ABSTRACT
In today’s highly competitive marketing environment, marketers do not stop at developing a good product, pricing it attractively and making it readily available to the target customers they must communicate it to the target audience for them to succeed. This research work has therefore been made to appraise the influence of advertising and personal selling on new products of commercial banks in Owerri metropolis with specific interest on United Bank for African (UBA) Nig. Plc. Generally speaking, economic growth is closely related to the commercial banks as their concern is to provide services to their customers, new product development and innovation are deemed necessary by operators so as to meet the immediate needs to its customers for minimum satisfaction, yet, customers show no sign of improved favourable relationship even at the instance of radical improvement that has taken place in the product itself and promotional tools via advertising and personal selling. In carrying out this research work, the researcher identified some objectives he tends to achieve. However, to achieve the goal of the study, the data needed for the analysis were collected through questionnaire. The researcher made use of frequency tables and percentage in data presentation which chi-square and analysis of variance were used to test the hypothesis formulated. After the analysis, it was discovered that commercial banks still have to put more efforts on advertising and personal selling. It was also discovered that commercial banks do expose their advert messages on bill boards and radio while the prospects are mostly exposed to television. Recommendations were also made via the findings. The commercial banks were advised to create a separate marketing department who will identify their advertising efforts and also embark on media research together with recruitment and selection.
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