1. A COMPARATIVE ANALYSIS OF APPLICATION OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICE

BACKGROUND TO STUDY

As modernity unravels, with its awe-inspiring issues and potential, the subject of marketing is getting growing attention from businesses, organizations, and governments. Marketing is both an ancient and new profession. It existed in the past, or since the dawn of time. That was the era of bartering. When small manufacturers began to make their items in huge quantities in anticipation of future customers, marketing began to take off. The pri...

2. ADVERSTISING AS AN EFFECTIVE PROMOTIONAL TOOL IN THE DELIVERING OF BANKING SERVICE (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE

ABSTRACT: This study on “Advertising as an effective promotional tool in the delivering of banking services has tries to seek answer to the crucial question that plagues the memory of researchers question on how co-operate advertising acts as an effective promotional tool in the marketing of banking service , its value and importance’s. Chapter one deals with the general introduction of the study, its background and analysis, statement of the study significan...

3. AN EVALUATION OF SALES PROMOTION IN INCREASEING THE LEVELS OF NETWORK PATRONAGE IN THE TELECOMS INDUSTRY

ABSTRACT: The study examined sales promotion as a persuasive activity hence is the direct and indirect communication used by firms to influence present and potential customers fro the purpose of making sales. This study was in the main time, exploratory and descriptive. Data were collected on source specific objective adopted for the resources. Data collection method employed primary sources eg personal interviews and questionnaire and secondary data exa...

4. THE EFFECT OF CONSUMER PROTECTION ON BRAND LOYALTY IN FAST MOVING CONSUMER GOODS

ABSTRACT: The study examined the effect of consumer protection on brand loyalty in fast moving consumable goods in Lagos.

The descriptive survey design was used in carrying out this research work. The research considered the survey research design appropriate, due to the fact that there were many variables to be measured at the point in time. The research used the structured questionnaire to be able to gain vital information from respondents.

The research...

5. THE IMPACT OF COMPUTERIZATION ON THE PRODUCT CREATION AND SERVICE DELIVERY

BACKGROUND OF THE STUDY: Today’s business environment is very dynamic and undergoes rapid changes as a result of technological innovation, increased awareness and demands from customers. The application of information and communication technological concepts, techniques, policies and implementation strategies of banking services have become a subject of fundamental importance and concerns to all banks and indeed a prerequisite for local and global compe...

6. A CRITICAL INVESTIGATION INTO MARKET RESPONSE AND CANNIBALIZATION OF PRODUCT IN A HIGHLY COMPETITIVE INDUSTRY

ABSTRACT: The aim of this study was to look at product cannibalization as a market response in a highly competitive industry. Specific objectives were established to tactically analyse this phenomenon, including determining whether product cannibalization is a strategic market response to competition, examining the efficacy of product cannibalism as a market response strategy, and examining the position of price in employing successful product cannibalization...

7. A CRITICAL SURVEY OF ADVERTISING AS A DETERMINANT OF CUSTOMER PATRONAGE IN THE FAST FOOD INDUSTRY

ABSTRACT: The research work titled “the relevant of advertising as a determinant of customer patronage for fast food (a case study of Chiky and Early in Owerri Metropolis was carried out with objectives. To determine how advertising has affected the decision to buy Early or chiky. To determine the brand of fast food that is more available than the other and the customer demand for it. To suggest ways the companies should follow to make better progr...

8. A CRITICAL SURVEY ON THE USE OF MARKETING RESEARCH IN A MARKETING ORGANIZATION

ABSTACT: This study was carried out to critically appraise the use of marketing research in a marketing organization using about Backdesk Digital Marketing Agency in Nigeria as case study. To achieve this 3 research questions were formulated.  The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the staff of Backdesk Digital Marketing Agency, Abuja. In determining t...

9. A REVIEW ON FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA

ABSTRACT: The broad objective of this study is focused on factors influencing consumer buying behaviour on household products in Nigeria in Lagos. The   study specifically sought to answer research questions related to the influence of social and cultural, psychological/personal class, demographic and economic factors on consumer buying behaviour on household products. The study employed a Descriptive design.  A total of 70 questionnaires...

10. A STUDY OF LANGUAGE OF ADVERTISEMENT

ABSTRACT: Advertising is one of the means through which marketers or manufacturers convince buyers to patronize their products. It involves the dissemination of information about products, services, ideas e.g from advertisers to the public in a short time and space. There are different kinds of advertising but this research work will focus on retail advertising. This work examines the meaning and features of advertising and by using the descriptive approach. Audio tapes were...

11. A STUDY ON THE SOCIAL EFFECT OF ADVERTISING ON THE NIGERIAN STUDENTS

ABSTRACT: Advertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a busine...

12. A SURVEY OF CONSUMER PROTECTION LAWS AND ITS CORRESPONDING EFFECTS ON CONSUMPTION OF TOBACCO PRODUCTS

ABSTRACT: This study was carried out to  examine effect of consumer protection laws on consumption of tobacco in Ado Ekiti Local Government Area of Ekiti State. Specifically, the study examined if consumer protection laws have any negative effect on the consumption of Tobacco products. Furthermore, if there is a check on the age of all purchasers who appears to be under the age of 27 or scanner locks. If the consumption of tobacco and ciga...

13. A SURVEY ON THE CHALLENGES FACING HANDICRAFT BUSINESSES IN IMPLEMENTING PROMOTION STRATEGIES FOR THEIR PRODUCT

ABSTRACT: The study specifically was aimed at ascertaining the challenges faced by handicraft businesses in Benin city in implementing product promotion strategies. This study reviewed and anchored its framework on the Need Theory  and Equity theory.  The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are active...

14. A SURVEY ON THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS

ABSTRACT: The research work examines the relevance of marketing research in enhancing the service level of manufacturing firm and to achieve the purpose. Past contributions and the opinions at experts were reviewed. The research design adopted in carrying out this research work is quasi-experimental design and the primary data was collected with the aid of questionnaire from ten (10) respondents draw from three small scale firm in Owerri. The data was subsequ...

15. ADHERENCE TO ETHICAL ADVERTISING BY TRADO-MEDICINE COMPANIES IN EBONYI STATE

ABSTRACT: This study was carried out to examine adherence to ethical advertising by trado-medicine companies in Ebonyi State. Specifically, the study aims to find out whether trado- medical companies make use of advertisement, examine whether trado- medicine companies adhere to the ethics of advertisement and investigate whether customers believe in the use of traditional medicines. The study employed the survey descriptive research design. A t...

16. ADVERTISING: A HIGHLY EFFECTIVE PROMOTIONAL INSTRUMENT FOR MARKETING NOVEL PRODUCTS

ABSTRACT: Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision.  In this study, an attempt is made to evaluate the effectiveness of advertising, one of the promotional mix element used by NASCO group of companies, Jos. Current, NASCO household products are market leaders in most part of the country. This study reveals the extent to which advertising is considered a central in d...

17. THE UTILISATION OF ADVERTISING AS A POTENT INSTRUMENT FOR FOSTERING BUSINESS EXPANSION : A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC

Abstract: The research focused on the utilisation of advertising as a potent instrument for fostering business expansion. Advertising is defined as the dissemination of information or persuasive messages through various media channels, with the intention of promoting ideas, products, or services. This communication is typically carried out by a sponsor who is clearly known. The primary objective of advertising is to generate product awareness and enhance bran...

18. A CRITICAL EVALUATION OF THE CREDIBILITY OF TELEVISION ADVERTISING CLAIMS AMONG CONSUMERS

ABSTRACT: The study assessed Consumers Believability of Television Advertisement Claims: A Study of Dettol Commercial among Redeemer’s University, Ede, Osun State. Television commercials are indeed an important tool for organizations to communicate, introduce and promote products such as Dettol. The study was anchored on the Cultivation Theory while a survey research method was employed with 120 copies of questionnaire were administered to the responden...

19. AN EVALUATION OF THE INFLUENCE OF ADVERTISING ON THE PURCHASING BEHAVIOUR OF RURAL CONSUMERS

ABSTRACT: This study aims at understanding the impact of advertising on the buying habit of rural dwellers. The study has other objectives such as to know how the people in rural dwellers particularly Igarra community reach to advertising message and to determine further the extent to which advertising can influence their buying habit. Information was gathered by administering questionnaires and personal interview. The findings is that Igarra people have long...

20. THE EFFECT OF MARKET SEGMENTATION ON ORGANISATIONAL PRODUCTION PLANNING

ABSTRACT: This study was carried out to examine an assessment of the impact of marketing segmentation on production planning in an organization  in  cool. Specifically, the study  aims to determine the most effective segmentation strategies to used in an organization. The study also,  identify the requirements for effective market segmentation. Furthermore,the study   establish the bases of segmenting a answer market.also, the st...

21. AN ASSESSMENT OF TWITTER BAN ON DIGITAL MARKETING

ABSTRACT: The main focus of this study is to assessment of twitter ban on digital marketing using GoTv Lagos State as case study. The study adopted a survey research design and with the aid of convenient sampling techniques, 80 participants who are staff of of GoTv walk-in centers in Lagos State was enrolled for the study. A well structured questionnaire was issued to the respondent of which a total of 77 responses were received and validated for the stu...

22. AN EMPIRICAL INVESTIGATION OF COVID-19 ON PRODUCT SALES AND MARKETING

ABSTRACT: This study is carried out to examine an empirical investigation of Covid-19 effect on Products’ Sales and Marketing using Ogbongonogo Market Asaba, Delta State.The survey research design and . Convenience sampling was employed for the study.  The researcher purposively selected one hundred and thirty-seven (137) traders in Ogbongonogo Market Asaba, Delta State. Data was presented and analyzed using frequency and tables. Findings from the...

23. THE ROLE OF CUSTOMER ORIENTATION OF SERVICE EMPLOYEES ON SERVICE QUALITY: A CASE STUDY OF MOMAS SYSTEM AND COMETSTAR, KANO STATE

ABSTRACT: The purpose of this study was to investigate the client orientation of service employees and service quality, using a case study approach focused on Momas System and Cometstar in Kano State. The present study specifically investigates the significance of customer orientation in the provision of high-quality services by employees inside an organisation. This study aims to further investigate the correlation between the customer orientation of service...

24. A CRITICAL ASSESSMENT OF THE EFFECTIVENESS OF MARKETING STRATEGIES EMPLOYED BY MOBILE PHONE OPERATORS.

BACKGROUND OF THE STUDY: Telecommunication industry in Nigeria from inception has been the absolute monopoly of the federal government. At the initial stage of its development, it was meant to provide effective means of communication for the colonial administration. However after independence it became so obvious that telecommunication services be developed just after the colonial masters and the foreign trading companies thereafter however, it stated to be v...

25. AN EXAMINATION OF MARKETING INTELLIGENCE SYSTSEM AND ITS EFFECTS ON SALES OF LANDED PROPERTIES

Background of the study: The development of digital marketing necessitated the adoption of a more sophisticated marketing system that assists members of an organization's marketing team in making better decisions based on good marketing research and analytical systems. The rational use and processing of intelligence has witnessed significant advancements as a result of technology innovation and has become a crucial input for a company's survival and e...

26. THE EFFECTS OF DIGITAL MARKETING BARRIERS ON THE PATRONAGE AND MARKET SHARE OF COMPANIES: A CASE STUDY OF THE BAN ON X (FORMER TWITTER)

ABSTRACT: The main focus of this study is to examine the implication of X (formerly twitter) ban on digital marketing using GoTv Lagos State as case study. The study adopted a survey research design and with the aid of convenient sampling techniques, 80 participants who are staff of of GoTv walk-in centers in Lagos State was enrolled for the study. A well structured questionnaire was issued to the respondent of which a total of 77 responses were rec...

27. AN EXAMINATION ON THE IMPACT OF DIGITAL MARKETING AS A KEY DRIVER OF SALES AMONG SMALL AND MEDIUM SCALE ENTERPRISES

ABSTRACT: The study examined the impact of digital marketing as a key driver of sales among small and medium scale enterprises in Lagos state. The study succinctly explored the effect of digital marketing on sales improvement. 150 small and medium scale enterprises (SMEs) was purposively selected in in Lagos Metropolis. The study made use of primary data via the administration of a questionnaire to generate data from the respondents. The data were analyz...

28. AN INVESTIGATION INTO THE EFFECT OF SALES PROMOTION ON THE BUYING DECISION OF CONSUMERS (A CASE STUDY OF GLOBACOM NIGERIA LIMITED)

BACKGROUND OF THE STUDY: Following the beginning of the Industrial Revolution, there was an increase in the production of products and services due to the incorporation of machines into the production system. As a result, there was an abundance of items that were available for purchase. In this respect, customers were made aware of a wide range of goods and were asked to choose the one that would provide them with the highest possible level of pleasure,...

29. A CONSUMER ANALYSIS OF THE IMPACT OF SALES PROMOTION ON THE PURCHASE DECISION (A CASE STUDY OF MTN MOBILE TELECOMMUNICATIONS)

ABSTRACT: The current state of the Nigerian economy has resulted in a decline in the purchasing power of customers in relation to products and services. The present study survey has undertaken a critical examination of the impact of sales promotion on MTN Nigeria Limited, as well as its subsequent influence on customers' purchasing behaviour and their level of engagement with the company's offerings. The primary and secondary data were collected...

30. A STUDY ON THE CHALLENGES AND OPPORTUNITIES OF MARKETING LOCALLY DEVELOPED COMPUTER SOFTWARE IN NIGERIA

Background to the Study: Made-in-Nigeria software is a term used to describe software that was developed inside the borders of Nigeria by Nigerian individuals. Due to the fact that Nigeria is a developing nation in the third world, it is very important for the country to build its own software. This will provide her a platform for global competitiveness and promote the development, prosperity, and stability in every area of her economy.

In the year...

31. AN INVESTIGATION INTO THE LEVEL OF AWARENESS AMONG TERTIARY STUDENTS REGARDING THE PRESENCE OF THE 18+ WARNING SIGN ON ALCOHOL ADVERTISEMENTS

Background: The impact of advertising on the consumption of alcoholic beverages, particularly among young people, has been recognised as a significant contributing factor (Alcohol Concern, 2013). By employing various advertising execution techniques, including but not limited to humour, celebrity endorsement, and music, advertisers possess the capability to incorporate compelling visuals that strike a chord with susceptible adolescents. Despite the well-documented social and...

32. AN EXAMINATION OF THE IMPACT OF PEAK MILK ADVERTISEMENTS ON CONSUMER BEHAVIOUR

ABSTRACT: The dairy food market in Nigeria is competitive and is dominated by a few brands. The advent of new brands of Milk in the market makes it pertinent for an old brand like Peak Milk to seek ways of sustaining large market shares and increasing product patronage which is only possible through raising consumer awareness. The broad objective of this study is to examine the influence of peak milk advertisement on consumer behaviour in Lagos, Nigeria....

33. ASSESSMENT OF SERVICE DELIVERY AND CUSTOMER SATISFACTION IN TRANSPORT BUSINESS

Background to the Study: From time immemorial, people have being moving from one place to another in carrying out their daily activities. This simply refers to transportation and to say what transport industry of’ any country is an integral part of the structure of an economy cannot be overemphasized. The rendering of quality service to customer (passenge...

34. ASSESSMENT OF X (FORMERLY TWITTER) APP ON BRAND AWARENESS IN NIGERIA (A CASE STUDY OF RITE FOOD LIMITED, LAGOS STATE )

ABSTRACT: The purpose of this study was to assess the impact of the Twitter app on brand awareness in Nigeria, with a specific focus on Rite Food Limited in Lagos State. The study aimed to analyse the impact of the Twitter ban on Rite Foods Limited's brand awareness and sales. It also sought to examine the strategies employed by Rite Foods Limited to maintain brand awareness following the ban. The study utilised a survey descriptive research design. The s...

35. ASSESSMENT ON THE EFFECT OF ONLINE MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES) IN NIGERIA

BACKGROUND OF THE STUDY: New technologies are increasingly being looked to by businesses as a means to satisfy the specific needs of their operations and better position themselves to take advantage of global shifts in commercial activity. When it comes to successfully operating their day-to-day business, companies of all sizes—no matter how big or how small—need the ability to analyze data and make good use of the information at their disposal. Because of th...

36. BRANDING AS A TOOL FOR INCREASING SALES VOLUME OF AN ORGANIZATION

ABSTRACT: This study was carried out to find out the impact of branding as a tool to increase sales volume of an organization. Specifically, the study identified methods of marketing branded  products in an organization,  found out different styles of branding used by organization and, found out the impact of branding on the increase in sales volume of Nestle foods Nigeria Ltd. The study employed the survey descriptive research design. A total...

37. BILLBOARD ADVERTISING AND ITS IMPACT ON PRODUCT PROMOTION

Abstract: The research explored the impact of billboard advertising on product promotion. The basic concern of the research was to find out whether billboard advertisement influence buying habit of consumers and to what extent. Without mincing words, it is obvious that billboard is one of the effective advertising media especially with the introduction of digital billboard that is capable of working like television with motion picture, sound among others. Survey research...

38. BRAND DIFFERENTIATION AND POSITIONING FOR MAXIMUM COMPETITIVE ADVANTAGE (A STUDY OF DANGOTE NOODLES)

ABSTRACT: In the market place, no company can win if its market offering resembles every other company’s product. Companies must pursue relevant positioning and differentiation. As part of branding strategy, a company and its offering must represent a distinctive big idea in the mind of the target market. Once a company has decided which segments to enter, it must decide on its differentiation and positioning strategy, a company can differentiate its offering between se...

39. BRAND EQUITY AND SALES PERFORMANCE (A SURVEY OF SELECTED MANUFACTURING COMPANIES IN PORT HARCOURT)

ABSTRACT: Companies desire earnestly to improve their performance in the market. All marketing decisions and programmes are thus triggered by this reason, because the market performance of a firm is essential to the corporate wellbeing of the business undertakings and also determines the continued existence of the firm in the business landscape. Brand equity as a measure of the health of the brand can be used for marketing decision making. Positive brand equi...

40. BRAND PERSONALITY AND CUSTOMER LOYALTY

ABSTRACT: The study examined brand personality and customer loyalty in Babcock University using of indomie instant noodles of de united foods as a case study. More specifically, the study sought to assess the brand personality and customer loyalty in Babcock University. The study consist of consumers in Babcock University, illishan, the sample frame of the study was made up of consumers of of indomie instant noodles in Babcock University, illis...

41. BRANDING INFLUENCE ON PRODUCT MARKETING AND DISTRIBUTION

Background of the study: Prior to the country's independence in 1960, the majority of Nigeria's population relied heavily on imported commodities, particularly domestic items made accessible by the country's colonial authorities and Western merchants (Kuratko et al., 2021). As a result, there were not many local alternatives available, and those that did exist could not compete with the imported items in terms of quality; hence, many people opted to buy products f...

42. CORPORATE REPUTATION AND MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT

ABSTRACT: This study examine the effects of corporate reputation and marketing performance of the alcoholic beverage industry in port harcourt. An extensive literature were reviewed in the cause of this research. 120 copies of questionnaire were designed and administered to respondents, 100 were retrieved from the respondents. Data gotten through the use of questionnaires were analysed with the simple percentage method of analysis while the hypotheses were te...

43. CORPORATE REPUTATION AND MARKETING PERFORMANCE OF THE ALCOHOLIC BEVERAGE INDUSTRY IN PORT HARCOURT

Background of the Study: Reputation is seen by many commentators as an important asset which could be used as a competitive advantage and a source of financial performance. A “good” reputation is identified as an intangible resource which may provide the organisation with a basis for sustaining competitive advantage given its valuable and hard to imitate characteristics (Hall, 2003; Barney 2001). Corporate reputation is not a newborn issue neither...

44. CUSTOMERS PERCEPTION OF GSM INTERRUPTIVE ADVERTISEMENT IN NIGERIA

Background to the study: According to Anil (2013:28) “Advertising via mobile devices or mobile advertisement is defined as the usage of interactive wireless media (such as cellular phones and pages, cordless telephones, personal digital assistances, two-way radios, baby crib monitors, wireless networking systems, GPS- based locators and maps) to transmit advertising messages to customers in form of time and location sensitive, personalized information w...

45. THE INFLUENCE OF OMO DETERGENT TELEVISION COMMERCIALS ON CONSUMER’S PATRONAGE OF THE PRODUCT (A CASE STUDY OF WARRI METROPOLIS)

Abstract: The study investigated the influence of Omo Detergent Television Commercials On Consumer’s Patronage Of The Product In Warri Metropolis, to which three (3) major questions serve as a guide. The question includes, Is Omo detergent television commercials capable of influencing consumer to purchase the product? What is the attitude of consumers in Warri metropolis towards Omo detergent television commercials? What   appeals to consumers...

46. IMPACT OF EFFECTIVE MARKETING COMMUNICATION ON MANUFACTURING COMPANY IN NIGERIA (A CASE STUDY OF NORTHERN BAG MANUFACTURING COMPANY)

ABSTRACT: The research project deals with the business of investigating the impact of effective marketing communication on manufacturing company, using Northern Bag manufacturing company as a case study. The objective of the research work among others were to know the role of marketing communication on the advertising media selection, sales promotion campaign influence the volume of bags produced by Northern bags manufacturing company. The researcher was able to address some problem...

47. THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES

Background Of The Study: Marketing is the management process aimed at identifying, anticipating, analysis and satisfying human needs and wants through exchanges as efficiently and effectively as possible (Adirika, 1990:3)

Its concept is a philosophy of business which state that the customer want satisfaction of the economic and social justification for a firm  is existence.  However, no matter how a produced completely meets the requiremen...

48. THE IMPACT OF ADVERTISING ON CUSTOMER PATRONAGE

ABSTRACT: Advertising is an economic promoter with the attribute of persuasiveness. In formativeness has an important contribution to make in terms of increasing sales or demand for the services they rendered and hence increase profitability and also helps customers in making decisions or choice of demand or spend their income wisely. The researcher will have to analyze the impact of advertising on patronage with special attention on service industry. The researcher identify the effect which...

49. EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE

ABSTRACT: This research work is designed to examine the impact of advertising on consumer brand preference with particular reference to Big Kitchen Nigeria, Port-Harcourt, Nigeria. For the purpose of clarity, this project has been divided into five chapters and the information was gathered through both primary and secondary sources. The introduction was done in chapter one where objective of the study, the statement of the problem, the hypothesis, scope and t...

50. EFFECT OF ADVERTISEMENT ON CONSUMER PURCHASE DECISION IN FOOD AND BEVERAGES INDUSTRY

ABSTRACT: This study was carried out to examine effect of advertisement on consumer purchase decision in food and beverages industry with special reference to Rite food. Specifically, the study  examine the justification for advertisement in an organization. The study also ascertain various form of advertisement strategies adopted by industry. Lastly, the study examine the impact of advertisement in purchasing decision of consumers. T...

51. THE SOCIAL EFFECT OF ADVERTISING ON THE NIGERIAN STUDENTS

Background To The Study: Advertisements are part of our social environment in the 21st century, and can be seen throughout any industrialized country. The average American is exposed to as many as 5,000 advertisements a day, stated by Jay Walker-Smith, and nearly 10,000,000 in their lifetime (Anderson & Palma, 2010). Ranging from print advertisements to commercials, consumers are bombarded with companies compelling them to purchase a product or service, a...

52. TREND IN THE USE OF HUMAN MODELS IN THE NIGERIAN ADVERTISING INDUSTRY

CHAPTER ONE

INTRODUCTION: Advertising is any paid form of non-personal presentation and promotion of persons, institutions, ideas, goods or services, by an identified sponsor using appropriate medium or media of communication.  According to the Cable news network (CNN), advertising gives us the right to choose, in the market place.  It induces immediate sales and builds sustainable  image  for a...

53. THE RELEVANCE OF MARKETING INFORMATION SYSTEM IN THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Marketing information system is the process of gathering information to learn about something that is not fully known. It is also includes all the data, in terms of facts opinions, views, guideline and policies which are necessary to make vital marketing decisions, the data is collected from customer. Competitors company sa...

54. THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES

CHAPTER ONE

INTRODUCTION

Background Of The Study: Marketing is the management process aimed at identifying, anticipating, analysis and satisfying human needs and wants through exchanges as efficiently and effectively as possible (Adirika, 1990:3). Its concept is a philosophy of business which state that the customer want satisfaction of the economic and social justifi...

55. THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT ON THE SALES OF PRODUCTS

CHAPTER ONE

INTRODUCTION

Background to the Study: Studies have shown that in this ever changing and dynamic business environment driven by globalization, service industry needs to develop a good product for the consumer, making the price affordable as well as interact with the customers using a friendly language (Fozia, Shiamwama and Otiso, 2014). This is pertinent because...

56. THE INFLUENCE OF ONLINE MARKETING ON REAL ESTATE BUSINESS

CHAPTER ONE

INTRODUCTION

Background of the study: The growth of the use of the Internet, and in particular the World Wide Web, over the last 10 years has been phenomenal and impacted on nearly every area of life in developed societies. One of the most important aspects of peoples’ lives is their physical living conditions and in Nigeria just like in many other coun...

57. THE INFLUENCE OF OMO DETERGENT TELEVISION COMMERCIALS ON CONSUMER’S PATRONAGE OF THE PRODUCT. (A CASE STUDY OF WARRI METROPOLIS)

CHAPTER ONE

INTRODUCTION

BACKGROUND TO THE STUDY: Advertising is said to be paid, non-personal communication from an identified sponsor using the mass media to persuade or influence an audience (Wells W, Burnett J, Moriarty S (2003) Richards and Curran (2002). Advertising has been in existence for a very long time and can be traced back to the very beginnings of recorded h...

58. THE INFLUENCE OF ONLINE MARKETING ON RESIDENTIAL REAL ESTATE MARKET

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: These days, a significant portion of commercial business all around the world takes place on digital networks, which link individuals as well as businesses (Kotler & Amstrong, 2012). Users are able to communicate with one another and share information thanks to the internet, which is a network made up of computers locat...

59. THE INFLUENCE OF PHOTOGRAPHIC IMAGES IN ADVERT DESIGN

CHAPTER ONE

INTRODUCTION

BACKGROUND: The use of photograph for adverts, which is very important, is a means of communication or passing across message to the public about a particular product for the purpose of sales and promotion. Therefore, the researcher has chosen this topic to bring to light those roles or function photograph plays in advert cannot be overlooked...

60. THE INFLUENCE OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA (A CASE STUDY OF EKWULOBIA RESIDENCE)

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Dr. Joseph Juran (2013) defined product quality as a means to incorporate features that have a capacity to meet consumers need (wants) and gives customer’s satisfaction by improving product (goods) and making them free from any deficiencies or defeats.

The quality of a product could be sub divided into real quality and perceived quality.

Neverthele...

61. THE MARKETING STRATEGY AND CONSUMER PURCHASE BEHAVIOR

CHAPTER ONE

INTRODUCTION

1.1 Background to the study

All business organizations perform two basic functions we are production and marketing of goods and services ideas, events organizations, places and personalities for the satisfaction of consumer/clients wants and needs. Marketing has developed in importance and complexity. It is perhaps the most dynamic compli...

62. THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES PERFORMANCE

CHAPTER  ONE

INTRODUCTION: The World is fast becoming a global village and a necessary tool for this process is communication of which communication is a key player. The development in the telecommunication industry all over the world is very rapid as one innovation replaces another in a matter of weeks.  A major breakthrough is the wireless telephone system which comes in either fixed wireless telephone lines or the global system of mobil...

63. THE IMPACT OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES (A CASE STUDY OF GABBEY PHARMACY LIMITED ENUGU)

CHAPTER ONE

INTRODUCTION: Consumers have diverse motivation, taste and preference. They constantly seek solutions to the various state of deprivation (needs) through product offerings and bombardment of promotional messages. Consumer’s perception of his needs and desired solutions sharpened by his socio – economic and cultural background of the study will determine how he reacts to an element or a mix of the promotional variables. The c...

64. THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND PROFITABILITY

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Relationship marketing is one of the aspects of newly developed philosophy in marketing, which is Holistic marketing. It holds the fact that “everything matters with marketing and that a broad, integrated perspective is often necessary, Increasing a key goal of marketing is to develop deep, enduring relationship with...

65. THE IMPACT OF SALES PROMOTION ON CUSTOMERS PATRONAGE

CHAPTER ONE

INTRODUCTION

Background of the study: Sales promotion involves the marketing activities other than advertising, publicity or personal selling, that stimulate consumers’ purchase and dealer effectiveness. The success of any organization largely depends on customers’ patronage.

Before any product or service can be sold, the use of promotional technique and communication is very necessary fo...

66. THE IMPACT OF SALES PROMOTION ON THE SALES VOLUME IN BUSINESS ORGANISATIONS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Promotional strategies encompass a range of methods, including signage, symbols, mathematical expressions, and dynamic actions, all employed to effectively inform, persuade, communicate, remind, and raise awareness among potential consumers and the general public regarding a particular product or service. Promotion entails...

67. THE IMPLICATIONS OF SELF-SERVICE PRACTICES ON THE OPERATIONAL EFFICACY OF SUPERMARKETS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Prior to the advent of colonial influence, the practice of marketing in the Nigerian region primarily revolved around the utilisation of a barter system. In light of the ever-evolving nature of contemporary society and the increasingly intricate landscape of business operations, there has emerged a pressing demand fo...

68. THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR OF TOYOTA BRAND OF VEHICLES

CHAPTER ONE

INTRODUCTION

Background of the Study: In recent years the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online stores have turned users into consumers. Also the most important role of social media has changed the way consumers and marketers communicate (Hennig-Thurau T., Gwinner...

69. THE IMPACT OF STRATEGIC MARKETING PRACTICES TO THE EFFECTIVENESS AND EFFICIENT PERFORMANCE OF SMALL SCALE AND MEDIUM ENTERPRISE

CHAPTER ONE

INTRODUCTION

Background Of The Study: The problem of marketing of Small-Scale Enterprises is truly born of our time; it is product of the standard of timing enjoyed by advanced communities and the ways in which those communities organize the resources to meet the standard. The marketing is as old as trade itself but the marketing of small scale product, as it is introduced...

70. THE IMPACT OF TRADE FAIR ON THE DEVELOPMENT OF THE NIGERIAN ECONOMY

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: In any economy, the impact of trade fair cannot be over emphasized as it play a vital role in the overall economic, social and industrial development of a nation economy. Trade fair is a periodic gathering of manufactures and producers of goods and service exhibiting their latest products for promotional and sale purposes, but it has been hijacked by Nigeria wholesale and r...

71. THE IMPACT OF TRANSPORTATION COST ON CONSUMERS RETAIL GOODS PRICES- A CASE STUDY OF GARRIKI MARKET, ENUGU SOUTH LOCAL GOVERNMENT ENUGU STATE

CHAPTER ONE

BACKGROUND OF THE STUDY: In ancient days as life started mankind began to nurse the need for basic necessities of life for physiological satisfaction as food, shelter, safety, among other things. At first man tried to provide the necessary things to satisfy his needs to engaging in hunting, fishing, and some selected cultivation and planting of food crops and frund shelter among trees, shades as well as applying plants leaves to cover hi...

72. THE IMPACT OF VIRAL MARKETING ON BRAND PREFERENCE OF HERO LARGER BEER

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Mass marketing techniques have dominated the marketing strategies implemented by companies worldwide. Media such as radio, television, newspapers, direct mail etc. were the one’s carryout the message to the larger audience. Progressively, new methods have been implemented and the rapid growth of the “word of mou...

73. THE IMPORTANCE OF BRANDING AND PACKAGING AS A MEANS OF SALES PROMOTION IN AN ORGANIZATION IN NIGERIA

CHAPTER ONE

INTRODUCTION

Background to the Study: The study of the importance of branding and packaging as a means of sales promotion in a business organization can be traced to various issues highlighted below.

The importance is conspicuously apparent to the fact that the physical product will not be at test without these two aspects of it. Though branding and p...

74. THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS IN ENUGU STATE

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY: Perhaps the most distinction skill of professional marketing is their ability to create, maintain, protect and enhance brands.   Marketers say, “Branding is the art and cornerstones of marketing”.   The American Marketing Association define branding as a name, term, sign, symbol or d...