THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR

THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR

(A CASE STUDY OF GUINESS NIGERIA PLC)

 

Click here to download our android mobile app to your phone  for more materials and others

COMPLETE PROJECT  MATERIAL COST 3000 NAIRA

   ORDER NOW

MAKE YOUR PAYMENT  INTO ANY OF THE FOLLOWING BANKS:

 GTBANK
Account Name : Chi E-Concept Int’l
ACCOUNT NUMBER:  0115939447

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

We also accept :   ATM transfer , online money  transfer 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

Enter Amount

form>

Call Help Desk Line :  08074466939,08063386834.

After Payment Send Your Payment Details To

08074466939 Or 08063386834,   The Project Title  You  Selected On Our Website , Amount Paid, Depositor Name, Your Email Address, Payment Date. You Will Receive Your Material In Less Than 1 Hour Once We Confirm Your Payment.

WE HAVE SECURITY IN OUR BUSINESS.

MONEY BACK GUARANTEE

You may also need:  web design company in Nigeria   

Bulk sms company in Nigeria

 

 

 

 

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

 

 

 

This article highlights various college of education, polytechnics, universities website in Nigeria.

 

Adeyemi College of Education, Ondo,

Alvan Ikoku College of Education, Owerri,

Alvan Ikoku College of Education, Owerri,

Federal College of Educ. Abeokuta,

Federal College of Education, Eha-Amufu,

Federal College of Education, Kano,

Federal College of Education, Katsina,

Federal college of Education, Kontagora,

Federal College of Education, Obudu,

Federal College of Education, Okene,

Federal College of Education, Okene,

Federal College of Education, Pankshin,

 Federal College of Education, Yola,

Federal College of Education, Zaria,

Federal College of Education (Technical), Akoka,

Federal College of Education (Technical), Asaba,

Federal College of Education (Technical), Bichi,

Federal College of Education (Technical), Gombe,

Federal College of Education (Technical), Gusau,

Federal College of Education (Technical), Omoku,

Federal College of Education (Special) Oyo,

State college of education

College of Education, Agbor,

Akwa-Ibom State College of Education, Afaha-Nsit,

College of Education, Akwanga, ., form and admissions list

College of Education, Akwanga,

Cross River State College of Education, Akamkpa,

Adamu Augie College of Education, Argungu,

College of Education, Azare,

Bayelsa State College of Education, Okpoama,

Emmanuel Alyande College of Education, Oyo,

Enugu State College of Education (Tech.) Enugu,

College of Education, Ekiadolor,

Umar Suleiman College of Education, Gashua,

College of Education, Gindiri,

Michael Otedola College of Primary Education, Moforiji,

College of Education, Port Harcourt,

Adeniran Ogunsanya College of Education, Otto,

Tai Solarin College of Education, Ijebu-Ode,

Tai Solarin College of Education, Ijebu-Ode,

Ebonyi State College of Education, Ikwo,

College of Education, Ikere,

College of Education, Ilesha, .

College of Education, Ilesha,

College of Education, Ilorin,

College of Education, Jalingo,

Kano State College of Education, Kumbotso,

College of Education, Benue,

Kebbi State College of Education, Argungu,

College of Education, Minna,

Nwafor Orizu College of Education, Nsugbe,

College of Education, Oju,

College of Education, Oro,

College of Education, Oro,

Oyo State College of Education, Oyo,

www.eacoedoyo.com

College of Education, Warri,

College of Education, Warri,

FCT College of Education, Zuba,

Private college of education in Nigeria

Angel Crown College of Education, Gidan-Daya, .

Elder Oyama Memorial College of Education, Ofat-Adun,

Assanusiyah College of Education, Odeomu,

African Thinkers Community of inquiry College of Education,

Best Legacy College of Education, Ikirun,

Bauchi Institute for Arabic and Islamic Studies, .

Calvin Foundation College of Education, Naka,

Harvard Wilson College of Education, Aba,

Hill College of Education, Akwanga,

Institute of Ecumenical Education, Enugu,

College of Education, Foreign Links Campus Moro,

College of Education, Foreign Links Campus Moro,

Diamond College of education aba

Muhyideen College of Education, Ilorin,  

ONIT College of Education, Abagana, .

The African Church College of Education, Lagos,

St. Augustine College of Education, Yaba,

Yewa Central College of Education, Ogun,

List of Federal Universities in Nigeria

Abubakar Tafawa Belewa University,

Ahmadu Bello University, Zaria,

Bayero University, Kano,

Federal University, Gashua,

Federal University of Tech, Akure,

Federal University of Petroleum Resources, Effurun,

Federal University of Technology, Minna,

Federal University of technology, Owerri,

Federal University Dutse,

Federal University Dutsin-Ma,

Federal University, Ndufu-Alike,

Federal University, Otuoke,

Federal University, Wukari,

Federal University, Birnin Kebbi,

Federal University, Gusau

Michael Okpara Univeristy of Agric, Umudike, .

Modibbo Adama University of Tech, Yola, .

National Open University of Nigeria,

Nigeria Police Academy Wudil, .

Nigeria defense Academy, Kaduna, .

Nnamdi Azikiwe University, Awka,

Obafemi Awolowo University, Ile-Ife, .

University of Abuja, Gwagwalada, .

University of Agriculture Abeokuta,

University of Agriculture Markurdi,

University of Benin,

University of Calabar,

University of Lagos,

University of Maiduguri,

University of Nigeria Nsukka,

University of Port-Harcourt

University of Uyo, .

Usmanu Danfodiyo University,

List of State Universities in Nigeria admission list

Abia State University, Uturu,

Adamawa State University, Mubi,

Adekunle Ajasin University, Akungba,

Amrose Alli University, Ikot Akpaden,

Anambra State University of Sc. & Tech, Uli,

Anambra State University of Sc. & Tech, Uli,

Bauchi State Unibversity, Gadau,

Benue State University Markurdi,

Bukar Abba Ibrahim University, Damaturu,

Cross River State University of Sc. & Tech, Calabar, .

Delta State University Abraka,

Ebonyi State University, Abakaliki,

Ekiti State University,

Enugu State University of Sc. & Tech. Enugu,

Gombe State University, Gombe

Ibrahim Badamasi Babangida University,

Ignatius Ajuru University of Education,

Imo state University,Owerri,

Jigawa State University,

Kaduna State University, Kaduna

Kano University of Sc. & Tech, Wudil

Kebbi State University, Kebbi,

Kogi State University, Anyigba,.

Kwara State University, Ilorin, .

Ladoke Akintola university of Tech,

Lagos State University Ojo,

Nasarawa State University, Keffi,

Niger Delta University, Yenagoe,

Olabisi Onabanjo University Ago-Iwoye,

Ondo State University of Sc. & Tech, Okitipupa,

Osun State University, Oshogbo,

Plateau State University, Bokkos,

Rivers State University of Sc. & Tech,

Tai Solarin University of Education, Ijebu-ode,

Taraba State University, Jalingo,

Umaru Musa Yar’Adua University,

Private Universities

Achievers University, Owo,

Adeleke University, Ede,

Afe Babalola University, Ado- Ekiti,

African University of Sc. & Tech, Abuja,

Al-hikmah University, Ilorin,

Ajayi Crowther University, Ibadan,

Al-Qalam University, Katsina,

American University of Nigeria, Yola, .

Babcock University, Ilishan,

Baze University,

Bells University of Technology, Otta,

Benson Idahosa University, Benin,

Bingham University, New Karu,

Bowen University, Iwo,

Caleb University, Lagos, .

Caritas University, Enugu,

CETEP City University, Lagos,

Covenant University, Ota,

Crawford University, Igbesa,

Crescent University,

Elizade University, Ilara-mokin, .

Fountain University, Oshogbo,

Gregory University, Uturu,

Hallmark University,

Igbinedion University, Okada

Joseph Ayo Babalola University,Ikeji,

Kwararafa University, Wukari,

Lead City University, Ibadan,

Madonna University, Okija

Mcpherson University, Seriki

Nigerian-Turkish Nile University, Abuja,

Novena University, Ogume,

Obong University, Obong Ntak, .

Oduduwa University, Ipetumodu,

Pan-African University, Lagos,

Paul University, Awka,

Redeemer’s University, Mowe,

Renaissance University, Enugu,

Salem University, Lokoja,]

Tansian University, Umunya, .

University of Mkar

Veritas University, .

Wellspring University, Edo, .

Wesley University of Sc. & Tech, Ondo,

Western Delta University, Oghara

List of all the Federal Polytechnics in Nigeria

    Air Force Institute of Technology Nigerian Air Force,

    Air Force Institute of Technology Nigerian Air Force,

    Akanu Ibiam Federal Polytechnic, Unwana,

Nigeria Army School of Military Engineering,

     Auchi Polytechnic .

     Auchi Polytechnic .

    Federal Polytechnic, Ado-Ekiti

Federal Polytechnic, Ado-Ekiti .

Federal Polytechnic, Bauchi, .

    Federal Polytechnic, Bida,

 Federal Polytechnic, Bida,

   Federal Polytechnic, Damaturu,

     Federal Polytechnic, Ede, Osun State,

 Federal Polytechnic, Ede, Osun State,

 Federal Polytechnic, Ida,

   Federal Polytechnic, Ida, .

  Federal Polytechnic, Ilaro,

     Federal Polytechnic, Ile-Oluji, Ondo State,

    Federal Polytechnic, Mubi,

   Federal Polytechnic, Namoda,

   Federal Polytechnic, Nassarawa,

  Federal Polytechnic, Nekede,

    Federal Polytechnic, Nekede,

Federal Polytechnic, Offa,

 Federal Polytechnic, Offa,

 Federal Polytechnic, Oko,

Federal School of Dental Technology and Therapy,

Kaduna Polytechnic, Kaduna,

Hussaini Adamu Federal Polytechnic,

Nigeria Army School of Military Engineering,

Federal College of Animal Health and Production Technology

Waziri Umaru Federal Polytechnic Birnin Kebbi,

Yaba College of Tech,

List of State Polytechnics in Nigeria

 Abraham Adesanya Polytechnic, Ijebu-Igbo,

Abia State Polytechnic, .

Adamawa State Polytechnic,

Akwa-Ibom State Polytechnic, Ikot-Osurua,

Benue State Poly, Ugbokolo,

Gateway Polytechnic, Igbesa,

Rufus Giwa Polytechnic,

Rufus Giwa Polytechnic,

The Polytechnic, Ibadan, .

Institute of Mgt. and Tech,

Imo State Polytechnic, Umuagwo

Kano State Polytechnic,

Kogi State Polytechnic, Lokoja,

Kwara State Polytechnic, Ilorin,

Lagos State Poly, Ikorodu,

Moshood Abiola Poly,

Nasarawa State Polytechnic

Nuhu Bamalli Polytechnic,

Delta State Polytechnic, Ogwashi-Uku,

Osun State Poly, Iree,

Osun State Poly, Iree,

Osun State College of Tech, Esa-Oke,

Delta State Polytechnic, Ozoro,

Plateau State Polytechnic, Barkin-Ladi,

Adamawa State Poly,

Rivers State College of Arts and Science,

Rivers State College of Arts and Science

Rivers State Polytechnic,

Gateway Polytechnic Saapade

Edo State Inst. of Tech and Mgt, Usen,

Niger State Poly, Zungeru, Niger State,

List of Private Polytechnics in Nigeria

Allover Central Polytechnic,

Crown Polytechnics,

Covenant Polytechnic,

Dorben Polytechnic, Bwari-Garam Road,

Fidei Polytechnic, Gboko,

Grace Polytechnic,

Grace Polytechnic,

Igbajo Polytechnic,

The Polytechnic, Ile-Ife, NITEL Road

Lagos City Poly, Ikeja, Lagos State,

Light House Polytechnic, Eubuobanosa,

Interlink Polytechnic,

Kings Polytechnic, Ubiaja,

RONIK Polytechnic,

Shaka Polytechnic, Polytechnic, Benin city,

Temple-Gate Polytechnic,

Wolex Polytechnic

Prime Polytechnic

The Polytechnic Imesi-Ile, Osun

Heritage Polytechnic, Ikot Udota

Ibadan City Polytechnic

Leave a Reply

Your email address will not be published. Required fields are marked *