THE EFFECTS OF MARKETING COMMUNICATION MIX ON THE SALES VOLUME IN THE DETERGENT INDUSTRY.
(A CASE STUDY OF PZ NIGERIA PLC ABA)
ABSTRACT
The research project deals with the business of investigating the effects of marketing communication mix on the sales volume in the Detergent industry, using PZ Nigeria plc, Aba as a case study. The objective of the research work among others were to know the role of marketing communication mix on the advertising media selection, sales promotion campaign influence the volume of the detergent product. The researcher was able to address some problems such as problems or constrains encounters during the course of carrying out marketing communication by the company under study. The research questions that were created influence, does marketing communication mix help in achievement of increase in sales volume of detergent, and does marketing communication mix contribute in increasing the potential customers and retaining the actual customers etc. the researcher used a population of 70 which comprised all the staff in the marketing department of PZ Nigeria PZ Aba with a sample size of 50 the methodology adopted was the use of primary and secondary data collection method. the researcher used percentage in analyzing the respondents profile and chi-square (x2) scientific method for testing of hypothesis finally the work came up with finding such as “there is a relationship between marketing communication mix and increase on the sales volume of the detergent product and recommendation were made and among the were that the works of the company should cultivate the habit of speaking good word of mouth (WOM) about the product of the company.
TABLE OF CONTENTS
Chapter One
INTRODUCTION
1.1 Background Of The Study
1.1.1 Profile Of The Company Of Case Study
1.2 Statement Of The Problem
1.3 Objective Of The Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance Of The Study
1.7 Scope And Limitations of the study
1.8 definition of terms
Chapter Two
REVIEW OF RELATED LITERATURE
2.1 Introduction
2.2 Sales Promotion
2.3 Advertising
2.4 History Of Advertising
2.5 Personal Selling
2.6 Current Literature On Marketing
Communication Mix
2.7 Summary
Chapter Three
RESEARCH METHODOLOGY
3.1 Research Methodology
3.2 Areas Of Study
3.3 Population Of The Study
3.4 Sample And Sampling Technique
3.5 Method Of Data Collection
3.6 Method Of Data Analysis
Chapter Four
PRESENTATION AND ANALYSIS OF DATA
4.1 Question By Question Analysis Of The Investigate Research Question
4.2 Testing F Hypothesis
4.3 Discussion Of Finding
4.4 Finding Of The Study
Chapter Five
5.0 Summary, Conclusion And Recommendation
5.1 Restatement Of The Study
5.2 Summary Of Finding
5.3 Conclusions
5.4 Recommendations
5.5 Suggestions For Further Study
References
Appendixes
LIST OF TABLES
4.1 Shows the responses as to whether marketing communication mix motivates customers to purchase more
4.2 Shows whether the respondents have bought and used the elephant blue detergent before
4.3 Shows the responses as to what prompt the buyer to buy the detergent product.
4.4 Shows the responses as to which promo tool is more effective in stimulating buyer’s interest
4.5 Shows the responses as to whether marketing communication mix help in the achievement of sales target.
4.6 Shows whether there is any relationship between marketing communication mix and increase in sales volume.
4.7 Shows the responses as to whether marketing communication mix help to influence consumer buying behaviour.
4.8 Shows the stage of product life cyel at which elephant blue detergent find advertising necessary
4.9 Shows the stage of product life cycle at which elephant blue detergent find personal selling necessary
4.10 Shows the stage of product life cycle at which elephant blue detergent finds sales promotion necessary
4.11 Shows whether marketing communication mix help to increase market share in the detergent industry
4.12 Shows whether marketing communication mix help to trigger trail purchase of the detergent product.
4.13 Shows the response as to whether marketing communication mix help to retain the actual customers of the firm.
4.14 Shows whether marketing communication mix encourage repeat purchase of the detergent product
4.15 Shows whether marketing communication mix help to attract new customer or user of the detergent product
4.16 Show whether marketing communication mix makes customers to develop brand loyalty.
4.17 Shows the responses as to whether marketing communication mix help to promote the image of the firm.
4.18 Shows whether marketing communication mix help to capture the interest of the potential customers.
4.19 Shows the responses as to how much the company may spend on marketing communication mix annually
4.20 Shows whether marketing communication help to stimulate consumer purchase and dealers effectiveness.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
One of the element of marketing mix strategy is promotion included also are price, product, and place. If the target public are not adequately communicated or not good knowledge about product/service, the marketing mix strategy exercise will fail organization firms need to use promotion to convey or create awareness about their product to the target audience.
However promotion is a popular variable through which an organization/ firm conveys or send message about their company and product or services such as consumers, suppliers, dealers etc.
Marketing promotion is the main goal of marketing communication, which helps to project a positive image for an organization and its product before its relevant publics to facilitate acceptance and patronage.
Kernal et al (1968) observed that communication mix creates commonness in relationship between the organization and the largest publics to the extent that they both share information idea, thought or attitude. Ordinarily communication mix is intended to build store traffic purchase and increase usage and stock level, brand switching and stock piling.
The word communication is derived from the Latin word “communis” which means “common”. Therefore communication could be seen as the process of establishing a commonality or oneness of thought between a sender and a receiver. The above definition highlights two important ideas.
One communication is a process and as such has elements and inter relationship, can be modeled and examined in a structure manner.
Secondary, oneness of thought must be developed between the sender and receiver if true communication is to occur which imply that a sharing relationship must exist between the sender and receiver.
It is a common mistake to view the sender as the active member in the relationship and the receiver as passive. For instance a person (the sender) speaking to a day dreaming friend (the intended receiver). It must appear that communication no thought is being shared thus there is no communication between them. Lack of communication in this instance is the passivity of the intended receiver called one of the intended receiver Although sound waves are bouncing against his/ her eardrums, he/ she is not actively receiving and sharing thought. A human receiver can be likened to a television set, a television set is continuously bombarded by television (electro magnet) waves from several situation.
However. it will receive only the station to which the channel selector are timed. Human receiver like wise are bombarded with stimuli from many vision, a person selects one source tune to act.
Engel et al (1983) defined promotion as controlled integrated programmed of communication methods and material designed to present a company and its products to prospective customers, to communicate need satisfying attributes of the product to f
