THE EFFECT OF MARKETING COMMUNICATION ON CONSUMER BUYING BEHAVIOUR
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ABSTRACT
This study was carried out on the effect of marketing communication on consumer buying behavior. The case study: Nigeria Bottling Company Plc was adopted for this study this enables the researcher to carry out and in depth study of Nigeria bottling company. In addition for the purpose of this subject the population to be surveyed includes the marketing department of Nigeria bottling company Plc and study population comprises 50 sales officers and 50 marketing officers and the total population for this research becomes 100. Sample is the actual number of elements selected out of the population of the purpose of the research and comprises 40 sales representatives and 40 marketing officers. Therefore 80 staff becomes total sample size. Close ended questionnaire was use in constructing the questionnaire, where the respondents are provided with options from which to select one that applies to his or her options. Nigeria Bottling Company (N.B.C) P.L.C has contributed in no small measure to the Nigeria economy. It importance in the area of contribution to the consumers, government and management can not be over emphasizes. Examination of marketing communication ahs been carried out with aim of exposing to the effect of marketing communication on consumer buying behaviour. The study recommended that the organization should also embark on good communication strategies marketing policy, production policy adequate research and development and good pricing policy in order to achieve their predetermined objectives.
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