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

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