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/5663/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-948
"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/5663/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-948>.
"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/5663/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-948>.
"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/5663/an-evaluation-of-product-positioning-strategies-in-the-consumer-products-industry-in-nigeria-a-case-study-of-unilever-nigeria-plc-enugu-948.
- Related Works
- Inventory Valuation Management And Control In Manufacturing Organisation
- The Effect Of Incentives On Job Performance In Dannic Hotels Limited Enugu State
- The Role Of Local Government Administration In Economic And Social Development Of Rural Area In Nigeria. (a Case Study Of Udi Local Government Area In Enugu State
- The Nature, Concept And Scope Of Management In An Organisation (a Case Study Of Phcn )
- Public Relation As A Strategy For Maximizing Profit In An Organization
- The Impact Of Training And Development Of Human Resource As A Critical Factor In The Banking Sector (a Case Study Of First Bank Of Nigeria Plc Main Branch Enugu)
- The Prospect Of Human Resource Management In Enhancing Higher Productivity In A Construction Company (syntax Construction Company Nigeria Limited)
- The Impact Of Corporate Social Responsibility On The Performance Of Access Bank Plc
- Problem And Prospect Of Small Scale Enterprise In Nigeria (a Case Study Of Ezinihitte In Imo State)
- The Role Of Small-scale Industries In The Economic Development Of Nigeria