project is too critically’ examine how the
Significance of Product Quality in the Marketing of Soft Drink. To achieve this
aim, Coca-Cola Bottling Company is chosen as a study. Among other things to
examine comprehensively are the various activities in significance of product
quality, so as to enable the researcher come up with conclusion and
recommendation. To be able to conclude and recommend effectively relevant
literature review were consulted. This was to ensure an up date of facts and
data available. This fact helped to broaden the scope of the researcher
knowledge of the topic under research. Questionnaires were administered to
staff and consumers of the company under study and the reason is to enable the
researcher to have a deep insight into the significance of product quality in
the market of soft drink. Chapter three (3) of this research deals with data
collection, research design, population of the study, sample procedures and
method of data analysis. Chapter four (4) deals with the analysis of data. This
was based on the analysis of the questionnaires and the objective and
procedures of product quality. Chapter five (5) conclusion and recommendation
conclusions were based on the findings and discovered from the literature
review and data collection review, while the recommendation were based on the
generally accepted principles and procedures appropriate under the particular
situation.
TABLE
OF CONTENTS
Title
Page i
Certification ii
Dedication
iii
Acknowledgement
iv
Abstract vi
Chapter
One: Introduction
1.1
Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objective f the study 4
1.4 Statement of the study 5
1.5 Significance of the Study 5
1.6 Scope of the Study 6
1.7 Definitions of Essential Terms 6
Chapter
Two: Literature Review
2.1 What is a Product 10
2.2 Product Classification 16
2.3 New Product Development 19
2.4 Product Life Cycle 24
2.5 What is Product Quality 27
2.6 The Importance of Product Quality to
Successful
Marketing
31
2.7 Product Quality and its Effect on
Consumer 32
Chapter Three: Research Methodology
3.1 Research Design 34
3.2 Research Population 34
3.3 Sampling Technique 34
3.4 Sources and Collection of Data 35
3.5 Validity of Data Analysis 36
3.6 Method of Data Analysis 36
Chapter Four: Presentation and Analysis of Data
4.1 Presentation of Data 38
4.2 Analysis of Data 38
4.3 Discussion of Findings 50
Chapter Five: Summary of Finding, Conclusion and
Recommendation
5.1 Limitation of the Study 56
5.2 Summary of Major Findings 57
5.3 Conclusion 58
5.4 Recommendation 58
5.5 Areas for Further Study 59 Appendix I 60
Appendix II 61
References 67
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Product
is one of the four elements of the marketing mix, in which an organization is
built. The question here is “what is it that called a product?” according to
the Kotler (1990) a product is anything that can be offered to a market for
attention, acquisition, and use as consumption that might satisfy a need. It
includes physical objects, services, person, place, organization and ideas. The
significance of product quality in the marketing of soft drink, calls for
competition, challenges, especially when aggressive selling promotional
activities is on longer effective in strategies marketing. Consumers have
realized that most advertising message is deceptive. It is on this basis that
the research would want to appreciate the claim that successful firms are
always linked with successful product.
However,
the success of a manufacturing business is the quality of its product. The fact
is that consumers nowadays are so complex that they have graduated from the era
of product concept and selling to the era of consumer oriented concept
otherwise known as marketing concept. Fundamentally, the social and economic
justification of the existence of business is its ability to satisfy its
consumer. A company meets its basic responsibilities of society through the
medium of its product quality (or services). Unless they fulfill this mission a
firms should not exist.
In
view of this study want to appraise the significance o product quality in the
marketing of soft drinks using Coca Cola Bottling Company Plc Benin City as a
case study.
1.2
STATEMENT OF THE PROBLEM
Product
quality occupies a central position on the attainment of objectives of
manufacturing organization.
So
for such an organization to remain in business challenges of other competitions
of similar product it must direct its activities towards improving the quality
and to meet the need of customers.
However,
the quality of coca cola product should be capable of encourages the customers
to sales market. Also, the quality of the product and consumer satisfaction and
desire.
The
study therefore wishes to look at the question of what makes up product quality
and its significance using coca cola bottling as a case study.
The
following research questions shall explain the thrust of the study.
1. Does the quality of coca cola product has
any effect on the sales of the product?
2.
Does the quality of coca cola compete
favourably with other competitor product in the same soft drink
industry?
3.
Does the quality of coca cola product
satisfy the consumer’s desire?
1.3 OBJECTIVE OF THE STUDY
The
objective of the study is to examine the significance of the product quality in
the marketing of soft drink. Before now product quality was not conceived by
the consumer of the product as important this was the era of product concept.
Thus little or no reference is made to the quality of the product to be
assumed. In view of this research hope to achieve the following objective:
1.
To create in the mind of manufacturers
that product quality is the brain behind their organization’s success or
failure.
2.
To create awareness in mind of
consumers about the organization about the significance of product quality.
1.4 STATEMENT OF THE HYPOTHESIS
Hypothesis
One
Ho:
The quality of coca
cola product does not in any way have an effect on the sales of product.
HI:
The quality of coca
cola product has an effect on sales of the product.
Hypothesis
Two
Ho:
The quality of coca
cola product does no compete favourably with other competitors.
HI: The quality of coca
cola product competes favourably with other competitors products in the same
soft drink industry.
1.5
SIGNIFICANCE OF THE STUDY
It
is expected that the research will be of
significance of the following:
1.
The findings arrived at, this work
will not doubt be found useful by various manufacturing firms especially
Coca-Cola Bottling Company Plc.
2.
The following will go along way in
lifting and refreshing the mind of manufacturers to improve on the quality.
3.
The findings will also make
manufacturers to be aware of gain/benefit in the application of product.
1.6
SCOPE OF THE STUDY
This
study covers both the staff and customers of Coca Cola Bottling Company Plc
Benin City.
In the course of this study questionnaire should be distributed to those
categories of people. And also to covered in the study issue like product
classification, now product development, product life cycle
1.7
DEFINITION OF TERMS
Product:
Product
is anything that can be offered to a market for attention use or consumption
that might satisfy a want or need. It includes physical object, services,
person, place or organization and ideas.
Services: Services is any act or performance that are partly offered to
another that is essential intangible and does not result in the ownership of
any thing, its production may not be tied to a physical product.
Product Concept: It holds the consumers will favour those products that
are widely available and how ion cost. Manages of production efficiency and
wide distribution coverage.
Marketing:
It
can be defined as the set of activities that facilitate exchange with ultimate
purpose of satisfy human needs.
Brand
Loya1ty: It can be defined as an active support by consumers
in continuity consumption of a particular brand in the face of consumption by
other branded substitutes. Such loyalty is often subjective on subconscious.
Brand:
Branding
of a product is usually an important variable in marketing. It is a way of
differentiating a company product from those of competition product. The
America Marketing Association Committee defined a brand as a name, sign, symbol
design or some combination use to identify the product of the one firm and to
differentiate from competitive offering. This is to group all customers more
from one hand to the other as a result of a serious competitive with each
other.
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