THE IMPACT OF PHYSICAL DISTRIBUTION CHANNELS IN MARKETING OF AGRICULTURAL PRODUCE: A CASE STUDY OF PERISHABLE AGRICULTURAL PRODUCE IN BOKI L.G.A OF CROSS RIVER STATE

 

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ABSTRACT

 

 

Physical distribution channels has created a created a great impact by bridging the gap between the producers and the final consumers. The inability of farmers to effectively reach out to distance markets and most final consumers with their agricultural products have resulted to waste of resources in Boki local government area. The main objective of the study is to find how best to market agricultural products in the area. Primary and secondary data were collected through the use of questionnaires and documented materials respectively. The population of the study was 227,400, while the sample size was 399. Chi-square test statistics was used to test the high hypotheses. Among the findings of the study; in effective and high cost of transportation, lack of storage facilities and basic infrastructure hindered the marketing of agricultural products in the area. The researcher thus recommended the provision of basic infrastructure like accessible road, storage facilities and improved transport system among others to assist in improving the marketing of agricultural products in the area.

 

8

 

 

TABLE OF CONTENTS

 

 

Title page..………………………………………………………………………i

 

Certification

 

………………………………………………….………………… ii

 

 

Dedication………………………………………………………..…………

 

…… iii

 

 

Acknowledgements…………………………………………………………

 

…….iv

 

 

Abstract.…………………………………………………………

 

.. viii

 

 

Table of contents.…………….………………………………………………. x

 

 

 

 

CHAPTER ONE

 

 

 

1.1 Introduction   ………………………………………………………………

 

9

 

 

1.2                            Statement                            of                                                         the problem…………………………………………………………

 

 

• Objective of   the   study   ……………………………

 

 

• Research questions ……………………………………………………

 

 

• Significance of the study………………………………………………

 

 

• Scope and limitation of the study………………………………………

 

 

1.6 Definition   of  ………………………………terms

 

 

CHAPTER TWO: REVIEW OF RELATED LITERATURE.

 

 

• An over view of physical distribution………………………………

 

 

• Nature and importance of physical distribution and marketing logistics.

 

 

2.2                  Distribution                   channels                   for                   consumer

 

products………………………….

 

 

• Objectives of channels of distribution…………………………………….

 

 

• Functions of distribution channels…………………………………

 

10

 

 

• Selecting the type of channel………………………………………….

 

 

• Distribution of agricultural produce in Nigeria…………………………

 

 

• Impact of agricultural marketing in Nigeria………………………………

 

 

• Factors that affect agricultural marketing in Nigeria…………………….

 

 

CHAPTER THREE: RESEARCH METHODOLOGY

 

 

3.1  Sources of data collection………………………………………….

 

 

3.1.1 Primary……………………………………………………………

 

 

3.1.2		Secondary
data…………………………………………………………
3.2	Population	ofthe

 

study…………………………………………………

 

 

• Sample size determination…………………………………………

 

 

• Sample technique…………………………………………………

 

 

• Validity and reliability of the instrument………………………….

 

11

 

 

• Method of data analyses…………………………………………..

 

 

CHAPTER FOUR: PRESENTATION, ANALYSES AND INTERPRETATION OF DATA

 

Introduction.

 

 

• Introduction……………………………………………………

 

 

• Data analyses…………………………………………………

 

 

• Test of   hypotheses…………………………

 

 

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND

 

RECOMMENDATIONS

 

 

• Summary of findings…………………………………………………

 

 

5.2 Conclusion………………………………………………………………

 

5.3

 

Recommendations…………………………………………………

 

 

 

Bibliography……………………………

 

12

 

 

Appendix……………………………………………

 

13

 

 

 

 

 

CHAPTER

 

• INTRODUCTION

 

In many marketing science, the effective management distribution of product are essential to those that determine the extent of product availability at consumption point. Channel analyses is important in evaluating marketing system because it indicates how the various market participants are organize to accomplish the movement of products from the producer to the final consumer.

 

Distribution channel according to Philip, Kotler and Garry Armstrong (1999:362) is viewed as an interdependent organization involved in the process of making a product or service available for use or consumption by the consumer or business user.

 

Channels of distribution are management tools used in moving goods from the point of production to that of consumption. This function of getting goods into the hands of consumers is often referred to as

 

„‟distribution„‟.Hencephysicaldistribution involves planning, implementing and controlling the physical flow of materials, final goods

 

14

 

 

and related information from point of origin to point of consumption to meet customer requirements and satisfactorily.

 

Distribution channels however, play major roles in the marketing of goods and in the business sector as a whole. Williams {1984: 38} stated the following as the usefulness or the importance of distribution channels to include: firstly, it gives place utility i.e. by moving goods from one place to another. Secondly, by bringing goods to the place of consumption when needed, it adds time utility.

 

Also by bringing the goods to the consumer in convenient shape, unit size and packaging, it adds convenient value. Thirdly, by making it possible for consumers to obtain goods at a price he is willing to pay and under condition which brings satisfaction and ownership. Efficient and effective distribution system is particularly essential in moving perishable products from the points of production to the point of consumption due to the nature of the products.

 

• STATEMENT OF PROBLEM

 

Physical distribution has impacted greatly in ensuring that goods and services are made available when and where they are desired and in safe

 

15

 

 

conditions. But due to the rise in technological development and global marketing, the process however, is not without problems as many companies and business people still lack adequate physical distribution facilities leading to the spoilage of these products before getting to their destination points.

 

Appropriate strategies for efficient and effective distribution of these products are required in distributing agricultural products in Boki local government area.

 

In Boki L.G.A lack of adequate and efficient distribution system has badly affected marketing of perishable products in the area as

IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCT
(A CASE STUDY OF NIGERIAN BREWERIES PLC)

 

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

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

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
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2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

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ABSTRACT

This projected is concerned with the impact of sales promotion strategies on customers patronage of Breweries Industry. Nigerian Brewery Plc was selected as a case study. It is argued that customers of consumer goods exhibit various attitudes and behaviour toward the product rendered to them. Hence it is not just enough for a manufacturer to product and expect consumers will come and buy their product without considering what they will benefit from it. It is further argued that manufacturers are faced with problems of product substitutes and competition for these reasons many manufacturers now make attempts to simulate and try to win customers loyalty in increasing market share by the use of sales promotional tools, therefore, sales promotion is inevitable.

 

This project attempts addressing issues by determining on how effectively and efficiently sales promotion activities are being carried out and its impact. Extensive literature research was conducted and was reviewed by series of authors such like, Smith P.R.P, Kotler and Stanton who views sales promotion as activity designed to supplement and coordinate personal selling and advertising efforts. In order to collect adequate data a comprehensive questionnaire was drafted percentage and chi-square methods were use to test the hypothesis at the end of the analysis. The findings revealed that both management and consumer respondents believe that sales promotion has contributed greatly to sales volume. Based on the finding some recommendations were made among which is sales promotion should be encouraged so as to achieve higher patronage from customers.

TABLE OF CONTENT

 

Title page     –         –         –         –         –         –         –         –         –         –         i

Declaration  –         –         –         –         –         –         –         –         –         –         ii

Approval page       –         –         –         –         –         –         –         –         –         iii

Dedication   –         –         –         –         –         –         –         –         –         –         iv

Acknowledgement –         –         –         –         –         –         –         –         –         v

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

Table of Content    –         –         –         –         –         –         –         –         –          viii

 

CHAPTER ONE

General Introduction

1.1     Introduction –         –         –         –         –         –         –         –         –         1

1.2     Background of the study –         –         –         –         –         –         –         3

1.3     Statement of the problem –         –         –         –         –         –         –         4

1.4     Objective or purpose of study scope of the study    –         –         –         6

1.5     Scope of the Study –         –         –         –         –         –         –         –         7

1.6     Definition of Terms         –         –         –         –         –         –         –         7

1.7     Limitation    –         –         –         –         –         –         –         –         –         10

CHAPTER TWO

Literature Review

2.1     Introductions         –         –         –         –         –         –         –         –         11

2.2     Sales Promotion     –         –         –         –         –         –         –         –         11

2.3     What sales promotion is all about        –         –         –         –         –         15

2.4     Development of sales promotion         –         –         –         –         –         18

2.5     Target audience and objective    –         –         –         –         –         –         20

2.6     Sales promotion techniques       –         –         –         –         –         –         21

2.7     Consumer’s promotion    –         –         –         –         –         –         –         21

2.8     Price off and special sales          –         –         –         –         –         –         22

2.9     Premiums    –         –         –         –         –         –         –         –         –         23

2.10   Contest and sweep stakes –         –         –         –         –         –         –         24

2.11   Dealer Promotion  –         –         –         –         –         –         –         –         26

2.12   Controlling and evaluating sales promotion   –         –         –         –         27

2.13   Benefit of sales promotion         –        –         –         –         –         –         28

2.14   Challenges of sales promotion   –         –         –         –         –         –         29

CHAPTER THREE

RESEARCH METHODOLOGY

3.1    Introduction –         –         –         –         –         –         –         –         –         31

3.2     Research method used     –         –         –         –         –         –         –         31

3.3     Research instrument used –         –         –         –         –         –         –         31

3.4     Questionnaires       –         –         –         –         –         –         –         –         32

3.5     Research Population and sample size   –         –         –         –         –         32

3.6     Sampling procedure employed  –         –         –         –         –         –         33

3.7     Justification for sampling selection      –         –         –         –         –         33

3.8     Statistical technique used for hypothesis        –         –         –         –         34

 

CHAPTER FOUR

4.0     Introduction –         –         –         –         –         –         –         –         –         35

4.1     Analysis of questionnaire for management responses        –         –         35

4.2     Analysis of questionnaire for consumer responses  –         –         –         42

4.3     Test of Hypothesis           –         –         –         –         –         –         –         47

 

 

CHAPTER FIVE

5.1     Introduction          –         –         –         –         –         –         –         –         50

5.2     Summary of Findings      –         –         –         –         –         –         –         50

5.3     Conclusions          –         –         –         –         –         –         –         –         52

5.4     Recommendation   –         –         –         –         –         –         –         –         53

Bibliography          –         –         –         –         –         –         –         –         54

 

 

 

 

 

CHAPTER ONE

1.1     INTRODUCTION

In any organization whether profit or non profit oriented the main purpose of the organization is to achieve its objective. The objectives cannot be achieved in a vacuum there must be a clearly set strategy that management should use in order to meet these objectives.

 

Many businesses fail to realize that they cannot stay in business without any marketing strategies. This is because they were operating in a market that was monopolistic in nature. This means that there was no intense competition from other organization. But these days due to dynamic nature of the market, and consumer taste changes every day it has become imperative on the part of the business to look into their strategies and review them if at all they want to remain in business.

 

The marketing communication mix consists of the sub sets of marketing tools that are primarily communicational in nature. They are tools normally classified under promotion which is one of the controllable variables of the 4ps of marketing promotional mix, is made up of advertising, personal selling, sales promotion and publicity. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the brewery industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria in manufacturing to merely produce and trust that consumers will become aware of such products. The firm has to engage in promotional activities.

Over the year some notable author have regard sales promotion as having such roles as:

1. Boosting sales in a particular geographical area
2. Appealing to special segments of the market
3. Attracting bargain hunting, non brand conscious buyers
4. Stimulating a new use of the product
5. Encouraging more frequent use of a product
6. Encouraging the use of other product
7. Securing self space of a particular product
8. Encouraging seasonal sales or stimulating off peak period sales
9. Offsetting price competition
10. Assisting sales force in presentation of their product because motivation and encouragement have been created

 

1.2     BACKGROUND OF THE STUDY

Sales promotion became an essential motivating factor in the area of marketing in any organization whether in the Brewery Industry or any other company.

 

The researcher has undergone a four month student’s industrial work experience (SIWES) in the company. He has developed interest in the company promotional activities which is one of the reasons that has prompted him to write on the topic. The impact of sales promotion in Nigeria Breweries Company.

 

The researcher intends to identify the level of depending on sales promotion and its importance to Nigeria Brewery Plc consumers and customer alike.

 

The researcher deliberated on the effectiveness achievements and the results. The merits and demerits associated with sales promotion are also highlighted.

 

1.3     STATEMENT OF THE PROBLEM

It is true that consumers of both industrial and consumers of goods exhibits various attitudes and behaviour toward the products and service offered and rendered to them. This is basically because presently consumer’s income is very low due to the economic predicament coupled with the other environmental factors that influence their buying habit many consumers preferred to spend their hard earned resources on essential goods like food stuff, clothes, shelter and other immediate requirement.

In a developing economy like Nigeria, it is not enough for manufactures to just produce and expect consumer will

ROLE OF MARKETING INFORMATION SYSTEM IN ENHANCING SALES.

(A Case Study Of Ideal Flour Mills Ltd Kaduna)

 

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COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

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

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

 

ABSTRACT

A marketing information system (MIS) is an orderly procedure for the regular collection of raw data both internally and externally and the conversion of these data into information for marketing decisions. In another word, MIS is a structure of people, equipment and procedure to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision making.

In order to make key marketing decisions, (MIS) must watch the marketing environment t and provide decision makers with information they should have MIS distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control.

Marketing Information System can play important roles, such as assessing information needs, developing information and distributing information, in an attempt and effort towards improving the general level of sale in and company. Marketing Information System is useful for controlling day-to-day activities and planning for the efficient use of people and money. Finally, in today’s rapidly changing environment managers need more better up-to-date information to make timely decision. Most companies of today are faced with the problem of declining level of sales.

This is the situation that led the researcher to a research work in order to know the roles that could be played by the marketing information system in enhancing sales in Ideal Flour Mills Ltd, Kaduna as the case study. It was also intended to bring out what the system has failed. The research work is carried out in order to be of a great help and importance to any company that will like to embark on marketing information system, in order to be able to establish a well rooted company through the enhancement of sales. Therefore, the researcher will seek to improve the marketing information system as related to the Ideal Flour Mills Ltd, Kaduna It is believed that at the end of this research work, the sales level of the company and other existing companies in the country will be greatly improved.

This research work will be limited to the marketing information system of the Ideal Flour Mills Ltd, Kaduna, because of the financial constraint facing by the researcher.

TABLE CONTENTS

CHAPTER ONE – INTRODUCTION

• Study Background –       –       –       –       –       –       –       1
  • Statement Of The Problem – –       –       –       –       2
  • Historical Background –       –       –       –       –       –       3
  • Objective Of The Study –       –       –       –       –       –       5
  • Significance Of The Study –       –       –       –       –       –       5
  • Scope And Limitation –       –       –       –       –       –       5
  • Statement Of Hypothesis –       –       –       –       –       –       6
  • Definition Of Related Terms –       –       –       –       –       6

 

CHAPTER TWO

• Literature Review –       –       –       –       –       –       –       9
  • Definition Of Marketing Information System –       –       15
  • Objective Of Marketing Information System –       –       16
  • Functions Of Marketing Information System –       –       18
  • Limitation of Marketing Information System –       –       19
  • Sales Promotion –       –       –       –       –       –       –       21
  • Contribution Of Marketing Information In Nigeria –       23

 

CHAPTER THREE

3.0    Research Design And Methodology     –       –       –       –       27

3.1    Sources Of Data        –       –       –       –       –       –       –       27

3.2    Research Instrument –       –       –       –       –       –       28

3.3    Population        –       –       –       –       –       –       –       –       30

3.4    Sample Size Determination        –       –       –       –       –       32

3.5    Questionnaire Design        –       –       –       –       –       –       33

3.6    Questionnaire Distribution and Collection –       –       –       34

 

CHAPTER FOUR

4.0    Data Presentation And Analysis –       –       –       –       36

4.1    Data Presentation And Interpretation –       –       –       48

4.2    Test Of Hypothesis    –       –       –       –       –       –       –       48

• Research Finding –       –       –       –       –       –       –       49

 

CHAPTER FIVE

5.0    Summary, Conclusion And Recommendation     –       –       51

5.1    Summary –       –       –       –       –       –       –       –       –       51

5.2    Conclusion        –       –       –       –       –       –       –       –       52

5.3    Recommendations     –       –       –       –       –       –       –       54

Bibliography      –       –       –       –       –       –       –       –       57

 

CHAPTER ONE

 

INTRODUCTION

• BACKGROUND OF THE STUDY

In carrying out Marketing Analysis, Evaluation and Distribution, Marketing Managers need timely and accurate information about customers, competitions, dealers and other forces in the market place. Marion Herper says the “to manage a business well is to manage its future and to manage the future is to manage information”. (Quoted by Philip Kolter Gary Armstrong in An Introduction to Marketing).

During the past century, most companies were small and knew their customers first hand, managers pick up marketing information by starting around people observing them and asking them questions. In this present century, many factors have increased the need for more and better information management . As companies expend into national and international markets, they need more information on large and more distant markets.

As income increase and customers become more selective, managers need better information about how customers behave to different products. Marketing managers need information on the effectiveness of their marketing tools. In today’s rapidly changing environments, managers need much better up- to –date information to make timely decision.

Marketing Information System (MIS) begins and ends with the marketing managers to asses their information needs and also develop the needed information from internal company records, marketing intelligence activities and marketing research process. In addition, the marketing information system distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control.

By accessing information needs, a good marketing information system balances the information managers would like to have against what they really need and what is feasible to offer. Sometimes MIS cannot supply all the information managers are requesting for. MIS must therefore, watch the marketing environment and provide decision – makers with information they should have to make key marketing decisions. More so, developing information is required for making day – to – day planning, implementation and control decision. The development of information is subdivided into three (3): Internal Records (Report), Marketing Intelligence and Marketing Research.

Most companies of today are faced with the problem of declining level of sales. Therefore, marketing information system as related to the Ideal Flour Mills Ltd, Kaduna is intended to improve the general level of sales in the company and other existing companies in the country.

 

1.1    STATEMENT OF THE PROBLEM

Paramount problem as regards to the decline in the level of sales in most companies in Nigeria is due to insufficient marketing information system. This situation led the researcher to undertake a research work to know how to improve the standard of marketing information system, and to know the roles that could be played by the marketing information system in enhancing sales of the Ideal Flour Mills Ltd, Kaduna. The problem to be examined here is: How sales could be maintained with the MIS.

 

• HISTORICAL BACKGROUND OF IDEAL FLOUR MILLS

LTD KADUNA

Ideal Flour Mills Ltd, Kaduna was established as a private company in 1979 with 60% Nigerian equity participation in compliance with the Nigerian Enterprises Promotion Decree in 1997. It has a normal and paid up share capital of N320,000,000.00.

The company is located on Plot B Kaduna Industrial Layout, at the Kaduna bye pass, directly opposite Nasarawa Village, Kaduna State.

The first phase of the factory was commissioned on Tuesday the October, 1982. It had a capacity of 300m/tones of wheat flour per day.

The products of the company at inception, range from Doki flour for 50kg size, Doki semolina of 10kg size, Doki fine brand of 50kg size,. Both raw materials and finished products are subjected to stick routine quality control in its modern laboratory before being released for sales.

With the banned on importation of wheat in 1986, the company swiftly converted one of its production lines from wheat to maize milling of 200m/tonnes per day. Products from the extension are maize grits, maize flour, maizoline and fine brand. However, the experiment with local wheat, through of very meagre quantity has been quite successful and has these earned the company the best and most effective information needed.

The present company’s staff strength is 270 made up of expatriates and Nigerians is various grades and responsibilities.

The factory has main sections: engineering (Mechanical and Electrical), production, personnel and administration finance, purchasing and sales.

Apart from the only office at Lagos where the ordering and receiving of imported raw materials takes place, the company also has sister companies at Port – Harcourt and Ibadan. The company has qualified, experienced and well paid and motivated staff. They produce the best wheat flour, semolina and maize grits in Nigeria. This is mainly as a result of constantly checking and maintaining quality.

The companies’ personnel policy includes the following:

1. To provide equal opportunities for all staff for promotion on merit.
2. To pay a fair – rate for work done and for responsibilities accepted.
3. To provide security of employment to all employees in so far as this practicable.

To assist staff whenever possible to improve the knowledge of the company’s business thereby creating the opportunity for the further

STAFF PERCEPTION OF THE EFFECTIVENESS OF MARKETING STRATEGIES IN COMMERCIAL BANKS

(A STUDY OF FIRST BANK NIGERIA PLC AND ZENITH BANK PLC)

 

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CHAPTER ONE: INTRODUCTION
1.1 Background to the Study – – – – – – – 1
1.2 Statement of the Problem – – – – – – – 3
1.3 Research Questions – – – – – – – – 3
1.4 Objective of the Study – – – – – – – 4
1.5 Significance of the Study – – – – – – – 4
1.6 Statement of Hypothesis – – – – – – – 5
1.7 Scope of the Study – – – – – – – – 6
1.8 Definition of Terms – – – – – – – – 6

CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction – – – – – – – – – 8
2.2 Concept of Marketing Strategies – – – – – – 8
2.3 Types of Marketing Strategy – – – – – – – 10
2.4 Strategic Marketing Models – – – – – – – 13
2.5 Theoretical Framework – – – – – – – 19
2.6 Empirical Literature Review – – – – – – – 34
2.7 Marketing Strategies in Banking – – – – – – 38
2.8 Challenges Militating against Marketing Strategies – – – – 43

CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction – – – – – – – – – 45
3.2 Research Design – – – – – – – – 45
3.3 Population of the Study – – – – – – – 45
3.4 Source of Data Collection – – – – – – – 46
3.5 Method of Data Collection – – – – – – – 46
3.6 Method of Data Presentation and Analysis – – – – – 47

CHAPTER FOUR: DATA PRESENTATIONS ND ANALYSIS
4.1 Introduction – – – – – – – – – 48
4.2 Respondent Characteristics – – – – – – – 48
4.3 Data Presentation and Analysis – – – – – – 50
4.4 Test of Hypotheses – – – – – – – – 61
4.5 Summary of Findings – – – – – – – – 69

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary – – – – – – – – – 70
5.2 Conclusion – – – – – – – – – 71
5.3 Recommendations – – – – – – – – 71
5.4 Limitations of the Study – – – – – – – 72
References – – – – – – – – – 73
Appendix – – – – – – – – – 79

ABSTRACT
The study examines the staff perception of marketing strategy of First Bank and zenith bank. Out of the total population of 235, 100 persons were selected as the sample size. To determine the sample size the simple random sampling technique was used. The survey method constitute the research design. Questionnaire design by the researcher in five likert scale constitute the research instrument. The mean scores was used to analyze data. The analysis indicates that the marketing strategy adopted by FBN and ZBN are basically customer service strategy, advertising, quality improvement as well as unique packaging and effective distribution channels.

 

Marketing strategy of FBN and ZBN affect it productivity through the enhancement of customer value which facilitate increase in sales but inspite of this, marketing strategy of FBN and ZBN is constraint with problems arising from the inability of FBN and ZBN to combine numerous models and tools of marketing used in order to stand dynamism inherent in strategic implementation due to changing marketing environment as well as lack of integrated views of planning and development of marketing strategy. In view of the findings it is clear that the marketing strategy of FBN and ZBN is effective but constraint with complexity of policy formulation and implementation due to poor human capital that can effectively manage the marketing of FBN and ZBN. It was recommended that Complete “paradigm shift” in managerial thinking, in terms of service quality delivery through continuous education and training of staff in field such as customer satisfaction and customer.

 

CHAPTER ONE
INTRODUCTION
1.1 Background to the study
Marketing strategy is a method by which a firm attempting to reach its target market adopt to attract and retain customers. Marketing strategy starts with market research, in which needs, attitudes and competitor’s products are assessed and the firm concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage (Nymous, 2006).

Marketing strategy must focus on delivering greater value to customers and the firm at a lower cost however quantifying the return on investment from marketing expenditure on activities such as advertising, promotion and distribution is one of the most complex issue facing decision makers. Marketing performance is central to success in today’s fast moving competitive markets, and measuring marketing performance is critical to managing it effectiveness (Chiliya, 2009).

 

Marketing strategies serve as the fundamental component of marketing plans designed to fill market needs and reach marketing objective. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include marketing mix, plus performance analysis and strategic constraints. While external environmental factors include customer analysis, competitive analysis target market analysis as well as evaluation of the element of technological, economic, cultural or political/legal environment likely to impact success.
The banking industry is highly competitive, with banks not only competing among each other, but also with non-banks and other financial institutions. Most banks product developments are easy to increase and when banks provide nearly similar services, they can only distinguish themselves based on price and quality. Therefore, customer marketing strategy is an effective and importance tool that banks can use to gain a strategic advantage and survive in today’s ever increasing banking competitive environment.

 

The Subject of marketing strategy is relatively global issue. It is more rational to keep customers as well as acquiring customers to replace those who have been lost. The main factors influencing marketing strategy of First bank and Zenith bank include the range of services, rates, fees and prices charged . It is clear that superior service, alone, is not sufficient to satisfy customers.

Prices are essential, if not more important than service and relationship quality. Therefore, service excellence, meeting client needs and also providing innovative products are essential to earn success in the banking industry. Most private banks claim that creating and maintaining customer relationships are important to them and they are aware of the positive values that relationships provide . While there have been several studies confirming the significance of marketing strategy in banking industry , there has been little research regarding staff perception of marketing strategy in their organization.
It is against this, that the researcher considered the subject matter worthy of investigation.
1.2 Statement of the Problem
The banking industry is highly competitive, with banks not only competing among each other, but also with non-banks and other financial institutions. In Nigeria most banks product developments are similar hence they provide nearly similar services, they can only distinguish themselves based on price and quality. Therefore, bank marketing strategies are develop based on similar criteria. As such staff of First bank and Zenith Bank perception of their organization’s strategy is centered around the formulation of strategic plans aimed at acquiring new customers than retaining existing customer. Hence The Subject of customer retention and loyalty is relatively an issue in these banks. As such the problem of customer deflection is high and the banks incur high costs of acquiring customers to replace those who have been lost .
It is against this that the researcher sees the subject matter of this research worthy of being investigation.