ABSTRACT
This research work is basically carried out to critically and objectively examine the significant and in negligible role played by “Marketing Communications on consumer loyalty to consumer products”.
This study further reveals the identical, relationship between Marketing Communications with terms as used therein, such as – Marketing. Mix (Those combination of the four (4Ps) inputs that constitute the core of a company’s marketing system, that is – product, price, place and promotion); Consumer Products, Social Marketing and Consumerism, with more emphasis on consumer products manufacturing giant, CADBURY NIGERIA PLC.
Moreso, this research is carried out though the traditional primary and secondary sources of data respectively and it reveals how the company (Cadbury, in this case), in comparison to other competitors, has been able to explore and implement the a concept of Integrated Marketing Communications (IMC) in achieving its marketing goals of increase products patronage, brand loyalty, customers’ acquisition and retention, in a highly competitive consumer market.
However, the research has limited the exercise to the following:
(i) A random sample of consumers in Lagos and other accessible
areas.
(ii) Four major product mix (Bounrvita, TomTom, Knorr and Chocolate) of Cadbury are being considered.
(iii) The study is intended to examine the performance of marketing communications to overall objectives of Cadbury.
(iv) The roles played by various communication tools., on consumers’ patronage of Cadbury products.
(v) Examining the raison d’etre for consumers’ tastes and preferences.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire