ABSTRACT
Environmental complexity is a determinant to the choice of promotional tools in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three major sub-section (the macro, immediately or table and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can adopted by marketers to create awareness for their product carried. Statement of the problem of this research study will give best solution to the researcher such as, what are the significance of environmental complexity to a promotional tools and what effects does it have on market share and profitability. The objectives of this research topic aim at finding solution to the effect of environmental on promotional tools and to increase the organization profit. The methodology of this research focus on the purpose of the project literature search and survey of knowledgeable person who have ideas on the subject of the work study and measurement would be sought. The findings shows that majority of customers of the supermarket believe that environment have greater influence in their buying decision. The researcher wish to the recommendation that marketing department should pay more attention to researching into the environmental variables and develop more dependable adaptation strategy.
TABLE OF
CONTENTS
Title
Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract vi
Table of Contents vii
CHAPTER ONE: BACKGROUND OF THE STUDY
- Introduction 1
- Statement of
problem of the study 3
- Aims and
objectives of the study 3
- Significance
of the study 4
- Scope of the
study 6
- Limitation and
constraints of the study 8
- Definition of
terms 9
CHAPTER TWO:
2.0 LITERATURE
REVIEW 12
2.1 Concept of environmental complex variables 13
2.2 Marketing environmental complexity 14
2.3 The external marketing environment 16
2.4 Marketing communication 24
2.5 Promotional tools 27
2.6 Advertising as a promo tool 29
2.7 The learning organization 31
2.8 Hypothesis formulation 32
CHAPTER THREE
- Research
methodology 34
- Population
sampling and sample size 35
- Sources of
data collections 38
- Method of data
collections 39
- Instrumentation,
validity and reability of instrument 42
- Method of data
presentation and analysis 42
CHAPTER FOUR
- Brief history
of case study 46
- Presentation
and analysis of data 47
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATION
Questionnaire 67
References 69
CHAPTER ONE
1.1 INTRODUCTION
Environments complexity is a determent to the
choice of promotional choice in a marketing oriented organization. Although,
the environment variable are numerious and are subdivided into three (3) major
sub-sectors (the macro, immediately or tasks and the micro environment) its
complexity has immense influence on the choice of the promotional tools adopted
or that can be adopted by marketers to create awareness for the product
carried. Although the topic may have a wider scope the researcher streamlined
it down to a more researchable scope making promo tools.
Both human beings, business concern are
responsible to the forces in the environment. No one can live in Isolation.
Business must take care of both economics and social aspect of life, that is
making money must not suppress the welfare, culture and social life of the
public. Therefore business must study the needs and want of the environment and
produce and sell product and self products and service that will satisfy them.
The internal and external environment of
business must be taken noted of the internal environment like, organization
structure, location of business, staff facilities within the business place,
union etc. We also have external environment, such as the political, legal
union, technology, competition, government etc.
A good marketers must be conscious of
all the environmental factors that may affects marketing amidst numerous forms
producing and rendering similar products/ services.
In study the both the external and the
internal factors of environment will let the organization to know the
promotional tools that will be effective for each environment.
For organization or company’s product to
gain credibility and acceptability in the mind of prospective consumers, it has
to strategies the kind of promotion that will fit the environments.
1.2 STATEMENT
OF THE PROBLEMS
The level of influence of environmental elements
on the choice of promotional tools to be adopted for the choice of promotional
campaign in a marketing organization is of major concern to modern marketing.
- What are the
significance of environmental complexity to a promotional tools?
- What effects
does it have on market share and profitability?
- The extent to
which culture can affect advertising.
1.3 OBJECTIVES
OF THE STUDY
The primary objective of this study is to enable
the researcher to fulfill the perquisite for the award of Higher National
Diploma in marketing. The secondary objectives are as follows:
- To understand
the interrelationships between the environmental element (marketing) and the promotional
tool choice in other for the company to achieve it’s promotional objectives and
help the organization to achieve its overall profit and other objective.
- To examine the
effect of environment on promotional activities.
- To increase
the organizational profit.
1.4 SIGNIFICANCE
OF THE STUDY
Since all organization and business have come to
realize the important of sales promotional for achieving the organization
objective; This study is of immense value or benefit to the following:
- Academic
- Government
- Public i.e. customers and consumer
- Company
- The Researcher.
Academic: This
study has a vital impact to may academically as it will effectively contribute
to both the knowledge to the researcher and academy in general it will
contributes to marketing literature which will serve as reference points.
Government: It
will improve revenue base for the government collection of taxes. The
government should ensure the target market has to be large enough to make the
marketing effort financially worth while.
Public: It
is of significance to the buyer or the target market as it creates awareness,
educate and appealing to the consumer or a particular product discourage
dissonance.
Company: This
study is of significance to the manufacturer as if enables them to choose an
appropriate and understand effectiveness of sales promotion for the sales of the
product and benefit derived from the product both local and international
market, that will improve the profitability of expansion.
The Researcher: The researcher should measure the market characteristic of different segment and the member of the segment must be capable of been actually identified, the various used to categorize them, must be measurable, it’s very significance for the researcher because various educational background can be used a based for segmenting particular product.
ENVIRONMENTAL COMPLEXITY AS THE DETERMINANT OF CHOICE OF PROMOTIONAL TOOLS IN MARKETING ORIENTED ORGANIZATION (A CASE STUDY OF JMK SUPERMARKET, ILORIN)
