AN ASSESSMENT OF THE IMPACT OF PROMOTIONAL MIX ON THE MARKETING OF CONSUMER GOODS IN NIGERIA, A STUDY OF BENUE BREWERY LIMITED, MAKURDI

AN ASSESSMENT OF THE IMPACT OF PROMOTIONAL MIX ON THE MARKETING OF CONSUMER GOODS IN NIGERIA, A STUDY OF BENUE BREWERY LIMITED, MAKURDI

CHAPTER ONE

INTRODUCTION

1.1           Background to  the Study

The human society is dynamic with insatiable needs, wants and constant changes from one state to another. This dynamism can be attributed to the advancement and development in technology that occurs in every day human existence. Thus, marketing describes a number of associated activities which work towards common goals, the determination of consumer demand for sales and distribution of goods and services.

Kotler (2003) refers to marketing as a task of creating, promoting and delivering goods and services to consumers and businesses. Kotler and Armstrong (2004), view marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. For business organization to realize the full potentials of marketing concept the philosophy must be translated into action. This implies that the following must be done:

·         The chief marketing executive must be given an important role in the overall planning of the organization.

·         All marketing and its associated activities must be properly coordinated and efficiently managed.

When the two factors above are harmonized, marketing management begins to develop. All organizational plans are tailored towards the achievement of the organization stated objectives. In order to achieve those objectives, relevant strategies and tactics have to be employed. Management sometimes achieve low rate of success after implementing those strategies and tactics; below are some major factors responsible for low achievement.

·         Either the strategies and tactics have not been properly initiated and planned or they have not been properly implemented.

·         There are many activities which an organization carries out while trying to achieve its objective, product planning, pricing, distribution and promotion; these marketing activities are performed mainly with the organization or between the organization and the public. However, it is important to stress here that it’s through promotional activities that an organization gets the opportunity to communicate with potential customers and consumers about its product. The basic purpose of promotion is to disseminate information about a product from the producer to the consumer. As the number of potential customers and consumers grow the problem of market communication becomes significant.

Thus, from the foregoing, the marketer has to decide on which of the promotional mix variables to employ so as to communicate effectively with consumers about goods. This research work would thus, try to bring out the highlights on how promotional mix variables can be used by organizations to generate more sales and consequently achieve set objectives. This will be done using Benue Brewery Limited, Makurdi as a study reference.

1.2       Statement of the Problem

With the tremendous advances in competition among business and high degree of sophistication associated with modern consumers, the problem arise as to the means of reaching the consumers using effective promotional mix strategy by organizations.

Promotional mix has become a vital tool for marketing and its importance has been increasing significant over the years. One of the purposes of   promotional mix is to elicit a direct impact on the purchase behavior of the firm’s consumers. Firms have to rethink the relationship between attitude and behavior of their consumers.

This also gives rise to the problem of management of precise impact of promotional mix on marketing of consumer goods. With this in mind, this research is set to examine the extent to which promotional mix has been applied and the effectiveness in achieving the desired organizational objectives of Benue Brewery Limited.

1.3       Objectives of the Study

The main objective of this work is to determine the impact of promotional mix on the sales of consumer goods in an organization like Benue Brewery Limited Makurdi. The research is aimed at achieving the following:

1.    To examine the extent to which advertising influences the marketing of consumer goods of Benue Brewery Limited, Makurdi.

TABLE OF CONTENTS

Title page        -           -           -           -           -           -           -           -           -           -           i

Certification     -           -           -           -           -           -           -           -           -           ii

Approval page -           -           -           -           -           -           -           -           -           iii

Dedication       -           -           -           -           -           -           -           -           -           iv

Acknowledgements    -           -           -           -           -           -           -           -           v

Table of contents        -           -           -           -           -           -           -           -           vii

Abstract           -           -           -           -           -           -           -           -           -           -           x

CHAPTER ONE: INTRODUCTION

1.1       Background to the Study        -           -           -           -           -           -           1

1.2       Statement of  the Problem     -           -           -           -           -           3

1.3       Objectives of the Study          -           -           -           -           -           -           4

1.4       Research Questions   -           -           -           -           -           -           -           5

1.5       Research Hypotheses            -           -           -           -           -           -           6

1.6       Significance of the Study       -           -           -           -           -           -           8

1.7       Scope and Limitation of the study      -           -           -           -           9

1.8       Brief History of Miva Plc.       -           -           -           -           -           -           10

1.9       Definition of Terms     -           -           -           -           -           -           -           12

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1       Introduction     -           -           -           -                       -           -           -           13

2.2       Conceptual Framework          -           -           -          -           -           -           13

2.3       Promotional mix          -           -           -           -           -           -           -           17

2.4       The Role of Promotion in Marketing of Consumer Goods-   19

2.5       Promotion and Communication Process       -           -          -           21

2.6       Promotion and Product Adoption       -           -           -           -           22

2.7       Major Methods of Promotion- -           -           -           -           -           25

2.8       Factors that Influence the Choice of Promotional Mix -         34

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Introduction     -           -           -           -           -           -           -           -           38       

3.2       Research design         -           -           -           -           -           -           -           38

3.3       Population of the Study          -           -           -           -           -           -           39

3.4       Sample Size Determination    -           -           -           -           -           40

3.5       Sampling Techniques -           -           -           -           -           -           40

3.6       Methods of Data Collection    -           -           -           -           -           41

3.7       Data Analysis Techniques      -           -           -           -           -                       42

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1       Introduction     -           -           -           -           -           -           -           -           45

4.2       Data Presentation and Analysis          -           -           -           -           -           45

4.3       Test of Research Hypotheses -          -           -           -           -           -           51       

4.4       Discussion of findings -           -           -           -           -           -           62

CHAPTER FIVE: SUMMARY, CONCLUSSION, AND RECOMMENDATIONS

5.1       Introduction     -           -           -           -           -           -           -           -           65

5.2       Summary         of findings-     -           -           -           -           -           -           66

5.3       Conclusion      -           -           -           -           -           -           -           -           66

5.4       Recommendations     -           -           -           -           -           -           -           66

            References     -           -           -           -           -           -           -           -           68

            Appendices     -           -           -           -           -           -           -           -           70       

TOPIC: AN ASSESSMENT OF THE IMPACT OF PROMOTIONAL MIX ON THE MARKETING OF CONSUMER GOODS IN NIGERIA, A STUDY OF BENUE BREWERY LIMITED, MAKURDI

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