ENEMS PROJECT: MARKETING

Showing posts with label MARKETING. Show all posts

Wednesday, 1 March 2023

THE EFFECT OF MARKETING STRATEGY IN A DIVERSIFYING ECONOMY

(A case study of Nigeria Export Promotion Council Headquarter, Abuja)

ABSTRACT

This project title “The Effect of Marketing Strategy in a Diversifying Economy” (a case study of Nigeria Export Promotion Council Headquarter, Abuja) tends to focus on the diversification of oil to non-oil sector of the economy. Marketing strategies cannot be effective without the logic called tactics, tactics is the yardstick of achieving it predetermine goal. Marketing strategies could also be attributed to management concept where planning, coordinating, staffing, directing and supervising become the mean to win engagement. This project is divided into five chapters, the first chapter comprises of introduction, statement of problem and research hypothesis. The second chapter comprises of review of related literature and the theoretical framework. The third chapter comprise of how the data is collected and the sample size. The fourth chapter comprises of data presentation and analysis and test of hypothesis. The final chapter is the conclusion of the study. Also appropriate recommendations were made as to how to address the effective of marketing strategy in a diversifying economy. This is an intellectual work and like all other intellectual work did not draw a final conclusion.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The important of marketing in a diversifying economy cannot be overemphasised. Its activities cut across the social, political and economy state of the country. However, marketing activities has not achieved much both home and abroad. The marketing field is bound both by the environment and by the limit impose by the perception of the observer. In some companies, marketing is still concerned with little or more than sale force and advertising management; in other forms marketing is an integrative corporate activity that provides the direction for corporate strategic planning. In non-business organisation executives are only beginning to perceive the potential of marketing in achieving institutional goals. The different between these approaches is due in part to the perception of management and its attitude towards change.

This study is focus on ‘marketing strategy in a diversifying economy’ A case study of Nigeria export promotion council Headquarters, Abuja is that Nigeria economy is import oriented which discourage local industries to improve in the production of goods and services. The word diversifying means to move oil to non-oil sector of the economy.

1.2 STATEMENT OF THE PROBLEM

The end of the civil war in 1970 and the emergence of petroleum export in the early 70s, as the major source of foreign exchange for Nigeria market a significant watershed in the economic history of Nigeria.

The collapse of the international oil market in the early eighties and consequently downward spiral of prices left Nigeria with serious economic crisis manifested in recession macro-economic inability, fiscal, balance of the authorities the dangers associated with the countries over dependence on a single commodity (oil)and the compelling need to diversify the country’s productive base through the non-oil exports. Since the early 80s there are economic and social deficiencies that emerged including the following.

An import dependence economy.
A debt-ridden treasury.
High levels of unemployment and underemployment coupled with underutilization of installed capacity.
An economy leaden with subsidies.
Over-valued currency.
Neglect agricultural and food storage.
A nation without a clear vision purpose leadership and sense of direction.

1.3 OBJECTIVES OF THE STUDY

The writer’s interest in this subject matter is to look at:

The role the export promotion council has played in trying to diversify the economy of the country.
The exploration sector and its participation in the exploration of non-oil products.
It will also look at the measures that government has taken so far, to see to the development and growth of such programs.

1.4 SIGNIFICANCE OF THE STUDY

One major significance of this work is that it will contribute to existing knowledge about the effect of marketing strategies in a diversifying economy.

It will help educate both individuals and organization about the need to have a diversifying economy that can improve the economy and provide job opportunities.

This project work will serve as a literature to new projects and to those wishing to write on the effect of marketing strategies in a diversifying economy and also to fulfil a part of what is required to obtain a National Diploma (ND) in Federal Polytechnic Nasarawa and the study will give knowledge to other students and the society at large.

1.5 RESEARCH QUESTIONS

What are the roles the export promotion council has played in trying to diversify the economy of the country?
What is the participation of the exploration sector in the exploration of non-oil products?
What measures have the government taken so far, to see to the development and growth of such programs.

1.6 RESEARCH HYPOTHESIS

The aim of the study is to question the reliability and to validate this hypothesis.

H_o: Marketing strategies play an important role in the diversifying of the Nigerian economy.

H_i: Marketing strategies does not play an important role in the diversifying of Nigerian economy.

1.7 SCOPE OF THE STUDY

For convenience, this study is limited to the effect of marketing strategies in a diversifying economy a case study of Nigeria Promotion Council Headquarters Abuja. The result generated will serve to mirror it effects Nigeria Promotion Council Headquarters Abuja and all organizations in general.

It will help to understand the problems faced by the promotion council and how diversifying economy has helped improve the economy of Nigeria.

1.8 LIMITATIONS OF THE STUDY

The study is limited to the activities of Nigerian Export Promotion Council Abuja and related literature. Any information or recommendation received from questionnaire personnel interviews and will be used for this project.

The writer faced a lot of constraints during the period of this work. One of such constraints was time. Time needed for gathering information, travelling, administering questionnaires and conducting personal interviews.

Getting the required information from the organisation was not an easy task because of the reluctance on their part to release needed information for this research work.

The class work and other academic activities to the constraints the researcher had. Funds were also part of the constraints, there were not enough funds to enable the writer travel always or whenever the need arises. And also cost of station any and scarcity of textbooks was part of the constraints experienced. Also cost of typing manuscript and building of the research work.

1.9 DEFINITION OF RELEVANCE TERMS

Marketing strategies: The fundamental marketing logic by which the business wants to achieve it marketing objectives.

Marketing mix: The particular blend of controlling marketing variables that the firm uses to achieve it marketing objectives in the target market.

Recession: Period of temporary business reduction.

Diversification: Means engagement in products, industries, technologies and market which are new to the company. These products will normally appeal to new classes of customers.

Economy: Avoidance of waste of money, strength or anything else of value.

Market: The set of all actual and potential buyers of a product or set of condition in which buyers and sellers transact business.

Product: Anything that can be offered for attention, acquisition, use or consumption that might satisfy a need. It includes physical objects, services, person, places, organisation and ideas.

Industrial goods: Usually refers to such products as machinery, manufacturing plant or raw material. Essentially, they are goods sold to industry as opposed to costumers.

Spiral: Continuous or expanding of decrease or increase in prices, wages or employment.

Foreign market: Marketing activities by a firm outside its home country.

International markets: The set of buyers found in other countries. This set includes foreign countries, producers, reseller and government.

Inflation: An economic phenomenon in which decreasing purchasing power of currency caused by a persistent tendency of prices to rise often sharply compare with deflation.

Invisible exports: Items such as financial services in the current balance of payments, that is not physically tangible as exports.

THE EFFECT OF ENHANCING CUSTOMERS SATISFACTION IN PRIVATE SECTOR

(A case study of El-Shaddai Ventures and General Services Ltd)

ABSTRACT

This research is on effect of enhancing customers satisfaction in private sectors. This study sought to know how eager various private sectors and also how the quality of their service to humanity can be improved to meet to meet world standard. The purpose of this study is to enable the management of private sectors know the effectiveness of well restructured firm that are generally acceptable as such world standard motivate customers to patronize business venture of this kind because of some incentives and comfort they enjoy. More so this research is interested in knowing why some customers, who were deriving satisfaction from the goods and services of a certain company desire are no longer patronizing these company again.

CHAPTER ONE

1.0 INTRODUCTION

The need to access the performance of private sector arises in order to monitor the growth of the business. This is because the aim of a business is to make profit and if any company that is doing very well before is no longer meeting up with the demand and requirement of the customers, then there must be some certain factors that are responsible for such inability of the company to maintain their customers as usual. It is a common factor in Nigeria that a newly opened company that is expected to serve the masses with their products and service the masses with their products and services do not last before they close due to some ridiculous factors. These factors are classified into two they are internal and external factors.

Internal factors can be analyzed to be the strength and weakness of the firm. When talking about strength, the researcher means that factors that gives the organization certain advantage through competency of the organization in meeting the needs of the consumer. In any analysis, company strength should be market-oriented or customer focused because strengths are only meaningful when they support or assist the firm to meet the customers’ needs. In the other hand, weaknesses refer to any limitation a company face in developing or implementing a strategy. Weakness focuses on the factor or inability of the company that brings disadvantages in meeting the needs of the customer. Weakness should be examined from customers’ perspective because customers often perceive weaknesses that a company cannot see.

The following analysis are used to look at all internal factors that affect company.

Resources: Profitability, sales, product, quality, brand associations existing overall brand and employee capability.
Capability: Goal to identify internal strategic strengths, the external factor analysis examine opportunities and threat that exist in the environment. Both opportunity and threat exist independently of the firm. External factor refers to those events that exist in the environment whether the company exists or not.

The researcher want to fetch out some reasons why sector should tie their strength and weakness to the customers’ requirements, as it is this strength that relates to satisfying a customer’s needs that should be considered through core competencies.

In private sector there should be a qualify management system that will ensure settle workforce to improve the current competitive environment, not only retaining customers confident in product but also to have the benefit of efficiency and effectiveness which can come from the qualify management approaches.

1.1 BACKGROUND OF THE STUDY

The eagerness to improve that quality of goods and service has become imperative, this challenging and dynamic world due to the rapid development in technology globally. It is no longer advisable to keep to the old method of management system because it does not help in the development of an organization again compared to what is obtainable in other companies across the world where it is being operates. Customer satisfaction as a case study goes a long way to ventilate every aspect of business provided the business need customer for survival. The management of the organization should be all it takes to satisfy their customer if need be for constant patronage.

There are so many benefits to be derived from satisfying customer profit made form the goods and services most at times ploughed back into the business which improves the standard of products and services of an organization, profits are also used for the maintenance of machines for production and rendering of services to the customer. It also serves as basic source of income to the director of the company. Good quality service enables customer to derive maximum satisfaction from that product and services of the company, it also encourages them when they know that what they derived worth what they spent.

The improvement of good relationship with customers cannot be overemphasized as it is the customer that is the basic foundation of any business entity.

The researcher of this project wants to build sense of seriousness into the manager of companies in this country to always take the invention of new technology into their business action plans.

1.2 STATEMENT OF THE PROBLEM

Satisfaction has become imperative because of the downward trend in the standard of management process in the private sector.

Many private sector these days feel reluctant over the invention of mew technology that will enhance the resource for customer satisfaction and as a result their companies are gradually being abandoning by customers who go for new companies of the same kind with facilities of new modern technology that meet the demands of customer.

If the private sector should manage their company well by observing every modern change as concerning the nature of business they do and apply it overtimes, no new company with modern facilities will override them.

Base on this, the researcher held an interview with the director of El-shaddai ventures and general services L.t.d and it was gathered that the company had such experience. According to him “someone opened the nature of our business within the environment they came up with new modern technology that is of more advance than ours when lost to them and some whom we have but good relationship with do not patronize them even when we had technical also interrogated some customers concerning the service and the complaint was that most private sectors are not sincere in their dealings with their customers in business and type of act normally jeopardizes the growth and development of company.

The researcher sees it as very vital to write on this topic to help business men, women and organization at large to realize the mistakes that bring negative impact on business.

1.3 OBJECTIVE OF THE STUDY

The researcher wants to create public awareness on successful management that can be observed by baby companies, which will help them operate in line with the customer needs in other to achieve the goal of an organization. E.g.

It is the planning, organizing, co-ordination, controlling of a business system in order to make profit.
Companies expect to buy and sale their basic raw-materials from this environment so that they minimized the cost of their overhead in production.

1.4 LIMITATION OF THE STUDY

It was not really easy to embark on this project due to certain impediments encountered in the course of gathering materials to accomplish this project work. The following are some limitations experience in the process:

Time factor: Securing of time to collect data for the process of this project was a great stress due to some surrounding circumstances.
Finance: Was also another problem encountered in the study. Furthermore, the cost of printing duplication and distribution of questionnaire were a bit capital intensive to incur easily.
Source of material: It has been so difficult to get to the source where materials for this profits are available. It really takes precious time, money and patience to be able to get the materials for this compilation. Also another constraint faced in the process of this study are the respondents as most of them find it very difficult to schedule time to fill the questionnaires.

1.5 SCOPE OF THE STUDY

The researcher focuses her findings in certain area of private sector that render computer service like business center, cyber café and alongside with buying and selling of products.

1.6 SIGNIFICANCE OF THE STUDY

The researcher of the project believes that the study area of this project will help private sector to sit up and improve the management system. This study will also help to improve the supervisory roles of entrepreneur by setting up good measures to check mate the operation of the organization intermittently to enhance proper management.

It will also assist the managers to direct the workers in their respective which they know best as to avoid un-satisfaction by the customers.

It will in the same vein enable the management to build good communication system, define and specify clearly to the understanding of the worker who is to do the job.

1.7 RESEARCH QUESTION

The following questions were posed to guide the researcher:

What are your customer resources?
What is the average patronage of customers in your organization?
What do you think when you do it attracts customer to patronize your organization?
What is the rate of customers taste for product in your organization?
What is the complaint some customers mostly gives when they come to your organization.
Do customers find your organization reliable and worth coming often as they can?
What do you think is the impact customer satisfaction has made in your organization.
How do you feel when customer is being offended in your organization and what is your action towards the offender?
How do you feel when customers are not patronizing as usual and what kind of measure do you take to put things in place as to encourage customers.
Have you ever sat down, think and reason why customers are not patronizing your company again whether is due to the normal product seasonal or some ineffectiveness of services and poor quality products.

RESEARCH HYPOTHESIS

H_o: Customers satisfaction leads to customer’s loyalty.

H_i: Customers satisfaction does not lead to customers’ loyalty.

Tuesday, 28 February 2023

THE RELEVANCE OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS

(A case study of Royal Ceramic Nig. Ltd Abuja, Kaduna Road, Suleja)

ABSTRACT

This research work is aimed at determining the relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Nigeria limited. The organized field work, interview, observation, questionnaires and other documentary materials formed the sources of data and information for this research .All data collected were analyzed by means of descriptive statistics and with the use of tables, frequency and percentage. Seventy (70) questionnaires were distributed but fifty (50) were filled and returned properly. Finally recommendations and conclusion were drawn based on the findings.

CHAPTER ONE

1.0 INTRODUCTION

Packaging and branding have becomes very important activities in the production and marketing of goods and services. Packaging can be defined as all the activities in production planning that involve designing and producing the container or wrappers for a product. Packaging is obviously closely related to labeling and branding because the label often appears on the package and the branding is typically on the label. Packaging plays two basic roles, protection of the content and communication about the product. As a protecting tool, it helps in the storing, reduction of damage and loss of goods in transit, minimized pilferage and tempering of products in the course of handling. Is a protective device against product damage, contamination, evaporation and chemical change. Packaging helps to identify a product and thus may prevent substitution of competitive goods. Packaged good generally are more convenience.

Packaging as a means of communication involves a series of marketing activities. A firm may package it product in such a way as to increase profit possibilities. Package may be so attractive that customers will pay more just to get the special package.

Packaging as a salient salesman- when a product tends to sell itself without the company promotion then we say the package is serving as a salient salesman. Branding on the other hand means the use of a name, term, symbol or design or a combination of these which is intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors. Brand encourages repeat sales- if a product proves satisfactory to a customer; brands make it easy for the consumer to locate that product for repurchase.

Brands simplify sales promotion – effective sales promotion depends (mainly) on branding or identifying the products. Through branding, the quality and quantity of production can be controlled. This means that poor quality which might reflect unfavorable another products and discourage future trade-could be traced back to the quality producer. With the increase in the number of similar production in the marketing today which has in term led to the persistent increase in the level of competition among producers, individual firm do not only improve on the quality of their product, but try to differentiate their products from those of competitors. This can be achieved through the use of attractive and distinctive packaging and branding.

Hence, this project aims at finding out whether or not packaging and branding are really relevant in the marketing of shopping goods with special reference to royal ceramics Ltd, area sales office Suleja on the Abuja, Kaduna highway.

1.1 HISTORY OF THE COMPANY

Historically, Royal ceramics Ltd was established in the year 1992 in Nigeria at Suleja on the Abuja-Kaduna highway about 45km from the capital city of Abuja. Royal ceramics remains the first and art pioneering ceramics unit in sub-Saharan Africa, producing wall tiles, floor tiles, porcelain tiles, red clay blocks and sanitary wares under a single roof.

THE PERFORMANCE

In product terms an early commitment to quality was made, also the development of portfolio of production acceptable and specific to the taste and heeds at Nigerians has been a man plank from the earliest days. Royal ceramics products are distributed all over Nigeria and we understand that a good percentage of their products find their way to some of our neighboring countries such as Niger, Chad and Cameroon. In Nigeria they are the leading source of locally produced ceramic – ware and it is estimated that they have nearly 40% of the market share. Royal ceramics stockists and distributors numbering 72 are uniformly distributed geographically all around Nigeria. They team of marketing professional keep touring all-round the country periodically to ensure top quality customer service and also to be in touch with the ground reality of the competition from other local and foreign producers. Royal tiles both wall tiles and floor tiles are available in variety of 750 standard designs and also custom designed tiles in special sizes and designs are also made available for special customers. We market wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of are 6mm to 12mm. The tiles sizes that are usually available are 6×6, 8×12, 8×8, 12×12 and 16×16. Sanitary ware is available in patented Italian designs and also custom made designs in various colors. The popular colors are white, sky-blue, grey and light pink. Royal has got sophisticated wing for producing quality products by testing raw materials before production, every stage to production and also finished products. The R&D (Research and Development) holds the responsibility for developing of body, ensuring the production department to produce the right product with right specifications.

Services- Royal has got a service department to educate the lying techniques to tillers and mason and also to attend the queries of customers. They act as a bridge between the company and customers.

The initial investment was USD $ 20million, and over the years the addition and modifications have increased the investment level to well over USD$30million.

THE BRAND

The business of a company is centered on serving the consumer with the high quality product. Through the large distributor network, and strong brand developed over one a decades, Royal tiles remain one of the most widespread and population brands in West Africa.

WALL TILES AND FLOOR TILE PLANTS

The 2 plants are capable of producing wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of 6mm to 12mm. the tiles sizes that can be made in this plant are 150mm x 150mm, 200mm x300mm, 200mm x 200mm, 300mm x300mm and 400mm x 400mm. OR you can still use short form of it by saying 150m x150m =6 x 6, 200mm x300m = 20 x30, 300m x300m =30 x30, 400m x 400m =40 x40 . All the equipment has been sourced from SACMI, Italy and the plants are capable of producing 4million square meter of tiles per annum. The production lines are equipped with multiple printing stations, enabling the production of multiple coloured tiles. Royal have a large stock of a variety of punches and in- house screen lab to produce innumerable designs for the market. To improve the quality of product and save on the foreign exchange from importation Royal had recently begun manufacturing frits for their own purpose and for other industries in Nigeria. Royal now have the capability to produce 20MT of first a day a significant boost to the local economy.

THE PEOPLE

The unit employs 2, 200 Nigeria directly and indirectly and 30 Indians expatriates, it is estimated the another 8000 Nigerians are employed in the various sectors such as mining, supply of raw materials, distribution of finished products e. t .c they provides accommodation to their employees.

1.2 STATEMENT OF THE PROBLEM

It is an established fact that companies irrespective of where they are situated, what and how they produce, who their shareholders are etc., face one form of problem or the other. These problems are often caused by such factors as: high level of competition, political instability fuel scarcity, competitors copying their design, qualified personnel, and raw materials.

Actually, their raw materials yard is capable of holding nearly 50,000 tons of raw materials at any given time. Considering the extended rainy season in Nigeria such a huge storage capacity becomes a necessity. But had it being some imported items such as transparent & opaque frit, zinc oxide, color pigments, printing base, magnesium silicate etc. which they import from Spain, Italy India and other European countries are found in Nigeria the product would have being at a cheaper rate.

On several occasions, the government has raced embargo on the importation of raw material and machineries which has in turn made it very difficult for manufacturers to supplement home supply with imports. Competition is another problems that most companies are now facing today and this has force them to decide new strategies to enable them gain some competitive edge over their rivals. The development of implementation of efficient and effective strategy involves a lot of money, time etc which would have been challenged towards the achievements of other organization goals. Since packaging and branding add to lots of price ,it is argued in many ways that whether it should continue or not, it is against this back-ground that the researcher carried out this research work to find out relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Ltd.

1.3 SIGNIFICANCE OF THE STUDY

The importance of this study includes the following.

To develop and transform the researcher theoretical knowledge in to practice one specially as it relates to packaging and branding.
To shows the relevance of product packaging and branding in the marketing of shopping’s goods.
To serve as a reference materials for research work in related fields.
To help researchers in the field of study identify and access the important of packaging and branding in marketing of shopping goods.
To satisfy one of the basics condition for the award of Higher National Diploma (HND) in department of marketing Nasarawa Federal Polytechnic, Nasarawa state.

1.4 OBJECTIVES OF THE STUDY
The main aims and objectives of the study include the following:-

1 To find out if packaging and branding have any impact on company (Royal ceramics Ltd) turnover.

2. To find out whether or not packaging and branding help to lower the manufactures cost of distributions and promotions.

3 To find out whether or not packaging and branding facilities products differentiations.

4. To determine whether or not packaging and branding provides the much needed information about a product.

5. To find out why Royal ceramics Ltd uses packaging and branding in the marketing of their products.

6. To provides the researcher with an insight in the field of study.

1.5 SCOPE OF THE STUDY

Packaging and branding are very important activities in the production of marketing of goods and service in all manufacturing industries will be very difficult if not impossible considering the cost involves time constraint. Base on these, the study is confirmed to Royal ceramics Ltd Nigeria. The relevance of products packaging and branding in the marketing of shopping goods is the essence of this research works.

1.6 STATEMENT OF HYPOTHESIS

To decide on the outcome of the study, the following hypothesis are formed to be tested as well as to obtain meaningful information that will aid the marketing of valid conclusions and recommendations.

H_I: Packaging and branding are relevant of shopping goods

H_O: Packaging and branding are not relevant in marketing of shopping goods.

Note: H_I: means alternative hypothesis

H_O: means null hypothesis.

1.7 LIMITATIONS OF THE STUDY

In the course of writing a project of the nature one encounter are difficulties which include among other: the problems of locating respondent’s .some of the few that were located responded to the questionnaire reluctantly. The researcher also found it difficult to obtain vital information from the company (Royal ceramics Ltd, Nigeria)As much information are considered very crucial for the survival of the organization, in the same vein ,the project work is much tasking as it was not easy to obtain material ,the cost involves in typing ,photocopying and binding as a student .Inadequate time was another problem the researcher encountered, since the researcher has to share the available time among his normal academic work and the project work both of which are time consuming.

Consequently, very short time was left for this write-up which thus meant that the work was done in haste in order to meet up with the submission date. Lecturing which is the main task of every lecturer tends to limit the frequency of project supervision.

1.8 DEFINITION OF TERMS

The terms below have been defined in relation to the context in which they are used in this study for the sole purpose of clarity.

MARKETING: According to the institute of marketing U.K, marketing is defined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably while American marketing Association considers marketing as the performance of business activities that direct the flow of goods and service from producer to consumer or user.

PRODUCT: Njioku (2000) says that product is the object of a market offer by the firm or producer to the consumer or user.

BRANDING: Is a way of distinguishing a company’s product from those of competing products by assigning names or symbols to these product.

BRAND: Njioku (2002:69), on his own parts, a brand is a name, term, symbols or design or a combination of them which is intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of competitors.

BRAND NAME: Consists of words, letters\ or numbers which may be pronounced e.g. Toyota, Honda etc.

BRAND MARK: Is the part of the brand which appears in the form of symbol, design, or distinctive coloring and lettering, it can be recognized by size but cannot be vocalized.

TRADE MARK: A trade mark is a brand which is given legal protection because under the law it has been used exclusively by one seller. It therefore follows that trademarks are brands and include words, letters number, etc. which may be pronounced as well as pictorial design

THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

(A case study of NASCO Group of Companies Jos, Plateau State)

ABSTRACT

The objective of this project work is to highlight the important of branding and packaging to a product. This study is significant because, it will help in solving the statement problems of branding and packaging in marketing firm. A review of relevant literature done by other writes on this subject will be carry out by the researcher. It’s objectives in branding and packaging a new product is to have positive satisfaction from consumers and to gain the highest market share in a competitive marketing environment. The study aimed at identifying the strategies of branding and packaging in competitive product with the view to avoid new product failure. Summary, conclusion and recommendation will be made.

CHAPTER ONE

INTRODUCTION

1.0 Introduction

The ultimate aim of product is simple to satisfy the needs and wants of the consumer. A product should be given a unique brand name to distinguish it from other goods. The name should be distinctive and easy to pronounce and it should capture the essential product concept.

Packaging: The basic function of packaging is to protect the product; hence it must be durable so as to survive handing during distribution. Additionally, packaging fulfills an important promotion function branding and packaging as name implies are major items of promotion strategy.

The skill of professional marketers is the ability to create, maintain protect and enhance branding on other hand, developing a branding product which requires a great deal of long investment spending especially, for advertising, promotion and packaging .The research project aims is to examine the effectiveness of branding and packaging that is in existence in NASCO group of companies, Plateau State. The production manager is left with the choice of how to brand and package their product effectively so as to identify seller of the same product to differentiate them from that of their competitors.

1.1 Historical background of the case study

Innovation, diversification and growth with faith in the Nigeria economy, which diversified into the production of wide range of products manufacture through associated companies. The company started operation in 1963 with the establishment of Jute Bag Manufacturing Factory in Jos.

NASCO Food (Nigeria Limited) Jos, Plateau State produces the well-known NASCO biscuits in Nigeria 20 varieties to suite every state and every occasion. The company now produces cornflakes and wafers.

NASCO Pack Limited, Jos Is a manufacture of converter of packaging materials including corrugated sheets and boxes printed transweep film and poly bags cellophanes multicolour offset printed cartons and labels.

NASCO Confectionery Company Limited Jos Manufacturing arranges of sweet, jelly, bubbles gum, toffee and other confectionaries. The company’s products are targeted mainly for children and adult.

Nasco House Holds Products produces NASCO detergents soap action bonus brytex solar Hi powersplash, Nova, plus bar soap and beauty soap.

1.2 Statement of the problem

In carrying out this research, a lot of factors were identified as the possible problems of the successful branding and packaging of a product. The advantages and important of branding and packaging to the success of a product, while some condemns it, such problem are expressed as follow

Customer perception: This have a great effect in branding and packing, since it has to do with the way consumer or target audience fell and their attitude towards the product.
To find out the possible effect of intensive advertisement on a product
To establish the product differentiation and high quality product over competition items already in market.

1.3 Objective of the study

The objective of the study is mainly concerned with the effective branding and packaging implication for marketing firms where NASCO Company Jos is the case study under the marketing firms.

Because of the fact that we are using one firm in relation to other marketing firm may affect the generation of our findings as this project does not claim to have all fact about marketing firms due to some certain limitation but it all provide insight to our case study.

The general purpose of this empirical study is to assess the implication of branding and packaging of a product with reference to NASCO Group of Company Jos, Plateau State. The specific objectives are:

To assess the implication of branding and packaging of a product in an organization.
To determine the impact of branding and packaging in an organization.
To make recommendations based on the research findings.

1.4 Significance of the study

The project will be of important to the NASCO group of company .In adopting a more effective way in branding and packaging to take care of uncertainty in the future which is likely to occur in the industry especially in marketing new product.

The findings of the study will also be of immense benefit to other companies who may wish to carry out further research work on how branding and packaging can be used when a new product is introduced into the market. The finding will be useful to students, institutions who may be interested in research.

1.5 Statement of hypothesis

H_o: Proper branding and packing does not offer a superior protection to the product.

H_i: Proper branding and packaging offers a superior protection to the product.

1.6 Scope of the study

The study is limited to branding and packaging in a competitive marketing environment in NASCO Group of Company Jos, Plateau State.

1.7 Limitation of the study

Since constraints are features of every human activities limiting the means by which such activities are carried out it is therefore not expected that same constraint have impact on the quality of these research work and these limitation includes:

The time schedule for the completion of the research work was insufficient for detailed collection of data.
Financial constraint: Capital has been rated the most important resources to carry out a given project. Research work to this end was not left out because the information needed to write this project was not gathered in one place.

The researcher was also faced with financial problems. Researcher work is very tedious because it requires running from one place to another in search of information, books, Journals, paper and reports must be consulted but are not always available within, there was the need to travel to gather some of the materials which involved money. Also the researcher printed questionnaires which were distributed to the staff of NASCO Group of Company, Jos which also involved money.

Some respondent were skeptical to reveal certain information that were vital to the success of this research works.

1.8 Definition of terms

Logo: A printed symbols designs for used by company which serve as it special sign.

Symbol: A mark or sign with a particular meaning

Packaging: Is the general activities in product planning which involves designing and producing the container or wrapper for a product.

Brand name: Is that part of a brand that people can vocalize alterably e.g. NASCO water product NASCO

Trade name: Names use to identify a particular type of product or is the actual legal name of a company.

Wednesday, 18 January 2023

THE EFFECT OF CONSUMER’S PERCEPTION IN MARKETING OF CONVENIENCE GOODS IN THE FEDERAL CAPITAL TERRITORY ABUJA

ABSTRACT

This study examine the effect of consumer’s perception in marketing of convenience goods in the Federal Capital territory Abuja. specifically the study seek to identify the view of consumers towards marketing of convenience goods in the federal capital territory Abuja, ascertain the factors affecting consumer’s perception in marketing of convenience goods and determine the role of marketing of convenience goods on the buying behavior of consumers. In order to ensure accuracy, objectivity, clarity and ease of understanding, this collected data will be edited, interpreted and tabulated using percentage explanations and place them into table for easy comprehension. The instruments used for data analysis are simple percentage and chi-square. The simple percentage was used for data presentation and analysis, while chi-square was use to test the hypothesis. The result from the study indicate that the deceptive nature of marketing does not significantly affect consumer’s perception in marketing of convenience goods. It was discovered that a well-defined marketing of convenience goods will contribute immensely on consumer’s perception of convenience goods and their buying behaviour. There is a need for tailor made supervisor of its sales force distributors at all levels with a view of calling overhead expenses. For the purpose of creating, retaining and maintaining loyalty of actual potential customers. Hence there is need to adopt a well regulated form of its sales promotion activities.

CHAPTER ONE

INTRODUCTION

1.0 BACKGROUND OF THE STUDY

Marketing is any paid form of non-personal presentation and communication of ideas, goods and services by an identified sponsor to the general public. Nothing happens in the business until something is bought and sold. The saying goes that “in the word of commerce bringing the buyer and the seller together is the role of marketing or advertising”. In the same taken as in above marketing is needed to reach a wider market by making a favorable influence on the consumer buying behavior. The basic function of marketingis to communicate information about product or services, its features fill the communication link between the producers and the consumers. As one of the important elements of marketing communication mix, any business firm use a powerful strategy in supporting other marketing activitiesincreasing awareness and stimulating demand for a product which consequently result in appreciable returns in the total sales of the firm (Blackwell et al. 2006).

Marketing is obviously not a new activity to this modern society. It is an old practice that could be dated back from the binging of history. There are proves that indicates that signs were used in the ancient days to announce the coming of festivals, meetings, market days, death of important personalities, events and other useful information in the town. For example, people in the eastern part of Nigeria painted their walls with picture to announce the beginning of certain events. To understand the history of marketing and advertising, it is grouped into stages:

TRADE MARK:

Trade marks were used by early craftsmen who make certain products. Product could be sold except they carry the trade mark of the person that made them. From this one should know how trademarks acted as a sort of advertising for crafts men who were known for better quality product.

SIGNS

Early trade used signs for advertising purpose. Commercial message were printed by those trade to signify the product that were ready for sale. The painted message which might be different colours, it tells where exactly to buy a certain product without necessarily going round the town looking for where this product is sold.

TOWN CRIERS

The development of advertising is also traced to the use of town criers, people were paid to go round the town on the streets to announce the sales of products as well as informing people about important news and public events. This form of advertising is still practiced today in some of our villages in Nigeria and other countries.Today, advertising comes in different forms such as persuasive, informative, competitive, direct and indirect advertising e.t.c as a result of the advancement in sciences and technology, these include the radio, television, news papers, outdoors and direct mail advertising.

Advertising is an important element of the promotional mix and is a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsor. Most product advertisement messages are either informative, persuasive or meant to remind consumers of the need for them to sustain the consumption of the advertised product. Producers adopt several advertising media to reach both existing and prospective customers by influencing their perception, awareness, attitudes and ultimately their purchasing behaviour in order to maintain and expand their market and sales volume for their products. But for firms to succeed, they must have an understanding of why prospective consumers behave under certain conditions, and to know product attributes that consumers consider in influencing their purchase behaviour.

Adelaaret. al., (2003), reported that attitude-towards-the advert is the most influencing theory in advertising research which affects the consumer’s belief, and in turn influences the consumer to develop a specific attitude towards the good or service. Therefore, the aim of marketing is to create awareness and develop positive attitude towards the product in the mind of the consumers until they eventually purchase the commodity (Goldsmith and Lafferty, 2002).

Consumer perception involves the study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio-psychology, anthropology and economics (Bhattacharya & Sen, 2003). It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Consumers can either be subjective or objective, testing the persuasiveness of brand names. Retail stores selling convenience products also play an important role in swaying the decisions of consumers. With the increasing rise of marketing and e-shopping and its long-term potential in the retail industry, many players are interested in the changes that it will bring about. Furthermore, consumers may choose particular products/brands not only because these products provide the functional or performance benefits expected, but also because products can be used to express consumers’ personality, social status or affiliation or to fulfill their internal psychological needs, such as the need for change or newness. It also provides consumer more information and choices to compare product and price, more choice, convenience, easier to find anything online. This study examined the effect of consumer’s perception in marketing of convenience goods in the Federal Capital Territory Abuja – a case study of Nigeria Unilever Plc.

1.1 HISTORICAL BACKGROUND OF NIGERIA UNILEVER PLC

Unilever Nigeria Plc is a publicly listed company with trading and manufacturing interest in the consumer goods market. In 2014, it was listed among the top 20 most valuable companies quoted on the Nigerian Stock Exchange.

Unilever history in Nigeria dates back to 1923 when Robert Hesketh Leverhulme opened a trading post in Nigeria under the business name, Lever Brothers (West Africa) Ltd. The firm was primarily engaged in trading of soap and in 1924, the name was changed to West African Soap Company. Sensing opportunity in the country, the firm opened a soap factory in Apapa in 1925. The company later expanded into the production of food products, it opened a new soap factory in Aba in 1958 and changed its name to Lever Brothers Nigeria Limited in 1955. In 1960, Lever Brothers introduced Omo detergent into the market, the new product gained traction among buyers, prompting the firm to commission a factory to manufacture Omo detergents in 1964.

In compliance with the indigenization decree of 1972, Unilever became a publicly listed company in 1973, selling 60% of its shares to the Nigerian public. The company became a Nigerian owned firm. The change in equity ownership did not affect the firm’s growth. In 1982, the firm began producing edible products such as Royco, Blue band and Tree top in Agbara, Ogun State.

In addition, the company went through a period of mergers and acquisition; acquiring Lipton Nigeria in 1985 and later merging with Vaseline manufacturer, Chesebrough Products Industries in 1988. During this period, the company embarked on a backward integration scheme in order to source its raw materials locally. This business decision led the company to invest in crop production and oil palm milling. The company also invested in a tea plantation in Mambilla to provide raw materials for Lipton.

In 1995, Lever Brothers, 40% owned by Unilever merged with Unilever Nigeria Limited, a subsidiary of the Unilever U.K. The merger gave Unilever control of the newly merged entity, this was the first time since the indigenisation decree was scrapped that a multinational will have majority equity in a quoted Nigerian company.

Unilever Nigeria Plc is involved in the manufacturing and marketing of foods and food ingredients as well as home and personal care products. The company has manufacturing plants in Agbara, Ogun State and Oregun, Lagos State.

1.2 STATEMENT OF PROBLEM

Marketing of convenience goods which are those goods that the customer purchases frequently, immediately, and with minimum effort calls for creation of awareness by educating and enlighting customers about a firm product. This will enable the firm to match competition in the market place. It as well enable firms to create enabling relationship with their present customers by reminding them about the firms offering.

However the story is not encouraging after taking a look at the current mode of marketing in the market place with respect to consumers’ perception about the marketing process. Marketing or advertising tends to discourage most customers today as most firms employ the use of deceptive message/nature, it leads to impulse buying and it also gives room for offensiveness. Consequently any firm that fails to consider the above listed problems will definitely face the following challenges: it will not be able to match competition, it will lose customers and it will also witness low market share.

OBJECTIVE OF THE STUDY

The general objective of this study is to examine the effect of consumer’s perception in marketing of convenience goods in the Federal Capital territory Abuja.

At the other hand, the specific objectives are:

To identify the view of consumers towards marketing of convenience goods in the federal capital territory Abuja.
Ascertain the factors affecting consumer’s perception in marketing of convenience goods
To determine the role of marketing of convenience goods on the buying behavior of consumers.

1.4 RESEARCH QUESTIONS

What are the views of consumers towards marketing of convenience goods in the federal capital territory Abuja?
What are the factors affecting consumer’s perception in marketing of convenience goods?
What are the role of marketing of convenience goods on the buying behavior of consumers?

1.5 STATEMENT OF HYPOTHESES

HYPOTHESIS I

H0: The deceptive nature of marketing does not significantly affect consumer’s perception in marketing of convenience goods

H1: The deceptive nature of marketing does not significantly affect consumer’s perception in marketing of convenience goods

HYPOTHESIS II

H0: Marketing of convenience goods have no significant effects consumers buying behavior.

H1: Marketing of convenience goods have significant effects consumers buying behavior.

1.6 SIGNIFICANCE OF THE STUDY

The significance of the study is to examine critically the effects of consumer’s perception in marketing of convenience goods in the Federal Capital Territory Abuja with particular references to Unilever Nigeria Plc.

The study will also encourage managers of organization and guide the company or organization and its potential consumers with the perceptions of consumer views towards marketing of the company’s products and how it affects consumer buying behavior.

Finally this research work research work will be of tremendous importance to the researcher since it is a partial requirement for the award of Higher National Diploma (HND).

1.7 SCOPE OF THE STUDY

The study covers the theoretical issues of consumers perceptions in marketing of convenience goods. This study is limited to Unilever Nigeria Plc Abuja, the Federal capital Territory.

1.8 LIMITATION OF THE STUDY.

The scope of the study was limited due to the following:

Most company documents are kept in top secret and as such very vital portion of information may not be disclosed. There agree information may only prove inadequate for a project of this kind.
Finance: due to non-availability of funds to undertake research to the fullest satisfaction the questionnaire administered are few for the respondent.
Time: the time allocated for this research work was not enough as a result of that the researcher could not covers as much as expected due to time constraint.

1.9 DEFINITION OF TERMS

CONSUMERS: is an individual who buys products or services for personal use and not for manufacture or resale.

MARKETING:It is a social and managerial process by which individuals and groups obtain what they want through creating, offering and exchanging product of value with others.

MARKET: Refers to the group of customers or consumers organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product.

CONSUMERS BEHAVIOR: It is the study of how individuals, consumers, groups or organization select buy, use and dispose ideas, good and services to satisfy their needs and wants.

ADVERTISING: it is any paid form of non – personal presentation and promotion of ideals goods and services by an identified sponsor.

Wednesday, 4 January 2023

EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Globalisation as described by Hill (2009) is the shift towards a more integrated and interdependent world economy thereby merging historically distinct and separate national markets into one huge global marketplace. The Economic Intelligence Unit (2009) reported that during the recession which commenced in 2007, the global market place was affected by changes in exchange rates, inflation and consumer purchasing behaviour. These changes in the economy forced organisations to remodel business strategies in order to communicate their products and brand more effectively. Davis (2001) writes that one of an organisation’s most valuable assets is its brand and the introduction new products.

One of the most popular means of marketing new products is through the use of mass media which create product awareness, facilitates participation, openness, conversation, community and connectivity amongst users (Mayfield, 2008).

The development of a new product begins when the company finds and develops an idea about a new product. Many companies see their success in the presentation of new products; however, their supervision should be much higher considering that the presentation can prove to be dangerous because many new products can lead to failure after its launch. Therefore, the development of new products should go through several processes: generating ideas, reviewing these ideas, market evaluation of the idea, the product development, testing through marketing, and the commercialization process.

In a research conducted by Cooper (2021), it is concluded that the main attributes that make the difference between new and successful products with unsuccessful ones are: the peculiarity or uniqueness of the product, sufficient information from the market, the dynamics of competitiveness in the market, market potential for product launch, marketing strategies, product price, novelties from companies, and the investment framework of the company. Besides this, a crucial part that plays in the success of new products is their quality and how they are introduced to the prospective customers or consumers through the use of mass media.

Mass media is the collection of tools of communication such as television, radio, newspapers and internet that are designed to reach a large number of people. In the current societies mass media cannot be separated with our lives because media and entertainment go hand in hand. Bryant and Miron (2004) further explain that mass media can be categorized media in three groups which are print media (newspapers and magazines), electronic media (television and radio) and new age media (mobile phones and internet).

Mass media is an important tool in advertising and has great power in influencing a bad or good perception to the targeted audience. This is because one of the major roles of advertising is to persuade and promote a product (Cohen, 1988). Mass media is that tool that enables an advert to reach, persuade and promote a product. Hence, the reason why this study has assessed the effect of mass media on marketing of new products.

1.2 Statement Of The Problem

Considering the dynamic market in which companies today operate, the development of new products and innovation is considered as vital factors within a company. Therefore, in order for companies to be successful in their market, they should constantly innovate in their operations and products such as providing new ideas in their products to the customers [8]. Also, Cooper alludes that besides technology strategies, successful companies produce innovative products. Both these components are led by the management team of the business who have a clear strategic vision [9]. While launching new products in the market they may face various challenges such as conditioned future, previous experience from customers, and user control, the use of mass media and their active search. This is also one of the main reasons why new products should be prioritized since customers will be able to share their experience with the product with other potential customers. In recent years, mass media platforms such as print media, electronic media and the social such as Facebook, Instagram, LinkedIn, etc., have enabled users to spread information at a rapid pace. Many applications of such media have affected businesses in making changes in various processes, such as new product development, marketing processes, services to customers, sales, etc. Thus this study is an attempt to examine the effect of mass media on marketing of new products.

1.3 Objective of the study

The general objective of this study is to examine the effect of mass media on marketing new products.

This study was designed to find out

To find out which medium serves best in the marketing of new product
To find if mass media advertising has any effect on the choice of new products by costumers.
To find the effects of mass media on marketing of new products.

1.4 Research Questions

Which medium is best for mass media advertising that serve best in the marketing of new product.
Does mass media advertising have any effect the choice of new products by costumers?
What are the effects of mass media on the marketing of new products?

1.5 Significance of the Study

This study is very apt as scholars and theorists alike are always interested in new source of knowledge. This work will be of immense advantage to advertising practitioners old and new, tutors, students, marketers and integrated marketing communicators as well as to explorative readers from every field.

The researchers hope ardently that the richness of this work would enlighten manufacturing companies to know the effects of mass media on marketing of new products. This study will also be a guide to the manufacturers and advertisers in scheduling their media plan as it would evaluate patterns of brand advertising through mass media, and possibly ascertain the degree of exposure enough to create disposition for purchase of new products by customers.

The result will enable policy makers in Nigeria to understand the effect of mass mediate on marketing new products as it will serves as a patterns of new product advertising and will enable policy makers to appreciate the reason(s) for differential disposition of consumers resulting from their varying levels of exposure to a brands advertisement.

1.6 Scope of the Study

The scope of this study is limited to the effect of mass media on marketing of new products. The scope is further limited to Nigeria Bottling Company.

1.7 Statement of Hypothesis

H0: Mass media has no significant effect on marketing of new product

H1: Mass media has significant effect on marketing of new product

1.8 Definition of Terms

The following terms and phrases are repeated throughout the research study.

Mass Media: Mass media refers to a diverse array of media technologies that reach a large audience via mass communication.
Marketing: Marketing is the management process through which goods and services move from concept to the customer.
Marketing mix: Marketing mix is a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. The new marketing mix is commonly termed as the 7P’s and includes people, process and physical evidence.
Marketing management: Marketing management is a process of identifying, anticipating and satisfying consumer requirements. This involves tracking and reviewing an organisation’s marketing resources and activities.
New Product: New products’ can be defined as a products that an organization have never made or sold before but have been taken to market by othersproduct innovations created and brought to the market for the first time.
New Product Development:New product development (NPD) is the process of converting an untried idea into a winning product.

Saturday, 31 December 2022

THE EFFECT OF DISTRIBUTION ON MANUFACTURING COMPANY (A CASE STUDY OF COCA-COLA BOTTLING COMPANY MAIDUGURI)

ABSTRACT

Every marketing firm that exist sustains its existence through production of goods or rendering of services to its target audience, marketing firms most choose distribution channels that is most effective for the distribution of goods and services giving that sometimes, some of those product hardly reach the consumers through the right distribution channel hence delay in the market of the products. Also sometimes customers are sometimes looked- winked into buying products they don’t intend to because of unavailability of their desired products. To this end, this study examined the effect of distribution on manufacturing company a case study of Coca-cola Bottling Company Maiduguri.The questionnaire administrations combined with personal observations were employed as research instruments to gather data on the subject matter. The data collected were analyzed using descriptive and chi-square statistical techniques, the analysis revealed that Coca-Cola was equally found among other companies who distribute their products to the consumers using various strategies and channels in the state and Nigeria at large. Given these findings, appropriate recommendations were made.

CHAPTER ONE: INTRODUCTION

1.1 BACKGROUND OF THE STUDY

In its broadest sense, when it refers to the whole economic system, distribution is the allocation of income and assets within one society. In business economics, distribution relates to the allocation of goods to the recipients. In general, distribution includes all activities that enable the transfer of material and/or economic power over tangible or intangible goods from one economic subject to another. (Wirtscha, 2011).

This is concerned with the distribution in business economics as well as its implications on the whole economic system, i.e. on the whole national economy, since distribution is one of the main functions of retail trade (Wirscha, 2011).

Domschke and Schield thus emphasizes: “Distribution encompasses a system of all activities are related to the transfer of economic goods between manufacturers and consumers. It includes such a coordinated preparation of manufactured goods according to their type and volume, space and time, so that the supply deadline can be met (order fulfillment) or estimated demand can be efficiently satisfied (when producing for an anonymous market)” (Domschke&Schield, 1994).

Specht (2004) has pointed out that division is not completely accurate, since both of these subsystems exhibit certain common starting points. According to this author, acquisition distribution system management includes the management of distribution routes, i.e. distribution channels. Logistic distribution channels is focused on the bridging the space and time by transportation and storage, as well as order processing and shipment, supply logistics, i.e. the movement of material.

Therefore, it is assumed that there are three types of marketing channels (Kotler & Keller, 2008 p. 26): communication channels, distribution channels and service channels. Distribution or marketing channels are systems of mutually dependent organizations included in the process of making goods or services available for use or consumption. Moreover, a marketing channel is the external contractual organization that management operates to achieve its distribution objectives (Rosenbloom, 2004).

Channels of distribution provide downstream value by bringing finished products to end users. This flow may involve the physical movement of the product or simply the transfer of title to it. Also known as distribution channel, a distribution chain, a distribution pipeline, a supply chain, a marketing channel and a trade channel (Ostrow, 2009).

Similarly, distribution is defined by Hill: “Distribution channel- one or more companies or individuals who participate in the flow of goods and services from the manufacturer to the final user or consumer” (Hill 2010).

Nevertheless, other types of flows should not be neglected in distribution channel, so that the following distribution is also possible: “Channel of distribution consists of one or more companies or individuals who participate in the flow of goods, services, information and finances from the producer to the final user or consumer”. (Coyle, Bardi& Langley 2003).

These are various routes that products or services used after their production until they are purchased and used by end users. Therefore marketing channels, i.e. distribution channels are all organizations that a product has to go through between its production and consumption (Kotler, 2006).

HISTORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY (COCA-COLA)

Nigeria Bottling Company (NBC) plc is one of the few multinational organizations that had its beginning in Nigeria from a small family owned operation at inception. They are the predominant bottler of alcohol free beverages in Nigeria, responsible for the manufacture and sales coca cola brands.

The Nigerian Bottling Company (NBC) Plc was founded and incorporated in November 1951, as a subsidiary of the A.G Leventis Group with the franchise to bottle and sell coca cola products in Nigeria.

Production began in 1953 at a bottling facility in Iddo, Ebutemetta, Lagos which also serves as its headquarters. Over the years production capacity has grown and NBC operates eleven (11) production plants and eight (80) distribution warehouses (depots) located across the country with over 1.8 billion bottles sold per year, making it the second largest market in Africa.

The Nigeria Bottling Company Abuja plant is located in Abuja the Federal Capital Territory and started operation since 2006. The plant produces Coca-Cola, Fanta, Sprite and Schweppes and also distributes all product categories.

The Abuja Plant services Federal Capital Territory, Niger State, Nasarawa State, Kogi, and its surrounding towns.

The Nigeria Bottling Company has achieved greatly in terms of pace setting and innovative practices which includes:-

The first soft drink company to use standardized distribution bottles
First to use special tracts decorated in company’s logo and colour.
First to use in-route system of distribution
Established the first carbon dioxide plant in 1958

From the 1990’s till date the Nigeria bottling company (NBC) has created new innovations as regards their bottling packaging and introduction of new products such as fanta pineapple, fanta lemon, different brands of five alive such as the atoms burst and strawberry flavour.

In conclusion, the success of the Coca-cola or Nigeria Bottling company depend on their well-known powerful brand name and distributions strategies.

1.2 STATEMENT OF THE PROBLEM

In the ancient days, human activities were easy. The difficulties posed by nature then, were considerably simple and demanded a solution of relative simplicity. The compounded problem of how to serve and distribute goods and products in organizations.

Modern business organization today finds it difficult and cumbersome to take their products to those who need them. Today, companies face their toughest competitor ever moving from a product distribution philosophy to marketing; however, give a company a better chance of outperforming competition. And the corner stone of a well-conceived marketing orientation is a strong customer relationship through distribution efficiency. Marketers must connect with customers inspiring engaging and be ever energizing them in the process.

It is a fact that no firm can serve customers with all their needs and wants; it is therefore a difficult task. The firm is faced with the problem considering the difficulties facing the Dangote Four Mill Company in their distribution.

1.3 OBJECTIVES OF THE STUDY

The objective of this study is to examine the effects of distribution on manufacturing company – A case study of coca cola bottling Company Maiduguri.

The specific objectives include:

To investigate factors that influence product channel of distribution.

2. To identify the channel of distribution benefit the company most.

3. To assess how effective is adoption of distribution strategies to business firm.

1.4 RESEARCH QUESTIONS

Which channel does the company use in distributing their products?
Which factor mostly influence the channel of distribution of the company?
How effective is adoption of distribution strategies to the company?

1.45 STATEMENT OF HYPOTHESIS

The hypothesis below will be designed to serve as a guide for the study.

Hi: Marketing strategy has impact on the promotional activity of Coca Cola selling and distribution company.
Ho: Marketing strategy has on impact on the promotional activity of Coca Cola selling and Distribution Company.

1.5 SIGNIFICANCE OF THE STUDY

The significance of this study is aimed at achieving the goals of the organization through efficient distribution. At the end of this research work, Coca Cola Bottling Company Maiduguri will benefit by going through the work and finding out areas where improvement is necessary and also to determine the impact of distribution strategy.

For the purpose of future researcher to have more opportunity in develop data. The significance of the study can be useful for the institution as they kept it for future reference and help to improve the life of other student in the institution.

1.6 SCOPE OF THE STUDY

The scope of this study would have covered wider areas, but due to the fact that the respondent were uncompromising with the researcher because they believe that the study will not benefit them, they fail to give adequate information to make up the project work. This has led the researcher to make conclusion based on the respondent answer to question in conjunction with researcher’s personal observation.

1.7 LIMITATION OF THE STUDY

The major challenge encountered by the researcher was lack of adequate material availability in the nearest library. This has limited the quality of literature reviewed for the study.

1.8 OPERATIONAL DEFINITION OF TERMS

The meaning of the following terms shall apply in this project.

Exclusive Distribution: This means surely limiting the number of intermediaries. It is used where the service level and out puts offered by the resellers. Often it involves exclusive dealing arrangements. By granting exclusive distribution, the producer hopes to obtain more dedication and knowledgeable selling.
Selective Distribution: This involves the use of more than a few or less of all of the intermediaries who are willing to carry a particular product. It is used by established companies and by new companies seeking distributions. The company does not have to worry about too many outlets; it can gain adequate market coverage with more control and less cost in intensive distribution.
Intensive Distribution: This consists of the manufacturer placing the goods in as many outlets as possible. This strategy is generally used for items such as tobacco products, soap, snack foods, and gum products for which the consumer requires a great deal of location convenience. Manufacturers are constantly tempted to move from exclusive or selective distribution to increase coverage and sales. This strategy may help in the short term, but often hurts long term performance. Intensive distribution increases product and service availability but may also result in retailers competing aggressively.

REFERENCES

Burton J.A (2008): Effective Warehousing Third Edition Published by Great Britain Hollen Street Press Ltd. Stough P 124-139.

Edward W. (2007): Fundamentals of Marketing Fourth Edition Published by Prentice Hall India Private Limited P 136-139.

Kotler Philip (2004): Marketing Management 12th Edition London Prentice Hall P. 450.

McCarthy E. S. (1987): Basic Market Management 8th Edition London Prentice Hall P. 55.

Philip Kotler (2007): Marketing Management Sixth Edition Published By Macmillan Press. London P 120-129.

EFFECT OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOR IN COCA-COLA BOTTLING COMPANY ABUJA

ABSTRACT

This project examined the effect of brand image on consumer buying behavior in Coca cola Bottling Company Abuja with the aimed of examining the impact of product branding on consumer behaviour with special interest in Nigeria Bottling Company, Abuja. This study is guided by the following specific objectives: To determine the impact of brand image on consumer buying behavior, to determine whether there is a relationship between consumer’s perception of a brand image and his or her purchase. to evaluate the effects of product branding on organizational performance and profitability and to identify various problems associated with product branding. Data were collected through the administration of questionnaires to some management and production staff of Nigerian bottling company (coca-cola) Abuja. The researcher make use of tables, descriptive statistics and chi-square to present and analyze the data. The researcher conclude that most of the activities or concepts concerning branding techniques are highly practiced and impact positively on consumer behaviour as result in more sales. Lastly, the chapter five which summarize, conclude, and recommend on the general findings of the research work.

CHAPTER ONE

1.0 INTRODUCTION

Brand is exceptionally significant resource for the organizations as its able to emphatically effect the buying behavior of the consumers and it is additionally useful in strengthening the business entity. Consumers depend on branded goods and generally want to purchase goods with the brand that has a position in the market and in the minds ofthe customers. Companies such as Coca Cola Nigeria Plc in any casetry to fulfill their customers’expectations with quality goods. Consumer buying behavior is the thing that influences them to buy products and services, such as apparels. Hence forth the brand image can make a critical effect on consumers buying behavior. Subsequently, it is basic to upgrade the marketing strategies towards branded apparels in Nigeria as the purpose of achieving success in the organization and industry at large.

The purchasing process is a combination of mental and physical activities that ends with an actual purchase almost daily (Sheth & Mittal 2004) Therefore it is interesting to study the connection within “what we buy” and “why we buy it”. In this circumstance, product brands play a leading role in consumer behaviour. There are many factors or attributes of consumers effecting their view and decisions.

In today’s increasing competitive marketplace, Consumers differ in their perceptions; they would necessarily hold different images for any specific brand and often have to make a choice among a range of products or brands in the market that differ very little in its price or function. In such circumstances, their final decision depends on the image they associate with different brands.

Product branding has been an important concept in consumer behaviour research and is a crucial factor influencing the consumer behaviour towards purchasing of any product especially in the aspect of soft drinks and beverages. Keller (1997) demonstrates that the product brand is essential in apparel purchase behaviour because it impacts consumers’ preferences and purchase intentions as well as their willingness to pay a premium price and recommend the brand to others. Thus, when consumers hold a strong and constructive brand image, they will be more likely to evaluate the apparel product positively, regardless of price.

1.1 BACKGROUND OF THE STUDY

Product brand represents product image, quality or value. Brand influences the buyer in making his buying decisions and reduces his searching time in finding products with desired features. A brand generally suggests that quality and standard of the product. Thus, it helps a consumer in purchasing a good quality product. (Aaker, 2014).

Product brands also have a symbolic value which helps the people to choose the best product according to their need and satisfaction. Usually people do not buy certain brands just for design and requirement, but also in an attempt to enhance their self esteem in the society (Leslie and Malcolm, 2012).

Product brand names present many things about a product and give number of information about it to the customers and also tell the customer or potential buyer what the product means to them. Furthermore it represents the customers’ convenient summary like their feelings, knowledge and experiences with the product brand. More over customer do not spend much time to find out about the product. When customer considers about the purchase they evaluate the product immediately by reconstructed product from memory and cued by the brand name (Hansen and Christensen, 2003).

Product Brand plays a very important role in the consumer behaviour with regards decision making processes. It is really important for companies to find out consumer behaviour and identify the conditions, which consumer applies while making decision (Cravens and Piercy, 2003).

Marketers are highly concerned to know how brand names influence the customer purchase decision. Why customers purchase a particular brand also implies how customers decide what to buy. Customers follow the sequence of steps in decision process to purchase a specific product. They start by realizing a requirement of product, get information, identify & evaluate alternative products and finally decide to purchase a product from a specific brand. When customers purchase particular brand frequently, he or she uses his or her past experience about that product brand regarding performance, quality and aesthetic appeal (Keller, 2008).

Ramasamy (2005) reported that, the consumer behaviour is vastly influenced by awareness and attitude towards the product. Commercial advertisements over television was said to be the most important source of information, followed by displays in retail outlets. Consumers do build opinion about a brand on the basis of which various product features play an important role in decision making process.

Today’s business environment is highly competitive and rapidly changing. Therefore if firm wants to succeed in its goals it has to do a continuous observation of the consumer behavior and their preference because consumers are the kings in the business world.

In earlier days soft drinks market in Nigeria was thin and had few varieties of soft drinks such as Coca Cola and very few local unknown brand. But nowadays it is changed inversely and grown over time. Today soft drink has become a vital daily usage which no one can avoid. The usage differs according to age, sex, income, culture, and different models, different taste, different customer’s style, different volume, and different smell, different verities of product which are available in the present market. It is therefore, important for the consumer who is described as the ‘King’ in a competitive marketing environment to identify those factors, which influence their buying behavior.

1.2 HISTORICAL BACKGROUND OF THE CASE STUDY

The Nigerian Bottling Company (NBC) Plc was founded and incorporated in November 1951, as a subsidiary of the A.G Leventis Group with the franchise to bottle and sell coca cola products in Nigeria.

Production began in 1953 at a bottling facility in Iddo, Ebute metta, Lagos which also serves as its headquarters. Over the years production capacity has grown and NBC operates eleven (11) production plants and eight (80) distribution warehouses (depots) located across the country with over 1.8 billion bottles sold per year, making it the second largest market in Africa.

The Abuja Plant services Federal Capital Territory, Niger State, Nasarawa State, Kogi, and its surrounding towns.

The Nigeria Bottling Company has achieved greatly in terms of pace setting and innovative practices which includes:-

The first soft drink company to use standardized distribution bottles
First to use special tracts decorated in company’s logo and colour.

First to use in-route system of distribution

Established the first carbon dioxide plant in 1958

In conclusion, the success of the Coca-cola Nigeria Bottling company depend on their well known powerful brand name which have greatly uplifted the name of the organization to be known all over the country through their quality products.

1.3 STATEMENT OF THE RESEARCH PROBLEMS

The bottling company market is a very competitive one where different brands are produced targeted towards catching the attention of would-be buyers and consumers with similar products.Over the years, because of the way products flooded market, consumers are left with no choice to consider choosing a particular brand, hence putting some factors into consideration which affects his purchasing behavior.It is on this background that this research is aimed at, looking at how product branding has effect on consumer behavior to bring about continuous purchase of that brand. This is what the research, is set to find out.

1.4 OBJECTIVES OF THE STUDY

The general objective of this study is to have an in-depth study of the effect of brand image on consumer buying behavior in coca cola Bottling company. This study is guided by the following specific objectives.

To determine the impact of product branding on consumer behaviour
To determine whether there is a relationship between consumer’s perception of a product brand and his or her purchase.
To evaluate the effects of brand image on organizational performance and profitability
To identify various problems associated with product branding in Nigeria bottling Company, Abuja plant.

1.5 RESEARCH QUESTIONS

The following research questions were designed to guide the study.

What are the impact of brand image on consumer buying behaviour?
What is the relationship between consumer’s perception of a brand image and his or her purchase?
Does brand image have any effects on organizational performance and profitability?
What are the various problems associated with product branding in Nigeria Bottling Company, Abuja plant?

1.6 RESEARCH HYPOTHESIS

The following are the hypothesis formulated in line with the aims and objective of this research:

Hypothesis One

H₀: Brand Image has no significant effects on consumer’s buying behaviour.

H₁: Product Branding has significant effects on consumer’s buying behaviour.

1.7 SIGNIFICANCE OF THE STUDY

This study is of immense importance in the scene that it intends to study the effects of product branding on consumer’s behaviour. The result of this study with be of immense importance to the marketing departments, marketing managers, marketers and sales force of Nigeria Bottling company as it will educate them on the importance of product branding and its effect on organizational performance and profitability.

The results of the study will provide a benchmark that can be used in assessing the effectiveness of the implementation of product branding and how it affects consumer buying behaviour.

The research will also be very significant to researchers, students, and others who intend to carry out further research on a similar topic.

1.8 SCOPE AND LIMITATION OF THE STUDY

The scope of this research is limited to Nigeria Bottling Company Abuja Branch and is specifically to study the effect of brand image on consumer buying behaviour. This research is limited to the above scope because of setting limitations which hinders the researcher from expanding the scope of the study beyond Nigeria Bottling Company Abuja to branches of the company and Nigeria beverages industry at large. Such limitations are outline below:

Time: The researcher has a limited time to carry out this research, since there is no time set aside for writing this project, the researcher has to combine the writing of the project with normal academic work and other commitment in the academic environment.
Finance: Finance hinder the researcher from expanding the scope of this study by the Nigeria Bottling company Abuja as this will involve more money which is not at the disposal of the researcher.
Lack of adequate materials: Another limitation arises from inadequate research materials and uncooperative attitude of the respondents to attend to the researchers request.

1.9 DEFINITION OF TERMS

Brand: – A brand is a name, combination of those elements which is Intended to identify the goods and services of a producer from those of Competitors.

Brand Name: – A brand name consists of words, letters and or numbers that can be vocalized and letter able e.g. NASCO, AP, chevron etc.

Brand Mark: – This is the part of the brand that can be recognized by Sight but not utterable. It appears in from of symbol, design, coloring or Lettering e.g. red, star of petroleum products, umbrella of PDF, Maize of ANPP etc.

Trade Mark: – This is a brand or its part that is given legal production. A trade mark provides sellers exclusive right to use the brand name and or brand mark.

Generic: – They are unbranded, plainly packed, less expensive version of common product purchased in market.

Competitors: – In business terms; competitor is a person who sells or produces the same product with his opponent. They can also be called business rivals.

Sunday, 16 January 2022

THE EFFECT OF ONLINE MARKETING ON REAL ESTATE BUSINESS IN ABUJA MUNICIPAL AREAL COUNCIL

ABSTRACT

This study examines the effect of online marketing on real estate business in abuja municipal areal council. The following specific objectives are pursued to achieve the aim of this study; to examine the effect of online marketing on real estate in Abuja, to determine the effectiveness of online marketing in real estate sector in the study area and to identify the problems associated with online marketing in real estate sector. The researcher adopt the use of questionnaire, observation and personal interview to gathered relevant data from the respondents while tables, simple percentage and descriptive statistics were used for data presentation and analysis. The research reveals that online marketing business have a significant effects on real estate market in Abuja and therefore it should be encourage to cover all areas of real estate market such as estate agency, development, sales, and management of real estate property.

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Prior to the age of the Internet, people selected their rental homes through realtors, newspaper advertisements, by word of mouth, and by touring neighborhoods (Bensinger, 2007). Since the inception of the Internet and social media marketing, however, the real estate sector workforce has another viable tool to advertise their properties (Wagner, 2008). Identifying consumers’ preferred rental amenities and methods of selecting rental properties should enhance the success of any property management company.

The growth of the use of the Internet, and in particular the World Wide Web, over the last 10 years has been phenomenal and impacted on nearly every area of life in developed societies. One of the most important aspects of peoples’ lives is their physical living conditions and in Nigeria just like in many other countries. Traditionally Nigeria has adopted new technology rapidly, with the relatively large population of over 170 million and the high demand for housing. The use of Internet or online marketing business has followed this pattern with World Wide Web access now available to the vast majority of Nigerian homes.

The online marketing or internet is still seen as a fairly new tool by many people. With respect to the current graphic-intensive state of the media (multi-media presentations) and encrypted e-commerce (secure on-line purchasing) used on the internet, this technology is very new (Birvin, 1999). However, the backbone of the Internet has roots going all the way back to the Soviet Union’s launching of Sputnik in 1957. In response (to Sputnik), US forms the Advanced Research Projects Agency (ARPA), the following year, within the Department of Defense (DOD) to establish America’s lead in science and technology applicable to the military. Real estate listings were part of the fabric of the Internet. Originally, entire Usenet message boards were reserved for listing homes, with eager homeowners looking to cut out the real estate commission which has been in operation in advanced countries (Rosen, 1996). When the Internet started to boom, real estate practitioners got in on the game as well, adding their listings on their own sites. Real estate services also started developing Internet platforms. In 1996, LendingTree.com introduced their marketplace concept. This was the first service offered for real estate that existed only in cyberspace. Many other banks offering on-line loans already existed, but this showed the unique power of the Internet. Today, sites offer a myriad of real estate services in an online environment all over the world. While some of them have traditional brick and mortar operations, many of these new companies exist only over TCPIP (Transmission Control Protocol over Internet Protocol) (Rosen, 1996).

The role of online marketing business in real estate has grown profoundly over the past few years. In an industry that once used print media as its primary form of delivering the marketing message, there is now an urgent need to have transitioned to the internet in order to reach today’s homebuyer. An online presence is a vital component of a real estate professional’s marketing strategy. Because today’s consumers want accurate information quickly and conveniently, real estate professionals must harness the features and capabilities of online marketing to meet these ever-increasing needs. In this study, the researcher examine the effect of online marketing business on real estate in Nigeria and Abuja in particular.

1.2 STATEMENT OF THE PROBLEM

Individuals currently seeking a new apartment home to rent or purchase are faced with many challenges in the process of searching, contacting the real owner or property managers, most of the times fall victims of scrupulous individuals posing as real estate agents in Abuja and its environs. To interested individuals in real estate sectors uses realtors, newspaper advertisements, word of mouth, and touring neighborhoods to scout for properties of their interest, this traditional process comes with a lot of challenges. However, It has been estimated that 80% of homebuyers in the developed countries begin their housing search online (Bensinger, 2007). However, not all property managers or property management companies use the Internet or social media websites to market their properties. Property managers and leasing professionals need to determine if the marketing techniques they use meet the needs of the renters they hope to acquire. Therefore, in an attempt to increase productivity and profitability, brokerage firms are using the internet to deliver market information to consumers about the real estate market. This study examines the effect of online marketing business on real estate in Abuja and Nigerian cities at large.

1.3 AIM AND OBJECTIVES OF THE STUDY

The aim of this study is examine the effect of online marketing business on real estate in Abuja.

The following objectives are pursued to achieve the aim of this study:

To examine the effect of online marketing on real estate in Abuja.
To determine the effectiveness of online marketing in real estate sector in the study area.
To identify the problems associated with online marketing in real estate sector.

1.4 RESEARCH QUESTIONS

The following research questions shall guide the researcher towards achieving the aim and objectives of the study:

What is the effect of online marketing business on real estate in Abuja?
What is the effectiveness of online marketing business in real estate sector?
What are the problems associated with online marketing in real estate sector?

1.5 SIGNIFICANCE OF THE STUDY

This study evaluates the effect of online marketing business on real estate in Abuja, it will enlightens the general stakeholders in real estate sector on the effects of online marketing on the real estate market. The following are the significance of this study:

The result from this study will educate the general public on the rudiments of online marketing and especially how it can influence the real estate business.
This research will also serve as a resource base to other scholars and researchers interested in carrying out further research in this field subsequently, if applied will go to an extent to provide new explanation to the topic.

1.6 SCOPE AND LIMITATIONS OF THE STUDY

This study on the effect of online marketing business on real estate in Abuja will cover the level of online marketing in Nigeria especially in the real estate development sector. It will also cover the online business activities of real estate agents in Nigeria with particular interest in Abuja, the Federal Capital Territory.

LIMITATION OF STUDY

Financial constraint– Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint– The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.7 DEFINITION OF TERMS

For the purpose of this creative project, the following definitions will be used:

E-Commerce: The Use Of Computers To Carry Out Transactions Such As Buying And Selling On Internet.

Emerging Market: An Emerging Market Economy Is A Nation’s Economy That Is Progressing Toward Becoming Advanced, As Shown By Some Liquidity In Local Debt And Equity Markets And The Existence Of Some Form Of Market Exchange And Regulatory Body.

Information Technology (IT): This Represents Set Of Tools, Processes, And Methodologies And Associated Equipment Employed To Collect, Process, And Present Information.

Service Delivery: This Is The Act Of Providing The Needs Of Customers Or Clients.

Spamming: This Is The Use Of Electronic Messaging Systems (Including Most Broadcast Media, Digital Delivery Systems) To Send Unsolicited Bulk Messages Indiscriminately.

Social media – uses Internet-based technologies that facilitate the creation and exchange of user-generated content. Social media refers to websites that permit people to interact with the site and with each other using simple interfaces.

Facebook: Facebook is more than just a website; it is a network unprecedented and unlike any other website in existence (McElvain & Smyth, 2006). Facebook is an online directory that connects people though social networks.

Twitter – is a social media website like Facebook, but Twitter is a much more active form of social communication in which the way the user communicates with people on the social network emerges as much more conversational. The main difference between Facebook and Twitter is Facebook limits the users’ status updates to more than 63,000 characters but Twitter limits the users characters to a mere 140 (Tagtmeier, 2010).

Property Management Company – is responsible for running day to day operations for a rental property including maintenance, rent collection, move ins, move outs, lease renewals and evictions and marketing. (Paris, 2006).

LinkedIn – is a social networking site that allows the user to learn about another contact’s interests, making it a great resource to help the user build a strong relationship (Comer, 2011).

1.8 BACKGROUND OF THE STUDY AREA

Abuja was formally a town under traditional emirate of Suleja in Niger state, north central of Nigeria. The town is situated along the river Iku, a minor tributary of the river Niger at the foot of the Abuchi hills and lies at the intersection of several roads. The emirate’s savannas areas of approximately 2,980sqkm originally included four secondary Koro Cheifdoms that paid tribute to the Hausa kingdom of Zazzau. In the period 1804, Zaria, the capital of Zazzua (220km North-Northeast) was captured by warriors of the Fulani jihad (holy war). Muhamman Makau, the king of Zazzua (Sarkin Zazzua) guided a large section of the Hausa nobility to the Koro town of Zuba (10km southwards)

Abu Ja (Jatau) the brother of the king and later his successor, founded the town of Abuja in 1828 and a year later started the construction of the town wall. Abu Ja then proclaimed himself the emir of Abuja and withstood Zaria’s attacks, allowing Abuja emirate to remain an independent Hausa refuge. During the reign of Emir Abu Kwaka (1851-77), trade with the Fulani emirate of Bida (Westwards) and Zaria began. But the trade route between Lokoja (160km South-Southwest) and Zaria was disrupted by Abuja’s leaders, resulting in the British occupation of the town. During the reign of Emir Musa Angulu (1917-44) alluvial tin mining began.

A Hausa emir who retains advisory role oversees the traditional emirate, with its predominate Gbari (Gwari) and Koro population. During the administrative reorganization in 1976, Abuja town became the headquarters of a local government council. The town was renamed Suleja in the late 1970’s after development began on the urban area of federal capital territory of Nigeria (FCT). The new Federal capital adopted the name Abuja.

ECONOMY AND POPULATION OF ABUJA

Abuja although is said to be bless with natural endowment such as; its rolling hills, isolated highlands and other endearing features which makes it a delight. The savannah grassland of the north and the middle belt, the riches of the tropical rain forest of the south and equable climate all combined make the city a soil rich agricultural and tourist heaven. But despite all this, the city is not economically buoyant due to absent of industrial activities.

Projection called for a population of more than one million early in the 21^st century, the population estimate as at 2006 stand for a four million with annual growth rate of 2.8

PHYSICAL DEVELOPMENT OF ABUJA

Abuja created in 1976 by the federal military government of the late general Muritala Mohammed via decree No. 6 of the same year; it officially replaced Lagos in December 1991after fifteen years of planning and construction. The city was divided into two zones; central zones contains the national assembly, the city hall, national cultural institution, government related offices that include the administrative headquarters of all federal government ministries and parastatals, also major private sector organizations and foreign missions. The second zone provides housing, shopping facilities and other urban amenities.

GEOGRAPHICAL LOCATION

The federal capital is located in the geographical center of Nigeria. It has a land area of 8,000square kilometers. It is bounded on the north by Kaduna state, the West by Niger state, the East and Southeast by Nasarawa state and Southwest by Kogi state. It falls within latitude 70^o20”north of the equator and longitude 60^o45”and 70^o39’.

Pages

Wednesday, 1 March 2023

THE EFFECT OF MARKETING STRATEGY IN A DIVERSIFYING ECONOMY

THE EFFECT OF ENHANCING CUSTOMERS SATISFACTION IN PRIVATE SECTOR

Tuesday, 28 February 2023

THE RELEVANCE OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS

THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

Wednesday, 18 January 2023

THE EFFECT OF CONSUMER’S PERCEPTION IN MARKETING OF CONVENIENCE GOODS IN THE FEDERAL CAPITAL TERRITORY ABUJA

ABSTRACT

Wednesday, 4 January 2023

EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS

Saturday, 31 December 2022

THE EFFECT OF DISTRIBUTION ON MANUFACTURING COMPANY (A CASE STUDY OF COCA-COLA BOTTLING COMPANY MAIDUGURI)

EFFECT OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOR IN COCA-COLA BOTTLING COMPANY ABUJA

Sunday, 16 January 2022

THE EFFECT OF ONLINE MARKETING ON REAL ESTATE BUSINESS IN ABUJA MUNICIPAL AREAL COUNCIL