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
- Background of the study 1
- Statement of the problem 6
- Objective of the study 7
- Research questions 8
- Statement of hypotheses 8
- Significance of the study 8
- Scope of the study 9
- Operationalization of variables 9
- 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
- Introduction 43
- Descriptive Analysis of Primary Data 43
- Presentation of Descriptive Frequencies & Percentages 43
- Descriptive Analysis of Primary Data 43
CHAPTER FIVE: SUMMARY, AND CONCLUSION AND RECOMMENDATION
- Introduction 66
- Contribution to the Body of Knowledge 68
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
- Descriptive Analysis of Primary Data 44
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