THE IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS IN NASCO CARPET-JOS.

THE IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS IN NASCO CARPET-JOS.

 

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ABSTRACT

This project is focused on the impact of personal selling on the sales of durable consumer goods of NASCO carpet Jos. It is common knowledge that personal selling as one of the promotional tolls available to a marketer indispensable in the sales of consumer product. In the course of the study the researcher employed exploratory approach to acquire the needed information through the use of questionnaire personal selling interview and observation. Base on the recommendation the company should boosting the sales force performance and the organization profitability. Also more salesman should be employed and give them adequate training and incentive so as to ensure proper coverage of the existing and potential market.


TABLE OF CONTENT

Chapter One

  • Introduction
    • Statement of the general problem
    • Background of the subject matter
    • Scope of the study
    • Limitation of the study
    • Rationale for the study
    • Historical background of NASCO Jos
    • Definition of terms

Chapter two

  • Literature review
    • Definition of personal selling
    • The importance of personal selling
    • The quality needed of salesman/person
    • Function of selling salesman
    • Types of buyer that salespeople do come across
    • Type of selling job
    • Method of compensating the sleds people

Chapter three

  • Methodology
    • Research methodology and approved used
    • Research instrument used
    • Questionnaire method
    • Personal interview
    • Documentary method
    • Observation
    • Statement of hypothesis

Chapter four

  • Introduction
    • Characteristics of the respondent, age, educational
    • Presentation of data and analysis of data
    • Proof of hypothesis (testing)
    • Decision rule
    • Research findings

Chapter five

  • Summary
    • Conclusion
    • Recommendation
    • Bibliography

 

CHAPTER TWO

 

  • LITERATURE REVIEW

 

This part of the write up is the view of what the authors have written on the personal selling as one of the important promotional tools in the marketing of consumer goods and services. This reviews is to give the research work a very strong foundation and reliability.

 

2.1    DEFINITION OF PERSONAL SELLING

Markin (1971) define personal selling as a direct tale – to – tale relationship between a seller and potentials buyers. The seller and the buyer here needs tale to tale and discuss business whereby the sales persons present their goods and services to the potential buyers or customers for the purpose of making sales.

 

According to him, since in telephone selling, it involves exchange of idea between one person and another whereby immediate feedback could be relieved by the sales person instantly. It should be regarded as a form of personal selling.

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Shapro (1973 p. 147) defined personal selling as the act of successfully persuading prospects or customers to big product or service from which can derived suitable benefit, thereby increasing their total satisfaction. In sales management by Robertson and Berbjennjer (1972 p. 200) the expressed that this definition always conflicting with the experience of people who have the contacts with salespeople. They sated that it is rather a reflection of ownerships, high pressure sales tactic or any equally distasteful episode, Shapiro further asserted that his situation is changing because is very clear that only through the creation of mutual satisfaction that selling succeeds, Shapiro is of the view that both buyers and the seller must benefits in the modern view of (salesmanship) personal selling.

 

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According to Kotler (1980 p. 500) personal selling is the oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. He views personal selling as the process of passing information about the quality and benefits of a product to potential buyers and customers in an attempt to convince them to buy. To bring out clearly the uniqueness of personal selling, he explained that buyers to in search of information beyond the mass media source to seek the opinion of knowledgeable people.

Peterson (1977 p. 24) define personal selling as “a means of communicating to customer and potentials buyer which involves directs person to person interaction between salesman and consumers” he went further and explained that sales manager plan, direct and control the efforts of individual sales person, the authors almost have the same view about what personal selling is the emphasis is on tale to tale confrontation of buyer and seller.

 

Umerah (2001 p. 6) defined personal selling as “selling process that involves sales person/customer physical interaction in transactional form that is sales person convince customer to win other build confidence and trust. He said these attribute are necessary for repeat business.

 

2.2   IMPORTANCE OF PERSONAL SELLING

Tack (1975 p. 10-11) viewed personal selling as “the life wire of a company, the community and the country at large”. He made an assumption of a situation whereby the salesman in a country go on strike for twelve (12) months he explained that the buyer of goods and services here will be held to ransom, because no new models could be introduced into the market and that the companies will heavily their resources into less full activities like advertising, sales promotion, public relations, publicity to teach, inform and sell. He started that by so doing, only those item that already have great markets potentials and easy to acquire and used, sell themselves by those that are consumer goods but needed some additional information than provided in the mass media will fall to a great extent since advertising is rigid in information dissemination.

 

Markin (1979 p. 429) considered personal selling as the most important or all promotional activities in marketing of thr company’s products. He asserted that personal selling is an effective result producing promotional activities, though it is expensive to embark on. He went further and compared personal selling and advertising in the marketing of consumer goods. The need for personal selling has shifty reduces as a result of mass promotion activities like advertising, but nonetheless, personal selling provide adequate sales   assistance to the buyers. At the retails levels the sales person contact the ultimate consumer where they educate them on the product in the language understanding to each of the consumer that comes the store or those that are there in their door-to-door selling.

 

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PROMOTIONAL STRATEGY IN A SERVICE INDUSTRY (A CASE STUDY OF AFRIBANK PLC ENUGU)

PROMOTIONAL STRATEGY IN A SERVICE INDUSTRY

(A CASE STUDY OF AFRIBANK PLC ENUGU)

 

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ABSTRACT

Promotional strategies has proved to be the only logical basis  for the sustenance  of the financial institution such a s Afribank (NIG) PLC.

The promotion mix  variables should be properly integrated in this ever  changing marketing environment. The purpose of carrying out this researcher work was to find out the problems of afribank (NIG) PLC, and recommend solutions to the problems.

Based on the researcher topic, the researcher reversed related literature to the topic, red have a  better understanding of effective promotional strategies an how they could apply to the  organisation. Research conducted revealed that for promotional strategies to be effectively and efficiently implemented the company should consider its position in the Economy of the country, the production/ service life cycle, the product strategies prancing strategies, its distributional activities and promotion  tools

Data were collected from there primary and secondary sources. A pilot survey of the population was  cindery to determine the sample size using TOPMAN formula census technique, 33 was arrived for  consumers.

In the course of the analysis, many problems which hamper the marketing  activities of afribank PLC, were identified and the major findings were centred around  the implementation o the marketing activities .

  1. the Afribank does we have goods and qualified promotion professionals
  2. there is need for maintaining high quality service that will be rendered to
  3. Afribank Nigerian PLC, promotional strategies are not effectively integrated.
  4. Afribank ‘ distribution activities are also not effectively integrated.

However , certain recommendation were given for improvement. These  recommendations also centred around marketing activities,  they include:

  1. the case company should communicate the planned marketing strategies  to all the key decision markers.
  2. they should also evelop a good and catching promotional strategies.
  3. they sued make sure that marketing strategies contribution and reflect the objectives of the company.
  4. they should maintain high service quality finally, the bank should carefully study its problem as enumerated in the project follow it’s various recommendations and implement them to action  it’s co-operate goals.

CHAPTER ONE

  • Back ground of the study 1
  • Statement of problem 3
  • Objective of the study 4
  • Formulation of hypothesis                      5
  • Significance of the study 6
  • Scope of the study 7
  • Limitation of the study 7
  • Definition of terms. 7

CHAPTER TWO

  • literature review 10
  • service an overview                                10
  • characteristics of service 11
  • can over view of marketing –

promotion  for services

  • promotional mix variables
  • advertising 16
  • personal selling 19
  • sales promotion 21
  • direct marketing                              23
  • public relation and publicity                             24
  • importance of marketing promotion 26
  • evolution of promotional strategies 28

CHAPTER THREE

  • research design and methodology 30
  • population of the study 31
  • sample techniques 31
  • research instrument used                    31
  • sample size determination                               32
  • method of data treatment and analysis 35

CHAPTER  FOUR

  • presentation analysis and interpretation of data37
  • testing of hypothesis 60

CHAPTER FIVE

Summary of the  finding recommendation and conclusion.

Summary of findings                                                        65

Recommendation                                                             65

Conclusion                                                                        67

Bibliography                                                                      69

 

RESEARCH PROPOSAL

TOPIC

Promotional strategy in a  service industry a case study of  Afri  bank PLc

OBJECTIVE OF THE STUDY

The research will here in state the objective to be accomplished through the study. The extent to which  the study meets the objective determines the success  of the project work.

Formulation of hypotheses in the envisaged  study, four hypotheses would be formulated to give focus  to the study.

SIGNIFICANCE OF THE STUDY

The different target group to which the study will be beneficial will be clearly stated.

SOURCESS OOF DATA

Data from the study will be sourced from two main sources.  Primary data and secondary data

PLAN FOR THE REVIEW OF RELEVANT LITERATURE

The research here will conduct liberty research on text books journals, magazines and other publication & related  topic to the one under study. He review will be stated in sub-heads

METHODS OF DATA  COLLECTION

The method of data  collection  in the envisaged study will involves face to f ace distribution of copies of questionnaire  of the customers and the staff of the  case  organization. The researcher will give out the copi8es and allow one week filling period after which he will collect the now filled copies for analysis.

THE RESEARCH INSTRUMENT USED

The research instrument to be used in this study will be questionnaire. The questionnaire will’ contain both close and open ended questions

METHOD OF DATA TREATMENT AND ANALYSIS

Simple statistical table frequencies and percentages will be used to analysis the data collected while square will be used in testing the hypothesis.

 

NAME: ENWEREUZO CHIGOZIE

REG NO: MK/H202/147

 

  1. marketing of airline service a case study of executive airline service EAS
  2. increasing customer patronage of marketing service through effective application of marketing concept. A case study of U B A
  3. promotional strategy in a service industry a case study of Afribank

 


CHAPTER ONE

BACKGROUND OF THE STUDY

One of the fillers  of marketing  id the provision of good and service to satisfy the needs and  wants of the consumer  at a  profit to the satisfacus of the consumer or customer is the focus  of marketing making price it right, distributed it well and position i.e. to best meet the needs of customers, you must have wasted all the marketing skills if nobody knows you have done these. Your customer will only know through promotional activities.

It becomes imperative that firms must not only create  high quality goods that meets the expectations of the  target market but tell success stories, that is , disseminate information about the  product attribute and benefits to the target market.

Engle (1983:16) defines promotion as a controlled integrated programme of communication method and materials designed to present a company and its products to prospective customers to communication need satisfying attributes. Promotion is a vital ingredient of survival and development, without adequate promotion product may not sale, where they sell their continuity is in doubt . no wonder much of the budgets of some companies is spent on promotion

However, this may involve determine the optional combinations of the promotional mix,

Advertising, sales promotion, personal selling, public relation publicity  to achieve it’s promotional objectives.

According  to onal and Nnolim (1998:9) decisions with these components of promotional mix should be consistent with other variable mix in order to accomplish the objectives of any given organisation of the company including banking industries, manufacturing industries and the producers of goods and services are were that promotion does only  inform or persuade but can strive  towards profit making through increased sales., there is a lot of  competitions in the  banking industries, and this is affecting  the patronage of Afribank. Many firm today have seen that promo tools serves as a supremacy vehicle of competition.

Meanwhile, it is because of the importance of promotion not only as a tool for informing the company that the researcher try’s to examine promotional strategy in a service industry a case study of Afribank.

  • STATEMENT OF THE PROBLEM

In as much as the world is dynamic, things  changes every passing  day  competition was not  so intensive among business  some years ago. But today because every business wants to be at  the top of the ladder, so many developments have arisen. This has lead  to tremendous technological innovations like commuters, cell phones, automatic machines and many others. The business sector devised several means to market their products and service to achieve a manful results. This manifests itself as many organisations now embrace on milliohm Naira advertising campaign, training of high rate salesman, modification of their products, innovations in service rendering all are aimed at  matching with the chafing trend are to provide products/ services that can  withstand competition and enhance profitability.

Therefore the problem of most banks with especial reference to Afribank is that they do not really know the implications o poor promotional message in their effort to market bank products/ service. And this study intends to elucidate those things especially as it affects Afribank PLC.

  1. Is the customer influenced by the any promotional strategy in the patronage of banking service?
  2. do customers receive the promotional message effective form any specific medium?
  3. do other service factors such as bank charges, availability of service and quality of service influence  customers patronage of Afribank? These and many more forms the task of this research work.

1.3    OBJECTIVE OF THE STUDY

The purpose of this research work is as follows

  1. To find out if the product promotion affects customer patronage of bank service.
  2. To measure the effectiveness of advertising in creating awareness of bank services.
  3. To determine whether promotional strategy used by Afribank increases customer patronage.
  4. to evaluate the promotional strategies of Afribank in increasing profitability
  5. to measure the impact of persona selling strategy on the marketing of bank services
  6. to recommend promotional measures to improve on the performance of Afribank.
    • HYPOTHESES OF THE STUDY

The following hypothesis  have been formulated in other to ensure in objective analysis of the study.

  1. Hoi: consumers are satisfied with the quality of service rendered by Afribank

Hoi:   consumers are not satisfied with the price chare of Afribank services.

  1. Hoi: consumers are not satisfied with the price chare of Afribank service

HO2  Hoi:   consumers are satisfied with the price chare of Afribank service

  1. HO3: Afribamk is readily and accessible in their service offering to consumers.

HO3: Afribamk is not readily and accessible in their service  offering to consumers.

  • SIGNIFICANCE OF THE STUDY

The importance or significance of the study cannot

be overemphasized. The researcher believes strange that this work will serve as a reference  point and consultative material to other banks and  would be most effective  and   efficient promotional strategy to adopt, so as to enhance customer patronage of Afribank services.

It will equally be if great benefit to readers and researchers as it may farm a base for further research an moreover it will widen their scope of  understanding and knowledge in promotion

SCOPE OF THE STUDY

This study under took an in-depth look at the effectiveness of promotional strategies in industry. Again the study was limited to Afribank operation within Enugu metropolis. Questionnaires were distributed and collected from marketers and consumers of Afribank PLC in this area

1.7         DEFINITION OF TERMS

LIMITATIION OF THE STUDY

A lot of constraints have limited the scope of this study, some of them are.

  1. FINANCIAL CONSTRAINTS inadequate financial resources is a limitation to this work be cause nwney is required in almost every aspect of this work.
  2. DISTANCE: this is another factor, there should be adequate designed time because the research have to be in the particular place of research to get respondents to  enable the research progress
  3. TIME CONSTRAINTS: limited time to execute this study comprehensively is one of the limitation of this study, adequate time for deserting this project should be properly considered for the effective smoothing of this work.
  4. inadequate co-operation of consumers: this is another hindering along to enable appropriate research work in the aspect of questionnaire, if the consumers refuse to comply in corresponding flimsy excuses like time there will be problem.

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1.8         DEFINITION OF TERMS

  1. promotional strategy: it is a controlled integrated programme of communication method and materials designed to present a company and its products to prospective customers.
  2. Advertising : a marketing functions of making know what we to sell or buy. It presents the most persuasive possible selling massage to be right prospective for the product or service at the lowest possible cost. More so, advertising must use identifies, it must not be personal it must use the maze media and it must be paid for.

3 sale promotion: this consist o all the activities aimed at  promoting immediate sale. It is designed to achieve fast sales or consumer repose.

  1. personal selling : face to face interaction with one or more prospective purchase for the purpose of making presentation, answering questions and producing orders.
  2. direct marketing: this consists of direct communications with carefully target individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

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THE EFFECT OF PRICING POLICY ON SALES IN THE BEVERAGE INDUSTRY

THE EFFECT OF PRICING POLICY ON SALES IN THE BEVERAGE INDUSTRY
A case study of the Coca cola Bottling Company

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ACCOUNT NUMBER:  0115939447

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Account Name: 3059320631

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ABSTRACT
The rationale behind this project is to know the effect of pricing policy on sales in the beverage industry’ with reference to Coca-Cola Bottling Company Nigeria. The researcher during the course of investigation has received a lot of related literature so as to acquire more knowledge in order to be in a better position to advice firms. The research population composed of 500 people which out of the entire population the researcher made use of 50 sample size to be a representative of the entire population. It revealed that price fixed by organization on its product have an impact on its sales and it equally revealed that price is not indicator of higher quality product it is concluded that price has a strong impact on sales and profitability in the beverage industry. It is thus recommended that, Coca-Cola should reduce their prices by little percentage in order to induce customers to buy more of their products as this will increase sales and maximize profit of Coca-Cola Bottling Company.

 

TABLE OF CONTENTS
CHAPTER ONE
Introduction
1.1 Background of the study 1
1.2 Statement of the problem 5
1.3 Objectives of the study 6
1.4 Significance of the study 7
1.5 Research Questions 8
1.6 Scope of the study 8
1.7 Limitation of the study 9
CHAPTER TWO
Literature Review
2.1 Introduction 11
2.2 Marketing and Pricing concept 12
2.3 Pricing and Marketing Objective 15
2.4 Price Determination in a Competitive Market 21
2.5 Internal Factor Affecting Pricing 30
2.6 External Factors Affecting Formation of Pricing 33
2.7 Economic Factors Affecting Pricing 35

CHAPTER THREE
Research Methodology
3.1 Introduction 39
3.2 Research Design 39
3.3 Area of study 40
3.4 Population of the study 41
3.5 Sample 41
3.6 Instruments for Data Collection 42
3.7 Validation of the Instrument 42
3.8 Reliability of the Instrument 43
3.9 Method of Data Collection 44
3.10 Methods of Data Analysis 44

CHAPTER FOUR
Presentation and Analysis of Data
4.1 Introduction 46
4.2 Respondent Characteristics 48
4.3 Presentation of Data Analysis in Tables 50
4.4 Discussion of finding 59

CHAPTER FIVE
Summary, Conclusion and Recommendations
5.1 Summary 61
5.2 Conclusion 62
5.3 Recommendations 65
Bibliography 68
Appendix 70

 

CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
The subject under study is the effect of pricing policy on sales in beverage industry, the principle, of pricing entails that companies be cautious and efficient in setting up price for their product. Price as one of the four Ps of marketing, demand good attention, because it plays a major role in the successful marketing of a company’s product, customers or consumers decide either to buy or not to buy a particular product judging the nature and characteristics of the product and their purchasing power through its price.

Therefore, price of product is the major determinant, of the market demand for such product, price is one of the most powerful weapons that are available for or to a market to beat down competitors. Customers are likely to patronize company’s product whose prices is satisfying and psychologically fair to them. Effective strategy and policy must be adopted in order for the company’s to succeed in its marketing programme so that it will result to an effective implementation of pricing.

Pricing is an area of primary importance in marketing and it is central to the profitable operation of a business, its marketing activities without critically monitoring and controlling it’s pricing system profit can only be made if consumer buy what the company produce, on the other hand consumer will only buy at the price that satisfies them. In the past many firms did not under stand the theory and concept of pricing. This is very peculiar to developing economy especially Nigerian. They merely set prices that suit their purpose and interest without viewing it from customer point to view.

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This is because there were no or not enough competitive firms. Many firm have to realize the importance of pricing as one of the most important element that helps to determine the success of any business enterprise.

In managing the pricing of product which is part of company’s marketing mix, management must first of all decide on its pricing goal, policy and strategy about a given product to satisfy consumers, efficient pricing of goods and services which is often a critical factor in successful operation of any business enterprise. Pricing has many definitions as there are many definitions given by some price authors;
– price, is defined by Stanton (1985) as the “”amount of money charged for a product or services.
– Brown and Jalques (1995) sees it as the amount of money which will be accepted in return for legal transfer of a product and services.
– A.D Umar, M. Tanko Y.A. Hashim (2005) described price as the “Values of a product (good and services) expressed in a monetary term”. The above definitions do not consider price or pricing in relation to the physical product alone, this is due to the fact a seller usually price or is pricing the constituent of the physical product severed services as well as it satisfying benefits for instance one model of an automobile may at a stated price included ratio power steering, tinted glass, are condition, metallic door are services of same for another model of the same make these six listed items may be priced separately.

To this end Kotler (2000) defined price as “the amount of money needed to acquire some or a combination of a product and its accompanying or separate services.

 

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Pricing is there fore the parallel of the total product offered to a buyer for a price and receives not only the product of offering but may include installation. Maintenance services and repair of a brand / new which may be helpful in future for promotion. This question here is how are price arrived at: historically in a competition environment (market) through bargaining with each other sellers would offer more than they expect to set from buyer who will in turn offer less than they expect to pay.
They would arrive at a mutually acceptable price through bargaining.

1.2 STATEMENT OF THE PROBLEM
Many companies do not handle pricing as it should be. The most common mistake is that pricing is too cost oriented, it is not revised often enough to capitalize on market changes, it is also set independent of the rest of the marketing mix other then as an interior element of market positioning strategy and price is not varied enough to different product item. Therefore, many companies find it difficult to break even due to largely the

 

 

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THE ROLE OF ADVERTISING ON THE PERFORMANCE OF SALES OF BEVERAGES IN NIGERIAN BOTTLING COMPANY, KADUNA

THE ROLE OF ADVERTISING ON THE PERFORMANCE OF SALES OF BEVERAGES IN NIGERIAN BOTTLING COMPANY, KADUNA

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ACCOUNT NUMBER:  0115939447

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Account Name: 3059320631

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ABSTRACT
The study is to examine the role of advertising on the performance of sales of beverages with a particular reference to Nigerian Bottling Company, Kaduna. Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural, technical, economic and political factors for choosing the right media. The objectives of the study are to examine the impact of advertising on the performance of sales of Beverages in an organization, to also find out the extent to which advertising can help to differentiate products of similar type in the market and to find out whether advertising brings inputs purchases. The researcher use primary and secondary source of data collection. Questionnaire was administered to the respondents to seek their opinion on the role of advertising. The findings reveal that advertising enhances the long-run survival of products of Nigerian Bottling Company. The study also reveals that advertising also enable organizations to compete freely in a business environment. It was recommended that Top management should be involved in the continuous evaluation and monitoring of advertising to ensure that the goals and objectives set are achieved and appropriate corrective actions are taken in the event of deficiencies and the company should harmonize all departments so as to realize the goals and objectives of advertising.

TABLE OF CONTENTS

CHAPTER ONE: Introduction
1.1 Background of the Study – – – – – – – 1
1.2 Statement of General Problem – – – – – – 3
1.3 Objectives of the study – – – – – – – 4
1.4 Research Questions- – – – – – – – 5
1.5 Significance of the Study – – – – – – – 5
1.6 Research Hypothesis – – – – – – – 6
1.7 Scope of the study – – – – – – – – 6
1.8 Limitation of the Study – – – – – – – 7
1.9 Definition of Terms- – – – – – – – 7

CHAPTER TWO: Literature Review
2.1 Introduction – – – – – – – – – 9
2.2 Background of Nigerian Bottling Company Plc Kaduna- 9
2.3 Concept of Advertising – – – – – – – 13
2.4 Scope of Advertising – – – – – – – 22
2.5 Mediums of Advertising- – – – – – – – 24
2.6 The Ethical Argument on Advertising – – – – – 31
2.7 Advertising and Similar Studies – – – – – 35
2.8 Economic Argument on Advertising – – – – – 40
2.9 Strengths And Weaknesses of Advertising – – – – – 43
2.10 The Role of Advertising in an NBC – – – – – 44

CHAPTER THREE: Research Methodology
3.1 Introduction – – – – – – – – – 47
3.2 Research Design – – – – – – – – 47
3.3 Population of the study – – – – – – – 47
3.4 Data Collection Instrument and Administration – – – 49
3.5 Instrument and Measurement – – – – – – 50
3.6 Methodology Problem – – – – – – – 51
3.7 Summary – – – – – – – – – 52

CHAPTER FOUR: Presentation and Analysis of Data
4.1 Introduction – – – – – – – – – 52
4.2 Data Presentation – – – – – – – – 52
4.3 Discussion of Result – – – – – – – 56
4.4 Test of Hypothesis – – – – – – – – 58
CHAPTER FIVE: Summary, Conclusion and Recommendations
5.1 Summary – – – – – – – – – 62
5.2 Conclusion – – – – – – – – – 63
5.3 Recommendations – – – – – – – – 64
References – – – – – – – – – 65
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising has become a part of our everyday life. However we are seeing many advertisements in TV, newspaper, magazine, radio, Internet etc. and we are affected by those advertisements consciously or unconsciously. Advertising is fascinating and provocative. Advertising creates customer awareness of the product and builds positive psychological associations that can enhance the buyer satisfaction (Wanoff, 1997). Consumer’s interest is provoked and sustained in the product. The purpose of advertising is to make potential buyers respond more favourably to the firm’s offering. Advertising provides information to customers creates and modifies their desires and provides reasons for preferring a particular product. Captivating and persuasive advertisements create wants through passive compulsion, which makes the consumers to buy the product. Advertising creates demand, and thereby, accelerates the growth in the gross domestic product. It also helps society by improving competition, lowering prices, encouraging more product choices, supporting the media and providing information. Advertising seems to go beyond merely selling products or ideas and can shape social trends and attitudes in powerful ways. However, advertising has been accused of harming society on the ground that it creates an unnecessary hype for the products and also manifests wants for superfluous products and services (Ammani, 2008)

 

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The role of advertising in the sales of a Beverage Company in Nigeria cannot be underestimated, therefore, advertising is defined “as a tool which marketers use to communicate message to consumer, the general public and special public such as voters, and to the carriers of the messages like Televisions, Newspapers and magazines known as the media,. Unlike personal selling some sales promotion and public relations techniques advertising are in impersonal means of communication. It is an impersonal promotion to groups and paid for by an identified sponsor.
Advertising has grown in recent times due to relative increase in productivity and consequent changes in the uncontrollable marketing environment where corresponding changes in technology, socio-cultural pattern, economic venture and legal advancement also take place. It is not enough to produce and simply anticipate that consumers would become aware of the particular product, especially in a developing country like Nigeria. The producer has to engage in promotional activities. Robin Peterson asserts that advertising has played vital roles, which includes making consumers to be aware of existence of new products in the market, services or idea and the continued existence of old product that are already in the market. It will not be easy for the members of the public to be aware of these without advertising. It also informs and educates the people on how to make use of that particular product or service

 

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Advertising also informs people where to obtain goods and services
It also improves the quality of goods and services. Lastly, advertising makes consumers increase the volume of their purchase.

In essence, advertising is among the various devices that designed to pull or push products through the market. And the resulted effect of the use of advertising is an increase in the sales volume as compared to the past records in which advertising were not used. Thus, advertising can be seen as a form of promotion/communication mix which greatly enhances the sales of a product.

1.2 Statement of General Problem
Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural,

 

 

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THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES PERFORMANCE OF COMMUNICATION FIRM.

THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES PERFORMANCE OF COMMUNICATION FIRM.

( A CASE STUDY OF GLO NIG. LTD)

 

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ABSTRACT

The purpose of this study is to highlight the strategy on how different product enhance sales performance in communication industries especially (GLO NIG LTD) and the general public.

The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective service to the nation has been yearning for an improved telecommunication service for a long period of time; Also, the methodology adopted for this research includes the area of study, population, sample and sampling techniques, method of data collection, instrument used for the data collection, validation of the instrument data analysis and techniques. It is evidenced that GLO NIG LTD has implement product differentiation as a strategy to effectively achieve pre-determined objective of customer satisfaction on sales performance of communication firm (GLO NIG LTD).

After much consideration to the leads to operation of business and considering the environment forces came out with the following suggestions that will help to solve some of the obstacles the organization is facing.

 

 

TABLE OF CONTENT

CHAPTER ONE
1.0 Introduction…………………………………………………………………………….1
1.1 Background of the study…………………………………………………………… 2
1.2 Statement of the Problem……………………………………………………………2
1.3 Objectives of the study………………………………………………………………3
1.4 Statement of Hypothesis…………………………………………………………… 3
1.5 Significance of the study…………………………………………………………….4
1.6 Scope and limitations of the study…………………………………………………4
1.7 Brief History of Glo………………………………………………………………… 4-6
1.8 Definition of Terms…………………………………………………………………..6

CHAPTER TWO
2.0 Literature Review……………………………………………………………………7
2.1.0 Definition of Marketing Mix…………………………………………………………8
2.1.1 Product………………………………………………………………………………8-9
2.1.2 Price………………………………………………………………………………….9
2.1.3 Promotion……………………………………………………………………………9-11
2.1.4 Place…………………………………………………………………………………12
2.2 Conceptual Meaning of Product…………………………………………………..12
2.3 Classification of Product……………………………………………………………13-16
2.4 Stages in New product Development…………………………………………….16-17
2.5 Meaning of Product Strategies……………………………………………………18-29
2.6 Origin of Product Strategies………………………………………………………29-32
2.7 Product Differentiation Strategies………………………………………………32-34
2.8 Criticisms of Product Strategies……………………………………………… …34-35

CHAPTER THREE
3.0` Research Methodology…………………………………………………………36
3.1. Population Sampling Sizes …………………………………………..…………36..
3.2 Instruments use for collecting data …………………………………………….36
3.3 validation of Instrument ………………………………………………………….37.
3.4 Administrative of instrument …………………………………………………….37
3.5 Statistical Techniques used ……………………………………………………..37-38

CHAPTER FOUR
4.0 Data Presentation an Analysis…………………………………………………39-41
4.1 Proof of Hypothesis ………………………………………………………………43-46.
CHAPTER FIVE
5.0 Summary of Findings, Conclusion & Recommendation………………………….47
5.1 Summary of Findings…………………………………………………………….47
5.2 Conclusion…………………………………………………………………………47
5.3 Recommendations………………………………………………………………..47-49
Bibliography……………………………………………………………………….50-51
CHAPTER ONE
1.0 INTRODUCTION:
The World is fast becoming a global village and a necessary tool for this process is communication of which communication is a key player.
The development in the telecommunication industry all over the world is very rapid as one innovation replaces another in a matter of weeks. A major breakthrough is the wireless telephone system which comes in either fixed wireless telephone lines or the global system of mobile communication (GSM) communication without doubt is a major driver of any economy. Emerging trends in socio economic growth shows a high premium being placed on information and communication technology (ICT) by homes, organization and nations.
Nigeria is not left out in this race for rapid development as the nations economy has been subject to years of economic reversal via mismanagement and bad leadership. The Nigeria telecommunication sector was grossly underdeveloped before the sector was deregulated under the military regime of General Ibrahim Babagida in 1992 with the establishment of a regulatory body; the Nigeria Communication Commission (NCC). So far the NCC has issued various licenses to private communication operators this include (7) seven fixed telephone providers that have activated 90,000 lines; 45 Internet Service Providers with a customer of about 17,000. Several VSAT service providers are in operations and have improved financial intermediation by providing on-line banking services to bank in Nigeria. These licenses allowed Private Telephone Operators ( PTOs) to roll out both fixed wireless telephone lines and analogue mobile phones. The return of democracy in 1992 paved the way for the granting of GSM license to (3) three service providers: MTN NIGERIA, CELTEL WIRELESS NIGERIA AND NITEL PLC now TRANSCORP in 2001.

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1.1 BACKGROUND OF THE STUDY:
The journey to success in Nigeria’s telecommunication industry has been long and tortuous facilities in Nigeria were first established in 1886 by the colonial administration. At independence in 1960, with a population of roughly 40 million people. The country only has about 18,724 phone lines for use. This translated to a tele density of about 0.5 telephone network consisted of 121 exchange of which 116 were of the manual (magneto) type and only 5 were automatic.

Between 1960 and 1985, the telecommunication sector consisted of the department of Post & Telecommunication ( P&T) in charge of internal network and a limited liability company, the Nigeria External Telecommunication NET Limited is responsible for the external telecommunications (Services) NET provides the gateway to the outside world. The installed switching capacity at the end of 1985 was about 20,000 lines as against the planned target of about 460,000. All the exchanges were analogue, telephone penetration remained poor equaling 1 telephone line to 440 inhabitants well below the target of 1 telephone to 100 inhabitants recommended by ITU for developing countries. The quality of services was largely unsatisfactory.

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1.2 STATEMENT OF THE PROBLEM
The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective services to the nation has been yearning for an improved telecommunication services for a long period of time. In response to that, the Federal Government provided for the creation of a company that will function purely on commercial basis.

 

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