ABSTRACT
This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc in Enugu.
The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives.
In an attempt to carryout the study effectively, a total sample of seven firms were judgmentally selected.
This sample random sampling technique and chi-square statistical tools was used for this study.
i. From the analysis of the data, it was deduced that the selected firms consider the application of product positioning as very important part of firm’s sales objectives.
ii. The selected firms also used product positioning to achieve their aims.
iii. The firms marketing operations are regionally structured. However, it was noted that the firms is selling to all the customers.
Finally, the following suggestion were seen:
a. There should be adequate provision of funds.
b. The firm should engage more effort to train their sales executives.
c. They should improve on advertising and other sales promotion mix.
d. Lastly, the issue of transportation and distribution facilities should be improved.
TABLE OF CONTENTS
Title Page i
Approval Page ii
Dedication iii
Acknowledge iv
Abstract v
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of Problem 3
1.3 Objective of the Study 5
1.4 Scope of the Study 6
1.5 Formulation of Hypothesis 7
1.6 Significance of the Study 9
1.7 Definition of Terms 9
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Meaning and Scope of Product Position Strategies 11
2.2 Bases for Position A Product 4
2.3 Types of Positioning Strategy 17
2.4 Product Positioning Process 21
2.5 Enveloping of positioning Strategies 24
2.6 Evaluation of positioning strategies 28
2.7 Communicating The Company’s Positioning Strategies 29
CHAPTER THREE:
RESEARCH METHODOLOGY
3.1 Sources data 34
3.2 Determination of sample size customers
Sample size 35
3.3 Sampling technique 37
3.4 Research instrument used 37
3.5 Validation of research instruments 39
3.6 Questionnaire allocation and administration 39
3.7 Method of data treatment an analysis 43
3.8 Limitation of the study 43
CHAPTER FOUR:
4.1 DATA PRESENTATION AND ANALYSIS OF 58
4.1 TESTING OF HYPOTHESIS 65
4.2 TESTING OF HYP;OTHESIS 69
CHAPTER FIVE:
SUMMARY, AND FINDING CONCLUSION, AND RECOMMENDATION
5.1 Summary of Findings 79
5.2 Recommendation 81
5.3 Conclusion 84
Bibliography
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
(2014, 12). An Evaluation Of Product Positioning Strategies In The Consumer Products Industry In Nigeria (a Case Study Of Unilever Nigeria Plc Enugu).. ProjectStoc.com. Retrieved 12, 2014, from https://projectstoc.com/read/5659/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-6647
"An Evaluation Of Product Positioning Strategies In The Consumer Products Industry In Nigeria (a Case Study Of Unilever Nigeria Plc Enugu)." ProjectStoc.com. 12 2014. 2014. 12 2014 <https://projectstoc.com/read/5659/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-6647>.
"An Evaluation Of Product Positioning Strategies In The Consumer Products Industry In Nigeria (a Case Study Of Unilever Nigeria Plc Enugu).." ProjectStoc.com. ProjectStoc.com, 12 2014. Web. 12 2014. <https://projectstoc.com/read/5659/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-6647>.
"An Evaluation Of Product Positioning Strategies In The Consumer Products Industry In Nigeria (a Case Study Of Unilever Nigeria Plc Enugu).." ProjectStoc.com. 12, 2014. Accessed 12, 2014. https://projectstoc.com/read/5659/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-6647.
- Related Works
- Locational Factors Influencing The Marketing Of Financial Service In Lagos And Aba Markets
- The Impact Of Personal Selling In The Marketing Of Beverages In Enugu State (a Case Study Of Milo Product Of Nestle Nigeria Plc)
- Corporate Advertising As An Effecting Promotional Tool In The Marketing Of Banking Services (a Case Study Of Selected Commercial Bank In Delta State)
- An Appraisal Of Material Management Concept As A Strategy For Achieving Organizational Productivity (a Case Study Of Kaduna Refining And Petrochemical Ltd.)
- The Role Of Advertising In The Marketing Of New Business (a Study Of Shoprite, Enugu)
- The Impact Of Effective Management Of Resources In Solving Unemployment Problem In Nigeria. (a Case Study Of Oji-river Local Government Enugu)
- The Effect Of Cost Control In Nigeria Breweries
- 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
- The Effect Of Sales Force Motivation On Productivity A Case Study Of Emenite Company Enugu
- Problems And Prospects Of Marketing In Small-scale Business In Nigeria (a Case Study Of Aqua Rapha, God’s Healing Water In Enugu)