THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR

(A CASE STUDY OF GUINESS NIGERIA PLC)

ABSTRACT

The performance of marketing functions basically marrying consumer needs and wants with the appropriate products and services.  It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s product and since it is generally believed that marketing strategy affects the consumer buying behaviour.

This project therefore attempts to examine how the use of marketing strategies have generated sales for Guinness Nig. Plc following it’s impact on consumer purchasing behaviours.  Efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities.

The project work is divided into five chapters conveying the introduction, literature review, research methodology, analysis of result and findings as well as recommendation and conclusion which might help to achieve greater sales using marketing strategies.  In all special attention is paid to both the company sales record and the consumer’s questionnaire for the analysis.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

1.0            INTRODUCTION

1.1            Background of the study

1.2            Statement of the problem

1.3            Objectives of the study

1.4            Research questions

1.5            Hypothesis formulation

1.6            Significance of the study

1.7            Scope of the study

1.8            Limitations of the study

1.9            Reference

CHAPTER TWO

2.0     LITERATURE REVIEW

2.1     introductions

2.2            Marketing, objectives, marketing strategies and marketing programs

2.3            selecting a marketing strategy

2.4            Objectives of Guinness brewery nig. plc

2.5            Relationship between marketing strategies and consumer purchasing behaviour for Guinness products

CHAPTER THREE:   

RESEARCH DESIGN AND METHODOLOGY

3.0     Introductions

3.1            Research design

3.2            Population of the study

3.3            Sample size determination

3.4            Instrument for data collection

3.5            Validation of the instrument

3.6            Reliability of the instrument

3.7            Methods of data collection

3.8            Method of data analysis

CHAPTER FOUR

4.0            Data presentation and analysis

4.1     Presentation and analysis of data

4.2     Testing of hypothesis

4.3            Summary of finding

CHAPTER FIVE

DISCUSSION, RECOMMENDATION AND CONCLUSION

5.1            Discussion of findings

5.2            Conclusions

5.3            Recommendation

5.4            Suggestion for further study

Bibliography

APPENDIX  I

APPENDIX  II

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

Of all business activities or functions, none is as interested in the consumer and his purchasing behaviour as marketing.  Marketing is invariably connected with the research into consumers purchasing behaviour, namely what the consumer want, need, prefer and value, who are the prospective consumers and where they live, their income and mode of spending, how and why they make purchase decision and so on. Infact  the influencing of the buyer behaviour is the primary task of the marketing department in any organisation.

Equally, marketing tries to define the right type of products in terms of the company’s objective and attempts to make it available at the right place and at the right price, with the right promotions.  This the performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market economy, the ultimate judge of the firm performance is the consumer.

Consumer purchasing behaviour will determine the fate of the enterprise, this behaviour can best be described by a marketing manager who can also tell how he will be influenced by market variables such as price, promotion, product (variation and distribution) and place.

Marketing strategy depicts the overall company program for selecting a particular market segment and then satisfying it’s consumers through careful use of elements of the marketing mix-product, price place (distribution) and promotion.  Effective marketing requires decisions that successfully integrate a forms marketing program towards satisfying the consumer whose act in obtaining and using goods and services, including his decision process that precede and determine those acts are highly affected by the strategy adopted by the marketing manager in marketing the firm’s products.

Since the performance of marketing functions involves basically marrying consumer needs and wants with the appropriate products and services and since it is generally believed that marketing begins and ends with the consumer, this project therefore attempt to examine how the use of marketing