IMAGE MANAGEMENT AND CORPORATE GOODWILL OF NESTLE NIGERIA PLC IN SOUTH SOUTH NIGERIA

ABSTRACT

This study, image management and corporate Goodwill in Nestle Nigeria Plc was undertaken to determine how corporate goodwill is dependent on image management in continued existence of Nestle Nigeria Plc. The study focused on two South South State capitals namely Uyo and Port Harcourt. Port Harcourt is regarded as the commercial nerve center and even the capital of the South South with the largest concentration of dwellers and Uyo is the state capital of the largest oil producing state in Nigeria. Five research objectives and two hypotheses were formulated to guide the study. The survey research method was adopted for the study, with a sample size of four hundred (400) respondents. Cluster and accidental sampling were used in selecting the respondents out of a population of one million, one hundred and Eighty six thousand, five hundred (1,186,500) people. Interview schedule guide and questionnaire were instruments for data collection. Data from the study were analysed in relation to the research questions and hypotheses used in the study. Each question from the interview schedule was analysed using explanation building technique. The Pearson Product Moment Correlation Coefficient was adopted in the test of hypothesis the research questions were in turn analysed using frequency tables. Three theories and one model namely corporate social responsibility, stakeholder, relationship management theories and the two-way symmetrical model were used to situate the work, with four empirical works reviewed. The major findings revealed that Nestle Nigeria Plc adopts two major strategies public relations and focus strategies; in promoting corporate goodwill and building relationship with its publics. It was also revealed that trust and quality are the secrets behind Nestle Nigeria product acceptance and continued patronage. It was recommended that organizations desiring success should as a matter of urgency imbibe the principle of public relations “doing good and getting credit for it”. Another excellent way to promote the image of an organisation is through the media, the study also recommended that Nestle Nigeria Plc should also adopt the media strategy focusing on the internet which will also help in promoting its image.

TABLE OF CONTENTS

CHAPTER                            TITLE                                                                PAGE

                                                Title Page        –           –           –           –           –           i

                                    Declaration      –           –           –           –           –           ii

                                                Certification    –           –           –           –           –           iii

                                                Dedication      –           –           –           –           –           iv

                                                Acknowledgements    –           –           –           –           v

                                                Abstract          –           –           –           –           –           vi

                                                Table of Contents       –           –           –           –           viii

                                                List of Table    –           –           –           –           –           xi

            CHAPTER ONE: INTRODUCTION

1.1       Background of the Study       –           –           –           –           –           –           1

1.2       Statement of the Research Problem    –           –           –           –           –           5

1.3       Objectives of the Study          –           –           –           –           –           –           6

1.4       Research Questions/Hypothesis          –           –           –           –           –           6

1.5       Significance of the Study       –           –           –           –           –           –           7

1.6       Scope/Limitation of the Study           –           –           –           –           –           8

1.7       Definition of Terms    –           –           –           –           –           –           –           10

            CHAPTER TWO: LITERATURE REVIEW     

2.1       The Review of Concepts        –           –           –           –           –           –           12

2.1.1    Corporate Goodwill    –           –           –           –           –           –           –           12

2.1.2    Image Management    –           –           –           –           –           –           –           19

2.1.3    Image Management, Corporate Goodwill and Public Relations Practice      23

2.1.4    Public Relations as a Tool for Achieving Goodwill and

            Image Management in Corporations   –           –           –           –           –           28

2.1.5    Image Management Strategies in Corporate Organisations    –           –           36

2.1.6    Corporate Social Responsibility Activities of Nestle Nigeria Plc       –           38

2.2       Theoretical Framework           –           –           –           –           –           –           43

2.2.1    Corporate Social Responsibility Theory         –           –           –           –           43

2.2.2    The Stakeholder Theory         –           –           –           –           –           –           47

2.2.3    Relationship Management Theory      –           –           –           –           –           48

2.2.4    Two-Way Symmetrical Model            –           –           –           –           –           49

2.3       Review of Studies      –           –           –           –           –           –           –           51

            CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Research Design         –           –           –           –           –           –           –           57

3.2       Population of the Study          –           –           –           –           –           –           57

3.3       Sample Size/Sampling Procedure       –           –           –           –           –           58

3.4       Validity of Research Instruments       –           –           –           –           –           59

3.5       Reliability of Research Instrument     –           –           –           –           –           59

3.6       Method of Data Collection                 –           –           –           –           –           60

3.7       Method of Data Analysis       –           –           –           –           –           –           61

            CHAPTER FOUR:  DATA PRESENTATION, ANALYSIS AND                                                      DISCUSSION OF FINDINGS

4.1       Data Presentation and Analysis          –           –           –           –           –           63

4.2       Data Analysis and Findings    –           –           –           –           –           –           74

4.2.1   Data from survey (in-depth interview)            –           –           –           –           74

4.2.2    Test of Hypothesis      –           –           –           –           –           –           –           77

4.3       Discussion of Findings           –           –           –           –           –           –           83

            CHAPTER FIVE: SUMMARY, CONCLUSION AND                                                                      RECOMMENDATIONS

5.1       Summary of Findings                         –           –           –           –           –           –           97

5.2       Conclusion      –           –           –           –           –           –           –           –           98

5.3       Contribution to Knowledge    –           –           –           –           –           –           99

5.4       Recommendations      –           –           –           –           –           –           –           100

5.5       Suggestions for Further Studies         –           –           –           –           –           100

            References      –           –           –           –           –           –           –           –           103

            Appendix I      –           –           –           –           –           –           –           –           110

            Appendix II    –           –           –           –           –           –           –           –           117

            Appendix III   –           –           –           –           –           –           –           –           116

            Appendix IV   –           –           –           –           –           –           –           –           117

LIST OF TABLES

Table 4.1:  Distribution of respondents according to their personal

            Characteristics(N = 365)                     –           –           –           –           –           64

Table 4.2: Respondents’ years of using Nestlé’s Products                 –           –           65

Table 4.3: Respondents’ Awareness / knowledge of Nestle Nigeria Plc        –           65

Table 4.4: Respondents’ identification of Nestle products    –           –           –           66

Table 4.5:   Distribution of Respondents by the Products used         –           –           66

Table 4.6: Views on customers generating goodwill based on

                 CSR project of Nestle Nigeria Plc             –           –           –   &nbs