THE IMPACT OF MARKETING COMMUNICATION ON CUSTOMER'S LOYALTY TO CONSUMERS PRODUCT

THE IMPACT OF MARKETING COMMUNICATION ON CUSTOMER'S LOYALTY TO CONSUMERS PRODUCT

(A CASE STUDY OF CADBURY NIGERIA PLC)

ABSTRACT

This research work is basically carried out to critically and objectively examine the significant and in negligible role played by "Marketing Communications on consumer loyalty to consumer products".

This study further reveals the identical, relationship between Marketing Communications with terms as used therein, such as - Marketing. Mix (Those combination of the four (4Ps) inputs that constitute the core of a company's marketing system, that is - product, price, place and promotion); Consumer Products, Social Marketing and Consumerism, with more emphasis on consumer products manufacturing giant, CADBURY NIGERIA PLC.

Moreso, this research is carried out though the traditional primary and secondary sources of data respectively and it reveals how the company (Cadbury, in this case), in comparison to other competitors, has been able to explore and implement the a concept of Integrated Marketing Communications (IMC) in achieving its marketing goals of increase products patronage, brand loyalty, customers' acquisition and retention, in a highly competitive consumer market.

However, the research has limited the exercise to the following:

(i)        A random sample of consumers in Lagos and other accessible

areas.

(ii)       Four major product mix (Bounrvita, TomTom, Knorr and Chocolate) of Cadbury are being considered.

(iii)      The study is intended to examine the performance of marketing communications to overall objectives of Cadbury.

(iv)      The roles played by various communication tools., on consumers' patronage of Cadbury products.

(v)       Examining the raison d'etre for consumers' tastes and preferences.

TABLE OF CONTENTS

                                                                                                                        Pages

Title Page                                                                                                                  i          

Certification                                                                                                             ii

Dedication                                                                                                                iii

Acknowledgment                                                                                                   iv

Abstract                                                                                                                    v

Table of Contents                                                                                                   vi

CHAPTER ONE: INTRODUCTION

1.1            Background of the Study                                                                         1

1.2            Statement of Problem                                                                              5

1.3            Objective of the Study                                                                              7

1.4      Research Questions                                                                                   8

1.5      Statement of Hypotheses                                                                        9

1.6      Significance of the Study                                                                         10

1.7      Scope and Limitation of the Study                                                        11

1.8      Definition of Terms                                                                                    13

CHAPTER TWO: LITERATURE REVIEW  

2.1            Introduction                                                                                                            16

2.2            Review of Related Literature                                                                  16

2.2.1    Marketing in Relation to Communications                                         17

2.2.2    Marketing Communications Defined                                                   19

2.3            A view of the Communications Process                                               23

2.4            Developing Effective Communications                                                            26

2.5            Components of Marketing Communications                                     46

2.5.1    Advertising                                                                                                   46

2.5.2    Sales Promotion                                                                                         47

2.5.3    Publicity                                                                                                        48

2.5.4    Public Relations                                                                                          49

2.5.5    Packaging                                                                                                     50

2.5.6    Direct Marketing                                                                                        50

2.5.7    Event Marketing                                                                                         51

2.5.8    Personal Selling                                                                                          52

2.5.9    Other Promotional Tools                                                                         53

2.6            Understanding Consumer Behaviour                                                   56

2.6.1    Consumer Buying Motives                                                                      57

2.6.2    Consumer Buying Decision Process                                                      61

2.6.3    Types of Consumer Buying Behaviour                                                 63

2.6.4    Consumer Evolution and Transformation                                           64

2.7            Summary of Literature Review                                                              65

CHAPTER THREE: RESEARCH METHODOLOGY

3.1            Introduction                                                        &nbs