MARKETING COMMUNICATION AND ORGANISATIONAL PERFORMANCE IN FOOD AND BEVERAGES INDUSTRY

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TABLE OF CONTENTS

TITLE                                                                                                                              PAGE

Title Page                                                                                                                                i-ii

Certification                                                                                                                            iii

Dedication                                                                                                                               iv

Acknowledgments                                                                                                                  v

Table of contents                                                                                                                     vi

List of Tables                                                                                                                          viii

Abstract                                                                                                                                   x

CHAPTER ONE: INTRODUCTION

  1. Background of the study                                                                                                   1
    1. Statement of the problem                                                                                                  6
    1. Objective of the study                                                                                                       7
    1. Research questions                                                                                                           8
    1. Statement of hypotheses                                                                                                   8
    1. Significance of the study                                                                                                  8
    1. Scope of the study                                                                                                            9
    1. Operationalization of variables                                                                                         9
    1. Operational definition of terms                                                                                        10

CHAPTER TWO: LITERATURE REVIEW

  • Conceptual Framework                                                                                                    13
    • Theoretical Framework                                                                                                    27
    • Summary of Literature                                                                                                     38

CHAPTER THREE: RESEARCH METHODOLOGY

CHAPTER FOUR: DATA PRESENTATION

CHAPTER FIVE: SUMMARY, AND CONCLUSION AND RECOMMENDATION

References                                                                                                                               72

Appendix                                                                                                                                 75

LIST OF TABLES

  • Introduction                                                                                                                      44
    • Descriptive Analysis of Primary Data                                                                              44
      • Presentation of descriptive frequencies, percentages and charts for primary data        44
    • Demographic Characteristics of Respondents                                                                  45
      • : Status in the company                                                                                                   45
      • :  Highest Education Qualification                                                                                 45
      • : The extent to which the customers purchase the company’s products

after coming across its advertisement is                                                                                 46

  • : The extent to which the company’s advertisement gets

the attention of the customers                                                                                                 46

  • : The extent to which customers go for the company’s branded

products when shopping is                                                                                                      47

  • : The extent to which the company advertisement was convincing is                            47
    • : The extent to customers’ satisfaction regarding the purchase of the product is.          48
    • :  The extent to which the company’s advertisement provides relevant information about the product is.                                                                                                                         48
    • : The extent to which the claims made in the advertisement are believable is.              49
    • : The extent to which the company’s advertisement is appealing is                             49
    • : The extent to which sales promotion activities of our company attracts

customers to company’s product is                                                                                        50

  • : The extent to which the customers try to understand how each

sales promotion offers from one another is.                                                                          50

  • : The extent to which sponsorship is appreciated by customers is                              51
    • : The extent to which organization provides free

sample and discount and anniversaries sales is.                                                                    51

  • : The extent to which the company provides sales promotion

benefits/seasonal sales, buy one get one free is.                                                                    52

  • : The extent to which the company provides sales promotion

benefits whenever customers buy our products.                                                                   52

  • : The extent to which the company launches sales promotion scheme is.                  53
    • : The extent to which the management considers the role

of sales in promotion of sales is.                                                                                           53

  • : The extent to which the company feels the needs for sales promotion

to increase the sales of our company is.                                                                                 54

  • : The extent to which the company participates in trade fairs and exhibitions

to increase customers awareness of or familiarity with its products and services is              54

  • : The degree to which the company shares written and audio-visual

materials to increase customers willingness to consider its products and services is           55

  • : The extent to which the company uses celebrities’ endorsement of its products

firm to increase prospects intention to make first time subscription is.                                55

  • : The degree to which the company conduct media tours to influences

customer perception of key benefits or differentiators of its product and services is.          56

  • : The scope to which the company uses buzz to build customers preference

for its products and services is.                                                                                               56

  • : The extent to which the company is known and patronized in the food

and beverage sector is.                                                                                                            57

  • : The extent to which the company contributed last year to the overall sales

in the food and beverages industry is.                                                                                    57

  • : The extent to which the company existing market shares derived from

its promotional strategies is.                                                                                                   58

  • : The extent to which the company exerts its influence in the process

of setting food and beverages industry standard is.                                                                58

  • : The extent to which the company serves as a benchmark for its competitors is.       59
    • : The extent to which the company exploits its profit potentials each year is.             59
    • : The extent to which the company sustains substantial increases in

its annual profits year after year is.                                                                                       60

  • : The extent to which the company actual profit compares favourably

with its profit target each year is.                                                                                           60

  • : The extent to which the company salespersons demonstration of

competence contributes to profitability is.                                                                            61

  • : The extent to which the company’s annual profits exceeds those of

its competitors is.                                                                                                                    61

  • : Reliability Statistics                                                                                                   62

4.4.1:  Model Summary Hypothesis 1                                                                                    62

4.4.4: Model Summary Hypothesis 11                                                                                   64

Abstract

The study examines the effect of marketing communication on organisational performance in Unilever Nigeria Plc. The main objective of the study is to investigate the relationship between marketing communication and customer purchase behaviour. The research design is the descriptive survey and data were gathered through a well-structured questionnaire. The simple random sampling technique was used to draw a sample of 480 respondents.480 copies of the questionnaire were administered while 450 copies were returned and analyzed using the correlation and simple regression statistical methods.

The study reveals that there is significant weak positive relationship between brand advertisement and market share (R = 0.281, p<0.05); there is significant fairly moderate positive relationship between sales promotion and profitability (R = 0.389, p<0.05) and there is moderate positive relationship between public relations and consumer purchase behaviour (R=0.410, p <0.05). The study recommends that Creative Executives and management of food manufacturing companies should recognise that integrated marketing communication strategies and consumers are important driving forces in designing innovative, creative and efficient awareness strategies as competitive edge.Keywords: Advertising, Sales Promotion, Public Relations, Organisational

MARKETING COMMUNICATION AND ORGANISATIONAL PERFORMANCE IN FOOD AND BEVERAGES INDUSTRY A CASE STUDY OF UNILEVER NIGERIA PLC