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Marketing Project Topics

The Effectiveness of Marketing Concept on Buyer’s Behavior of a Consumer Product (a Case Study of Cadbury Nig.PLC Ikeja Lagos)

The Effectiveness of Marketing Concept on Buyer's Behavior of a Consumer Product (a Case Study of Cudbury Nig.PLC Ikeja Lagos)

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The Effectiveness of Marketing Concept on Buyer’s Behavior of a Consumer Product (a Case Study of Cadbury Nig.PLC Ikeja Lagos)

CHAPTER ONE

OBJECTIVE OF THE STUDY

The objective of this project will only be limited to the effectiveness of marketing concept on buyerโ€™s behavior of consumer product that it is to enlighten the public on the importance of a good marketing concept on buyer behaviour of consumer product, as a case of Cadbury Nigeria Plc and the objective are:

  • To examine the company policy and goals in relation to marketing concept in the organization
  • To examine how the company has implemented concept put in place by the company.
  • To examine to what extent the employees of the company are aware of the marketing concept of the companyโ€™s product.
  • To examine to what extent the people outside the companyโ€™s environment are aware of the companyโ€™s marketing concept.
  • To know the type of action on buyer behavoiur of company product.
  • To find out how the marketing concept affected the buyerโ€™s behavoiur of companyโ€™s product.

CHAPTER TWOย 

REVIEW OF RELATED LITERATURE

MARKETING

Marketing is the process associated with promoting for sale goods or services. It is considered a social and managerial process by which individuals and groups obtain what they need and want through creatingย  and exchanging products and valuesย  with others.ย  It is anย  integrated process through which companies create value for customers and build strong customer relationships in marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities. Marketing management is important in all businesses. It is the highly specialised study of businessย  management,ย  businessย  administrationย  orย  justย  managementย  today,ย  marketing managementย  functionย  playsย  aย  veryย  criticalย  role.ย  Thisย  is ย becauseย  thisย  functionalย  areaย  of managementย  earns theย  revenue,ย  &ย  worksย  inย  theย  closeย  proximity withย  theย  publicย  or persons outside theย  organisation. Controllingย  these twoย  attributes to haveย  the desired benefitsย  are the most difficult part of the management, because none of these two are within the direct control of the marketers. This doesnโ€™t mean that theย  other functional areas are not useful, but they are not directly involvedย  inย  theย  activitiesย  mentioned above. Similarly,ย  within theย  study ofย  Marketing Management, the Consumers or the Customers play a very critical role as these are the people who finally buy the goods & services of the organisation, and the firm is always on the move to make them buy so as to earn revenue. Itโ€™s crucial from both the points of view as given below

  1. From The Customersโ€™ Point Of View : Customers today are in a tough spot. Today, in the highly developed & technologically advanced society, the customers have a great deal of choices & options (and often very closeย  &ย  competing) toย  decide on.ย  Theyย  haveย  the productsย  of an extreme range of attributes (the 1st P – Product), they have a wide range of cost and payment choices (the 2nd P – Price), they can order them to be supplied to their door step or anywhere else (theย  3rd Pย  –ย  Place), andย  finallyย  theyย  areย  bombardedย  with moreย  communicationsย  fromย  more channels than ever before (the 4th P – Promotion). How can they possibly decide where to spend their time and money, and where they should give their loyalty ?
  2. Fromย  Theย  Marketersโ€™ย  Pointย  Ofย  Viewย  : The purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit. This is the basic principle of requirement for the marketers in earlier days where aggressive selling was the aim. Now it canโ€™tย  beย  achievedย  byย  force,ย  aggressionย  or plainย  alluring.ย  Forย  the customersย  areย  todayย  more informed, more knowledgeable, moreย  demanding, more discerning.

 

CHAPTER THREE

RESEARCH METHODOLOGY

Research design

The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to the effectiveness of marketing concept on buyerโ€™s behavior of a consumer product (a case study of cadbury Nig plc Ikeja Lagos)

Sources of data collection

Data were collected from two main sources namely:

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(i)Primary source and

(ii)Secondary source

Primary source:

These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.

Secondary source:

These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.

Population of the study

Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the effectiveness of marketing concept on buyerโ€™s behavior of a consumer product (a case study of cadbury Nig plc Ikeja Lagos). 200 staff of cadbury Nig plc Ikeja Lagos state was selected randomly by the researcher as the population of the study.

CHAPTER FOUR

PRESENTATION ANALYSIS INTERPRETATION OF DATA

Introduction

Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey.ย  This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.

DATA ANALYSIS

The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.

A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

Introduction

It is important to ascertain that the objective of this study was on the effectiveness of marketing concept on buyerโ€™s behavior of consumer product (a case study of cudbury Nig Plc Ikeja, Lagos). In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of marketing concept on buyerโ€™s behavior of consumer product

Summary

This study was on the effectiveness of marketing concept on buyerโ€™s behavior of consumer product (a case study of cudbury Nig Plc Ikeja, Lagos). Five objectives were raised which included: To examine the company policy and goals in relation to marketing concept in the organization, to examine how the company has implemented concept put in place by the company, to examine to what extent the employees of the company are aware of the marketing concept of the companyโ€™s product, to examine to what extent the people outside the companyโ€™s environment are aware of the companyโ€™s marketing concept, to know the type of action on buyer behavoiur of company product and to find out how the marketing concept affected the buyerโ€™s behavoiur of companyโ€™s product. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 ย staff of cudbury Nig Plc Ikeja, Lagos. 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 up manager, administrative staff, marketers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

Conclusion

Present study concludesย  as what are the factors related toย  consumerโ€™s behaviour which playย  significant roleย  inย  marketingย  management. Theย  variousย  researchesย  whichย  areย  discussed above give us result that to all business institution should not take consumer behavior in a light way. All marketing management team must give importance to consumer behavior and its related research for their better marketing strategy and to be successful in theirs management. There are several units in the market that can be analyzed. Our main thrust in this paper is the consumer. However, we will also need to analyze our own firmโ€™s strengths and weaknessesย  andย  thoseย  of competing firms. Suppose, forย  example, that we makeย  a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioningย  towardย  ourย  market.ย  Toย  assessย  aย  competingย  firmโ€™sย  potentialย  threat,ย  we needย  to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressuresย  itย  facesย  fromย  theย  market.ย  Finally,ย  weย  needย  toย  assessย  conditionsย  (theย  marketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically

Recommendation

The structure offers new visions to understand that how different consumers respond to numerous promotion tools offered by marketers and their impacts on consumers buying behavior, which may be central for marketers in order to use perfect promoting strategies and promotional tools to promote products

References

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