ENVIRONMENTAL COMPLEXITY AS THE DETERMINANT OF CHOICE OF PROMOTIONAL TOOLS IN MARKETING ORIENTED ORGANIZATION (A CASE STUDY OF JMK SUPERMARKET, ILORIN)

ABSTRACT

Environmental complexity is a determinant to the choice of promotional tools in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three major sub-section (the macro, immediately or table and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can adopted by marketers to create awareness for their product carried. Statement of the problem of this research study will give best solution to the researcher such as, what are the significance of environmental complexity to a promotional tools and what effects does it have on market share and profitability. The objectives of this research topic aim at finding solution to the effect of environmental on promotional tools and to increase the organization profit. The methodology of this research focus on the purpose of the project literature search and survey of knowledgeable person who have ideas on the subject of the work study and measurement would be sought. The findings shows that majority of customers of the supermarket believe that environment have greater influence in their buying decision. The researcher wish to the recommendation that marketing department should pay more attention to researching into the environmental variables and develop more dependable adaptation strategy.

TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract vi

Table of Contents vii

CHAPTER ONE: BACKGROUND OF THE STUDY

1.1 Introduction 1

1.2 Statement of problem of the study 3

1.3 Aims and objectives of the study 3

1.4 Significance of the study 4

1.5 Scope of the study 6

1.6 Limitation and constraints of the study 8

1.7 Definition of terms 9

CHAPTER TWO: 

2.0 LITERATURE REVIEW 12

2.1 Concept of environmental complex variables 13

2.2 Marketing environmental complexity 14

2.3 The external marketing environment 16

2.4 Marketing communication 24

2.5 Promotional tools 27

2.6 Advertising as a promo tool 29

2.7 The learning organization 31

2.8 Hypothesis formulation 32

CHAPTER THREE

3.0 Research methodology 34

3.1 Population sampling and sample size 35

3.2 Research design 36

3.3 Sources of data collections 38

3.4 Method of data collections 39

3.5 Instrumentation, validity and reability of instrument 42

3.6 Method of data presentation and analysis 42

CHAPTER FOUR

4.1 Brief history of case study 46

4.2 Presentation and analysis of data 47

4.3 Hypothesis testing 57

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of report 64

5.2 Conclusion 64

5.3 Recommendations 65

Questionnaire 67

References 69