THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOR (A CASE STUDY OF HARDIS AND DROMEDAS)

THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOR (A CASE STUDY OF HARDIS AND DROMEDAS)

ABSTRACT

The  performance  of  marketing  function  basically  marrying  consumers  needs  and  wants with  the  appropriate  products  and  services. It  is the  duty  of the  form  to  adopt  appropriate  marketing  strategy  to  attract  customers  to  it’s  products  and  since  it  is  generally believed that  marketing  strategy  affects  the consumer  buying  behaviour.  This  project  therefore  attempts to  examine how  the use  of marketing  strategies  have  generated  sales  for  Hardis  and  Dromedas  Plc  following  it’s  impact  on consumer purchasing  behaviours  efforts are therefore  made  to  show  the  relationship  between  sales  turnover and   the  amount spent on  marketing  activities. The  project  work is divided  into  five  chapters  conveying  the  introduction,  literature  review, and  research  methodology,  analysis  of result  findings  as  well as  recommendation and  conclusion, limitation  of  study  which  might help  to achiever greater  sales  using marketing  strategies.  In all  special attention  is  paid  to  both  the  company  sales  record and  the  consumer’s

Questionnaire for the analysis.

TABLE OF CONTENTS

CHAPTER ONE 

Introduction

1.1        Background  of the study

1.2        Statement of the study

1.3        Objective  of the Study

1.4        Hypothesis/  Research  Questions

1.5        Significance of the Study

1.6        Scope/  Delimitation  of  the  Study

1.7        Marketing of Strategy

1.8        Limitation  of the  study

CHAPTER TWO

REVIEW OF RELATED LITERATURE                       

2.1        marketing  objective,  marketing  strategies  and  marketing  programmes

2.2        Selecting  a  Marketing Strategies

2.3        Objectives  of  hardis  and  Dromedas Plc

2.4        Relationship  between  marketing  strategies  and  consumers and  Purchasing  behaviour for Hardis  and Dromedas  Plc

CHAPTER THREE

 RESEARCH DESIGN AND METHODOLOGY

3.1        sources  of Data

3.2        Population  of the  study

3.3        Sample  Size  Determination

3.4        Sample  Technique

3.5        Validation  of the  Instrument

3.6        Reliability  of the  Instrument

3.7        Methods  of  Data  Collection

CHAPTER FOUR

DATA PRESENTATIONS AND ANALYSIS

4.1        Presentation  and  Analysis  Of Data

4.2        Test  of  Hypothesis

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION

5.1        Summary of Findings

5.2        Recommendations

5.3        Conclusion

5.4        Limitation  of the study

Bibliography 

Appendix

LIST OF FIGURE

LIST OF TABLE

Table 4:1                                   Close ended question summary of data collected from respondent

Table 4:2                                   which of these do you consider to be best form of advertising

Table 4:3                                   which Hardis and Dromedas PLc products brand do you prefer

Table 4:4                                   What is your reason for brand preference

Table 4:5                                   How would you express dissatisfaction with a product

Table 4.6:                                  Which of these most determine the brand of Hardis and Dromedas plc product you buy

Table 4.7                                   Which these should Hardis and Dromedes PLc give more attention

Table 4.8                                   What should be the factor in selling price

Tabel 4.9                                   What is the basic determination of your purchase decision

Table 4.10                                  What is the possible reason for not buying at all

Table 4.11                                  material status

Table 4.12                                  Computation of person product movement co-efficient of correlation

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND TO THE STUDY

Of  all  business activities  of  functions  none  is as  interested  in  the consumer  and  his  purchasing  behavior as  marketing.  Marketing  is  invariably  connected  with  the  research  into  purchasing  behaviaour  namely  what  the consumers  want, need  prefer  and  value, who are the prospective consumers and where they live, their  in come  and made  of  spending,  how  and  why  they  make  purchase  decision  and  so on. Infact the  influencing  of the  buyer  behaviour  is the primary  task  of the  marketing  department  in  any  organization.

THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOR (A CASE STUDY OF HARDIS AND DROMEDAS)