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THE MARKETING STRATEGY AND CONSUMER PURCHASE BEHAVIOR

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 3000

ABSTRACT

The project has been undertaken with a view to study consumer behavior with reference to Guinness Nigeria PLC. This study is intended to help Guinness Nigeria PLC decide upon the steps to be taken care for marketing strategy so that the growth of the company keeps on improving.

Primary data have been used for analysis. However, secondary source have yielded preliminary information. I have used random sampling for our project survey. Care was taken that the respondents were as diversified as possible. A sample size of 120 respondents was taken from various places in Enugu metropolis.

Research conducted was descriptive in nature. Descriptive research helped us to develop the concept to clearly establish priorities, to divulge adequate information which helps us in decision making and thus essential for making the study a success. A structured questionnaire was used to obtain required information and to assess the customer satisfaction level, Consumer behavior and to find the ways through which the company can come up to the expectation of customer so that the optimum satisfaction level can be achieved.




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