The Effect Of Marketing Communication On Consumer Buying Behaviour (A Case Study Of Nigeria Bottling Company N.B.C Plc)

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The Effect Of Marketing Communication On Consumer Buying Behaviour (A Case Study Of Nigeria Bottling Company N.B.C Plc)


Abstract


This study was carried out on the effect of marketing communication on consumer buying behavior. The case study: Nigeria Bottling Company Plc was adopted for this study this enables the researcher to carry out and in depth study of Nigeria bottling company. In addition, for the purpose of this subject the population to be surveyed includes the marketing department of Nigeria bottling company Plc and study population comprises 50 sales officers and 50 marketing officers and the total population for this research becomes 100. Sample is the actual number of elements selected out of the population of the purpose of the research and comprises 40 sales representatives and 40 marketing officers. Therefore 80 staff becomes total sample size. Close ended questionnaire was use in constructing the questionnaire, where the respondents are provided with options from which to select one that applies to his or her options.

Nigeria Bottling Company (N.B.C) P.L.C has contributed in no small measure to the Nigeria economy. It importance in the area of contribution to the consumers, government and management can not be over emphasizes. Examination of marketing communication ahs been carried out with aim of exposing to the effect of marketing communication on consumer buying behaviour. The study recommended that the organization should also embark on good communication strategies marketing policy, production policy adequate research and development and good pricing policy in order to achieve their predetermined objectives.


Table Of Contents


Page(s)

  • Title page
  • Dedication
  • Acknowledgement
  • Table of contents

Chapter One

1.0 Introduction

  • 1.1 Background to the Study
  • 1.2 Purpose of Study
  • 1.3 Research Question
  • 1.4 Research Hypothesis
  • 1.5 Scope of Study
  • 1.6 Significance of the Study
  • 1.7 Limitation of he Study
  • 1.8 Definition of Term
  • 1.9 Historical Background of the Case Study

Chapter Two

2.0 Literature Review

  • 2.1 Marketing and Marketing Communication
  • 2.2 Evaluation Of Customer Buying Behaviour
  • 2.3 (Bheri, 2004) Stated That, Influences On Consumer Behaviour
  • 2.4 Communication And Marketing Communication Process
  • 2.5 Consumer Behaviour And Markets

Chapter Three

3.0 Research Methodology

  • 3.1 Research Designs
  • 3.2 Characteristics of Study Population
  • 3.3 Sample Sizes
  • 3.4 Procedure for Data Collection
  • 3.5 Research Instrument
  • 3.6 Method of Data Analysis

Chapter Four:

4.0 Data Analysis And Interpretation Of Results

  • 4.1 Level of Department
  • 4.2 Educational Qualification
  • 4.3 Work Experience before Present Employment
  • 4.4 Number of Years of Working Experience
  • 4.5 Hypothesis One
  • 4.6 Hypothesis

Chapter Five:

Summary, Recommendation And Conclusion Of The Study

  • 5.1 Summary of the Study
  • 5.2 Recommendation of the Study
  • 5.3 Recommendations of the Study
  • 5.4 Conclusion of the Study
  • Bibliography

Chapter One


1.0 Introduction

Most often marketing is associated with efforts of business firms selling their goods and services however, also many people think that marketing means selling or advertisement. These two are part of marketing. Marketing occurs anytime a person or organization strives to exchange something of value with another person or organization.

The essence of marketing is translation or exchange broadly, marketing consists of activities designed to generate and facilitate exchange intended to satisfy human or organizational needs or want. Major tools of marketing was first developed by Borden in 1950s and the Mnemonics 4Ps describing those tools was coined by Mc carthy (1960). Marketing creates an offering for the customer. It can set controllable variable that the firm can use to influence its customer response. Marketing can also create apportionment of effort. The marketing’s task is to build a marketing programmer or plan to achieve the company’s desired objective. Such marketing programme consists of numerous decisions on the marketing tools to use.

These tools of marketing are the 4Ps of marketing production, price, promotion and place of which the promotion consist of advertising, sales promotion, sales force, public relations and direct marketing e.t.c

Promotion design and manage marketing sub system for the purpose of informing and persuading present and potential customers to fasten the sales of product or bring about acceptance of an idea, person, point of view.

Promotional activities, apart from personal selling, advertising and publicity which offers short ten incentives designed to bend the demand curve in favour of a product through changing the habits of customers or intermediaries and increase sales. A promotion objective is to create sales volume, introduce new uses for existing products to obtain immediate sales response from consumers.

Marketing communications inferm or promote company’s products and services forms, it has just been noted, an important part of the overall strategy of communications. In isolating product promotion for extended discussion, it is not intended to suggest that it should be divorced in practice from other forms of publicity. Market communication can communicate with its market through media advertising (commercial television, newspapers, periodicals, cinema and commercial radio advertising) and also through public relations activities. An effective product promotional strategy requires systematic planning on similar lines to other area of management responsibility.

Consumer buying behavior influences was offend as a useful basis for studying interactions which influence the consumption of a wide variety of goods and service. This model is new extended to include the process of advertising. Consumer buying behavior id influenced by personal factors and by environmental factors such as cultural morns, family life-cycle, opinion leadership, etc economic factors, such as price or availability, also modify, perhaps considerably, the effect of advertising. The significance of these factors will be related to the nature of the product advertised.

Since advertising can not be successful without an audience of some kind, and it is generally acknowledged that different ‘target’ audiences tend to have distinctive orientations towards the consumption of certain types of products, advertising strategist should analyze these behavioural characteristics.

Advertising influences are shown at five levels awareness, perception, evaluation, inquiry, purchase decision.

Communication between marketer and customer/consumer may not always be dependent solely on direct messages through, for example, advertising. Frequently, a two step flow of communicating is influential in acting as a screening and disseminating process between communicators and target audiences.


1.1 Background To The Study

Marketing communication effect on consumer buying behaviour in a competitive environment, focus and position product/service on consumer minds it’s help capture and sustain the loyalty for long time.

Marketing communication tools like banners, bill boards, radio and television jingles as well as online advertising materials are used by companies to communicate brand positioning and loyalty to prospects and customers.

Buying behaviour can be greatly influenced by the rate at which consumers are exposed to a particular marketing communication material. It is estimated that an average consumer is exposed to over a million product/service brained in a year.


1.2 Purpose Of Study

The purpose of the study is t determine the affection of marketing communication on consumer buying behavior. Other auxiliary objectives;

  1. To known how consumer can react to a product/service through the use of marketing communication.
  2. To determine the extend to which marketing communicating can effect sales.

1.3 Research Question

  1. Does marketing communication improve the buying purchasing of a product?
  2. Does marketing communication lead to increase
  3. How can marketing communication affect consumer buying behavior?

1.4 Research Hypothesis

The research are the tentative statement on which response to question are tested for agreement (a) Ho (b) Hi

  1. H0: There is no significant relationship between marketing communication and sales of a product.
    H1: There is no significant relationship between marketing communication and customer buying goods.
  2. Ho: There is no significant relationship between product differentiation and customer buying goods.
    Hi: There is no significant relationship between product differentiation and customer buying goods.

1.5 Scope Of Study

This study is concerned about marketing communication on consumer and it covers the role in which marketing communication play in consumer buying goods and also a vital tool in informing and educating consumers and production sales.


1.6 Significance Of The Study

The following are the significant that can be derive from the effect of marketing communication on consumers buying bahaviour.

  1. It enables consumer to make wise purchase decision on the choice of product.
  2. Small retailers depends on marketing communication to sell their goods and services
  3. The course of study helps in creating awareness for the consumers to have a current detail about a particular product.

1.7 Limitation Of He Study

In carrying out this research work of this nature they us to be numerous challenges which can be against the success of the study which reduce the extent of result and achievement of aims and objectives, some factors, such as lack of resource center, such as cyber cafe, and availability of text books in the library made it difficult in collection of facts and information. Also time factor, respondent of their members of the group whom are reluctant about the project and finance over to the above point time factors, the time available to write project receive lectures and assignment are not adequate.


1.8 Definition Of Term

The following term are defined adequately.

i. Marketing:

It is the managerial process which match the product and marketing either in satisfaction consumer in affected.

ii. Communication:

It is a continuous process of exchanging, sharing, sending, receiving information between two entity.

iii. Consumer Buying Behavior:

This is an immediate product that can be consumed by individual or people in the society, that is product that can be consumed in it present form.


1.9 Historical Background Of The Case Study

A brief history of Nigeria bottling company (NBC) Plc. (Bottler of Coca-Cola) is narrated here. Coca-Cola first came to Nigeria in 1953 when the Nigeria battling set up its existing growth and development, particularly, during past sixteen years.

Coca-cola is the new world leading soft drinking more than one hundred and forty-five countries. A total of 250million bottles are consumed everyday in all part of the globe from Canada, north to Argentina and New Zealand in south, from Alaska to china and from Mexico to Nigeria.

Nigeria Bottling Company is today Nigeria number one bottler of soft drink, selling move than six million bottles per day, a figure which is still growing with continuing expansion of building new plants in various part of the federation Fanta is by far of the number on e best seller in the orange segment and sprite the most widely sold lemon drink in Nigeria.

The NBC glass house in Benin suppliers, the million of bottlers required to keep a large bottling company in operating. The crown product factory in Ijebu-Ode and Kano which manufacture the metal crowns to the bottles, the plastic company and plastic (creates) for carrying the bottles.

In addition, the trucks which we are familiar with in many parts of the country deliver soft drink to more than fifty thousand carbonate for favourite soft drink. Equality is the (key work which determines the success of the whole operation).


Chapter Five


Summary, Recommendation And Conclusion Of The Study

5.1 Summary Of The Study

Nigeria Bottling Company (N.B.C) P.L.C has contributed in no small measure to the Nigeria economy. It importance in the area of contribution to the consumers, government and management can not be over emphasizes.

Examination of marketing communication ahs been carried out with aim of exposing to the effect of marketing communication on consumer buying behaviour.

In the study, the researcher has been ableto state a clear distinction in the literature review, research methodology used, methods of data collection, distribution of questionnaire and testing of hypothesis in order to achieve the stated objectives o the study.

In conclusion, this does not mean that the company should put greater emphasis on this project work alone, but at the same time, the finding in this should be applied to all the marketing communicating system in the company because they are very important in the marketing activities of the company.


5.2 Recommendation Of The Study

Based on the above findings, one can conclude that marketing communication can contributed to the success of company’s product or services in the market in various ways.


5.3 Recommendations Of The Study

Having analyzed the topic (effect of marketing communication on consumer buying behaviour) and based on the result of data gathered in this research work, the following recommendations are provided. However, these recommendations are good to the consumers, government and management.

To consumer, the consumers of any organization nee adequate and corrected information about the company and its various products.

This is very important because it will provide an avenue for the customer telling the company what they went to buy and the company in return establishing channels of information and persuasion to foster the sales of goods and services informing the customer what they have to purchase.

In most developing countries, political instability has been the order of the day and most of the time people who accidentally find themselves in government may be those who do not understand enough to appreciate the contribution of research of overall national development and progress and due the nature of the topic just investigated, i.e marketing communication: effect on consumer buying behavior, it is recommended to the government that in order to make marketing communication through promotional activities reliable and effective, that government should provide for favourable atmosphere, necessary equipment , facilities, material and good communication network for research and purposes most especially marketing communication research.
For management to achieve its stated objectives, management should put more resource in communication activities in order to increase their sales and returns on investment since modern marketing call for more than developing a good product pricing it attractively and making it accessible to target consumer but they must also establish channels of information to communicate with their and potential customer in order to increase their awareness of the product. Besides management should endear our to establish marketing communication budget for the organization. Management should also provide good quality product adequate raw materials, machinery and modern equipment and they must be conversant with the changers in their marketing environment in order to anticipate the opportunities in their environment and develop strategies to meet the threats that the environment is presenting to the company.

They should also embark on good communication strategies marketing policy, production policy adequate research and development and good pricing policy in order to achieve their predetermined objectives.


5.4 Conclusion Of The Study

No social system or organization can function without communication. Marketing communication is only means co-ordinated efforts through which marketing organizations can establish channels of information, establish their goals development plans se for the achievement of their corporate objectives and persuasion to foster the sales of goods and services or the acceptance of ideas or points of view.

This research work focused on marketing communication: it effect on consumer buying behavior. This study determined the activities of marketing communication system toward the effectiveness and efficiency of the marketing activities with specific reference to Nigeria bottling company (N.B.C). Therefore in this research work, the researcher was able to determine the role marketing communication play in improving the marketing activities of the company.

Finally, it is obvious that the level of productivity and expansion of the company’s objective will definitely improve the company ability to meet its marketing goals if the factors mentioned above are strictly ad heard to this, it will help the company’s marketing communication` system to achieve its pre-determined objectives.
Conclusively, marketing communication can never be over looked since it is the means through which various resources are co-ordinated and put into useful from toward realization of pre-determined objectives.


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