THE EFFECTS OF MARKETING COMMUNICATION MIX ON THE SALES VOLUME IN THE DETERGENT INDUSTRY. (A CASE STUDY OF PZ NIGERIA PLC ABA)

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

THE EFFECTS OF MARKETING COMMUNICATION MIX ON THE SALES VOLUME IN THE DETERGENT INDUSTRY. (A CASE STUDY OF PZ NIGERIA PLC ABA)