CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVES OF THE STUDY
1.4 RESEARCH QUESTIONS
1.5 RESEARCH HYPOTHESIS
1.6 SIGNIFICANCE OF THE STUDY
1.7 SCOPE OF THE STUDY
1.8 DELIMITATION OF THE STUDY
1.9 DEFINITION OF TERMS
CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 CONCEPTUAL CLARIFICATION
2.2 THEORETICAL FRAMEWORK
2.3 EMPIRICAL REVIEW
2.4 SUMMARY OF LITERATURE REVIEW
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
3.2 AREA OF STUDY
3.3 POPULATION OF THE STUDY
3.4 RESEARCH SAMPLE AND SAMPLING TECHNIQUE
3.5 INSTRUMENT FOR DATA COLLECTION
3.6 VALIDITY OF THE INSTRUMENT
3.7 METHOD OF DATA COLLECTION
3.8 METHOD OF DATA ANALYSIS
CHAPTER FOUR
4.0 DATA ANALYSIS AND PRESENTATION
CHAPTER FIVE
5.0 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY
5.2 CONCLUSION
5.3 RECOMMENDATIONS
REFRENCE
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
We live in a world of competition where individuals and organizations try to outdo themselves. In different areas of human endeavour, be it education, business, parenting, dating, governance, warring or sports there is always a competition going on as one group tries to outdo the others or one individual tries to outperform the others. In the business world, especially in a capitalist economy, competition enjoys greater prominence as it forms the bedrock for the survival of a business organization. For a business to continue to exist and satisfy the purpose of the ownership, management, staff, society and other stake holders it must be able to survive the competition posed by other businesses with similar products and objectives. As businesses compete, they rely heavily on marketing to outdo one another. Through marketing an average business will be able to satisfy its customers through its products and services, satisfy its shareholders through profitability, satisfy management through increased sales and market share, satisfy staff through increased remuneration and job security etc. This ability has made marketing very vital and relevant in almost all endeavors of life be them profit or nonprofit making. Marketing according to the Marketing News (1985: 1) “is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.” In this definition of marketing, creation of exchange is seen as a vital part of marketing. By this function, marketing is able to impact on sales, market share and profitability. In another definition, Kotler and Keller (2006: 6) said that marketing “is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value”. This definition emphasizes the importance of delivering and communicating superior customer value as integral parts of marketing which implies that marketing is very useful in bettering the life of the customer by offering him what he needs and letting him know about it. Mbah (2001: 10) on the other hand opined that “marketing is about identifying, anticipating, conducting and managing the delivery of value in exchange process that benefits or satisfies both parties and their society”. He tried to establish that in marketing there is need for the satisfaction of both parties – the producer/seller and the customer. This satisfaction breeds good relationship which ensures trust, continuity and ability to withstand competition.
In Varey‟s (2002: 4) definition, “marketing is concerned with creating and sustaining mutually satisfying exchanges of value between producer/servers and their customers. It has both managerial orientation and an organizational /social function.” Together, these definitions show that marketing is a process and not a once in a while thing, aims at satisfying and creating wealth for all the parties involved. This therefore shows that marketing is a must for every organization 15 or company that wants to excel and survive. Hence, Onyebuagu (1995: 31) remarked that “without marketing, business existence would be unwholesome”
The effectiveness of a marketing campaign therefore is determined and measured by the extent to which the marketing objectives are achieved at the end of the campaign. Generally marketing effectiveness or the effectiveness of a marketing programme or campaign is measured on the impact of that campaign on the company‟s sales, market share, profitability and return on investment.
1.2 Statement of the Problem
1.3 Objective of the Study
The main objective of this study is to find out the
1.4 Research Question
1.5 Research Hypothesis
Ho:
Hi:
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Delimitation of the Study
Finance for the general research work will be a challenge during the course of study. Correspondents also might not be able to complete or willing to submit the questionnaires given to them.
However, it is believed that these constraints will be worked on by making the best use of the available materials and spending more than the necessary time in the research work. Therefore, it is strongly believed that despite these constraint, its effect on this research report will be minimal, thus, making the objective and significance of the study achievable.
1.9 Definition of Terms