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
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.0INTRODUCTION
1.1Background of the study
1.2Statement of the problem
1.3Objectives of the study
1.4Research questions
1.5Hypothesis formulation
1.6Significance of the study
1.7Scope of the study
1.8Limitations of the study
1.9Reference
CHAPTER TWO
2.0LITERATURE REVIEW
2.1introductions
2.2Marketing, objectives, marketing strategies and marketing programs
2.3selecting a marketing strategy
2.4Objectives of Guinness brewery nig. plc
2.5Relationship between marketing strategies and consumer purchasing behaviour for Guinness products
CHAPTER THREE:
RESEARCH DESIGN AND METHODOLOGY
3.0Introductions
3.1Research design
3.2Population of the study
3.3Sample size determination
3.4Instrument for data collection
3.5Validation of the instrument
3.6Reliability of the instrument
3.7Methods of data collection
3.8Method of data analysis
CHAPTER FOUR
4.0Data presentation and analysis
4.1Presentation and analysis of data
4.2Testing of hypothesis
4.3Summary of finding
CHAPTER FIVE
DISCUSSION, RECOMMENDATION AND CONCLUSION
5.1Discussion of findings
5.2Conclusions
5.3Recommendation
5.4Suggestion for further study
Bibliography
APPENDIX I
APPENDIX II
Disclaimer: Note this academic material is intended as a guide for your academic research work. Do not copy word for word. Note: For Computer or Programming related works, some works might not contain source codes
CITE THIS WORK
(2012, 11). The Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour (a Case Study Of Guinness Nigeria Plc).. ProjectStoc.com. Retrieved 11, 2012, from https://projectstoc.com/read/434/the-role-of-marketing-strategy-in-determining-consumer-purchasing-behaviour-a-case-study-of-guinness-nigeria-plc
"The Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour (a Case Study Of Guinness Nigeria Plc)." ProjectStoc.com. 11 2012. 2012. 11 2012 <https://projectstoc.com/read/434/the-role-of-marketing-strategy-in-determining-consumer-purchasing-behaviour-a-case-study-of-guinness-nigeria-plc>.
"The Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour (a Case Study Of Guinness Nigeria Plc).." ProjectStoc.com. ProjectStoc.com, 11 2012. Web. 11 2012. <https://projectstoc.com/read/434/the-role-of-marketing-strategy-in-determining-consumer-purchasing-behaviour-a-case-study-of-guinness-nigeria-plc>.
"The Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour (a Case Study Of Guinness Nigeria Plc).." ProjectStoc.com. 11, 2012. Accessed 11, 2012. https://projectstoc.com/read/434/the-role-of-marketing-strategy-in-determining-consumer-purchasing-behaviour-a-case-study-of-guinness-nigeria-plc.
- Related Works
- Importance Of Communication In A Business Organisation
- Staff Welfare Scheme In Government Parastatals (a Case Study Of Enugu State Water Corporation)
- The Problems Of Revenue Generation In Local Government Area Of Nigeria
- The Role Of Effective Leadership In The Achievement Of Organization (a Case Study Of Institute Of Management And Technology Imt Enugu State)
- Problem And Prospects Of Distributing Soft Drinks Products In Enugu Metropolis (a Case Study Of Seven Up Bottling Co. Plc)
- The Problems Of Hostel Accommodation In Higher Institution (a Case Study Of Imt, Enugu State)
- The Impact Of Computerization Of Business (a Case Study Of Nigerian Coal Cooperation (ncc) Enugu)
- Effective Inventory Control As A Means Of Improving An Organization Is Performance (a Case Study Of Nbc Plc) Ninth Mile Corner, Enugu
- Contribution Of Small Scale Industry To Economy Development Of Enugu (a Case Study Of Enugu South Local Government Area)
- Survey On The Possibility Of Establishing Laundry And Dry Cleaning Industry In Imt Enugu