THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR (A CASE STUDY OF GUINNESS NIGERIA PLC)

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ABSTRACT

The performance of marketing functions basically marrying consumer 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 itâ€™s product 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 Guinness Nig. Plc following itâ€™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, research methodology, analysis of result and findings as well as recommendation and conclusion which might help to achieve greater sales using marketing strategies. In all special attention is paid to both the company sales record and the consumerâ€™s questionnaire for the analysis.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

1.0INTRODUCTION

1.1Background of the study

1.2Statement of the problem

1.3Objectives of the study

1.4Research questions

1.5Hypothesis formulation

1.6Significance of the study

1.7Scope of the study

1.8Limitations of the study

1.9Reference

CHAPTER TWO

2.0LITERATURE REVIEW

2.1introductions

2.2Marketing, objectives, marketing strategies and marketing programs

2.3selecting a marketing strategy

2.4Objectives of Guinness brewery nig. plc

2.5Relationship between marketing strategies and consumer purchasing behaviour for Guinness products

CHAPTER THREE:

RESEARCH DESIGN AND METHODOLOGY

3.0Introductions

3.1Research design

3.2Population of the study

3.3Sample size determination

3.4Instrument for data collection

3.5Validation of the instrument

3.6Reliability of the instrument

3.7Methods of data collection

3.8Method of data analysis

CHAPTER FOUR

4.0Data presentation and analysis

4.1Presentation and analysis of data

4.2Testing of hypothesis

4.3Summary of finding

CHAPTER FIVE

DISCUSSION, RECOMMENDATION AND CONCLUSION

5.1Discussion of findings

5.2Conclusions

5.3Recommendation

5.4Suggestion for further study

Bibliography

APPENDIX I

APPENDIX II

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THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR (A CASE STUDY OF GUINNESS NIGERIA PLC)

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