THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY (A CASE STUDY OF PZ CUSSON NIGERIA PLC, ABA)

THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY (A CASE STUDY OF PZ CUSSON NIGERIA PLC, ABA)

This study sought to determine the impact of marketing communication on consumer brand loyalty using Pz cusson Plc Aba in Abia state as a case of study. Instrument for the study was the questionnaires the population size were 505 and the sample size were also 223. Data were analyzed by the use of descriptive statistic and were tabulated, chi-square represent a statistical tools to rest the hypothesis. This paper has also provided useful recommendations, which if carried out would help in effective branding on sales in the industry and should not be underrated.

TABLE OF CONTENTS

Chapter One: Introduction

1.1        Background of the study

1.1.1    Profile of PZ Cussons Nig. Plc

1.2        Statement of the problem

1.3        Objectives of the study

1.4        Research Questions

1.5        Research Hypotheses

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        Concept and Definition of brand

2.2        Current Literature on the study

2.3        Types of Branding

2.4        Marketing Communication and consumer

buying behaviour

2.5        Branding as a means of communication

2.6        Branding as a means of communication

Chapter three: Research methodology

3.1        The Design of the study

3.2        The Area of the Study

3.3        Population of the study

3.4        Sample and sampling techniques

3.5        Method of data collection

3.6        Method of data analysis

Chapter four

Presentation and analysis of data

4.1        Presentation of Data

4.2        Testing of Hypothesis

4.3        Discussion Results.

Chapter five

Summary, Conclusion and recommendation

5.1        Summary

5.2        Conclusion

5.3        Recommendation

5.4        Suggestion for further Study

References

Appendices

               LIST OF  TABLES

Table 1:    Response on categories of boldness

Table 2:     Response on  identifying  a  cosmetic product

Table 3:     Response on brand loyalty on promotional

                strategy

Table 4:     Response on branding ,influence market shares.

Table 5:     Response on strong brand name will increase

                sales

Table 6:     Response on  effective product sale on influence

                 of brand loyalty

Table 7:     Response on the vital role in sale and profitability

                 of product

Table 8:     Response on branding is an effective tools for                  achieving         organizational objective

Table 9: Response on positively effective on

                 organization growth.

Table 10:   Response on constant branding or product for                  manpower.

Table:        Response on brand as a non-useful exercise in achieving or organizations objectives.

Table 12:   Response on the use of branding will improve the             manufacturing    of goods in the country.

Table 13: Response on brand meeting the needs  and

                wants of  their target market

Table 14    Response on promotional strategy create brand                       loyalty of the product

Table 15:  Response on community development in the

                area it is situated.

CHAPTER ONE

INTRODUCTION

1.1        BACKGROUND OF THE STUDY

Recently, increased attention is being paid by business, on how to achieve maximum returns in their investment and it is a truism that no business organization can survive in today’s competitive and adverse economy without effective marketing of its goods and services.

        Now, it is no longer the question of people beating their ways to the producer of goods mousetrap. The mousetrap producer is no longer alone in the production of good traps.

THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY (A CASE STUDY OF PZ CUSSON NIGERIA PLC, ABA)