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 Production Planning And Inventory Control In An Organization
- Performance Appraisal Of Junior Staff In Public Organizations (a Case Study Of National Electric Power Authority (n.e.p.a) Enugu District Office)
- An Investigation Into The Role Of Small Scale Industries In The Economic Development Of Nigeria (a Focus In Abia State)
- An Assessment Of Physical Distribution In The Performance Of An Organisation
- Senior Management Recruitment
- Low Productivity In Our Public Organization And Its Effects In Our Economy
- Effect Of Proper Records Management On Workers Productivity
- Policy Making And Implementation A Tool For An Efficient Management System To Achieve The Objective Of An Organization (a Case Study Of Michael Okpara Federal University Of Agriculture Umudike Abia State)
- Impact Of Product Quality On Sales Volume In Nigerian Bottling Company
- Strategies For Improving Workers Morale And Productivity In An Organization [a Case Of Study Of Enugu State Transport Company (entraco)]