CONSUMER SATISFACTION AND RETENTION; A KEY TO BUSINESS SURVIVAL

TABLE OF CONTENTS

CHAPTER ONE

1.0   Introduction

1.1   Statements of the problem

1.2   Aims and Objectives of the study

1.3   Significance of the Study

1.4   Scope of the Study

1.5   Limitation of the Study

1.6   Definition of the term

CHAPTER TWO

2.0   Literature Review

2.1   Tools for tracking and measuring customer satisfaction

2.2   Deliverance customer value and satisfaction

2.3   Value Chain

2.4   Value – Delivering Network

2.5   Attracting and retaining customers

2.6   Attracting customer

2.7   Computing the cost of customer

CHAPTER THREE.

3.0   Research methodology

3.1   Population and sample size

3.2   Method of Data Collections

3.3   Method of Data Presentation

3.4   Method of Data analysis

CHAPTER FOUR

4.1   Historical Background of Berger Paints

4.2   Data Presentation, Analysis, and Interpretation

4.3   Testing of Hypothesis

4.4   Discussion of Findings.

CHAPTER FIVE

5.1   Summary, Recommendation and Conclusion

5.2   Summary of the Research findings

5.3   Conclusion

5.4   Recommendation

5.5   Appendix

5.6   References

ABSTRACT

Before any business can succeed in winning customers and outperforming competitors, there is need to embark upon a thorough task. Generally, companies are facing toughest competitions in building customers, not just product. Many companies is of the opinion that it is the marketing or sales department jobs to procure customers, if they cannot, the company draws the conclusion that marketing people are not capable and competent; but intact marketing, is only one factor in attracting and keeping customers. The topic aids the researcher to improve and increase the sales volume of the organization. Its makes to know that the interest of consumer should be bear in mind and be properly monitored for success accomplishment thereby retaining them. The best marketing department in the world cannot sell product that are poorly made or fail to meet consumers need.

Therefore, the project concluded that if present economic system continue aid prosper, the marketing manager of Nigeria must uniformly have as their goal the satisfying of consumers desires.

Also the project recommended that the company must pay adequate and closer attention to its customer defection rate (the rate at which the company losses customers) by improving on its existing products quality. The company should motivate its employees (salesman) so as to serve the customer better.

CHAPTER ONE

1.0   INTRODUCTION.

In our society and the world at large companies are facing toughest competition ever. Before any business can go about winning customers and outperforming competitors, there is the need to do a thorough task of meeting and satisfying consumer needs. It is only customer centered consumers companies that are adapt at blaming customers not just product. So many companies think that it is the marketing or sales department’s job to gain customers. If they cannot, the company draws the conclusion that is; the marketing people are not very good and are not effective in discharging their duties. But marketing is only one factor in attracting and keeping customers. The best marketing department in the world cannot sell products that are poorly made or fail to meet consumers need.

The consumer is faced with an infinite number of choices in his buying behavior. He makes a decision on whether to spend his money or save it. If he chooses to spend it, he has a wide range of product choices available to him. Even within the relatively narrow field of paint industries the consumer has, from five to ten different brands of paints from which to choose in the average paint shop or depot, obviously, no one brand is going to be sold for long if it stops giving the customer what he wants. Hence, it is a total error for a marketing manager to believe that the consumer must buy his product.