Advertisers preferences of media channel problems, choice, and reasons (a comparative study of daily sun Newspaper and newswatch  Magazine)

 

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CHAPTER ONE

INTRODUCTION

• Background of the study                               1
• Statement of problems 8
• Objective of study 9
• Research questions 9
• Significance of study                                      10
• Scope of the study 11
• Limitation of study 11
• Definition of terms                                         11

CHAPTER TWO

LITERATURE REVIEW

2.1   Introduction                                                    15

2.2   Media selection                                               15

2.3   Theoretical Framework                                  27

 

CHAPTER THREE 

RESEARCH METHODOLOGY

3.1   Introduction                                                    31

3.2   Research design                                              32

3.3   Population of the study                                  32

3.4   Sample size                                                     33

3.5   Sampling technique                                       34

3.6   Source of data                                                 35

3.7   Instrument for data collection                       35

3.8   Validation of instrument                                        35

3.9   Method of data analysis                                 36

 

CHAPTER FOUR

DATA INTERPRETATION AND ANALYSIS

4.1   Introduction                                                    37

4.2   Analysis of demographic data                                37

4.3   Discussion of the finding                                42

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1  Summary                                                                43

5.2   Conclusion                                                      43

5.3   Recommendation                                            44

5.4   Recommendation for further studies             45

Reference                                                                47

Appendix                                                         49

Questionnaires                                               50

 

 

ABSTRACT

This research is on Advertisers Preferences of Media Channels, Problems, Choice and Reasons (A Comparative Study of Daily Sun Newspaper and Newswatch Magazine). This study is designed to find out the level of preferences of different advertisers towards Daily Sun Newspaper and Newswatch Magazine. This study is divided into five chapters in order to present a coherent work. Chapter one focuses on background of study, Statement of Problem, Purpose of Study.

Chapter two focuses on Literature Review and Theoretical Framework. Chapter three focuses on Research Methodology, method and Procedures used in the study. Chapter four deals on Data Presentation and Analysis, while chapter five deals on Summary, Conclusion and Recommendations. What the researcher has in mind is to find out the best channel for advertising. The study proved that Daily Sun Newspaper is more effective in advertising than Newswatch Magazine.

 

 

 

CHAPTER ONE

INTRODUCTION

1.1  Background of Study

An advertiser can be defined as a person, organization or company that places advertisements in order to target audience or customers. The entire business of a commercial organization or company starts with advertising. That is to say that the rise and fall of the profit of a company depends solely on the expenditure incurred by the advertiser.

A form of marketing communication used to persuade an audience to take or continue some actions, usually with respect to a commercial offering, or political or ideological support.

In Latin, “ad vertere” means to “to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

According to Wikipedia Atom Feed, Advertising is the communication relayed from companies to persuade an audience to purchase their products this communication is usually through various form of paid media like TV and radio commercials, print adverts, bill boards and more recently, product placement.

Adverts are placed where advertisers believe they will reach the largest, most relevant audience.

Commercial business use advertising to drive the consumption of their product, while non-profit organization may place adverts to raise awareness or encourage a change in behavior or perception.

Advertising messages are usually paid for by sponsors and viewed via various old media including mass media such as newspapers, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail, or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through “branding” which involves associating a product name or image with certain qualities in the minds of consumers.

Non commercial advertisers who spend money to advertise items other than a consumer product or service include, political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a Public Service Announcement (PSA).

According to Jefkins (1998-187) defines advertising media as that which supplies the vehicles for advertising message, carrying them to the right readers, viewers, listeners or passers by. It may also be referred to as the vehicles that propel the messages to where they are needed”.

Advertising media selection is the process of choosing the most cost – effective media for advertising to achieve the required coverage and number of expures in a target audience.

Media selection is typically measured on two dimensions: frequency and spread.

In frequency, it is insufficient for a target audience member to have just one “Opportunity To See (OTS)” the advertisement. In traditional media, around five OTS are believed or required for a reasonable impact. Some research shows that advertisements require significant exposure to consumers before they can even register.

Those viewers who receive fewer OTS are insufficiently motivated, and extra advertising is wasted on those who receive more.

The major steps in media selection as:-

Deciding on reach, frequency and impact, secondly, choosing among major media types. Thirdly, Decoding on media timing.

The advertiser decides on the reach and frequency of the media channel he is about to choose.

He further considers the percentage of people in the target audience who are exposed to the advertising campaign during a given period of time. Frequency refers to how many times the average person in the target market is exposed to the message. Media impact involves the qualitative value.

The advertiser must decide on how to schedule the advertising over the course of the year. There are different types of media channels open to the advertisers.

They are the Electronic or Broadcasting Media, which includes the radio and television.

According to Neli Kokemuller, magazines and newspapers are important print media used by companies to deliver advertising messages. They share similarities as print media, the strengths and weaknesses of each medium are distinct.

Newspapers tend to offer opportunities for the broadcast range of advertisers, but magazines have strengths in helping you connect with a specific audience.

Not minding these few merits they still have their demerit which is now left for the advertisers to determine.

Advertisers some times choose among magazines and newspaper based on their strength, weakness, lead times, creativity, life span and cost effectiveness.

Magazines are typically read by highly interested audiences because there are specific magazines for various topics. It allows you to reach an audience that has higher potential for persuasion if your products relate closely to the topic of the publication magazines are however more costly than newspapers.

Newspapers on the other hand offer affordable advert rates which benefits small businesses on a tight budget.

However, despite the fact that newspapers offer color, newspaper design it isn’t nearly as captivating it diminishes as large copy runs. They are useful when reaching a broad geographic market, but they are limited if you have a more specific demographic market.

Newspapers are highly advantageous on targeting geographic market segments. Its publications include local, regional and national newspapers. The lead time of a newspaper is short which an advantage.

However, magazine has narrow audience, long-lead time and more expensive. Though they are more creative and have longer life than newspaper.

1.2  Statement of problem

Advertising play an important role in persuading thee target audience to purchase a companies products. That is why we say that the rise and fall of advertising business solely depend on the expenditure incurred by advertiser.

As a result of this the researcher is bent on finding some of the problems encountered by the advertisers while choosing the different media of their choices.

This study therefore is zeroed down to Daily Sun newspaper and Newswatch magazine. The advertisers are faced with the challenges of choosing the between frequency of publication, their life span and cost of effectiveness which will enable them choose the most effective for their advertisement.

1.3  Objectives of the Study

The primary aim of this study to enable the researcher determine the most effective media channels of advertisement.

The researcher at the end of this study will be able to bring out the strength and weakness of newspaper and magazine advertisement and give the advertiser the privilege of choosing the media of the choice.   

1.4  Research Question

• Is Daily Sun and Newswatch magazine effective for advertising?
• Is the cost of advertising in Daily Sun and Newswatch magazine affordable?
• Do Daily Sun and Newswatch magazine reach maximum number of people?
• Is Daily Sun and Newswatch magazine perfect for advertisement?

 

1.5  Significance of the Study

This study will help advertisers and prospective advertisers to determine the best channels to be adopted why advertising for their various companies.

It will also help to elaborate more on the problems that advertisers face why choosing a channel of their choice.

Furthermore, it will also serve as a literature or reference material one can consult in this area of study if the need arises.

1.6  Scope of Study        

Determining the media channels preferred by different advertisers for there different advertisement is a very big task. This study in order to be conclusive in its facts finding zeroed it down to Daily Sun Newspaper and Newswatch Magazine using few advertisers in Oko.

1.7  Limitation of Study

There are certain factors or problems encountered by the researcher during the process of finding and collection of data. There were some logistics problems, some respondent were uncooperative with some questionnaire unreturned and unanswered.

1.8  Definition of Terms

Some terminologies in this work would be defined for the purpose of understanding properly what the researcher means.

Those terms include:

1. Advertising: “Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through the various media” (Bovee, 1992:7).
2. Advertisers: A person organization or company that places advertisements in order to target customers.
3. Newspaper: A printed publication (usually issued daily or weekly) consisting of folded unstapled sheets and containing news, feature articles, advertisements and correspondence.
4. Magazine: A periodical publication containing articles and illustrations, typically covering a particular subject or area of interest. The paper usually have glossy papers.
5. Media channel: specific medium used in reaching intended audience, such as newspapers, radio station, television stations etc.

1. Effectiveness: The degree to which something is successful in producing a desired result success.
2. Preferences: A greater liking for one alternative over another or others.
3. Customer: An individual or business that purchases goods or services produced by a business, since it is the customer who pays for supply and creates demand.
4. Communication: Two way process of reaching mutual understanding in which participant not exchange (encode-decode) information, news ideas and feeling but also create and share meaning.
5. Consumption: The process in which the substance of a thing is completely destroyed, used up or incorporated or transformed into something else. Consumption of good and services is the amount of them used in a particular time period.
6. Branding: The process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
7. Frequency: the number of time that an event occurs within a given period.
8. Market segment: the process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demands characteristics.

CHAPTER TWO

LITERATURE REVIEW

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THE IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS (A STUDY OF ATLSA CARPET WORLD ENUGU)

 

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                                        ABSTRACT

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

PROPOSAL

This project is focused on the impact of personal selling on the sales of durable consumer goods of Atlas Carpet World Enugu. It is common knowledge that personal selling as one of the promotional tools available to a marketer indispensable in the sales of consumer product. Personal selling enable marketers to tailor their presentation to fit the needs, wants, motives and behaviour of individuals customers to a particular sales approach, personal selling often result to particular purchase. The need for personal selling increases with the complexity of products and services for these reasons, manufacturer like to promote their goods and services through personal selling. Personal selling is unique in nature, the quality include personal confrontation, cultivation of personal relation between the seller and the buyer for immediate response. The degree at which personal selling is used might depends on the nature of product.

The similarities in the consumption and maintenance patterns of durable and capital goods sometimes obscure the dividing line between the two. The longevity and the often higher cost of durable goods usually cause consumers to postpone expenditures on them, which makes durables the most volatile (or cost-dependent) component of consumption. This research work contains the following:

Chapter One:

This part contains; statement of problem, research objective, significant of study.

Chapter Two:

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

Chapter Three:

The researcher intends to acquaint the reader of this project work with information regarding the procedure of scientific inquirer used in this research work. The researcher will use percentage expression to estimate the population of management salesmen and distributor. The total population of management staff is estimated to be 60 out of which 15 1.6 will be selected as the sample size. Salesperson is estimated to be 40 percentages which 10 person are taken as the sample (14). The distributor and outlet of the company are (1.3) about 90 percentages out of which 30 will be selected as a sample size. This sample size is taken from Enugu metropolis. A stratified random sampling technique will be use in selecting the represent in which each of the sampled of the Atlas Carpet World would be expected to complete the questionnaire.

Research Instrument use in carrying out the research work are; questionnaire, personal interview, observation and documentary source.

Chapter Four:

This section of the study deals with the presentation and analysis of data collected from the field work. The data collected will be presented in tabular forms and expressed in percentages.

Chapter Five:

In this chapter, the researcher wishes to summarize the fact from the investigation provide conclusion and recommendation for further study.

TABLE OF CONTENT

CHAPTER ONE: INTRODUCTION

• Background of the study
• Statement of the problem
• Objectives of the study
• Research questions
• Formulation of hypotheses
• Significance of the study
• Scope of the study
• Definition of terms

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.0 Introduction

2.1 Conceptual framework

2.1.1 Concept of personal selling

2.2 Theoretical framework

2.3 Modern trend in personal selling

2.4 An overview of personal selling

2.5 Role of personal selling on the marketing of consumer goods

2.6 Impact of personal selling on consumer satisfaction and retention

2.7 The importance of sales forecast of the marketing of durable consumer goods

2.8 The nature and functions of sales force leadership for business growth

2.9 Goal setting and suggestion systems

2.10 Consumer research and decision making process

2.10.1 Evaluation of personal selling in marketing of durable consumer goods

2.11 Company profile

CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY

3.1 Research design

3.2 Sources of data

3.2.1 Primary source of data

3.2.2 Secondary source of data

3.3 Population of the study

3.4 Sample size determination

3.5 Questionnaire allocation and distribution

3.6 Method of data treatment and analysis

3.7 Limitations of the study

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

4.1 Presentation of data

4.2 Testing of hypotheses

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of findings

5.2 Recommendation

5.3 Conclusion

Bibliography

Appendix

CHAPTER ONE

• INTRODUCTION

1.1 BACKGROUND OF THE STUDY

In modern time especially in Europe and in the United States of America, empirically speaking, the establishment of manufacturing concerns both small and big, had necessitated the working out of means and ways by which such products could be marked, so as to get to the consumers who are the target of the design.

Since it was not easy for consumers to easily patronize without question or doubt about the efficiency of the manufactured products been introduced in the market, these firms had to think out means, methods of guaranteeing consumer loyalty which was not easy to get. One of the designs which firms involved in the production of goods and services was through the instrumentality of advertisement of such goods. Another method of engendering sales as applied by firm came in form of sales promotion. But as it were, these strategies as applied by firms to win customer loyalty was not sufficient, hence the need to try another method.

Baker and baker (1974) asserts that despite the importance of advertising and sales promotion in disseminating information and stimulating interest in products and services, there were many circumstance where personal contact is necessary to effect a sale.

Baker and Baker (1974:246) was of the opinion that most advertising is generalized and so cannot answer all the consumer information needs. Baker and Baker (1974) Further asserts , that , personal selling provides the impact which advertising or non personal selling cannot offer at the individual level. Personal selling and advertising, the author posits, are complimentary activities and their relative importance will vary depending on the number of product and the buying behaviour associated with it.

Stanton and Stanton (1984:398) sees personal selling as major promotional method used to reach the goal of marketing efforts used to increase profitable sales. It is clear that personal selling strategy have been applied by firms covering wide category of products.

1.2 STATEMENT OF PROBLEM

It is a known fact that most firms in Nigeria will only utilize personal selling at the introductory stage of product life cycles while others wish to use it without a proper understanding of the impact that personal selling plays in the realization of marketing objectives which is generating and retaining new and existing customers.

Also, some carpet manufacturing firms here in Nigeria, have not fully utilized and employed personal selling strategies effectively and efficiently. Most rely on sales promotion and advertising without adequately profiling personal selling activities. This has adversely affected sales volume/growth and customer relationship management in Atlas carpet product area.

Furthermore, customers of Atlas carpet product in recent time, have consistently laid the complaint that as carpet companies did not timely respond to complaints about product problem like frequent breakages for want of good quality reinforcement. Many carpet companies lack the understanding of how personal selling would help in answering sales related problems regarding product.

In addition, sales and profitability of carpet organizations have plugged down without the firm analyzing what the impact personal selling portend despite the present economic recession. Carpet firms have consistently employed poor marketing tools with underestimation that personal selling have no relevance in the selling of carpet product. It is the height of the above that the researcher is bent on appraising.

1.3 OBJECTIVES OF THE STUDY

The following research objectives have been formulated to guide conduct of the study.

1. To identify the impact of selling in generating and retaining of new and existing customers of Atlas carpet world product.
2. To investigate role that personal selling plays in sales volume growth and profitability enhancement for carpet products.
3. To examine personal selling strategies to see if they can be used in building customer relationship.
4. To determine how personal selling can be used in sustaining long term customer satisfaction of consumers of Atlas carpet world product.

1.4 RESEARCH QUESTIONS

The following research questions were formulated by the researcher to guide conduct of the study.

1. Does personal selling have impact in generating and retaining new and existing customers of Atlas carpet world product?
2. Can personal selling play any role in sales volume growth and profitability of Atlas carpet world product?
3. Can personal selling strategies be used to build customer relationship?
4. Can improvement of Atlas carpet world product quality be used in sustaining long term satisfaction of consumers through personal selling?

1.5 RESEARCH HYPOTHESIS

The following hypotheses were formulated to guide the conduct of this study.

H1: Personal selling does have impact in generating and retaining of new and existing customers for      Atlas carpet world product.

Ho: Personal selling does not have impact in generating and retaining of new and existing customers for Atlas carpet world products.

H1: Personal selling have role to play in sales volume growth and profitability enhancement for Atlas carpet world products.

H0: Personal selling have no role to play in sales volume growth and profitability enhancement for Atlas carpet world.

H1: Personal selling strategies can be used to build customer relationship.

Ho: Personal selling strategies cannot be used to build customer relationship.

H1: Personal selling strategies can be used in sustaining long term satisfaction of consumer of Atlas carpet world product.

Ho: Personal selling strategies cannot be used in sustaining long term satisfaction of consumer of Atlas carpet world product.

1.6 SIGNIFICANCE OF STUDY

This research work is aimed at contributing to knowledge in the area of marketing and marketing communication decision. No doubt this work will assist marketers involved in personal selling in decision making, customer relationship and management, marketing planning and control as well as in organizational growth and development.

Management of Atlas carpet world industry as well as other related manufacturing concern, would find this work useful and reliable. Like other field of human endeavour where study carried out left open some gap, it is hoped that this research would present knowledge that can better the utilization and application of personal selling strategies for carpet firms.

Last but not the least, the study would be useful for future researchers, library of universities and the academia in general.

1.7 SCOPE OF STUDY

The scope of study covers Atlas Carpet World Enugu.

• DEFINITION OF TERMS

The following operational terminologies were used in furthering this research work and they are briefly explained hereunder.

CONSUMER: individual that purchase products goods and services), Stanton (1983: 48)

DECISION MAKING: the process at which individual, firm or government select best option among varieties of alternative course of action.

FIRMS: organizations that produce goods and services that satisfy consumers’ want variety of firms constitute industry, Jhinghan, (2006:19).

MARKETING: business activity of presenting product or services in such a way as to make them desirable.

PERSONAL SELLING: face to face personal conversation between a prospect and psychological satisfaction offered to sales. It is anything offered to the market for alteration, acquisition and usage and which can satisfy

MARKETING PRACTICES AND CONSUMER SATISFACTION IN THE HOTEL INDUSTRY

(A CASE STUDY OF ABIA HOTEL LTD. UMUAHIA

 

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ABSTRACT

If management is to maximize customer satisfaction and resulting profits. It must recognize that components of satisfaction are of varying degrees of importance to the consumer. Also it must realize that these same factors huge wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by defend the characteristic needs, and want of its market and market segments so it can modify its service mix and communication strategy to serve that market segmentation is important both conceptually and practically because it allows the management to analyse and improve care of discrete part of the total consumer market. This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestions and complaints. Management do not often see their hotels as a product but total services do meet the definition of something that satisfies a need for.

 

 

 

 

 

 

 

 

 

TABLE OF CONTENTS

 

CHAPTER ONE

1.0     Introduction …………………………………………………………………..1

• Background of the study ………………………………………………..1
• Statement of the problem………………………………………………..2
• Purpose of the study ………………………………………………………4
• Significant of the study…………………………………………………..4
• Research question ………………………………………………………….6
• Operational definition of terms ……………………………………..7

CHAPTER TWO

Literature Review ………………………………………………………….8

• Introduction …………………………………………………………………..8
• Review of Related Literature…………………………………………..9
• Summary of literature review ………………………………………40

CHAPTER  THREE

Research Methodology………………………………………………….42

• Design of the study ………………………………………………………42
• Area of the study…………………………………………………………..42
• Population of the study…………………………………………………42
• Instrument for data collection ………………………………………43
• Sample size…………………………………………………………………..43
• Validity of the Instrument ……………………………………………43
• Distribution and retrieval of instruments……………………..44
• Method of data collection ……………………………………………44

CHAPTER FOUR

4.1     Data presentation and Analysis ……………………………………45

CHAPTER  FIVE

Summary, conclusion and Recommendation

• Summary of findings ……………………………………………………56
• Conclusion …………………………………………………………………..59
• Recommendation …………………………………………………………60
• Limitations of the study………………………………………………..61
• Suggestions for further research …………………………………..61

References…………………………………………………………………….62

Appendix A …………………………………………………………………64

Questionnaires ……………………………………………………………..65

 

 

 

CHAPTER ONE

1.0     INTRODUCTION

1.1     BACKGROUND OF THE STUDY:

The hotel industry is regarded as a service industry whose product cannot be separated from it, in space or time. it provides intangible services as stated by George (1986) much credit is given to the article to PATHMELL, which he gave a good description of the difference between goods and services and went further to distinguish the marketing characteristics of services. In recent time, there has been difficulty in hotel, motel, Guest House, inns, clubs etc due to this factor. It has become difficult to distinguish between the provision of separated demand for meals and refreshments away from home for the demand of drinks in relation with overnight shelter.

This study however intend  to use the hotel as a concept which aim to satisfy the demand for accommodation, food, drinks, and a spot for relaxation away from  home. To make it more explicit, GRACE and PAIGE (2003) use the hotel management which defines it as an establishment  offering food and drinks and sleeping accommodation if so required to any travel who appears to be able and willing to pay for service and facilities provided. Like all industries an effective marketing system is necessary for the achievement of the primary goals of the industry which is profit marketing orientation through consumer satisfaction.

• STATEMENT OF THE PROBLEM

Marketing hotel services are those services which must attempt other profit oriented business. simultaneously, the interest of several group of the public (customers, share holders, employers) so is the total industry, whatever the market environment is, the management is faced with balancing the level of marketing effort directed to achieving customer satisfaction and corporate profitability. To some, “|Hotel” have came to be regarded not as autonomous institution but rather as a complex organ within the business activities. It is influenced by both social and technological changes with in its environment. This dynamic nature of society and technology call for the development of the right strategy to satisfy its market. The hotel functions as an organization of its success which lies in the philosophy of the marketing concept.

Drucker (1995) expressed it this way “that nobody pays for the products” what is paid for is satisfaction. On the other hand, ditcher (1992) puts it in another form that most purchase or actions are made less because of the satisfaction promised to the consumer ego. In Nigeria, there are different grades of hotels (international, medium, local, and others) they all practice one form of marketing function or the other to meet their objectives it is assumed that the size affects the level of marketing practice and level of satisfaction in the hotels. This study therefore hopes to dig this out.

1.3     PURPOSE OF THE STUDY

1. This study intends to investigate marketing practices and consumer satisfaction in the hotel industry (A case study of Abia Hotel Ltd. Umuahia).
2. To develop a broad vision about Hotel industry business.

3        To acquire the necessary managerial stills require running the hotel industry.

4        To develop and strengthen the hotel industry.

1.4     SIGINIFICANCE OF THE STUDY

For any hotel industry, the consequences, marketing practices and consumer satisfaction attract are extremely important. By discovering the attitude of workers on factors related to the consumer satisfaction, hotel industry will know that there is high or low consumer satisfaction and they find out the factors, affecting the industry. An industry can then correct bad situation where necessary on the other hand, there is high satisfaction and the industry will make attempts to keep or even increases the consumer satisfaction at that level.

Moreover, if the level of consumer satisfaction affects their performance, it will benefit the hotel  but if they can equip available workers these factors that affects consumer satisfaction will hereby make them improve in sales volume of hotel industry. In Nigeria, it hotel workers are provided, all they need is to make them satisfied. There will be industrial peace, whereby there will be less strikes and industrial action. These that will benefit from this study are:-

1. Politicians
2. Travelers
3. Business men.
4. Politicians: They usually have their meetings and conference in the hotel, and sometimes lodge their for security reasons.
5. Travelers: Many travelers lodge in the hotel because they may arrive lath in the night at the park and they need shelter, they will lodge at the hotel.
6. Business men: Some of these business sometimes do their business at the hotel or meet their business partners at the hotel for security reasons.

1.5     RESEARCH QUESTIONS

1. How effective is the organization achieving the great influence in the environment?
2. Is marketing hotels services simple like any other profit oriented business?

3        Is there any difference in satisfaction between young and old people as four as hotel services are concerned?

1.6     OPERATIONAL DEFINITION OF TERMS

Hotel industry: The hotel is regarded as a services industry whose product cannot be separated from it in space or time marketing: This is regarded as a social process by which individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of values with other (Kolter, Philip, 2008). Consumer satisfaction: consumer satisfaction refers to the meeting of the needs physiological, cultural, economic of the consumer.

 

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THE ROLE OF PUBLIC RELATIONS IN MARKETING OF BURXIN PAINT INDUSTRY

IN ANAMBRA STATE

 

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TABLE OF CONTENTS

 CHAPTER ONE

1.0     Introduction ……………………………………………..……………1

1.1     Background of the study……………………………………………..1

1.2     Aims and purpose of the study ……………………………..8

1.3     Objective of the study………………………………………………..10

1.4     Research question ……………………………………….…………..10

1.5     Significant of the study……………………………….….…………..11

1.6     Definition of terms……………………………………….…………..11

CHAPTER TWO

2.0     Review of Related Literature……………………………………..…14

2.1     Important of social responsibility………………………………..…12

2.2     The continuum of social responsibility………………….…………..20

2.3     Controversy over the concept……………………………………..…21

2.4     Co-operative social responsibility in Nigeria……………………..…24

2.5     Challenges of wining the market……………………………………24

2.5     Importance of social responsibility………………………………….28

CHAPTER THREE

• Research design and methodology ………………………….……….29

3.1     Research design………………………………………….…….…….29

3.2     Population of the study……………………………….…….……….30

3.3     Sample population size…………………. ………………….………30

3.4     Sources of research data ……………………………………….……30

3.5     Instrument for data collection  …………………..…………………31

3.6     Instrument for data analysis……………………….……….………..31

3.7     Validity and reliability of instrument ……………………………….32

CHAPTER FOUR

• Presentation and Analysis of Data……………………………….…34

4.1     Data presentation……………………………………………..……..35

4.2     Data analysis interpretation ……….…………………………..…….44

4.3     Discussion of findings…………………………………….…………45

CHAPTER FIVE

5.0     Summary, conclusion and recommendation ……………..…………46

5.1     Summary of finding……………………………………………….…46

5.2     Conclusion ……………………………………….…………..……..47

5.3     Recommendation ……………………………………….…….……..47

5.4     Limitations of the study……………………………………….…….49

5.5     Further Suggestion  ………………………………………………….49

References ……………………………………….…….……………..50

Appendixes A……………………………………….………….……..51

Appendixes B……………………………………….…….………….52

Questionnaires ……………………………….………….…….……..53

 

 

 ABSTRACT

 

This research project is about the role of public relations as a tool in enhancing consumer patronage in the paint industry in Nigeria. The public relations plays an important role as a marketing communication tool in our today’s industries. The public relations as very important communication tool is been used in some of the organization such as charitable organization, a political of a commercial organization. This research work tends to project some and ensuring that the objectives of the consumers are duly achieved. This project underlay the methodology used in getting the responds of view of the people over ensuring viable patronage of the consumers. If the enlisted recommendations made in this project in adhere to, there is every possibility that most f the consumers would not be loosed easy and their ground in the organization will be fortified. This will in turn yield a profitable effect to the organization.

 

 

CHAPTER ONE

1.0     INTRODUCTION

• BACKGROUND OF THE STUDY

In fact the subject of public relations is not new and it has been there and in practice since time immemorial. Man has always tried and wanted to communicate to make him understand, e.g. pictograms (Chinese characters still an example). 1000 of years ago wall paintings in the caves of premature people, writings on tablets of stone, ancient buildings, pyramided early temples, mosques, care paintings in Zimbabwe bear pictorial messages. Holy books also communicate and tell people about faith so, it will be appropriate to say that public relations are as new as civilization.

MEANING OF PUBLIC RELATIONS

Now a days PR is misunderstood and supposed to try and create a favourable image or climate of opinion and or improve a tarnished image. This is not true, this is only marketing and advertising which is only a segment of PR. PR is about createing and understanding through knowledge which often involves effective change. So it menas that PR is a form of communication which applies to any sort of organization, commercial or non-commercial in the private or publci sector

DEFINITIONS OF PUBLCI RELATIONS

The universally accepted definition of public relations as per Edward Burney’s popularly known as the father of public relations is that:

It is a planned and sustained effort to established and maintain mutual understanding between an organization and its publics.

However, Quentin Bell, another public relations consultant thought the word “Persuation” would be better than “mutual understanding”.

For better understanding if we take the two initial of the world public relations i.e. P and Rl, “P” for performance for public and “R” for result as against Relations.

DIFFERENT TECHNIQUES OF PR

In the olden days for PR purposes people used pictograms (Chinese characters are still an example). 100 o years ago wall paintings in the care about premature  people, writing on tablet of stone, ancient buildings e.g. pyramids, early temples and mosques, care painting in Zimbabwe bear pictorial messages. Holy books communicated and told people about faith. While these days bill boards, hand outs, print and  electronics media, sponsorships, free sampling, corporate identity practices, audio and video mediums, conference seminars special offers etc are few of the visible PR techniques used to achieve defined objective.

1.2     Aims and purpose of the Study

The aim of this research work is to analyze the role of public relations in marketing of Burxin paint industry. For public relations to  be used to achieve this aim, it must be able to touch certain critical factors which influence consumers patronage and these includes:

• To public relations exist between produect band differentiation and consumers.
• To consumer education by firms and to public relations to consumers.
• To effective market information system leads to enhanced public relations to consumers.
• To high consumer confidence generate high public relations in the industry.

 

1.3     Aims and objective of the study

The aim of public relations is ot inform the public, prospective customers, investors, partner’s employees and other stakeholders and ultimately persuade them to maintain a certain view about the organization. Its leadership, products or of political decisions.

Aims in public relations are to identify the target audience and to tailor messages to be relevant to each audience. Sometime the interests of differing audiences and stakeholders common to public relations effort necessitate the creation of several distinct but complementary messages. These messages however, should be relevant to each other, thus creating a consistency to the overall message and theme. Messaging is the process of creating a consistent story around a product, person, company or service.

Messaging aims to avoid having readers receive contradictory or  confusing information that will instill doubt in their purchasing choice or other decisions that have an impact on the company. Brands aims to have the same problem statement, industry view point or brand perception shared a cross sources and media.

1.4     Statement of the Problems

Businesses are faced with the problem of low consumer’s patronage due to certain factors which often times are faults of firms within the industry. Some of those actors are out lined below:

i    Problem of poor outreach due to partly to firm’s business activity and partly to non-functional public relations to enhance their outreach. This impacts negatively or the willingness of consumers to attach and maintain patronage since the firms have negative or zero outreach.

ii        Problems of absence of brand differentiation medians by firm.

This leads to low patronage to a particular brand resulting in zero brand attachment.

iii       Problems of consumers ignorance. Most times consumers may

be ignorant of some vital information regarding particular products such as usage, application and operators and when confronted with such they may choose not to make purchases since it requires other information from the producers in order to be used effectively.

iv       Problem of consumer response in a market environment of producers and consumers, it is expected that business activities will generate certain response form consumers who are end users of the product. Business need to assess analyze and internet these response in order to serve the consumers better.

v        Problems of low or lack of consumer confidence in firms. Most times business does not consider it important to generate consumers confidence or even when they do, the appropriate tools to use to engender consumers confidence which leads to enhanced patronage may not be utilized.

1.5     Research Questions

i         Does public relations exist between product brand differentiation and consumer?

ii        Will consumer education by firms lead to public relations to consumers?

iii       Can effective market information sysem lead to enhanced consumer patronage?

iv       Does high consumer confidence generate high consumer patronage?

1.6     Research Hypotheses

i         Ho: there are no public relations between product brand differentiation and consumer,.

Hi: There are public relations between product band differentiation and consumer.

ii        Ho: Consumer education by firms will not lead to enhanced public relations to consumers.

          Hi: Consumer education by firms will lead to enhanced public relations to consumers.

iii       Ho: Effective market information system will not enhance public relation to consumers.

Hi: Effective market information system will enhance public relations to consumers.

iv       Ho: High consumer confidence does not generate enhanced  public relations in the industry.

          Hi: High consumer confidence generates enhanced public relations in the industry.

1.7     Significance of the Study

In carrying out this research work it is expected that a lot of benefits will be derived both by firms in the paint industry and firms in the other industries and also general business. This work specifically addressees the relevance of public relations in business and more especially in the maintenance and enhancement of consumer patronage.

Business will understand through this work the effectiveness of public relations in achieving this objective more so the contribution of public relations to growth of business. public relations seek to enhance the public image of business or the perception of the business by the public and create a cordial relationship with their customers. It is expected that businesses will learn a lot from this work and know that their businesses to thrive successfully even under stiff competition they have to maintain strong consumer patronage.

 

1.8     Scope of Study

In carrying out this research work efforts were made clearly to understand the impact and effectiveness of public relations on consumer patronage as a tool.

Another point worthy of mentioning is that factors affecting consumer patronage are inexhaustible therefore only a few of them wee under studied.

The last point to note here is that though public relations are a tool that can be used to enhance consumer patronage in marketing of Burxin paint industry. Its effectiveness depends on proper presentation and application by the firm involved though this research work was carried out primarily the point industry it has to be born in mind that its application stands all business and hence have general applicability.

 

1.9     Limitations of the Study

During the course of carrying out this research work, certain difficulties were experienced which includes among others things:

• Financial constraint which limits the coverage or geographical spread during the administration of questionnaires.
• There was time constraint which did not permit for a more elaborate of the respondents in order to ascertain business.

1.1                    Definition of Terms

i         Public Relation; This is a tool or mechanisms that enable an

organization to properly and adequately generate good will and therefore endear it to its public.

ii        Consumer Response: This is the reaction of consumer to

business or firm activities.

iii       Product Line: Is defined as a group of product which passes through the same production process and usually requires the same raw materials.

iv       Consumer Patronage: This is that financial input made to the business in exchange for goods purchased or services rendered to the consumer.

v        Corporate Image: This is the image of a company or firm, corporation or business which a consumer has, it is an impression that an organization gives to the public.

vi       Consumer confidence: is that state of land of a consumer which allows him to have total belief in a firm and its line of product, being assured that his best interest is served by the firm than rival firms.

vii      Consumer apathy: This is a feeling of unenthusiasm disinterest and indifference by a consumer towards a form or its product.

viii    Brand differentiation: Is a mechanism where by firms producing eh same produce or line of product.  Distinguishes their brands form others through appropriate packaging and labeling.

ix       Brand Attachment: Is the psychological feeling of maximum satisfaction which a consumer feels towards a particular brand of product that makes him give preferential trust to the brand.

x        Advertising: This is the act and process  of telling the public about a product or service in order ot encourage people ot buy or to use it.

Importance of public relations

Public relations practice is the planned and sustained effort to establish and maintain good will and mutual understanding between an organization and its publics.

Public relations are essentially a long-term process sending messages to the public, designed to build and develop the reputation of a brand over a period of time.

Above all, public relations must work to planned programme wit clear objectives and it must be sustained.

 

 

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