Category Archives: Business Administration Project Topics And Materials preview To Nigeria Students

Business Administration Project Topics And Materials preview To Nigeria Students

Business Administration Project Topics And Materials preview To Nigeria Students

AN ANALYSIS OF THE OPERATION OF THE NIGERIAN CAPITAL MARKET

AN ANALYSIS OF THE OPERATION OF THE NIGERIAN CAPITAL MARKET

(A CASE STUDY OF THE NIGERIAN STOCK EXCHANGE KADUNA BRANCH

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ABSTRACT

The capital market has an important contribution make in terms of mobilization of savings to profitable self liquidating investment. An analysis of the Nigeria capital market is the subject of this research because effective capital market can offer several advantages to governments and private sector. This project is designed to analyze the problems and prospects of the capital market, this is because it is from the capital market that funds were raised to finance most of the investment in premises, buildings productions, plant and machinery of the private sector in Nigeria. Nevertheless the result of this project shows that the Nigeria capital market has contributed immensely towards providing short–term and long capital for government and private companies for the economic growth of Nigeria. It also assist investors, to have great confidence in funding big project. Finally, for the capital market to enable operational efficiency and attract more investors, it depend largely on the extent to which the capital market adapts fast hanging world information through the use of internet, E-mail, E-Commerce and effective telecommunication like the telephone, locally and (internationally) GSM and etc.

 

TABLE OF CONTENTS

 

Title page- –       –       –       –       –       –       —             –       –       i

Declaration       –       –       –       –       –       –       –       –       –       ii

Approval   –       –       –       –       –       –       –       –       –       –       iii

Dedication         –       –       –       –       –       –       –       –       –       iv

Acknowledgement     –       –       –       –       –       –       –       –       v

Abstract    –       –       –       –       –       –       –       –       –       –       vii

Table of contents-      –       –       –       –       –       –       –       –       viii

 

CHAPTER ONE – Introduction

1.1    Background of the study   –       –       –       –       –       –       1

1.2    History background of Nigerian Stock Exchanged

Market in Nigeria       –       –       –       –       –       –       –       3

1.3    Objective of the study –      –       –       –       –       –       –       8

1.4    Statement of General Problems- –       –       –       –       9

1.5    Background of the Subject Matter      –       –       –       –       10

1.6    Rational for the study-       —      –       –       –       –       –       11

1.7    Scope of the study     –       –       –       –       –       –       –       12

1.8    Statement of hypothesis–  –       –       –       –       –       –       12

1.9    Definition of terms    –       –       –       –       –       –       –       13

 

CHAPTER TWO– Review related literature

  1. Introduction      –       –       –       –       –       –       –       –       14
  2. The Nigerian securities and Exchange Commission     –       17
  3. Evaluation Stock Exchange Commission Activities in

Nigeria      –       –       –       –       –       –       –       –       –       19

  1. The role of the capital market    –       –       –       –       –       21
  2. Ideal environment for efficient capital market     –       –       22
  3. The Nigerian Stock Exchange Operation     –       –       –       23
  4. Trading procedure in Nigeria Stock Exchange     –       –       26
  5. The Issuing Houses practice      –       –       –       –       –       29
  6. The Unit Trust  –       –       –       –       –       –       –       –       34
  7. The Problems of the Nigerian Capital Market      –       –       35

CHAPTER THREE – Research Methodology

3.0    Introduction      –       –       –       –       —      –       –       –       43

3.1    Research approaches used         –       –       –       –       –       43

3.2    Justification for approach used-         –       –       –       –       43

33     Instrument used-      –       –       –       –       –       –       –       44

3.4    Research population and sample size-        –       –       –       45

3.5    Sampling procedure employed   –       –       –       –       –       45

3.6    Justification for sample procedure and sample size-   –       46

3.7    Statistical techniques used in Analysis the data.         –       46

CHAPTER FOUR – Presentation and analysis of Data

4.0    Introduction –   –       –       –       –       –       –       –       –       48

 

CHAPTER FIVE – Summary, Conclusion and Recommendations

  1. Introduction –   –       –       –       –       –       –       –       –       55
  2. Summary of finding           –       –       –       –       –       –       55
  3. Conclusion        –       –       –       –       –       –       –       –       55
  4. Recommendations     –       –       –       –       –       –       –       56

References        –       –       –       –       –       –       –       –       58

 

 

 

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

The capital market as a subsection of financial market, deals in long term and short term, as well as operating stock.  It may not involve the issue of negotiation instrument but, cash flow from operators and direct negotiation or re-capitalization.  These are done through organization such as:

  1. Development Bank, NIDB, NBC
  2. THE Nigerian Stock Exchange
  3. The Issues Houses
  4. The Unit Trust which are largely the government owned and therefore, have their capital subscribed by government.  It also involves Insurance Company which also have their capital issued subscribed direct also have owner i.e. government or private owned.  They Rightly be called the market for direct negotiation long term (NDLF) that is the arm of capital market.

The other arm of capital market is the securities market that deal in the issue of sales of long term securities like the money market.  Securities market involves the lending of money in one form or the other unlike the money market however, the securities trade in long term debt are bonds issue by the government on agency which when bought by individual or institution grants loan to what ever organization that issued it.

It is thus a promissory note or (100) whichever issue promissory to repay at certain date in the future and pay by the buyer as a guaranteed rate of interest.  Among such bonds available in Nigeria capital market are:

  1. The federation of Nigerian First Development Stock 1964, 1969 and 1979.
  2. Cooperate debenture stock:  These are issued by the government whose stock are normally, quested on the stock exchange, are recent one being the CFAO often for subscription of N25 million 12% redeemed debenture stock.

The equities on the other hand are purchase share or stock issued by company or institutions by individual, group or financial intermediaries.  The purchased of share or stock does not become a creditors as the case of bond or under bond issue, rather he became an owner of the company.  The corporation promises nothing in return except through good business management, it increase its earning which allow the purchased (now an owner) to earn in dividends.

The equities on the other hands are purchased shares and stock issued by a company or institution by an individual.  The equity can be in form of shares (offer for subscription) as the case was first issued in the Nigeria in February 1959 when the Nigeria Cement Company Limited.  (Niger Cement) made a public offer of N100.00 N2 per value share at April, 1960.

The securities market can be newly issued securities board, or equities that primary segment of the capital market or in securities that have already been issued.  That is the secondary market for outstanding securities that has also been issued.

 

 

1.2   HISTORICAL BACKGROUND NIGERIAN STOCK          EXCHANGE       MARKET

The Nigerian Stock Exchange (NSE) was established in 1960, and currently has some 283 listed companies with a total market capitalization as at March 09, 2007

 

 

 

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AN ASSESSMENT OF ADEQUATE RISK RECOGNITION AND MANAGEMENT IN NIGERIAN INSURANCE COMPANIES

AN ASSESSMENT OF ADEQUATE RISK RECOGNITION AND MANAGEMENT IN NIGERIAN INSURANCE COMPANIES

(A case study of Leadway Assurance Company. Plc. Kaduna)

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                     ABSTRACT

The assessment of adequate risk recognition and management in Nigerian insurance industry is aim at determining the effectiveness of how the insurance industry handle risk that is being transferred to them and also to assess how insurance companies render their services. The statement of problem include lack of adequate claims settlement procedures which are characterized with bureaucracy and lack of proper fixed or computed premiums which endangers the solvency and profitability of the insurance companies. The researcher finds including, prompt settlement of claims by the insurer encourages high level of patronage from it client and also premium is charged by the insurer according to the type of risk undertaking. Finally, insurers should not just issue policies, they should engage in careful diagnosis of what insurance products their clients deserve. By adequately monitoring the risk covered through professional advice and risk survey.

 

 

TABLE OF CONTENTS

Chapter one: Introduction

  1. Background of the study –       –       –       –       –       –       –       1
  2. Statement of the problem       –       –       —      –       –       –       4
  3. Formulation of hypothesis       –       –       –       –       –       –       5
  4. Scope of the study        –       –       –       –       –       –       –       –         5
  5. Significance of the study –       –       –       –       –       –       –       6
  6. Historical background of the case study     –       –       –       –       6
  7. Definition of terms        –       –       –       –       –       –       –       –         8

CHAPTER TWO:LITERATURE REVIEW

2.0    Overview    –       –       –       –       –       –       –       –       –       10

2.1    Concepts of Risk   –       –                –       –       –       –       –       10

2.2    Types of risk        –       –       –       –       –       –       –       –       11

2.3    Source of risk       –       –       –       –       –       –       –       –       13

2.4    Risk Identification –       –       –       –       –       –       –       –       14

2.5    Risk Evaluation     –       –       –       –       –       –       –       –       15

2.6    Risk Treatment    –       –       –       –       –       –       –       –       16

2.7    Management of risk       –       –       –       –       –       –       –       17

2.8    The Value of risk Management         –       –       –       –       –       –         18

2.9    Insurance and risk management      techniques  –       –       –       19

2.10  The Nigerian insurance industry       –       –       –       –       –       20

2.11  Insurance regulation      –       –       –       –       –       –       –       21

CHAPTER THREE: RESEARCH METHOLOGY

3.0    Overview    –       –       –       –       –       –       –       –       –       25

3.1    Population –         –       –       –       –       –       –       –       –       25

3.2    Sampling technique       –       –                –       –       –       –       25

3.3    Method of data collection        –       –       –       –       –       –       26

3.4    Research techniques and analytical tools for testing of hypothesis   27

CHAPTER FOUR: Data presentation and analysis

4.0    Overview    –       –       –       –       –       –       –       –       –       28

4.1    Presentation of data base on questionnaire         –       –       –       –         28

4.2    Data analysis       –       –       –       –       –       –       –       –       30

4.3    Testing of hypothesis     –       –       –       –       –       –       –       38

4.4    Research findings    –     –       –       –       –       –       –       –       39

 

CHAPTER FIVE: Summary of findings, conclusion and recommendations

5.0    Overview    –       –       –       –       –       –       –       –       –       40

5.1    Summary    –       –       –       –       –       –       –       –       –       40

5.2    Conclusion   –         –         –         –         –         –         –         –         –         41

5.3    Recommendations –      –       –       –       –       –       –       –       42

References –        –       –       –       –       –       –       –       –       44

Appendix    –       –       –       –       –       –       –       –       –       46

 

 

 

CHAPTER ONE

INTRODUCTION

1.0   BACKGROUND OF THE STUDY

Insurance is a security device used by the inured to protect himself against a risk purchased from the insure and the right to be indemnified if the risk should materialize. The purchase price which the insured pays the insurer is known as the premium, often paid on  monthly or annually basis and the insurer in return compensate the insured in event of loss.

THE DEVELOPMENT OF INSURANCWE INDUSTRY IN Nigeria begins in 1950 during the colonial era period characterized by a market dominated by Europeans company which virtually held the monopoly of insurance business over the continent of Africa. At that time most Nigerians citizens are not aware of insurance and it importance. After Nigeria independence in 1960 most of the industries managed by the Europeans are been taken over by Nigerians. As they begin to managed those companies, the awareness of insurance and it importance was known.

In the 1980, insurance companies operating in Nigeria begins to grow in numbers and the need to enlighten the citizens on insurance was carried out by some of the employee of those companies. Who went to the street to educate they people on the danger of risk that might occur in many ways, such as fire, theft, accident, rain storms etc. and the responsibility of the insurance is to compensate the unfortunate person who has suffered losses by

 

 

 

 

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Business Administration Project Topics And Materials preview To Nigeria Students

AN ASSESSMENT OF LOAN DEFAULTS AND ITS IMPACTS ON PROFITABILITY IN ECO BANK PLC LEVENTIS ROUNDABOUT BY AHMADU BELLO WAY, KADUNA

AN ASSESSMENT OF LOAN DEFAULTS AND ITS IMPACTS ON PROFITABILITY IN ECO BANK PLC LEVENTIS ROUNDABOUT BY AHMADU BELLO WAY, KADUNA

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ABSTRACT

This research work titled “An Assessment of Loan Defaults and its Impact on Profitability” with special references to Eco Bank Nigeria Plc, Kaduna. The study was conducted to find practical means of minimizing the incidence of default on loans in our banks. This research work focuses on the introduction to the study, the statement of research problem, objectives of the study, the scope and limitation as well as historical background of the case study. Further still, the researcher highlighted the method adopted in the collection and gathering of both primary and secondary data. This was the questioning method which involves the use of questionnaire and personal interview, the next focus was on the analysis of the data collected and the presentation. All data collected was analyzed through the use of (1) tabular method, (ii) likert rating scale. However, the summary of the findings were shows that an assessment of loan defaults and its impact on profitability as in case of Eco Bank Nigeria Plc Kaduna where considerable increase has been recorded due to the competent and effective collection strategy employed. Conclusively, it was gathered that all credit should be for legitimate purpose and adequate processes should be established to ensure that financial institutions are not used for fraudulent activities that are prohibited by law.

CHAPTER ONE: INTRODUCTION

1.1     Background of the Study      –         –         –         –         –         –         1

1.2     Statement of Problem –         –         –         –         –         –         –         5

1.2     Objective of the Study –         –         –         –         –         –         –         6

1.3     Significance of the Study      –         –         –         –         –         –         7

1.4     Scope of the Study       –         –         –         –         –         –         –         7

1.5     Research Questions     –         –         –         –         –         –         –         8

1.6     Scope of the Study       –         –         –         –         –         –         –         9

1.7     Limitation of the Study         –         –         –         –         –         –         10

1.8     Definition of Terms     –         –         –         –         –         –         –         10

CHAPTER TWO: LITERATURE REVIEW

2.1     Introduction        –         –         –         –         –         –         –         –         13

2.2     Credit Classification   –         –         –         –         –         –         –         13

2.2     Liquidity Requirement of Bank     –         –         –         –         –         20

2.3     Overdraft   –         –         –         –         –         –         –         –         –         25

2.4     Banking Risk      –         –         –         –         –         –         –         –         25

2.5     Credit Policy-      –         –         –         –         –         –         –         –         30

2.6     Defaults     –         –         –         –         –         –         –         –         –         43

2.7     Causes / reason and Impacts of Loan Default –         –         46

CHAPTER THREE:

3.1     Introduction        –         –         –         –         –         –         –         –         52

3.2     Research Design          –         –         –         –         –         –         –         52

3.3     Area of the Study         –         –         –         –         –         –         –         53

3.4     Population of the Study        –         –         –         –         –         –         53

3.5     Population Sample are Sampling technique   –         –         –         54

3.6     Instruments of Data Collection     –         –         –         –         –         55

3.7     Instruments for Data Collection   –         –         –         –         –         55

3.8     Reliability of the Instrument         –         –         –         –         –         55

3.9     Methods of Data Presentation and Analysis  –         –         –         56

3.10   Methods of Data Analysis    –         –         –         –         –         –         56

CHAPTER FOUR:

4.1     Introduction        –         –         –         –         –         –         –         –         58

4.2     Characteristics of Respondents     –         –         –         –         –         58

4.3     Data Presentation and Analysis   –         –         –         –         –         63

4.4     Summary of Findings  –         –         –         –         –         –         –         70

4.5     Discussion of Findings          –         –         –         –         –         –         71

CHAPTER FIVE:

5.1     Summary   –         –         –         –         –         –         –         –         –         73

5.2     Conclusion –         –         –         –         –         –         –         –         –         75

5.3     Recommendations       –         –         –         –         –         –         –         75

References –         –         –         –         –         –         –         –         –         81

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Attempts to explain the operation of commercial banks began with the inception of banking institution. Lending has become a vital role in banking operations because of its direct effect on economic growth and business department. In most countries, banks and their lending activities have useful integrated into government policy formulation. As far as banks are concerned, their role as lenders is important as that of deposit taking into consideration; the interrelationship in banking system. All commercial banks have common attributes, they keep deposits for their customers, permit certain deposits to be transferred by cheques from an individual account to other accounts in any bank in the country, make loans and invest in government securities.

It is these common features particularly the holding of demand deposits that distinguished commercial banks from other financial institutions, banks like all other business organization have the commercial objective or primary to objective maximize profit, they do this through granting of loans and generate interest from such loans, this translate into profits to banks in their bid to maximize profit.

According to Clarke (2009) problem loans crises as a result of default in the payment agreement caving undue delay in payment and or possible loss. In the banking industry, problem are often inheritable consequence, which have serious cost implication for banks, conservative lending through suppresses profit while supportive leading the possibility of default.

We are Nigeria’s leading retail bank, we emerge from the largest merger and consolidation in Nigeria’s banking industry following the landmark banking consolidation spearheaded by the Central Bank of Nigeria (CBN) mire financial institutions with competences in investment banking corporate and retail banking came together in January 2006 to form ECO Bank.

The banks have 216 business officers spread across the country and we are working to increase this number in the nearest future it has 7 largest bank by business locations with Head Office at 785, Herbert Macauley Way, Central Business District Abuja, while the Head Office is at Annex 290A Akin Olugbade Street, Victoria Island Lagos.

The Bank have seventeen (17) regional offices in Lagos Island, Lagos Mainland Ibadan, Benin, Port Harcourt, Kano, Abuja, Kaduna, Bauchi, Minna, Maiduguri, Apapa, Enugu, Makurdi, Yola, Dutse, and Sokoto. This helps it to maintain one of the fastest decision making processes in the industry today.

As the Nigerian financial sector grows we are gradually transforming into a financial super-market with subsidiaries covering insurance, pensions fund management, share registration and stock broking. In this regard, we have majority shareholding in Fug Pension Limited, Insurance Brokers, Caranda Management Services Ltd, Pelican Press and Unity Registration Ltd in consolidating this strategic business direction. Eco Bank has equally acquired majority shares in Unity Capital Assurance Plc a leading Insurance Company.

Today the bank is one of the largest employers of labour in Nigeria and contributor in Nigeria and contributor to its gross domestic product (GDP). The bank and its subsidiaries employ about 5,000 people. In the first year of operation the bank grew other balance sheet size 29% profitability also grew by 418% to N2.57 billion which is equivalent to USD 20.43m. The result of the second year of operation also holds great promise.

Services Offered

Eco Bank in line with its mission statement to remain the best in providing financial services and create superior wealth to their shareholders has developed numerous in tech. services and product apart from the traditional product such as saving,

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Business Administration Project Topics And Materials preview To Nigeria Students

THE EVALUATION OF THE CHALLENGES AND PROSPECTS OF HUMAN CAPITAL MANAGEMENT IN HOME FRESH YOGHOURT LTD

THE EVALUATION OF THE CHALLENGES AND PROSPECTS OF HUMAN CAPITAL MANAGEMENT IN HOME FRESH YOGHOURT LTD KADUNA

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ACCOUNT NUMBER:  0115939447

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Account Name: Chi E-Concept Int’l
Account Name: 3059320631

We also accept :   ATM transfer , online money  transfer 

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form>

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ABSTRACT
Research work examines evolution of the challenges and prospects of human capital management in farm fresh yoghurt Kaduna. After the research was conducted questionnaire were the principal instrument used in the study for data collection. The total population for the study work was 40 with the sample of 36. The data collections were analyzed in form of table and percentage. The study revealed that motivation is responsible for effective performance in Home fresh yoghurt. The study also recommends the organization should try to pay staffs all in order to avoid job dissatisfaction; management should give more attention to promote staff emerging and encourage them to work.

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Managing human resource in an organization is both complex and challenging, the human element is considered as most crucial in the attainment of any organization objectives. Thus considerable attention should be given to human resources management bearing in mind that the quality of personnel in any organization is a means to an end, therefore, it will be right to say that man is the most valuable asset in an organization, though difficult to obtain, develop, motivate and retain amongst an organization assets.
Human resource management, like financial management and material are concerned with the utilization of resource to help achieve organization objectives, it does so by ensuring that the required human resources is available when needed and sued efficiently.

Human being are very complex and because of their complexity, organization have tried to see that they are managed adequately over the last decade.. Human resource management have played a very great role in development and improvement of business enterprises at all level which include small scale, medium and large scale enterprises it has helped over the year in shaping or building the workability of organization resources which include labour (man power) machine utilization and effective use of funds.

However, most small scale enterprises faces lots of challenges in the time past, problems such as lack of proper record keeping, mismanagement of funds, lack of time management and many more but with the application or introduction of human resources management all these problems have been eradicated this is as a result of proper training and development, research, good recruitment process or recruitment of capable worker etc. therefore, the role of human capital on small scale enterprises can be over emphasis in our societies today.

1.2 STATEMENT OF THE PROBLEM
Small and medium enterprises (SMEs) in Nigeria have not performed creditably well and hence have not played the expected vital and vibrant role in the economic growth and development of Nigeria. This situation has been of great concern to the government, citizens. Operators, practitioners and the organized private sector group. Every year the government at Federal State and even local levels through budgetary allocations policies and pronouncements have shown interest in the sectors, and made attempts to energize it. This is not to talk of the various grants both from within and outside the country as well as institutional supports created to help it grow.

Despite these efforts geared towards making this sub-sector vibrant, the performances has fallen short of expectation. It is on record that most small and medium scale enterprises in Nigeria die before their third birthday (Owoseni, 2010). This seems to be the case with the Home Fresh Yoghourt in Kaduna, as other yoghourts, which when newly introduced are ubiquitous in the city, but gradually become obscure before the third year of existence.

In great and developed economies, SME’s account for as high as 64% of industrial employment, but in the case of Nigeria it has been estimated to be below 31%. This level of contribution is rather disturbing considering the high degree of unemployment rate in Nigeria as well as the poverty level. In a normal circumstance, it is expected that a smooth transition would occur from small and medium scale enterprises, where employees would be in thousands. This is what is expected of the Home Fresh Yoghourt.

However, despite its years of existence, it has not gone beyond the small scale enterprise with which it started. It is not quoted on the stock market neither is it listed among the vibrant SMEs in Nigeria.
As mentioned by Onugu (2005). One of the vital factors that could be responsible for the disable performance of SMEs in Nigeria is lack of adequate human resources management could the low level performance of Home Fresh Yoghourt be due to poor human resource management. This is what this project set out to ascertain.

Continue reading THE EVALUATION OF THE CHALLENGES AND PROSPECTS OF HUMAN CAPITAL MANAGEMENT IN HOME FRESH YOGHOURT LTD →

Business Administration Project Topics And Materials preview To Nigeria Students

THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR

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THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR

(A CASE STUDY OF GUINESS NIGERIA PLC)

 

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ABSTRACT

 

The performance of marketing functions basically marrying consumer needs and wants with the appropriate products and services.  It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s product and since it is generally believed that marketing strategy affects the consumer buying behaviour.

This project therefore attempts to examine how the use of marketing strategies have generated sales for Guinness Nig. Plc following it’s impact on consumer purchasing behaviours.  Efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities.

The project work is divided into five chapters conveying the introduction, literature review, research methodology, analysis of result and findings as well as recommendation and conclusion which might help to achieve greater sales using marketing strategies.  In all special attention is paid to both the company sales record and the consumer’s questionnaire for the analysis.

 

 

TABLE OF CONTENTS

CHAPTER ONE

  • INTRODUCTION
  • Background of the study
  • Statement of the problem
  • Objectives of the study
  • Research questions
  • Hypothesis formulation
  • Significance of the study
  • Scope of the study
  • Limitations of the study
  • Reference

 

CHAPTER TWO

2.0     LITERATURE REVIEW

2.1     introductions

  • Marketing, objectives, marketing strategies and marketing programs
  • selecting a marketing strategy
  • Objectives of Guinness brewery nig. plc
  • Relationship between marketing strategies and consumer purchasing behaviour for Guinness products

 

CHAPTER THREE:
RESEARCH DESIGN AND METHODOLOGY

3.0     Introductions

  • Research design
  • Population of the study
  • Sample size determination
  • Instrument for data collection
  • Validation of the instrument
  • Reliability of the instrument
  • Methods of data collection
  • Method of data analysis

 

CHAPTER FOUR

  • Data presentation and analysis

4.1     Presentation and analysis of data

4.2     Testing of hypothesis

  • Summary of finding

 

CHAPTER FIVE

DISCUSSION, RECOMMENDATION AND CONCLUSION

  • Discussion of findings
  • Conclusions
  • Recommendation
  • Suggestion for further study

Bibliography

APPENDIX  I

APPENDIX  II

 

 

CHAPTER ONE

 

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

Of all business activities or functions, none is as interested in the consumer and his purchasing behaviour as marketing.  Marketing is invariably connected with the research into consumers purchasing behaviour, namely what the consumer want, need, prefer and value, who are the prospective consumers and where they live, their income and mode of spending, how and why they make purchase decision and so on. Infact  the influencing of the buyer behaviour is the primary task of the marketing department in any organisation.

 

Equally, marketing tries to define the right type of products in terms of the company’s objective and attempts to make it available at the right place and at the right price, with the right promotions.  This the performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market economy, the ultimate judge of the firm performance is the consumer.

 

Consumer purchasing behaviour will determine the fate of the enterprise, this behaviour can best be described by a marketing manager who can also tell how he will be influenced by market variables such as price, promotion, product (variation and distribution) and place.

Marketing strategy depicts the overall company program for selecting a particular market segment and then satisfying it’s consumers through careful use of elements of the marketing mix-product, price place (distribution) and promotion.  Effective marketing requires decisions that successfully integrate a forms marketing program towards satisfying the consumer whose act in obtaining and using goods and services, including his decision process that precede and determine those acts are highly affected by the strategy adopted by the marketing manager in marketing the firm’s products.

Since the performance of marketing functions involves basically marrying consumer needs and wants with the appropriate products and services and since it is generally believed that marketing begins and ends with the consumer, this project therefore attempt to examine how the use of marketing strategies have generated sales for Guinness Nigeria Plc following it’s impact on consumer purchasing behaviours.  Efforts are therefore made to show the relationship between sales turnover and amount spent on marketing activities and it’s resultant impact on consumer purchasing behaviour.  We shall also concentrate on establishing how consumer purchasing behaviour is influenced by a forms strategy for accomplishing marketing objectives and plans.  We shall pay special attention to Guinness Nigeria Plc.

 

 

1.2     STATEMENT OF THE PROBLEM

This is considered as the first major step and of great importance in carrying out research.  Here the researcher attempts to define or describe the research problem.

The primary objective of most business enterprises is to make profit.  This is because profit ensures growth, survival and continuity in business.  Many companies like Guinness Nig. Plc recognizes this fact but many enterprise still fail to realize that the

 

 

 

Continue reading THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR →