ABSTRACT
This research project is about the role of public
relations as a tool in enhancing consumer patronage in the paint industry in Nigeria.
The public relations plays an important role as a marketing communication tool
in our today’s industries. The public relations as very important communication
tool is been used in some of the organization such as charitable organization,
a political of a commercial organization. This research work tends to project
some and ensuring that the objectives of the consumers are duly achieved. This
project underlay the methodology used in getting the responds of view of the
people over ensuring viable patronage of the consumers. If the enlisted
recommendations made in this project in adhere to, there is every possibility
that most f the consumers would not be loosed easy and their ground in the
organization will be fortified. This will in turn yield a profitable effect to
the organization.
TABLE OF CONTENTS
Title page………………………………………………………..……………i
Approval
page………………………………………………………….……ii
Dedication ……………………………………………………….…………iii
Acknowledgement ………………………………………………….………iv
Table of content ……………………………………………………………vi
Abstract……………………………………………………………...………v
CHAPTER ONE
1.0 Introduction
……………………………………………..……………1
1.1 Background of the study……………………………………………..1
1.2 Aims and purpose of the study ……………………………..8
1.3 Objective of the study………………………………………...……..10
1.4 Research question ……………………………………….…...……..10
1.5 Significant of the study……………………………….….…...……..11
1.6 Definition of terms……………………………………….……...…..11
CHAPTER TWO
2.0 Review of Related Literature……………………………………..…14
2.1 Important of social
responsibility………………………………..…12
2.2 The continuum of social
responsibility………………….…………..20
2.3 Controversy over the concept……………………………...……..…21
2.4 Co-operative social responsibility in Nigeria……………………..…24
2.5 Challenges of wining the market……………………………………24
2.5 Importance of social
responsibility………………………………….28
CHAPTER THREE
3.0
Research design
and methodology ………………………….……....29
3.1 Research design………………………………………….…….…….29
3.2 Population of the study……………………………….…….……….30
3.3 Sample population size………………….
………………….………30
3.4 Sources of research data
……………………………………….……30
3.5 Instrument for data collection …………………..…………………31
3.6 Instrument for data analysis……………………….……….………..31
3.7 Validity and reliability of instrument ……………………………….32
CHAPTER FOUR
4.0
Presentation and Analysis of Data……………………………….…34
4.1 Data presentation……………………………………………..……..35
4.2 Data analysis interpretation
……….…………………………..…….44
4.3 Discussion of findings…………………………………….…………45
CHAPTER
FIVE
5.0 Summary, conclusion and recommendation
……………..…………46
5.1 Summary of finding…………………………………………...….…46
5.2 Conclusion ……………………………………….…………..……..47
5.3 Recommendation …………………………………...….…….……..47
5.4 Limitations of the study……………………………………….…….49
5.5 Further Suggestion …………………………………………...…….49
References …………………………………...….…….………...…..50
Appendixes A…………………………………...….………....……..51
Appendixes B…………………………………...….…….………….52
Questionnaires ……………………………….……...….…….……..53
CHAPTER ONE
1.0 INTRODUCTION
1.1
BACKGROUND OF THE STUDY
In fact the subject of public relations
is not new and it has been there and in practice since time immemorial. Man has
always tried and wanted to communicate to make him understand, e.g. pictograms
(Chinese characters still an example). 1000 of years ago wall paintings in the
caves of premature people, writings on tablets of stone, ancient buildings,
pyramided early temples, mosques, care paintings in Zimbabwe bear pictorial
messages. Holy books also communicate and tell people about faith so, it will
be appropriate to say that public relations are as new as civilization.
MEANING
OF PUBLIC RELATIONS
Now a days PR is misunderstood and supposed to try
and create a favourable image or climate of opinion and or improve a tarnished
image. This is not true, this is only marketing and advertising which is only a
segment of PR. PR is about createing and understanding through knowledge which
often involves effective change. So it menas that PR is a form of communication
which applies to any sort of organization, commercial or non-commercial in the
private or publci sector
DEFINITIONS OF
PUBLCI RELATIONS
The universally accepted definition of
public relations as per Edward Burney’s popularly known as the father of public
relations is that:
It is
a planned and sustained effort to established and maintain mutual understanding
between an organization and its publics.
However, Quentin Bell, another public relations
consultant thought the word “Persuation” would be better than “mutual
understanding”.
For better understanding if we take
the two initial of the world public relations i.e. P and Rl, “P” for
performance for public and “R” for result as against Relations.
DIFFERENT
TECHNIQUES OF PR
In the olden days for PR purposes people used
pictograms (Chinese characters are still an example). 100 o years ago wall
paintings in the care about premature
people, writing on tablet of stone, ancient buildings e.g. pyramids,
early temples and mosques, care painting in Zimbabwe bear pictorial messages.
Holy books communicated and told people about faith.
While these days bill boards, hand outs, print and electronics media, sponsorships, free
sampling, corporate identity practices, audio and video mediums, conference
seminars special offers etc are few of the visible PR techniques used to
achieve defined objective.
1.2 Aims and purpose of the Study
The
aim of this research work is to analyze the role of public relations in
marketing of Burxin paint industry. For public relations to be used to achieve this aim, it must be able
to touch certain critical factors which influence consumers patronage and these
includes:
1
To public relations exist between
produect band differentiation and consumers.
2
To consumer education by firms and to
public relations to consumers.
3
To effective market information system
leads to enhanced public relations to consumers.
4
To high consumer confidence generate
high public relations in the industry.
1.3 Aims
and objective of the study
The
aim of public relations is ot inform the public, prospective customers,
investors, partner’s employees and other stakeholders and ultimately persuade
them to maintain a certain view about the organization. Its leadership,
products or of political decisions.
Aims in public relations are to
identify the target audience and to tailor messages to be relevant to each
audience. Sometime the interests of differing audiences and stakeholders common
to public relations effort necessitate the creation of several distinct but
complementary messages. These messages however, should be relevant to each
other, thus creating a consistency to the overall message and theme. Messaging
is the process of creating a consistent story around a product, person, company
or service.
Messaging aims to avoid having readers
receive contradictory or confusing
information that will instill doubt in their purchasing choice or other
decisions that have an impact on the company. Brands aims to have the same
problem statement, industry view point or brand perception shared a cross
sources and media.
1.4 Statement
of the Problems
Businesses
are faced with the problem of low consumer’s patronage due to certain factors
which often times are faults of firms within the industry. Some of those actors
are out lined below:
i Problem
of poor outreach due to partly to firm’s business activity and partly to
non-functional public relations to enhance their outreach. This impacts
negatively or the willingness of consumers to attach and maintain patronage
since the firms have negative or zero outreach.
ii Problems of absence of brand
differentiation medians by firm.
This
leads to low patronage to a particular brand resulting in zero brand
attachment.
iii Problems of consumers ignorance. Most
times consumers may
be
ignorant of some vital information regarding particular products such as usage,
application and operators and when confronted with such they may choose not to
make purchases since it requires other information from the producers in order
to be used effectively.
iv Problem
of consumer response in a market environment of producers and consumers, it is
expected that business activities will generate certain response form consumers
who are end users of the product. Business need to assess analyze and internet
these response in order to serve the consumers better.
v Problems of low or lack of consumer
confidence in firms. Most times business does not consider it important to
generate consumers confidence or even when they do, the appropriate tools to
use to engender consumers confidence which leads to enhanced patronage may not
be utilized.
1.5 Research
Questions
i Does
public relations exist between product brand differentiation and consumer?
ii Will
consumer education by firms lead to public relations to consumers?
iii Can
effective market information sysem lead to enhanced consumer patronage?
iv Does
high consumer confidence generate high consumer patronage?
1.6 Research Hypotheses
i Ho: there are no public relations
between product brand differentiation and consumer,.
Hi:
There are public relations between product band differentiation and consumer.
ii Ho: Consumer education by firms will
not lead to enhanced public relations to consumers.
Hi: Consumer
education by firms will lead to enhanced public relations to consumers.
iii Ho: Effective market information system
will not enhance public relation to consumers.
Hi: Effective market information system
will enhance public relations to consumers.
iv Ho: High consumer
confidence does not generate enhanced public relations in the industry.
Hi: High consumer
confidence generates enhanced public relations in the industry.
1.7 Significance of the Study
In
carrying out this research work it is expected that a lot of benefits will be
derived both by firms in the paint industry and firms in the other industries
and also general business. This work specifically addressees the relevance of
public relations in business and more especially in the maintenance and
enhancement of consumer patronage.
Business
will understand through this work the effectiveness of public relations in
achieving this objective more so the contribution of public relations to growth
of business. public relations seek to enhance the public image of business or
the perception of the business by the public and create a cordial relationship
with their customers. It is expected that businesses will learn a lot from this
work and know that their businesses to thrive successfully even under stiff
competition they have to maintain strong consumer patronage.
1.8 Scope of Study
In
carrying out this research work efforts were made clearly to understand the
impact and effectiveness of public relations on consumer patronage as a tool.
Another point worthy of mentioning is
that factors affecting consumer patronage are inexhaustible therefore only a
few of them wee under studied.
The
last point to note here is that though public relations are a tool that can be
used to enhance consumer patronage in marketing of Burxin paint industry. Its
effectiveness depends on proper presentation and application by the firm
involved though this research work was carried out primarily the point industry
it has to be born in mind that its application stands all business and hence
have general applicability.
1.9 Limitations
of the Study
During the course of carrying out
this research work, certain difficulties were experienced which includes among
others things:
·
Financial constraint which limits the
coverage or geographical spread during the administration of questionnaires.
·
There was time constraint which did not
permit for a more elaborate of the respondents in order to ascertain business.
1.1 Definition of Terms
i Public
Relation; This is a tool or mechanisms that enable an
organization
to properly and adequately generate good will and therefore endear it to its
public.
ii Consumer
Response: This is the reaction of consumer to
business
or firm activities.
iii Product Line: Is defined as a group of
product which passes through the same production process and usually requires
the same raw materials.
iv Consumer Patronage: This is that
financial input made to the business in exchange for goods purchased or
services rendered to the consumer.
v Corporate Image: This is the image of a
company or firm, corporation or business which a consumer has, it is an
impression that an organization gives to the public.
vi Consumer confidence: is
that state of land of a consumer which allows him to have total belief in a
firm and its line of product, being assured that his best interest is served by
the firm than rival firms.
vii Consumer apathy: This
is a feeling of unenthusiasm disinterest and indifference by a consumer towards
a form or its product.
viii Brand differentiation: Is
a mechanism where by firms producing eh same produce or line of product. Distinguishes their brands form others
through appropriate packaging and labeling.
ix Brand Attachment: Is the psychological
feeling of maximum satisfaction which a consumer feels towards a particular
brand of product that makes him give preferential trust to the brand.
x Advertising: This is the act and
process of telling the public about a product
or service in order ot encourage people ot buy or to use it.
Importance
of public relations
Public
relations practice is the planned and sustained effort to establish and
maintain good will and mutual understanding between an organization and its publics.
Public relations are essentially a
long-term process sending messages to the public, designed to build and develop
the reputation of a brand over a period of time.
Above
all, public relations must work to planned programme wit clear objectives and
it must be sustained.
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