 A
brief Introduction-------------------------------7
2.2 Review
of current literature-----------------------8
2.3 Summary
of Literature - - - - - - - - -- --
- - 24
CHAPTER
THREE
Research
Methodology---------------------------------25
3.0 A Brief Outline of the
Chapter----------------25
3.1 Design
of the study- - - - - - - - - - - - - -- - -25
3.2 Area
of the study- - - - - - - - - - - - - -- - - - 26
3.3 Population
of the study- - - - - - - - - - - - -
-26
3.4 Sample
of the study- - - - - - - - - - - - - --
- 27
3.5 Instrument
of Data Collection- - - -- - - - - 27
3.6 Validation
of the Instrument ------------------28
3.7 Distribution
and retrieval of instruments- - - --28
3.8 Method
of data analysis- - - - - - - - - - - - - 30
CHAPTER
FOUR
Data
Presentation and Analysis----------------------31
4.1 Brief Introduction of the
Chapter---------------------31
4.2 Presentation and Analysis of data collected
-------31
4.3
Findings----------------------------------------------39
4.4 Discussion of findings- - - - - - - -
- - - - - - --40
CHAPTER FIVE
Summary of Findings, Conclusion and
Recommendation-42
5.1
Summary of findings- - - -- - - - - - - - - --- -42
5.2
Conclusion- - - - - - - - - - - -- - - - - - - - -44
5.3
Recommendation- - - - - - - - - - - - -- - - - -46
5.4
Limitation
of the study- - - -- - - - - - - - - --
47
5.5
Suggestion
for further research. - - - -- - - - 48
References-
- - - - - - - - - -- - - - - - - - - - -50
Appendix
A-
- - - - - - - - - - -- - - -- - - - - - - 51
Questionnaire-
- - - - - - - - - -- -- - - - - - - - -52
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The impact of marketing communication on
the sale of consumer goods cannot be over emphasizes in the major activities which
affects the achievement of organizational goals and objectives. Some firms
failed in the beer making industries due to the fact that they have neglected
the communication aspect of promotional tools and because they are unable to
retrieve the avenue created by communication network.
Nigeria breweries Plc could be described
as the pioneer in the indigenous beer making firm in the country. It was
established and corporate in November 1964 about fifty five years of excellent
growth portrays the company as international, giant among her counter parts. It
was the “STAR LARGER BEER” which has to complete with the trends well organized
and widely accepted incorporated brand of beers, therefore the competitive
positing brought about the fast heading changes and improvement in the quality
so as find its position in the market as a time when consequential impact was a
surprise but the international recognition and reputation of the indigenous
premier brewery (Nigeria Breweries Plc) and the leadership in 1960. The
reputation of the company owe manufactured through act in participation
sponsoring a given financial aids to important events in the country.
1.2 STATEMENT OF THE PROBLEM
There are some factors that hinders
effective marketing communication in Nigeria breweries Plc. They are;
1.
Lack of communication network.
2.
Customers need a good education about
the product.
3.
Language problems
4.
Problem of distribution channel
5.
Problem of distribution channel
1.3 PURPOSE OF THE STUDY
1.
To study the present distribution of
most producers of alcoholic and non-alcoholic beverages
2.
To find out the level of customers
3.
To find out whether the company provides
enough warehousing facilities.
1.4 SIGNIFICANCE OF THE STUDY
The
study would clarity the importance of marketing communication on the sale of
consumer goods and to the case study in particular Nigeria Breweries Plc
Iganumu, Lagos state.
The
study will help;
a.
The organization to know the importance
of marketing communication.
b.
Students to have knowledge in the
marketing communication as relevant promoting and achieving of organizational
aims and objectives.
1.5 RESEARCH QUESTIONS
1.
Do you think that effective marketing
communication can influence the company’s productivity?
2.
How often do consumers buy goods from
the company?
3.
Is marketing communication the only
significant way of persuading consumers to purchase a particular brand of
product?
4.
Does effective marketing communication
help a product in company effectively with other similar products?
5.
Does sales promotional devices influence
the acceptance of consumer goods?
6.
Do you think corporate image influence
the impact of marketing communication in the marketing?
7.
Is there any hindrance to successful
accomplishment of effective communication in Nigeria breweries Plc.
1.6 SCOPE OF THE STUDY
This
research work world cover the extent of the impact of marketing communication
on the sale of consumer goods in Nigeria Plc Iganumu Lagos state effort has
been made to understand the management and corporate function on performance of
the company relating to the communication process introduced in the systems of
operations.
1.7 DEFINITION OF TERMS
Marketing communication: is controlled integrated and planned to
prospective target and unit a phasing need satisfying attributes of the
products towards the aim of faulting sales and this contributing to long run
profit performance.
It is an attempt by marketing to inform,
persuade and influence potential buyers of a product in order to elicit a
response.
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