ENEMS MICROSYSTEMS RESEARCH SPOT: Marketing

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Thursday, 16 March 2023

A STUDY OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS IN NIGERIA

A STUDY OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS IN NIGERIA

A CASE STUDY OF ROYAL CERAMIC NIGERIA LIMITED

CHAPTER ONE

1.0 INTRODUCTION

Packaging and branding have becomes very important activities in the production and marketing of good and services. Packaging can be defined as all the activities in production planning that involve designing and producing the container or wrappers for a product. Packaging is obviously closely related to labeling and branding because the label often appears on the package and the branding is typically on the label. Packaging plays two basic roles, protection of the content and communication about the product. As a protecting tool, it helps in the storing, reduction of damage and loss of goods in transit, minimized pilferage and tempering of products in the course of handling. Is a protective device against product damage, contamination, evaporation and chemical change. Packaging helps to identify a product and thus may prevent substitution of competitive goods. Packaged good generally are more convenience.

Packaging as a means of communication involves a series of marketing activities. A firm may package it product in such a way as to increase profit possibilities. Package may be so attractive that customers will pay more just to get the special package.

Packaging as a salient salesman- when a product tends to sell itself without the company promotion then we say the package is serving as a salient salesman. Branding on the other hand means the use of a name, term, symbol or design or a combination of these which is intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors. Brand encourages repeat sales- if a product proves satisfactory to a customer; brands make it easy for the consumer to locate that product for repurchase.

Brands simplify sales promotion – effective sales promotion depends (mainly) on branding or identifying the products. Through branding, the quality and quantity of production can be controlled. This means that poor quality which might reflect unfavorable an other products and discourage future trade-could be traced back to the quality producer. With the increase in the number of similar production in the marketing today which has in term led to the persistent increase in the level of competition among producers, individual firm do not only improve on the quality of their product, but try to differentiate their products from those of competitors. This can be achieved through the use of attractive and distinctive packaging and branding.

Hence, this project aims at finding out whether or not packaging and branding are really relevant in the marketing of shopping goods with special reference to royal ceramics Ltd, area sales office Suleja on the Abuja, Kaduna highway.

1.1 HISTORICAL BACKGROUNG OF THE CASE STUDY

Historically, Royal ceramics Ltd was established in the year 1992 in Nigeria at Suleja on the Abuja-Kaduna highway about 45km from the capital city of Abuja. Royal ceramics remains the first and art pioneering ceramics unit in sub-Saharan Africa, producing wall tiles, floor tiles, porcelain tiles, red clay blocks and sanitary wares under a single roof.

THE PERFORMANCE

In product terms an early commitment to quality was made, also the development of port folio of production acceptable and specific to the taste and heeds at Nigerians has been a man plank from the earliest days. Royal ceramics products are distributed all over Nigeria and we understand that a good percentage of their products find their way to some of our neighboring countries such as Niger, Chad and Cameroon. In Nigeria they are the leading source of locally produced ceramic – ware and it is estimated that they have nearly 40% of the market share. Royal ceramics stockists and distributors numbering 72 are uniformly distributed geographically all around Nigeria. They team of marketing professional keep touring all round the country periodically to ensure top quality customer service and also to be in touch with the ground reality of the competition from other local and foreign producers. Royal tiles both wall tiles and floor tiles are available in variety of 750 standard designs and also custom designed tiles in special sizes and designs are also made available for special customers. We market wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of are 6mm to 12mm. The tiles sizes that are usually available are 6×6, 8×12, 8×8, 12×12 and 16×16. Sanitary ware are available in patented Italian designs and also custom made designs in various colours. The popular colours are white, sky-blue, grey and light pink. Royal has got sophisticated wing for producing quality products by testing raw materials before production, every stage to production and also finished products. The R&D (Research and Development) holds the responsibility for developing of body, ensuring the production department to produce the right product with right specifications.

Services- Royal has got a service department to educate the lying techniques to tillers and mason and also to attend the queries of customers. They act as a bridge between the company and customers.

The initial investment was USD $ 20million, and over the years the addition and modifications have increased the investment level to well over USD$30million.

THE BRAND

The business of a company is centered on serving the consumer with the high quality product. Through the large distributor network, and strong brand developed over one a decades, Royal tiles remain one of the most widespread and population brands in West Africa.

Wall tiles and floor tile plants:

The 2 plants are capable of producing wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of 6mm to 12mm. the tiles sizes that can be made in this plant are 150mm x 150mm, 200mm x300mm, 200mm x 200mm, 300mm x300mm and 400mm x 400mm. OR you can still use short form of it by saying 150m x150m =6 x 6, 200mm x300m = 20 x30, 300m x300m =30 x30, 400m x 400m =40 x40 . All the equipment has been sourced from SACMI, Italy and the plants are capable of producing 4million square meter of tiles per annum. The production lines are equipped with multiple printing stations, enabling the production of multiple coloured tiles. Royal have a large stock of a variety of punches and in- house screen lab to produce innumerable designs for the market. To improve the quality of product and save on the foreign exchange from importation Royal had recently begun manufacturing frits for their own purpose and for other industries in Nigeria. Royal now have the capability to produce 20MT of first a day a significant boost to the local economy.

THE PEOPLE

The unit employs 2, 200 Nigeria directly and indirectly and 30 Indians expatriates, it is estimated the another 8000 Nigerians are employed in the various sectors such as mining, supply of raw materials, distribution of finished products e. t .c they provides accommodation to their employees.

1.2 STATEMENT OF PROBLEM

It is an established fact that companies irrespective of where they are situated, what and how they produce, who their share holders are etc, face one form of problem or the other. These problems are often caused by such factors as : high level of competition, political instability fuel scarcity, competitors copying their design, qualified personnel, and raw materials .

Actually, their raw materials yard is capable of holding nearly 50,000 tons of raw materials at any given time. Considering the extended rainy season in Nigeria such a huge storage capacity becomes a necessity. But had it being some imported items such as transparent & opaque frit, zinc oxide, color pigments, printing base, magnesium silicate etc.which they import from Spain, Italy India and other European countries are found in Nigeria the product would have being at a cheaper rate.

On several occasions, the government has raced embargo on the importation of raw material and machineries which has in turn made it very difficult for manufacturers to supplement home supply with imports. Competition is another problems that most companies are now facing today and this has force them to decide new strategies to enable them gain some competitive edge over their rivals. The development of implementation of efficient and effective strategy involves a lot of money ,time etc which would have been challenged towards the achievements of other organization goals. Since packaging and branding add to lost of price ,it is argued in many ways that whether it should continue or not, it is against this back-ground that the researcher carried out this research work to find out relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Ltd.

1.3 SIGNIFICANCE OF THE STUDY

The importance of this study includes the following.

To develop and transform the researcher theoretical knowledge in to practice one especially as it relates to packaging and branding.
To shows the relevance of product packaging and branding in the marketing of shopping’s goods.
To serve as a reference materials for research work in related fields.
To help researchers in the field of study identify and access the important of packaging and branding in marketing of shopping goods.
To satisfy one of the basics condition for the award of National Diploma (ND) in department of marketing Nasarawa Federal Polytechnic, Nasarawa state.

1.4 OBJECTIVES OF THE STUDY
The main aims and objectives of the study include the following:-

To find out if packaging and branding have any impact on company (Royal ceramics Ltd) turnover.
To find out whether or not packaging and branding help to lower the manufactures cost of distributions and promotions.
To find out whether or not packaging and branding facilities products differetiations.
To determine whether or not packaging and branding provides the much needed information about a product.
To find out why Royal ceramics Ltd uses packaging and branding in the marketing of their products.
To provides the researcher with an insight in the field of study.

1.5 SCOPE OF THE STUDY

Packaging and branding are very important activities in the production of marketing of goods and service in all manufacturing industries will be very difficult if not impossible considering the cost involves time constraint. Base on these, the study is confirmed to Royal ceramics Ltd Nigeria. The relevance of products packaging and branding in the marketing of shopping goods is the essence of this research works.

1.6 STATEMENT OF HYPOTHESIS

To decide on the outcome of the study, the following hypothesis are formed to be tested as well as to obtain meaningful information that will aid the marketing of valid conclusions and recommendations.

HI: Packaging and branding are relevant of shopping goods

HO: Packaging and branding are not relevant in marketing of shopping goods.

Note: HI: means alternative hypothesis, HO: means null hypothesis.

1.7 LIMITATIONS OF THE STUDY

In the course of writing a project of the nature one encounter are difficulties which include among other: the problems of locating respondent’s .some of the few that were located responded to the questionnaire reluctantly. The researcher also found it difficult to obtain vital information from the company (Royal ceramics Ltd, Nigeria) As much information are considered very crucial for the survival of the organization, in the same vain ,the project work is much tasking as it was not easy to obtain material ,the cost involves in typing ,photocopying and binding as a student . Inadequate time was another problem the researcher encountered, since the researcher has to share the available time among his normal academic work and the project work both of which are time consuming.

Consequently, very short time was left for this write-up which thus meant that the work was done in haste in order to meet up with the submission date. Lecturing which is the main task of every lecturer tends to limit the frequency of project supervision.

1.8 DEFINITION OF TERMS

The terms below have been defined in relation to the context in which they are used in this study for the sole purpose of clarity.

1) MARKETING: According to the institute of marketing U.K, marketing is defined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably while American marketing Association considers marketing as the performance of business activities that direct the flow of goods and service from producer to consumer or user.

2) PRODUCT: Njioku (2000), says that product is the object of a market offer by the firm or producer to the consumer or user.

Nwokoye (1981:95) defines product as “a bundle of physical and psychological satisfaction that a buyer receives from a purchase”

Kotler (1976:183) on his own part states product as anything that can be offered to a market for attention, acquisition, or consumption; it includes physical object, services, personalities, place organizations and ideas.

3) PRODUCT MIX: Is a composite or total number of products produced and market by a firm or business unit. It can also be seen as the full list of all products offered for sale by a company. E.g. cameras, photographic supplies chemicals plastics etc .this would include all product all product lines and product items handled by a company.

4) PRODUCT LINE : Is a group of products that are closely related either because they satisfy a class of need , are used together, sold to the same customer groups, marketed through the same types of outlet or fall within price range e.g. Guilder, Star etc.

5) BRANDING: Is a way of distinguishing a company’s product from those of competing products by assigning names or symbols to these product.

6) BRAND: Njioku (2002:69), on his own parts, a brand is a name, term, symbols or design or a combination of them which is intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of competitors.

7) BRAND NAME: Consists of words, letters\ or numbers which may be pronounced e.g. Toyota, Honda e.t.c

8) BRAND MARK: Is the part of the brand which appears in the form of symbol, design, or distinctive coloring and lettering, it can be recognized by size but cannot be vocalized.

9) TRADE MARK: A trade mark is a brand which is given legal protection because under the law it has been used exclusively by one seller. It therefore follows that trademarks are brands and include words, letters number, etc. which may be pronounced as well as pictorial design

10) FAMILY BRAND: This is a single brand name used for the several related products. Brands may be family or individual brands. It is “blanket or family brand” When the brand name is applied to several products or to each grade of company merchandise.

11) BLANKEY BRAND: This is a brand that is applied to an entire product mix or to a product in a particular line.

12) INDIVIDUAL BRAND NAME: This applies to only one product e.g. Volkswagen uses individual brand name for Passat, Jetta, Golf, Audi etc A series of individual brands is more difficult to market and manage because each brand is to be promoted separately and often must be under the direction of a separate division or department. Unilever uses individual brands for close-up, Lux, Omo e.t.c.

13) BRANDING DECISIONS: Brand strategy is intimately tied up with the question of product mix strategy. A marketer addresses three difficult decisions on brand strategy. The first is whether, and to what extent he should put brand names on his products. His second is whether the brand names should be those of his firm or of the distributors. His third is whether his own brands should go under one, a few or many individual names.

14) BRAND EXTENSION: A brand extension strategy is any effort to use a successful brand name to launch product modifications or additional products.

15) CO- BRANDING: This is the practice of using the established brand names of two different companies on the same products.

16) MULTI- BRAND: This is a strategy under which a seller develops two or more brands in the same products category. A multi brand strategy enables the company to take advantage of different market segments. Consumers respond to various appeals.

17) BATTLE OF BRANDS: It will be observed that the product mix in any large wholesale or retail establishments provides strong evidence that marketing today involves a battle of brands. Many food retailers handle 5 to10 manufacturers’ brands of product such as tea or coffee with 2 or 3 of their own privates in addition. These brands compete or battle against one another for acceptance by the consumers and for shelf- space.

18) BRAND AWARENESS: This refers to the buyers ability to identify (recognize or recall) the brand within the category insufficient details to make a purpose.

19) PACKAGING: This refers to the general group of activities in product planning which involves designing and producing the container wrapper for a product.

20) PRIMARY PACKAGE: This refers to the product immediate container e.g. the tube holding toothpaste.

21) SECONDARY PACKAGES: This is the additional layer or materials that protect the primary package and is thrown or discarded when the product is about to be used e.g. the cardboard containing the tube of toothpaste.

22) MULTIPLY PACKAGE: This is the practice of placing several unit of product in one container.

23) INDUSTRIAL GOODS: This can be also called producer goods, there are those intended for use in making other products for rendering a service in the operation of a business or institutional enterprise. Industrial goods are not produced for their own sake but are destined for use in the production of other goods or rendering services.

24) CONSUMER GOODS: These are goods the consumer purchase for imitate use or goods purchases for ultimate satisfaction of personal and family needs.

25) CONVENIENCE GOOD: These are goods the consumer need but is not willing to spend much time and effort shopping by soap, .newspapers e.t.c.

26) STAPLE GOODS: There are convenience goods which the consumer knows he wants before he sees them and which he plans to buy as possible and with minimum of effort. E.g. drugs, food materials and other household.

27) IMPULSE GOODS: These are an item that as soon as a consumer sees them in a store\ shop a signal comes to him that he needs them and he buys immediately.

28) SHOPPING GOODS: These are those consumers’ goods which the customer, in the process of selection and purchase, characteristically compares on such basis as suitability, quality, price, and style. E.g. ceramics, furniture e.t.c. 29) SPECIALITY GOODS: They are those consumers’ goods with unique characteristics and\or for an identification for which a significant group of buyers are habitually willing to make a purchasing effort. e.g. photographic equipment, men’s suit e.t.c.

THE IMPACT OF MARKETING MIX VARIABLES IN THE ECONOMY OF NIGERIA

THE IMPACT OF MARKETING MIX VARIABLES IN THE ECONOMY OF NIGERIA

(A CASE STUDY OF NIGERIA BREWERIES, KADUNA)

ABSTRACT

The research study is titled “The impact of marketing mix variables in the economy of Nigeria “as applicable to Nigeria breweries. Chapter one started with the introduction background of the study, statement of the problem following by the objective of the study, scope of the study, statement of hypothesis ,limitation of the study and definition of items. Chapter two consist of the following literature review, introduction, analysis of marketing mix variables , the meaning and objective of marketing mix, the marketing means variables, The impact of marketing mix variable in the economy of Nigeria an the impact of modern information technology on the mix.

Further more , chapter three presented the following research design and methodology, source of data collection, research instructments , type of questionnaire, statistical technique used in analyzing the data questionnaire distribution and collection chapter four we have data presentation and analysis and rest of hypothesis chapter five consist of summary of endings , conclusion, recommendations, biography and appendixes.

CHAPTER ONE

1.0. INTRODUCTION

The marketing mix can be defined as the combination of elements in an organization offering to the market; offering being either products or services. These elements were identified as product, price, promotion and place. In the world today, everyday one person or two contemplate going to one business or the other.

This follows from a realization or discovery of an untapped opportunity. This therefore, prompts entry into one form of business and /or the order to cater for the needs and wants of unexplored market potential, and hence mobilize all factors and resources that will aid in the process of the achievement of this objectives.

Before going into any form of business, intensive research must be carried out on the marketing mix variables (product, price,pro0motion, and place) see the viability of achieve organization’s objectives.

In the absence of such a research, even when the business starts, problems are bound to arise and disrupt the smooth running of the business.

Marketing mix variables are very vital. They are the pivot on which business resolves, any mistake made on any of the variables will affect negatively or modified is the business will likely come to a stop. Because of the importance of the marketing mix, any marketing manager that will succeed will have to look critically at the variables and harness them to achieve good success in business.

1.1. HISTORICAL BACKGROUND OF THE STUDY

The Nigeria breweries plc was incorporated in Nigeria in 1946, It embarked on the construction of a brewery Lagos. By June, 1949, it started the production of beer and its first product was star larger beer.

The original founder of the company were the united African company (U A C) International, the Heineken international have acted as commercial and trading facilities for its up keep in business.

From June 1949, when the first product was rolled out, to date it has ranges of brands to it care. In 1976, it introduced guider brand of beer product in Nigeria market which has not been competed with by other breweries. It also has among its products range of shandy and maltina. This company is also the first to produce the energy giving matina in Nigeria .

The company has four factories i.e. Lagos, Ibadan, Kaduna and Aba and for a firm to source it raw materials for the production which is located at Aba and kogi. These firms produces maize and sorghum in large quantity for the four factories to be used for production it has dedicated, talented and experience manager. The yearly turnover of the industry is counted in billions. Modern techniques are used by the company.

1.2. STATEMENT OF THE PROBLEM

Marketing is a constant evolving trade and as such, management’s must appreciate the need of harnessing the marketing mix variables to achieve the over all organization goals of the firm or company.

The problems most firm face in business today is the ever changing need of the consumer. The product and service that a consumer perceive as superior at one time, he suddenly over time change attitude towards that particular product/ service within the shortest possible time.

1.3 AIM AND OBJECTIVES OF THE STUDY

The principal objective of this research is to know the impact of marking mix variables in general.
To investigate how much of marketing mix variable managers of firms know and apply in the organization
To know the impact of marketing mix variables in the organizations overall effectiveness and efficiency.
To know what marketing mix variables are it’s importance and role in the survival of a business
To review literature relevant to the subject matter.

1.4 SIGNIFICANCE OF THE STUDY

It is envisaged by the researcher of this subject that the research work will be beneficial to many in the following ways:

The research will reveal the need for the management of organization and business to see the marketing mix variables as the major pirot of success in business operations
This study will also reveal the impact-negative and/or positive the marketing mix variables can have on the marketing overall economy of Nigeria at large.
This research work is also intended to serve as a guiding nap to all who are intended in running one form of business or the other, on how to carry out feasibility study on the marketing mix variables

1.5 SCOPE OF THE STUDY

The study covers areas in which respondents are drawn, despite the fact that the researcher is not familiar with those areas. Again, the scope of any study is dependent on the resources needed to carryout the research work that was why Nigeria breweries plc is used and exploited extensively to final out how effective the marketing mix variables is used in the over all strategic planning of the organization, how much of he mix the management know and how it has improved status of the company.

1.6 STATEMENT OF HYPOTHESIS

Hypotheses are formed for the purpose of this study and they are stated below in their null forms.

Ho: marketing mix variable is not the pivot on which the success of any organization lies.

Hi: marketing mix variable is the pivot on which the success of any organization lies

Hi: marketing mix variables can be harnessed by management of organization.

Ho: marketing mix variables as difficult to harness in an organization

1.7 LIMITATION OF THE STUDY

A list of problems can hinders effective and extensive research work. In respect to this project work the list goes thus:

Finances- financial constraint posed a challenge to this project. There was no enough money to acquire some needed text books that would have helped in this research work.

Time- time is this research is another problem the researcher battled with. This is as a result of the short semester.

Information- the quality and quality of information to be used in the research work was a very big problem as those in position to furnish one with reluctant to assist.

1.8 DEFINITION OF TERMS

For the purpose of clear understanding of some unfamiliar works used in this research work, which may be strange to research work, which may be strange to readers, the researcher deemed it wise to explain the following term:-

PRODUCT: Kotler (1980) defines a product as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need.

PRICE: This is the amount of money that has to be paid for a commodity or services. It is simple an offer, a suggestion, or an experiment to test the purse of the market (Stanton 1964).

PLACE: (distribution): place is concerned with getting the “right” product to the target market place.

PROMOTION: Edward and William (1963) defines promotion as the co-ordination of all seller-initiated efforts to set up channels of information and persuasion to facilitate the sale of product or service, or the acceptance of an idea.

Marketing Mix: The marketing mix refers to the apportionment of effort, the combination, the designing, and the integration of the elements to marketing into programmes.

Consumers: Thereare the actual or potential buyers and users of a particular company’s product and / or services

ORGANISATION: An organization is a group of people who are formally arranged in such a way that they depend upon each other to reach a predetermined goals and objectives of an organization

4PS: These are the core elements of marketing and they are: product, place, price and promotion

STRATEGY: This refers to the technique designed by the senior management of an organization to help achieve the goals and objectives of the organization

Advertising: is any paid form of non-personal presentation of goods services, or ideas by an identified sponsor

Sunday, 12 March 2023

SELLING AND DISTRIBUTION STRATEGIES OF A PRODUCT

SELLING AND DISTRIBUTION STRATEGIES OF A PRODUCT

(A case study of Dangote Flour Mill Abuja)

ABSTRACT

The objective of this project work is to highlight the implication of selling and distribution strategies to a product. This study is significant because, it will help in solving the statement problem of selling and distribution strategies of a product. A view of relevant literature done by other writes on this subjected will be carried out by the researcher. Its objectives in selling and distribution strategies of a product are to have positive satisfaction from consumers and to gain the highest market share in a competitive marketing environment. The study aimed at identifying the strategies of selling and distribution of a product in competitive product with the view to avoid new product failure.

CHAPTER ONE

INTRODUCTION

1.0 INTRODUCTION

A firm’s selling and distribution on strategy is a major concern for any company that depends on a product for its profit. That product must somehow get from the source of production, such as factory to the place where the consumer can buy it. The process by which this happens is called distribution.

A distribution network is established by answering the question of who, what, when, where and how in terms of getting products to their end point. Business operator must discern who is responsible for sending and receiving the product and who will transport it.

They must also decide what product are transported to which outlet and whether there are different distribution strategies for different product lines.

Someone must schedule when items will be sent from work to market, department. In this case it is very vital to involve constant philosophy for selling and distribution of products as a means to achieve the objectives of the organization. This is because many business of the organizations believed that the key to making profit is to have a special skill of penetrating the prospectors mind to know further what goes on therefore a company to be of a serious relevance in the marketing arena.

In this case Dangote Flour Mills needs to embrace this selling and distribution strategy as to enjoy the benefit of adoption.

1.1 HISTORICAL BACKGROUND OF THE CASE STUDY

Dangote group of company was founded by Alhaji Alico Dangote in May, 1981 as a trading business with a sum of 500,000 loan reporting from his maternal ground father Alhaji Dantata.

The loan which was expected to be paid back in three years was paid within three months, since then there has been no stopping to become the biggest player in flour production in the industry. Yet flour production is just a function of investment of Dangote Group. The group has other subsidiary company such as a cement production factory, sugar refinery factory etc.

What is known today as Dangote Flour Mill Company is the one on the key thrusts of the economic reform policy of the present administration is backward integration which could also be referred to as “thick-home philosophy” it is against this bedrock group that the giant strides made by Dangote Group in the area of manufacturing particularly would appreciate in the area of manufacturing and the production of flour. Dangote group having proved to be one of the fastest grouping conglomeration in Nigeria, has carved a niche for itself a law to remain a prominent corporation player in stimulating national growth through the application of liaisons of the present administrations economic perform policies.

Propelled by its corporate visions of being a trading provider of man’s essential needs of food and clothing, Dangote Group are into flour production, salt processing, sugar refinery, cement bagging among others.

In the area of flour milling, Dangote group has established three mills located at Lagos, Kano and Abuja. They have a cumulative annual production capacity of one million metric ton, meanwhile, the increasing demand of the Kano mill and the establishment of a new mill in Ilorin with completion of these products, the total production capacity of the mills will come up to 1.4 million metric tons.

1.2 STATEMENTS OF THE PROBLEMS

It is a fact that no firm can serve customers with all their needs and wants, this being the case, firm is faced with the problems of

Considering the problem facing the area of selling and distribution strategies of product with the view of its impacts on the company’s products.
To gather opinion from group of people, the company’s operation on how bets company’s operations with a view of offering useful suggestion on how best company can effectively market it’s products to the general public.
To widen the knowledge of the researcher by blending the critical aspect of the study obtained in the company and how selling and distribution is being carried out. When it confirms with the modern day selling and distribution strategy of products.

1.3 OBJECTIVES OF THE STUDY

The general objective of this project work is to identify the relevance of selling and distribution strategy, which is a pre-requisite to the award of National Diploma in Marketing.

1.4 SCOPE OF THE STUDY

This research work is carried out to find out how effective selling and distribution strategies of a product is used in the overall strategic planning of an organization and how it has improved status of the company but due to financial constraints, the researcher limit herself to Dangote Flour Mill as the case study of this research work.

1.5 STATEMENT OF HYPOTHESIS

The hypothesis serves as a guide towards the aim and objectives of this work. The research has this basic factor which will put to test. The fact shall be donated by

H_o: Selling and distribution strategy have no impact in the organization.

H_i: Selling and distribution strategy have impact in the organization.

1.6 SIGNIFICANCE OF THE STUDY

This topic seems to be of relevance to marketers, organizations, students and individuals. The research work would benefit prospective readers and future researcher as who may wish to use this as reference point in understanding selling and distribution strategies of a product.

The research work also is of benefit to organizations because understanding selling and distribution strategy of a product contributes to the entire planning process.

1.7 LIMITATION OF THE STUDY

In carrying out this research it was not easy in terms of finance. Cost of project material, cost of transportation and the necessary information one requires. These research materials were not easy to come by.

1.8 DEFINITION OF THE KEY TERMS

Selling: According to Philip Kotler (2002) sees selling in different ways, first it that they constitute industry, the selling send goods and services, communication to the market for exchange of money.
Distribution: According to M.C. Carthy E.J (2005) says distribution consist of a very attempt involve in the transfer of goods and services from the producer or manufacturer to the final consumer.
Whole sellers: According to Hanza G. (2003) sees wholesaler as a firm or person that sell in small quantity to the retailer or final consumers.
Strategies and channel of distribution: According to M.C. Carthy (1995) sees strategic and channel of distribution as the distribution channel in which the goods get to the final consumer, distributors to the consumers.
Production: According to Philip Kotler (2005) production is the creation of and satisfaction of wants that can be paid for.
Price culture: According to Peterson (2005) sees price culture as the process of fixing the appropriate price of goods and services which consumer can afford. Thus serving as a means of protection of the consumer right.
Service: According to Philip Kotler (2004) sees service as identifiable activities that are the main object of a satisfaction to consumers.
Consumer market: According to Amechi (2004) sees consumer market as a type of market where the buyers procure goods and services for immediate consumptions without any thought of processing them for further production.

Friday, 10 March 2023

A STUDY OF MARKETING COMMUNICATION STRATEGY IN SMALL AND MEDIUM MARKETING FIRM

A STUDY OF MARKETING COMMUNICATION STRATEGY IN SMALL AND MEDIUM MARKETING FIRM

(A case study of YUTECO Food Nigeria Ltd, Gboko)

ABSTRACT

This project is an attempt by the researcher in finding out the marketing communication strategies in small and medium enterprise, and at the same time it’s important to business management. In addition, it also revered the related literature to study the need for marketing communication and its process and steps in planning marketing communication, with the selecting marketing communication tools is with the intergraded approach and the concept of marketing communication business managements. The proportion of classified the total concept in marketing communication are being measured by the researcher in different approaches.

CHAPTER ONE

INTRODUCTION

1.0 Introduction

There is need for greater and faster development of marketing communication in small and medium enterprises generally and YUTECO Foods Company Nigeria limited in particular. However, unfortunately, this seems to be given little or no attention by a good number of companies because of unqualified managers .They see no need of devoting resources adequate to the ascertainment of communication as well as the feeling of customers.

Exactly how potential buyers are informed the actual message communicated is one of the most subjective decisions. While message development can be the somewhat aided research, there for all guarantee message strategies available for all offerings markets for organization each individual situation must determine whether the message is to be hand sell, fearful humorous information or whatever.

It is the task of the marketing manager to manage the communication strategy mist effectively in doing some managers have at their disposal specific communication activities of ten called elements function tools task or the like .

These include advertising personal selling sales promotion and publicity. Collectively the activities are the marketing communication mice. However, in the write- up the researcher hopes to devote much time on how market communication strategies are effective in small and a medium enterprise taking YUTECO Foods Company Nigeria Limited, Gboko as a case study.

1.1 Historical background of the case study

At one time, there was as such thing as small enterprise. It is unit the blacksmith, stonemasons, carpenters and the tailors know that is worthwhile to start these business. They were in a position to discuss the size, design, shape and colour, price of the goods they made with the customers with little or no marketing communication strategies.

Small and medium enterprise existed in Africa before the advent of industrial revolution. At this time .many producers knew that devoting time and resources they had for marketing communication will lead to wastage. They focused on ever-increased production to meet the faster demand. However, industrial revolution has changed the situation and therefore, necessitating marketing communication in small and medium enterprises. Meanwhile, there is a high production organization to sustain in the global market, it is a task of small and medium enterprises managers to know that the scientific approach which had brought revolution in production, needed devising ways and means of creating and maintaining new markets to absorb the output.

1.2 Statement of the research problem

In the marketing communication there are many hurdles in the routes prohibiting the process. It is assumed that more than half percent of small and medium enterprises managers are not acquainted with the hurdles and therefore, make their communication strategies to fail leading to a general to failure of the organization it is probably no surprise that managers site the communication breakdown as one of their most important problems. The first set of communication barriers of many enterprises focuses on the sender, the second on the transmission (transmitters) of the message and third on the target audience (receiver) despite the fact that an organization (profit marketing personnel most, the organization may experience declining patronage and utilization of its resources it communication is not put in place. Setting objectives becomes separated from the realization of such objectives possibly because of inability handle marketing communication rightfully.

Objectives of the study
To ascertain for communication programmes depends on the overall offering market strategies of YUTECO Foods Nigeria Limited.
To evaluate the various process of marketing communication process.
To verify if the company’s marketing manager plan for good communication process to help their customers about product and the development of the company.
To identify those things considered by marketing managers as not likely to more communication forward.
Finally, identify the cost involved in communicating with those in the marketing programmes.

1.4 Significance of study

YUTECO Foods Company Nigeria Limited like any other enterprises or organizations has technical requirements that arise from its communication process. The accomplishment of this process requires certain tasks to be performed and managers or individuals of this section are assigned to perform these tasks. In addition, communication has become a day-to-day concern for small and medium enterprise because it indicates the overall performance of the firm or company products that are available for sale. In addition, it is the key that opens the door for marketers to do their business with the form successfully.

1.5 Scope of the study

YUTECO Food Nigeria Limited like other companies invests heavily in both economic and human resources. Thus, there is the need to procure its marketing managers, develop his or their skills, and ability to do the job assigned and determines the manner and amount of compensations when this is done, the manager would naturally perform the job effectively since he has been properly placed, trained and compensated. It is not enough that if one is able to work one must be willing to carry the job assigned to.

This study is important on the following grounds with effective marketing techniques; changes in the marketing communication can be effected in favour of the marketers for small and medium enterprise and YUTECO in particular. This study does not limited to the marketers it is important also to researchers as it first shall be an effective implementation of its programmes. National diploma students and all undergraduates who may want to know much about marketing communication can help them with this work it will be useful to tutors, lecturers who the knowledge may serve as a weapon to defend their challenges. Researchers who want to carryout research in marketing communication may benefit the validity of marketing as defined by institute of marketing (1995) is the management function which organizes and direct all those business activities involved in assessing and converting customers purchasing power into effective demand for a specific product or service to the final consumers so as to achieve profit target or other objectives of the company.

1.6 Research hypothesis

The reason for the research hypothesis is to provide the researcher with a yardstick of measure inference about research question.

Hypothesis

H_O: There is no significant relationship between marketing manager and their customers.

H_I: There is significant relationship between marketing manager and their customers.

1.7 Limitations of the study

Since no task can be undertaken without encountering some difficulties, this study also faced many obstacles among them are:

Finance was a problem. The researcher did not have enough money to carryout research in marketing department of all the small and medium enterprises within and outside Benue state.
Time given for this research work as not enough as the researcher could not combine the research with his regular programme at the institution.
The researcher found it difficult to make a comprehensive research report due to inadequate facilities to carry the task

1.8 Definition of terms

Communication: The oxford advanced learners dictionary defined communication as the activities or process of expressing ideal and feelings or of giving people information. In another way rounds communication is defined as the process by which information is exchange and understood by two or more people, usually with the intention to motivate or influence decision or behavior.

Strategy: McCarthy said strategy is the determination of basic long-term goals and objectives of an organization and adoption of courses of action and allocation of resources necessary to carry out these goals. In essences, strategy is a plan that is intended to achieve a particular purpose.

Marketing mix: The term marketing mix is the careful and calculated blending of the elements of production planning, physical distribution (place) strategy, promotion and price to meet the requirements of a specific market –David Lornem (1996) in order words, it refers to the apportionment and combination, design, integration of element of marketing into a programmes that the element of marketing into a programmes that the basis of appraisal of the marketing. Forces will best achieve in given objectivities of an enterprise in a given time period, as it is put by Stanton W.J (1981).

Product: Philip Kotler, in his book principles of marketing defined product has been anything that can be offered to a market for attention, acquisition use or consumption that might satisfy a need.

Price: This is the amount of money that has to be paid for a commodity or services it is simply an offer, a suggestion, or an experience to text the pulse of the market.

Marketing communication: This is a process by which information about an organization and it’s offering are disseminated to selected markets.

Wednesday, 1 March 2023

THE EFFECT OF ENHANCING CUSTOMERS SATISFACTION IN PRIVATE SECTOR

THE EFFECT OF ENHANCING CUSTOMERS SATISFACTION IN PRIVATE SECTOR

(A case study of El-Shaddai Ventures and General Services Ltd)

ABSTRACT

This research is on effect of enhancing customers satisfaction in private sectors. This study sought to know how eager various private sectors and also how the quality of their service to humanity can be improved to meet to meet world standard. The purpose of this study is to enable the management of private sectors know the effectiveness of well restructured firm that are generally acceptable as such world standard motivate customers to patronize business venture of this kind because of some incentives and comfort they enjoy. More so this research is interested in knowing why some customers, who were deriving satisfaction from the goods and services of a certain company desire are no longer patronizing these company again.

CHAPTER ONE

1.0 INTRODUCTION

The need to access the performance of private sector arises in order to monitor the growth of the business. This is because the aim of a business is to make profit and if any company that is doing very well before is no longer meeting up with the demand and requirement of the customers, then there must be some certain factors that are responsible for such inability of the company to maintain their customers as usual. It is a common factor in Nigeria that a newly opened company that is expected to serve the masses with their products and service the masses with their products and services do not last before they close due to some ridiculous factors. These factors are classified into two they are internal and external factors.

Internal factors can be analyzed to be the strength and weakness of the firm. When talking about strength, the researcher means that factors that gives the organization certain advantage through competency of the organization in meeting the needs of the consumer. In any analysis, company strength should be market-oriented or customer focused because strengths are only meaningful when they support or assist the firm to meet the customers’ needs. In the other hand, weaknesses refer to any limitation a company face in developing or implementing a strategy. Weakness focuses on the factor or inability of the company that brings disadvantages in meeting the needs of the customer. Weakness should be examined from customers’ perspective because customers often perceive weaknesses that a company cannot see.

The following analysis are used to look at all internal factors that affect company.

Resources: Profitability, sales, product, quality, brand associations existing overall brand and employee capability.
Capability: Goal to identify internal strategic strengths, the external factor analysis examine opportunities and threat that exist in the environment. Both opportunity and threat exist independently of the firm. External factor refers to those events that exist in the environment whether the company exists or not.

The researcher want to fetch out some reasons why sector should tie their strength and weakness to the customers’ requirements, as it is this strength that relates to satisfying a customer’s needs that should be considered through core competencies.

In private sector there should be a qualify management system that will ensure settle workforce to improve the current competitive environment, not only retaining customers confident in product but also to have the benefit of efficiency and effectiveness which can come from the qualify management approaches.

1.1 BACKGROUND OF THE STUDY

The eagerness to improve that quality of goods and service has become imperative, this challenging and dynamic world due to the rapid development in technology globally. It is no longer advisable to keep to the old method of management system because it does not help in the development of an organization again compared to what is obtainable in other companies across the world where it is being operates. Customer satisfaction as a case study goes a long way to ventilate every aspect of business provided the business need customer for survival. The management of the organization should be all it takes to satisfy their customer if need be for constant patronage.

There are so many benefits to be derived from satisfying customer profit made form the goods and services most at times ploughed back into the business which improves the standard of products and services of an organization, profits are also used for the maintenance of machines for production and rendering of services to the customer. It also serves as basic source of income to the director of the company. Good quality service enables customer to derive maximum satisfaction from that product and services of the company, it also encourages them when they know that what they derived worth what they spent.

The improvement of good relationship with customers cannot be overemphasized as it is the customer that is the basic foundation of any business entity.

The researcher of this project wants to build sense of seriousness into the manager of companies in this country to always take the invention of new technology into their business action plans.

1.2 STATEMENT OF THE PROBLEM

Satisfaction has become imperative because of the downward trend in the standard of management process in the private sector.

Many private sector these days feel reluctant over the invention of mew technology that will enhance the resource for customer satisfaction and as a result their companies are gradually being abandoning by customers who go for new companies of the same kind with facilities of new modern technology that meet the demands of customer.

If the private sector should manage their company well by observing every modern change as concerning the nature of business they do and apply it overtimes, no new company with modern facilities will override them.

Base on this, the researcher held an interview with the director of El-shaddai ventures and general services L.t.d and it was gathered that the company had such experience. According to him “someone opened the nature of our business within the environment they came up with new modern technology that is of more advance than ours when lost to them and some whom we have but good relationship with do not patronize them even when we had technical also interrogated some customers concerning the service and the complaint was that most private sectors are not sincere in their dealings with their customers in business and type of act normally jeopardizes the growth and development of company.

The researcher sees it as very vital to write on this topic to help business men, women and organization at large to realize the mistakes that bring negative impact on business.

1.3 OBJECTIVE OF THE STUDY

The researcher wants to create public awareness on successful management that can be observed by baby companies, which will help them operate in line with the customer needs in other to achieve the goal of an organization. E.g.

It is the planning, organizing, co-ordination, controlling of a business system in order to make profit.
Companies expect to buy and sale their basic raw-materials from this environment so that they minimized the cost of their overhead in production.

1.4 LIMITATION OF THE STUDY

It was not really easy to embark on this project due to certain impediments encountered in the course of gathering materials to accomplish this project work. The following are some limitations experience in the process:

Time factor: Securing of time to collect data for the process of this project was a great stress due to some surrounding circumstances.
Finance: Was also another problem encountered in the study. Furthermore, the cost of printing duplication and distribution of questionnaire were a bit capital intensive to incur easily.
Source of material: It has been so difficult to get to the source where materials for this profits are available. It really takes precious time, money and patience to be able to get the materials for this compilation. Also another constraint faced in the process of this study are the respondents as most of them find it very difficult to schedule time to fill the questionnaires.

1.5 SCOPE OF THE STUDY

The researcher focuses her findings in certain area of private sector that render computer service like business center, cyber café and alongside with buying and selling of products.

1.6 SIGNIFICANCE OF THE STUDY

The researcher of the project believes that the study area of this project will help private sector to sit up and improve the management system. This study will also help to improve the supervisory roles of entrepreneur by setting up good measures to check mate the operation of the organization intermittently to enhance proper management.

It will also assist the managers to direct the workers in their respective which they know best as to avoid un-satisfaction by the customers.

It will in the same vein enable the management to build good communication system, define and specify clearly to the understanding of the worker who is to do the job.

1.7 RESEARCH QUESTION

The following questions were posed to guide the researcher:

What are your customer resources?
What is the average patronage of customers in your organization?
What do you think when you do it attracts customer to patronize your organization?
What is the rate of customers taste for product in your organization?
What is the complaint some customers mostly gives when they come to your organization.
Do customers find your organization reliable and worth coming often as they can?
What do you think is the impact customer satisfaction has made in your organization.
How do you feel when customer is being offended in your organization and what is your action towards the offender?
How do you feel when customers are not patronizing as usual and what kind of measure do you take to put things in place as to encourage customers.
Have you ever sat down, think and reason why customers are not patronizing your company again whether is due to the normal product seasonal or some ineffectiveness of services and poor quality products.

RESEARCH HYPOTHESIS

H_o: Customers satisfaction leads to customer’s loyalty.

H_i: Customers satisfaction does not lead to customers’ loyalty.

THE EFFECT OF MARKETING STRATEGY IN A DIVERSIFYING ECONOMY

(A case study of Nigeria Export Promotion Council Headquarter, Abuja)

ABSTRACT

This project title “The Effect of Marketing Strategy in a Diversifying Economy” (a case study of Nigeria Export Promotion Council Headquarter, Abuja) tends to focus on the diversification of oil to non-oil sector of the economy. Marketing strategies cannot be effective without the logic called tactics, tactics is the yardstick of achieving it predetermine goal. Marketing strategies could also be attributed to management concept where planning, coordinating, staffing, directing and supervising become the mean to win engagement. This project is divided into five chapters, the first chapter comprises of introduction, statement of problem and research hypothesis. The second chapter comprises of review of related literature and the theoretical framework. The third chapter comprise of how the data is collected and the sample size. The fourth chapter comprises of data presentation and analysis and test of hypothesis. The final chapter is the conclusion of the study. Also appropriate recommendations were made as to how to address the effective of marketing strategy in a diversifying economy. This is an intellectual work and like all other intellectual work did not draw a final conclusion.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The important of marketing in a diversifying economy cannot be overemphasised. Its activities cut across the social, political and economy state of the country. However, marketing activities has not achieved much both home and abroad. The marketing field is bound both by the environment and by the limit impose by the perception of the observer. In some companies, marketing is still concerned with little or more than sale force and advertising management; in other forms marketing is an integrative corporate activity that provides the direction for corporate strategic planning. In non-business organisation executives are only beginning to perceive the potential of marketing in achieving institutional goals. The different between these approaches is due in part to the perception of management and its attitude towards change.

This study is focus on ‘marketing strategy in a diversifying economy’ A case study of Nigeria export promotion council Headquarters, Abuja is that Nigeria economy is import oriented which discourage local industries to improve in the production of goods and services. The word diversifying means to move oil to non-oil sector of the economy.

1.2 STATEMENT OF THE PROBLEM

The end of the civil war in 1970 and the emergence of petroleum export in the early 70s, as the major source of foreign exchange for Nigeria market a significant watershed in the economic history of Nigeria.

The collapse of the international oil market in the early eighties and consequently downward spiral of prices left Nigeria with serious economic crisis manifested in recession macro-economic inability, fiscal, balance of the authorities the dangers associated with the countries over dependence on a single commodity (oil)and the compelling need to diversify the country’s productive base through the non-oil exports. Since the early 80s there are economic and social deficiencies that emerged including the following.

An import dependence economy.
A debt-ridden treasury.
High levels of unemployment and underemployment coupled with underutilization of installed capacity.
An economy leaden with subsidies.
Over-valued currency.
Neglect agricultural and food storage.
A nation without a clear vision purpose leadership and sense of direction.

1.3 OBJECTIVES OF THE STUDY

The writer’s interest in this subject matter is to look at:

The role the export promotion council has played in trying to diversify the economy of the country.
The exploration sector and its participation in the exploration of non-oil products.
It will also look at the measures that government has taken so far, to see to the development and growth of such programs.

1.4 SIGNIFICANCE OF THE STUDY

One major significance of this work is that it will contribute to existing knowledge about the effect of marketing strategies in a diversifying economy.

It will help educate both individuals and organization about the need to have a diversifying economy that can improve the economy and provide job opportunities.

This project work will serve as a literature to new projects and to those wishing to write on the effect of marketing strategies in a diversifying economy and also to fulfil a part of what is required to obtain a National Diploma (ND) in Federal Polytechnic Nasarawa and the study will give knowledge to other students and the society at large.

1.5 RESEARCH QUESTIONS

What are the roles the export promotion council has played in trying to diversify the economy of the country?
What is the participation of the exploration sector in the exploration of non-oil products?
What measures have the government taken so far, to see to the development and growth of such programs.

1.6 RESEARCH HYPOTHESIS

The aim of the study is to question the reliability and to validate this hypothesis.

H_o: Marketing strategies play an important role in the diversifying of the Nigerian economy.

H_i: Marketing strategies does not play an important role in the diversifying of Nigerian economy.

1.7 SCOPE OF THE STUDY

For convenience, this study is limited to the effect of marketing strategies in a diversifying economy a case study of Nigeria Promotion Council Headquarters Abuja. The result generated will serve to mirror it effects Nigeria Promotion Council Headquarters Abuja and all organizations in general.

It will help to understand the problems faced by the promotion council and how diversifying economy has helped improve the economy of Nigeria.

1.8 LIMITATIONS OF THE STUDY

The study is limited to the activities of Nigerian Export Promotion Council Abuja and related literature. Any information or recommendation received from questionnaire personnel interviews and will be used for this project.

The writer faced a lot of constraints during the period of this work. One of such constraints was time. Time needed for gathering information, travelling, administering questionnaires and conducting personal interviews.

Getting the required information from the organisation was not an easy task because of the reluctance on their part to release needed information for this research work.

The class work and other academic activities to the constraints the researcher had. Funds were also part of the constraints, there were not enough funds to enable the writer travel always or whenever the need arises. And also cost of station any and scarcity of textbooks was part of the constraints experienced. Also cost of typing manuscript and building of the research work.

1.9 DEFINITION OF RELEVANCE TERMS

Marketing strategies: The fundamental marketing logic by which the business wants to achieve it marketing objectives.

Marketing mix: The particular blend of controlling marketing variables that the firm uses to achieve it marketing objectives in the target market.

Recession: Period of temporary business reduction.

Diversification: Means engagement in products, industries, technologies and market which are new to the company. These products will normally appeal to new classes of customers.

Economy: Avoidance of waste of money, strength or anything else of value.

Market: The set of all actual and potential buyers of a product or set of condition in which buyers and sellers transact business.

Product: Anything that can be offered for attention, acquisition, use or consumption that might satisfy a need. It includes physical objects, services, person, places, organisation and ideas.

Industrial goods: Usually refers to such products as machinery, manufacturing plant or raw material. Essentially, they are goods sold to industry as opposed to costumers.

Spiral: Continuous or expanding of decrease or increase in prices, wages or employment.

Foreign market: Marketing activities by a firm outside its home country.

International markets: The set of buyers found in other countries. This set includes foreign countries, producers, reseller and government.

Inflation: An economic phenomenon in which decreasing purchasing power of currency caused by a persistent tendency of prices to rise often sharply compare with deflation.

Invisible exports: Items such as financial services in the current balance of payments, that is not physically tangible as exports.

THE EFFECT OF ENHANCING CUSTOMERS SATISFACTION IN PRIVATE SECTOR

(A case study of El-Shaddai Ventures and General Services Ltd)

ABSTRACT

CHAPTER ONE

1.0 INTRODUCTION

The following analysis are used to look at all internal factors that affect company.

Resources: Profitability, sales, product, quality, brand associations existing overall brand and employee capability.
Capability: Goal to identify internal strategic strengths, the external factor analysis examine opportunities and threat that exist in the environment. Both opportunity and threat exist independently of the firm. External factor refers to those events that exist in the environment whether the company exists or not.

1.1 BACKGROUND OF THE STUDY

The improvement of good relationship with customers cannot be overemphasized as it is the customer that is the basic foundation of any business entity.

The researcher of this project wants to build sense of seriousness into the manager of companies in this country to always take the invention of new technology into their business action plans.

1.2 STATEMENT OF THE PROBLEM

Satisfaction has become imperative because of the downward trend in the standard of management process in the private sector.

The researcher sees it as very vital to write on this topic to help business men, women and organization at large to realize the mistakes that bring negative impact on business.

1.3 OBJECTIVE OF THE STUDY

It is the planning, organizing, co-ordination, controlling of a business system in order to make profit.
Companies expect to buy and sale their basic raw-materials from this environment so that they minimized the cost of their overhead in production.

1.4 LIMITATION OF THE STUDY

Time factor: Securing of time to collect data for the process of this project was a great stress due to some surrounding circumstances.
Finance: Was also another problem encountered in the study. Furthermore, the cost of printing duplication and distribution of questionnaire were a bit capital intensive to incur easily.
Source of material: It has been so difficult to get to the source where materials for this profits are available. It really takes precious time, money and patience to be able to get the materials for this compilation. Also another constraint faced in the process of this study are the respondents as most of them find it very difficult to schedule time to fill the questionnaires.

1.5 SCOPE OF THE STUDY

The researcher focuses her findings in certain area of private sector that render computer service like business center, cyber café and alongside with buying and selling of products.

1.6 SIGNIFICANCE OF THE STUDY

It will also assist the managers to direct the workers in their respective which they know best as to avoid un-satisfaction by the customers.

It will in the same vein enable the management to build good communication system, define and specify clearly to the understanding of the worker who is to do the job.

1.7 RESEARCH QUESTION

The following questions were posed to guide the researcher:

What are your customer resources?
What is the average patronage of customers in your organization?
What do you think when you do it attracts customer to patronize your organization?
What is the rate of customers taste for product in your organization?
What is the complaint some customers mostly gives when they come to your organization.
Do customers find your organization reliable and worth coming often as they can?
What do you think is the impact customer satisfaction has made in your organization.
How do you feel when customer is being offended in your organization and what is your action towards the offender?
How do you feel when customers are not patronizing as usual and what kind of measure do you take to put things in place as to encourage customers.
Have you ever sat down, think and reason why customers are not patronizing your company again whether is due to the normal product seasonal or some ineffectiveness of services and poor quality products.

RESEARCH HYPOTHESIS

H_o: Customers satisfaction leads to customer’s loyalty.

H_i: Customers satisfaction does not lead to customers’ loyalty.