THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY (A CASE STUDY OF PZ CUSSON NIGERIA PLC, ABA)
ABSTRACT
This study sought to determine the impact of marketing communication on consumer brand loyalty using Pz cusson Plc Aba in Abia state as a case of study. Instrument for the study was the questionnaires the population size were 505 and the sample size were also 223. Data were analyzed by the use of descriptive statistic and were tabulated, chi-square represent a statistical tools to rest the hypothesis. This paper has also provided useful recommendations, which if carried out would help in effective branding on sales in the industry and should not be underrated.
TABLE OF CONTENTS
Chapter One: Introduction
1.1Â Â Â Â Â Â Â Â Background of the study
1.1.1Â Â Â Â Profile of PZ Cussons Nig. Plc
1.2Â Â Â Â Â Â Â Â Statement of the problem
1.3Â Â Â Â Â Â Â Â Objectives of the study
1.4Â Â Â Â Â Â Â Â Research Questions
1.5Â Â Â Â Â Â Â Â Research Hypotheses
1.6Â Â Â Â Â Â Â Â Significance of the study
1.7Â Â Â Â Â Â Â Â Scope and Limitations of the study
1.8Â Â Â Â Â Â Â Â Definition of Terms.
Chapter Two:
Review of related Literature
2.1Â Â Â Â Â Â Â Â Concept and Definition of brand
2.2Â Â Â Â Â Â Â Â Current Literature on the study
2.3Â Â Â Â Â Â Â Â Types of Branding
2.4Â Â Â Â Â Â Â Â Marketing Communication and consumer
buying behaviour
2.5Â Â Â Â Â Â Â Â Branding as a means of communication
2.6Â Â Â Â Â Â Â Â Branding as a means of communication
Chapter three: Research methodology
3.1Â Â Â Â Â Â Â Â The Design of the study
3.2Â Â Â Â Â Â Â Â The Area of the Study
3.3Â Â Â Â Â Â Â Â Population of the study
3.4Â Â Â Â Â Â Â Â Sample and sampling techniques
3.5Â Â Â Â Â Â Â Â Method of data collection
3.6Â Â Â Â Â Â Â Â Method of data analysis
Chapter four
Presentation and analysis of data
4.1Â Â Â Â Â Â Â Â Presentation of Data
4.2Â Â Â Â Â Â Â Â Testing of Hypothesis
4.3Â Â Â Â Â Â Â Â Discussion Results.
Chapter five
Summary, Conclusion and recommendation
5.1Â Â Â Â Â Â Â Â Summary
5.2Â Â Â Â Â Â Â Â Conclusion
5.3Â Â Â Â Â Â Â Â Recommendation
5.4Â Â Â Â Â Â Â Â Suggestion for further Study
References
Appendices
              LIST OF TABLES
Table 1:Â Â Â Response on categories of boldness
Table 2:    Response on identifying a cosmetic product
Table 3:Â Â Â Â Response on brand loyalty on promotional
               strategy
Table 4:Â Â Â Â Response on branding ,influence market shares.
Table 5: Â Â Â Response on strong brand name will increase
               sales
Table 6:    Response on effective product sale on influence
                of brand loyalty
Table 7:Â Â Â Â Response on the vital role in sale and profitability
                of product
Table 8:    Response on branding is an effective tools for                 achieving        organizational objective
Table 9: Response on positively effective on
                organization growth.
Table 10:  Response on constant branding or product for                 manpower.
Table:Â Â Â Â Â Â Â Response on brand as a non-useful exercise in achieving or organizations objectives.
Table 12:  Response on the use of branding will improve the            manufacturing   of goods in the country.
Table 13: Response on brand meeting the needs and
               wants of their target market
Table 14   Response on promotional strategy create brand                     loyalty of the product
Table 15:Â Response on community development in the
               area it is situated.
CHAPTER ONE
INTRODUCTION
1.1Â Â Â Â Â Â Â Â BACKGROUND OF THE STUDY
Recently, increased attention is being paid by business, on how to achieve maximum returns in their investment and it is a truism that no business organization can survive in today’s competitive and adverse economy without effective marketing of its goods and services.
       Now, it is no longer the question of people beating their ways to the producer of goods mousetrap. The mousetrap producer is no longer alone in the production of good traps.
