1.0 INTRODUCTION
1.1 Background of the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Research Hypotheses
1.5 Significance of the study
1.6 Scope and limitation of the study
1.7 Definition of terms
1.8 Organization of the study
CHAPETR TWO
2.0 LITERATURE REVIEW
CHAPETR THREE
3.0 Research methodology
3.1 sources of data collection
3.3 Population of the study
3.4 Sampling and sampling distribution
3.5 Validation of research instrument
3.6 Method of data analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS AND INTERPRETATION
4.1 Introductions
4.2 Data analysis
CHAPTER FIVE
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Recommendation
Appendix
ABSTRACT
This study is on an examination of geomarketing model for store network locations planning in selected business district in Nigeria. The total population for the study is 200 businessmen and businesswomen at Abuja central business district. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made drivers, bankers, businessmen and businesswomen was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
CHAPTER ONE
INTRODUCTION
- Background of the study
Marketing, according to Kitchen (1999), will involve a group of certain processes, namely anticipation, management and the satisfaction of a customer’s need all of which constitutes a group of activities undertaken during an exchange process. The basis for these activities is to make a product or service appealing enough to an individual or group, causing them to part with cash in exchange for such goods and/or services. Kitchen further argues that, ‘the thoroughly understood need and inherent behaviour of the customer, as well as being able to initiate a critical analysis of existing and likely opportunities with this customer, with the aim of gaining a competitive advantage, should and may be considered the perfect theory to marketing’. This would be tenable if such a theorem were ever to exist, but at this point no such perfect theory of marketing exists. In another vein, Baines et al. (2008) reviewed concepts of marketing and concluded that ‘marketing had changed over the years’. They infer the process of marketing as one that has gravitated from a ‘transactional concept’, such as pricing, promotion and distribution, to a ‘relationship concept’, which is marketing hinged on gaining or gained customer trust. A relationship concept to marketing is understood as offering limited organizational risks and also provides an improved commitment to the customer. This may be considered an attempt by Baines and colleagues to validate the proposed ‘perfect theory to marketing’, as suggested earlier by Kitchen (1999)
Geomarketing describes any form of marketing that incorporates location intelligence in order to improve the odds of a particular message reaching the right consumer at the right time. This can be achieved in a number of ways, but the common factor is that location data or awareness is used as part of the marketing effort that’s the “geo” element. Geotargeting is one common form of geomarketing, which is simply defined as delivering content to users (commonly via mobile, but cross-device as well) based on where they are or on what locations they have previously visited. Geofencing is an example of a real-time geomarketing tactic designed to target uses within an established geographic area. More on the applications of geofencing.
The guiding principle behind these geomarketing efforts is that, in the words of location platform Sonata’s Lara Mehanna, “where you are being whoyou are.” Essentially, the idea is that the places a customer has visited tell a lot about them, and they can be a great predictor of intent.
In marketing, geomarketing (also called marketing geography) is a discipline that uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix the product, price, promotion, or place (geo targeting). Market segments can also correlate with location, and this can be useful in targeted marketing.
Geomarketing is applied in the financial sector through identifying ATMs traffic generators and creating hotspots maps based on geographical parameters integrated with customer behavior. Geomarketing has a direct impact on the development of modern trade and the reorganization of retail types. Site selection becomes automated and based on scientific procedures that saves both time and money. Geomarketing uses key facts, a good base map, Who is data layers, consumer profiling, and success/fail criteria. GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer. (en.wikipedia.org)
With geomarketing, the general data of a company changes to be more specific regarding their customers and market trends. This allows companies to use secondary data wisely, providing excellent results at low cost compared with traditional market research methods. All data is acquired accurately with GPS equipment and geographical information software, once the data is acquired, this information is processed by professionals in the field. Geomarketing has helped companies to acquire valuable information such as transit behaviors, most visited places or areas, etc., this information will help these companies to deliver the right message (or promotion), at the right time and place. Most companies use their mobile apps to obtain this information. Mobile apps became more sophisticated using GPS, Bluetooth, and also social networks to obtain their market information, this information helps to improve their promotional campaigns.
1.2 STATEMENT OF THE PROBLEM
When companies attempt to optimise their sales force and task planning many decisions have to be taken and related operations must be carried out. Wrong decisions generally result in high costs and competitive disadvantages. High quality solutions allow the sales representatives to spend less time on the roads and more time with the customers. The range of related problems comprises different types and characteristics of location routing problems, e.g. periodic problems or multiple objectives. Successful algorithmic approaches have to cope with these conditions. The talk provides an evaluation of our applied methods based on their typical behavior, observed strengths and weaknesses in day-to-day business.
- OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain the impact of geomarketing on business
- To ascertain the problems of geomarketing in business
- To examine the impact off geomarketing model for store network locations planning in business
- RESEARCH HYPOTHESES
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: there are no the problems of geomarketing in business
H1: there problems the problems of geomarketing in business
H02: there is no the impact off geomarketing model for store network locations planning in business
H2: there is the impact off geomarketing model for store network locations planning in business
- SIGNIFICANCE OF THE STUDY
The study will be very significant to students, business organization and the general public. The study will give a clear insight on an examination of geomarketing model for store network locations planning in selected business district in Nigeria. The study will also serve as a reference to other researcher that will embark on this study
- SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers an examination of geomarketing model for store network locations planning in selected business district in Nigeria. The researcher encounters some constrain which limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- DEFINITION OF TERMS
GEOMARKETING: In marketing, geomarketing (also called marketing geography) is a discipline that uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix – the product, price, promotion, or place (geo targeting).
PLANNING: Planning is the process of thinking about the activities required to achieve a desired goal. It is the first and foremost activity to achieve desired results. It involves the creation and maintenance of a plan, such as psychological aspects that require conceptual skills.
BUSINESS DESTRICT: the part of a city or town where there are many businesses The restaurant is in the business district.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.
