The Effect Of After Sales Services On Consumer Patronage (A Case Study Of PZ Cussons Plc)

Project and Seminar Material for Marketing

The Effect Of After Sales Services On Consumer Patronage (A Case Study Of PZ Cussons Plc)


Abstract


This study deals on the effect of after sales services on consumer patronage, using PZ as a case study. The historical background and the development of this company this study attempts to evaluate the effects of after sales services such as delivery, maintenance, installations, guarantees and warranty, on consumer patronage. It further seeks to address such questions as how can these functions be implemented? Do these function benefit the consumer prospects? The population of the study was 300, 100 from senior staff and 200 from junior staff and the sample size 75 out of the 75 questionnaires distributed, 50 were returned. The presentation and analysis of data was carried out. The three formulated hypotheses were tested using chi-square (X2) method from the findings, it was discovered that the after sales services have effects on consumer patronage. Constant review of staff’s conditions of services is recommended. A well-motivated and trained staff will be a greater tool to the enterprise and other service of programme joined together.


Chapter One


Introduction

1.1 Background of the Study

After –Sales service is that part of the sales person’s job, which provide or at least, offer service and information after sales has been made.

On the other hand, after sales services could be defined practically as a service or help rendered to a customer when there is such a need for it or after the sale of a product or service, without price or payment in order to maintain customer satisfaction and loyalty.

In personal selling it is being said that an effective selling job does not end.

When the order is written up often sales service continues even after his goods have been sold.

An important element of good customer relations (and repeat business). Is carrying after sales service which is not merely the provision of technical service which involved but the customer /sales.

After sales services on consumer patronage relate to the help and assistance that is given to customers. A good sales person appreciate the importance of keeping customers satisfied and show genuine interest in ensuring their continued satisfaction is maintained. It is an advantage for the sales person and his company to keep in touch with old and new customers and showing interest in their affairs. This will continue to generate other prospects who are to be converted into customers.

As rightly said, that marketing beginning and ends with the customers. In personal selling we say that a good sales persons is one who defines and locates a prospects converts him to a customer through follow-up activities, which further ensures that the product keeps satisfying his buying needs.

In our today’s changing world, marketers go along way in ensuring continued relationship with their various customers, during and after the purchase of a given product. This they try to achieve via after sales service.

However, after sales involves various types of service offered to a customer after the exchange of goods and services, aimed at reducing post purchase.

After sales service on consumer patronage therefore is a follow-up after sales has been made in order to know customer reaction and to encourage him/her that he/she has made the right choice.

Moreso, it can be viewed as the help rendered by companies, organization or business enterprise to their client/customer after sales transaction might have taken place, which may attract little payment or non-payment by such client and which motivates or creates a good relationship between the two parties (customer/supplier) to ensure.

Customer satisfaction. After sales services on consumer patronage compasses of delivery services, installation, repairs and maintenance guarantee and warrantee, customer training, ware housing ,packaging, credit note, provision of transportation, loading and off loading etc.

Thus, all the above information is necessary for the understanding of this study; necessitate the research work with a particular reference of the case study on the PZ Cussons Plc.

Customer Post –purchase dissonance is the state of conflict experience after the purchase of goods services. It is quite different from purchase: hence Kotler and Amstrong (1999) regarded it as past-purchase conflict cognitive dissonance products discomfort Festinger (1957) explained that while purchase conflict is resolved by making a choice, this is exactly what post purchase cognate dissonance implies.

Dissonance is a negative drive state that occurs whenever a consumer simultaneously holds two cognate (ideas, beliefs or opinion) about a product or which are psychologically inconsistent.

1.1.1 Profile Of The Company (PZ) Cussons Plc

PZ Cussons Plc, is a leading manufacture and the distributor of a variety of products, especially soaps, and other personal, items, including shampoo, baby power et c . they also manufacturer refrigerators and other white good freezers and air conditioners, detergents and cleaning famine hygiene products Olive oil packaging materials.

In 2003,PZ formed a joint ventures with Ireland’s Gambia to supply evaporated milk in Nigeria. It also acquired U.K hair care brand charies Worthington in 2005.

PZ Cussons currently manufactures and distributes over 30 brand across its global network of companies. Its policy focused on efforts to specify the geographical markets which shows the potential growth, high quality and innovative through having developed a deep understanding and aspirations of local customers.

The company which is known as Patersons Zochonis (PZ) change its name in the years 2002, its history reached all the way back to the century, when it was found as a trading post, called west African Merchants, Paterson and Zochonis stated out, by shipping and other [product, such as palm kernels cocoa, ground nuts, seed cottons as well as animals hides and skins.

During the year “1934 George Paterson died, leaving George Zochonis in control of the company. The Zochonis family was highly involved in the company’s expansion, and the company become the placing of members of the extended family in key management position.

The company also have some principal subsidiaries such as Minerva, PZ Cussons East African Ltd Ghana Industries limited, PZ Cussons Poland, PZ Cussons Thailand, PZ Cussons UK, PZ Industries Plc Nigeria.

Furthermore, it has principal competitor. Doyin group of company, maharini group, Lever Brothers private Ltd, Unilever Plc, Colgate Palmolive Proprietary Ltd.

It is also important to known some of the dates when the company established its offices at different country’s..

The key dates is as follows:

It is also important to know some of the dates when the company established its offices at different country’s

  • 1948: Patersons Zochonis (PZ) open its soap manufacturing office in Nigeria
  • 1969: Paterson Zochonis (PZ) Launches manufacturing in Ghana
  • 1975: Pater son Zochonis 9PZ) Acquired Cussons
  • 1977: Paterson Zochonis 9PZ) acquires Greek olive oil production of Minerva
  • 1983: Paterson Zochonis (PZ) acquired a soup in Kenya.
  • 1986: The company being manufacturing in Thailand
  • 2002: The company name changed to Paterson Zochonis
  • 2003: The company acquires the originals source (axe brand).

1.2 Statement of the Problem

Every business exists principally to make profit. Unfortunately they do not because of the following reasons:

These were unable to realize the reasons why they lose enormous sum of money. This is due to incomprehensiveness and silly method of approach.

There are hues and cries about attitude of workers in some of those business organizations.

They earned for themselves public abuse disrespect.


1.3 Objective of the Study

This study is an attempt to evaluate the effect of after sales services on consumer patronage. This is in recognition of the fact on those services rendered to prospect after making purchase such as delivery, maintenance, installations guarantee and warranty specifically it seeks to know

  1. What functions after sales services performs on consumer or prospective buyer.
  2. How are these functions implemented
  3. Do after sales services benefits the consumer or prospects?
  4. Can their performances by improved upon the ability to find answers to be above questions, will illuminate the effects of after sales services on consumers patronage.

1.4 Research Question

The research question asked in this study are as follows:

  1. What are the effects, which after sales services has on consumer patronage?
  2. Does after sales services contribute to the growth of consumer well being?
  3. Does after sales service made only for the benefit of the consumer?
  4. What are the factors that being about after sales services?
  5. What are the importance of after sales services?

The answers to the researcher question of the following hypothesis were formulated and tested in this study.


1.5 Research Hypothesis

  1. Ho1: After sales services have no effect on consumer patronage
    HA1: After s ales services have effect on consumer patronage.
  2. Ho2: After sales services do not contribute to the growth of consume well-being.
    HA2: After sales service contributes to the growth of consumer well being.
  3. Ho3: After sales services are not made for the benefit of the consumer only.
    Ho3: After sales services are made for the benefit of the consumer only.

1.6 Significance of the Study

The study is significance in the following ways

  1. The study is enabling PZ to adopt the most appropriate after sales services.
  2. It helps firms to know the element of sales to used by PZ Cussons Nigeria Plc
  3. It enables firms to also know the relative importance of the after sales services.
  4. It also helps firms to find out the actors that affects the after sales services
  5. It enables firms to also know the actual potential customers.

Chapter Five


Findings, Conclusion and Recommendation

5.1 Findings

This study is an attempt to evaluate the effect of after sales services on consumer patronage. This is in recognition of the fact on those services rendered to prospect after making purchase such as delivery, maintenance, installations guarantee and warranty specifically it seeks to know

  1. What functions after sales services performs on consumer or prospective buyer.
  2. How are these functions implemented?
  3. Do after sales services benefits the consumer or prospects?
  4. Can their performances by improved upon the ability to find answers to be above questions, will illuminate the effects of after sales services on consumers patronage.

Findings from the study showed the following:

  1. After sale services have effect on customer patronage.
  2. After service contributes to the growth of customer well being.
  3. After sales services are made for the benefit of consumers only.
  4. After sales services have increased overtime.

5.2 Conclusion

Based on the finding and the result of the analysis above, we conclude that after sales services have significant (0.00) effect on the level of customer patronage.


5.3 Recommendation

From all our finding and analysis, we recommend the following:

  1. There should be an improvement on the area of the sales department of various organisations in terms of good customer relationship as this will help maintain the reputation of the company.
  2. There should be a feedback mechanism for customer to tell the company about the level of their satisfaction from the services rendered by the company.

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