ABSTRACT
The performance of marketing function basically marrying consumers needs and wants with the appropriate products and services. It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s products and since it is generally believed that marketing strategy affects the consumer buying behaviour. This project therefore attempts to examine how the use of marketing strategies have generated sales for Companies following it’s impact on consumer purchasing behaviours efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities. The project work is divided into five chapters conveying the introduction, literature review, and research methodology, analysis of result findings as well as recommendation and conclusion, limitation of study which might help to achiever greater sales using marketing strategies. In all special attention is paid to both the company sales record and the consumer’s. The research summarized product quality ranked first as a factor consumers most desired and expected from. Promotion was not given much recognition while low price of a product does not mean poor product quality. And recommended that companies should install modern testing, well equipped all the lasted apparatus to infuse confidence in the dearer and give maximum satisfaction to the consumers since the researcher report from the laboratory will indicate quality. Again consume consider quality as important, service second and price last in production and marketing decision it should be noted that higher prices in itself does not denote higher quality.
LIST OF TABLES
4.1 Open Ended Question 37
4.2 Why do you prefer the Brand State (4) above
60 other? 40
4.3 How would you Express Dissatisfaction with is Product 40
4.4 Which of the Influence most of Brand of
Companies Product you buy 41
4.5 Which of these should you give more attention 42
4.6 What should be the factors in Selling Price? 43
4.7 What is the Basic Determination of your Purchase Decision? 44
4.8 What is Possible Reason for not Buying at all 45
4.9 What are the Major Problems encountered in Implement the Marketing Strategies 46
4.10 Marital Status 47
4.11 Occupation 47
TABLE OF CONTENTS
Title Page ii
Approval iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Contents vii
List of Tables viii
CHAPTER ONE
Introduction
- Background of the study 1
- Statement of the study 4
- Objective of the Study 5
- Research Questions 6
- Significance of the Study 7
- Scope of the Study 9
- Limitations of the study 9
- Definitions of Terms 10
CHAPTER TWO
REVIEW OF RELATED LITERATURE
- marketing objective, marketing strategies and marketing programmes 13
- The Role of Marketing Strategy 16
- Objectives of companies 21
- Relationship between marketing strategies and consumers and Purchasing behaviour for Hardis and Dromedas Plc 22
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
- sources of Data 29
- Population of the study 31
- Sample Size Determination 31
- Validation of the Instrument 33
- Reliability of the Instrument 34
- Methods of Data Collection 34
CHAPTER FOUR
DATA PRESENTATIONS AND ANALYSIS
- Presentation and Analysis Of Data 35
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
- Summary of Findings 50
- Recommendations 51
- Conclusion 53
Bibliography
Appendix
CHAPTER ONE
INTRODUCTION
- BACKGROUND TO THE STUDY
Of all business activities of functions none is as interested in the consumer and his purchasing behavior as marketing. Marketing is invariably connected with the research into purchasing behaviour namely what the consumers want, need prefer and value, who are the prospective consumers and where they live, their in come and made of spending, how and why they make purchase decision and so on. Infact the influencing of the buyer behaviour is the primary task of the marketing department in any organization.
Equally, marketing tries to define the right type of products in terms of the company’s objective and attempts to make it available at the right place and the right price, with right promotions. This the performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market economy, the ultimate judge of the firm performance is the consumer.
Consumer purchasing behaviour will determine the face of the enterprise this behaviour can best be described by a marketing manager who can also tell how he will by influenced by market variable such as price, promotion. Product (variation and distribution) and place.
Marketing strategy depicts the overall company program for selecting a particular market segment and then satisfying it’s consumers through careful use elements of the marketing mix-product, price, distribution and promotion effective. Marketing requires decision that
successfully integrate a form marketing place program towards satisfying the consumer whose act in obtaining and using goods and services, including his decision process that precede and determine those acts are highly affected by the strategy adopted by the marketing manager in marketing the firm’s products.
Since the performance of marketing function involves basically marrying consumers needs and wants with the appropriate products and service and since it is generally believed that marketing begins and ends with the consumer, this project therefore attempt to examine how the use of marketing strategies have generated sale for Companies following it’s impact on consumer purchasing behaviours. Efforts are therefore to show the relationship between sales turnover and Amount spent on marketing activities and it’s resultant impact on consumer purchasing behaviour shall also concentrate on establishing how consumer purchasing behaviour is influenced by a forms strategy for accomplishing marketing objectives and plans.
- STATEMENT OF THE PROBLEM
This is considered as the first major step and great importance in carrying out research. There the research attempts to define or describe the research problem.
The primary objective of most business enterprise is to make profit. This is because profit ensure, growth, survival and continuity in business. Many companies recognizes this fact but many enterprise still fail to realize that the achievement of this goal depends on their ability to satisfy the needs of marketing strategies besides a primary task of marketing is to influence the buyers.
This study will therefore examine the following problem.
(a) The marketing strategies used by companies.
(b) The extent use strategies are used in this company in generating sales.
(c) Essentially, the impact of these strategies on the consumers will be assessed by finding out who they are propelled into buying the company’s products.
- OBJECTIVE OF THE STUDY
These research work is design to express certain point concerning the role of marketing strategy in determining consumer purchasing behavior.
Below are the objectives sought by the research.
- To investigate and identify the marketing strategy used by companies.
- To identify the major problem associated with the implementation and use of the marketing strategy in the companies.
- To suggest possible solutions, which might help eliminate or reduce these problems.
- To bridge the gap between classroom theory and the realities of industrial practice, particularly in the area of marketing and consumer purchasing behavior.
- RESEARCH QUESTIONS
This research work tends to provide answer to the following research questions:
- What are the strategies used by companies to influence consumers buying behavior?
- How does this companies identify the factors influencing consumer buying behaviour
- What are problems associated with the implementation and use of these strategies in this companies?
- SIGNIFICANCE OF THE STUDY
The fact that implementation of effective marketing strategies create satisfaction for both the procedures and consumer, it can be stated that in Nigeria today there is the need to improve on market orientation among organizations.
Companies should realized the importance of strategies planning in the provision of goods and service to ensure guaranted profits. Good strategies means lower cost and so lower prices and consumer are induced to repeat purchase. This way the producer realize their aim and objectives and consumer gets needed and services at affordable prices. It is therefore toward the state of affairs that this research work is oriented.
The research work is also undertaken in the hope that it’s finding will enable marketing people to understanding adopt and apply knowledge of consumer purchasing behaviour in tackling their marketing problems.
Again it is hoped that the study and the recommendation that will be made, will be of benefit to the Companies marketing department in particular and the entire industry as a whole it will contribute to determining the strategies requirements for effective marketing and would enable firms serve their customers more effectively and efficiently. If the research achieves, Thus it will be a worth while contribution to the integration of functional specialize (marketing) that is essential in the business world today.
1.6 SCOPE OF STUDY
The concept of consumer purchasing behaviour shall be analyzed based on the data collected from consumers.
This study will be limited to the influence of marketing strategies, implementation to purchase behavior customers and consumer of organization products.
1.7 LIMITATION OF THE STUDY
Certain factor constituted to the limitations to the study paramount among them are time and financial constraints. Due to the short academic session the research didn’t have enough time to cover all possible and existing literature: pertaining to the research and the economy of the nation did not help matters, since the researcher didn’t have enough money to cover the research. Another limitation to the study was the reluctance of the company to give certain information because they believe it will expose them to their competitors, in addition some of the respondents were un co-operative and unwilling to take the questionnaire or accept interview appointments from the researcher. These was also the problem of some respondents not returning their questionnaires, having lost them or misplace them.
1.8 DEFINITION OF TERMS
There are probably as many definitions of marketing terms. It I survey difficult in real life to come up with a comprehensive definition of any term particular in the social sciences that can withstand a total universal acceptance , it is therefore planisble to establish operation of functional definition for the key can concepts or terms used in this study.
- Marketing Definition: Is the all-important set of creative human activities aimed at identifying: anticipating and satisfying human needs and wants through exchange as efficiently and as effectively as possible. According to Adirika (1990:3).
- Strategy: This term borrowed from the military refers to the systematic approach commanding officers charged with a military action wishers to employ in discharging his responsibility.
- According to Adirika et al (2006;259) He point out that strategy is grand design for getting where by our objectives. We have stated we want to go.
- Marketing Strategy: According to comfit etal, [2001] Defined marketing strategy as the general terms used to describe the overall companies programme for selecting it’s consumers through careful use of element of the marketing mix
- Consumer Purchasing Behaviour: According to Schiffman and Kanut (2007:3). They define consumer purchasing behavior as the behavior that consumer display is searching for purchasing using evaluating and disposing of product and services that they except will satisfy their needs.
- Product: According to kotler & Armstrong (2005:276) Define product as anything that can be offered to someone to satisfy a need or want. Product for the purpose of this study refers to any thing companies has to offer for want or need
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