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