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 buyerโs 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 companyโs product.
- To examine to what extent the people outside the companyโs environment are aware of the companyโs marketing concept.
- To know the type of action on buyer behavoiur of company product.
- To find out how the marketing concept affected the buyerโs behavoiur of companyโs 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 doesnโt 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. Itโs crucial from both the points of view as given below
- 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 ?
- Fromย Theย Marketersโย 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 canโtย 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 buyerโs 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:
Advertisements
(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 buyerโs 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 buyerโs 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 buyerโs behavior of consumer product
Summary
This study was on the effectiveness of marketing concept on buyerโs 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 companyโs product, to examine to what extent the people outside the companyโs environment are aware of the companyโs marketing concept, to know the type of action on buyer behavoiur of company product and to find out how the marketing concept affected the buyerโs behavoiur of companyโs 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 consumerโs 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 firmโs 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 firmโsย 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
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