Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour
(A Case Study Of Guiness Nigeria Plc)
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.
NOTE: Preview the following Table of Content before you download the full content. WYSIWYG – What You See Is What You Get.
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Research questions
1.5 Hypothesis formulation
1.6 Significance of the study
1.7 Scope of the study
1.8 Limitations of the study
1.9 Reference
CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 introductions
2.2 Marketing, objectives, marketing strategies and marketing programs
2.3 selecting a marketing strategy
2.4 Objectives of Guinness brewery nig. plc
2.5 Relationship between marketing strategies and consumer purchasing behaviour for Guinness products
CHAPTER THREE:
RESEARCH DESIGN AND METHODOLOGY
3.0 Introductions
3.1 Research design
3.2 Population of the study
3.3 Sample size determination
3.4 Instrument for data collection
3.5 Validation of the instrument
3.6 Reliability of the instrument
3.7 Methods of data collection
3.8 Method of data analysis
CHAPTER FOUR
4.0 Data presentation and analysis
4.1 Presentation and analysis of data
4.2 Testing of hypothesis
4.3 Summary of finding
CHAPTER FIVE
DISCUSSION, RECOMMENDATION AND CONCLUSION
5.1 Discussion of findings
5.2 Conclusions
5.3 Recommendation
5.4 Suggestion for further study
Bibliography
APPENDIX I
APPENDIX II
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