0704-883-0675     |      dataprojectng@gmail.com

INTEGRATED MARKETING COMMUNICATIONS AND CONSUMERS PATRONAGE OF NIGERIAN BEVERAGE PRODUCTS

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 5000

ABSTRACT

The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated marketing communication on consumers’ patronage of Nigerian beverage products. The objectives of this research among others are to (i) establish the level of understanding and the use of IMC by Nigerian beverage communications institutions. (ii) Find out whether the use of IMC can bring about profitable long term customer relationship (iii) determine if optimal use of IMC can make a product compete effectively thereby recording a good consumers patronage, and (iv) ascertain whether proper implementation of IMC programmes can help reduce a firm’ cost of marketing communications. This research adopted a survey method with four hypotheses and structured questionnaires distributed among sampled respondents, which include those from marketing communication organizations, beverage producers and consumers of the products in the South Western part of Nigeria. To ensure reliability of this instrument, a test-retest was carried out within one and half month interval. The result yielded 0.88and Cronbach alpha of 0.76.The face and content validity of this instrument were ensured. The divergent validity of –0.62 and convergent validity of 0.82were revealed. In analyzing the data, the researcher used suitable test statistics, correlation and Kruskal Wallis one-way analysis where appropriate. Findings show that respondents appreciate the inherent benefits that the use of IMC will bring over its non-use (the traditional approach). Such benefits according to findings include cost savings; effective and efficient marketing communication messages, sustained long term client-customer relationships, better consumer patronage, amongst others. Mere implementation of different combination of marketing communication tools together cannot guarantee better results, it is the strategic coordination of marketing communication tools and the media that will facilitate efficient results and help the company influence its perceived brand value in the eyes of its esteemed customers and other stakeholders.





Related Project Materials

NEGOTIATION AS A COST REDUCTION TOOLS IN MATERIALS PURCHASES

ABSTRACT

This research work on negotiation as a cost reduction tools on materials purchases a case study of Asaba Tex Ni...

Read more
DESIGN AND IMPLEMENTATION OF COMPUTER BASED SCHEDULING SYSTEM FOR A TRANSPORT COMPANY

CHAPTER ONE

INTRODUCTION

STATEMENT OF PROBLEM

A scheduling situat...

Read more
An investigation of recruitment process digitalization on enhancing HR efficiency in banking: a case study of Zenith Bank

Background of the Study
Digitalization in recruitment has revolutionized human resource (HR) practices in the banking sect...

Read more
An investigation of Muhammadu Buhari’s foreign policy and its effect on Nigeria’s international relations in Damaturu, Yobe State

Background of the Study
Muhammadu Buhari’s tenure as President of Nigeria (2015–2023) was marked by significant...

Read more
An Investigation of the Relationship Between Self-Esteem and Depression Among Young Adults: A Case Study of Federal Neuropsychiatric Hospital, Sokoto State

Background of the Study (400 words)

Depression is one of the most common mental health conditions affecting young adults globally, and it...

Read more
The Impact of Community Radio on Civic Participation: A Descriptive Study of Tofa Local Government Area, Kano State

Chapter One: Introduction

1.1 Background of the Study

Community radio plays a crucial role in promoting civic participation by...

Read more
THE EFFECT OF FINANCIAL CRIME ON THE GROWTH OF SMALL/MEDIUM SCALE BUSINESSES IN NIGERIA

ABSTRACT

This study was carried out to examine the effect of financial crime on the growth of smal...

Read more
PROSPECTS AND PROBLEMS OF E-MARKETING IN THE HOSPITALITY INDUSTRY

BACKGROUND OF THE STUDY

According to the definition provided by the American Marketing Association (200...

Read more
An Appraisal of the Effectiveness of Group Therapy in Reducing Depression Among the Elderly in Borno State

Background of the Study

Depression is a common and often underdiagnosed mental health...

Read more
Evaluation of Neural Network Models for Automated Lecture Timetabling: A Case Study of Federal University, Lokoja (Lokoja LGA, Kogi State)

Background of the Study
Automated lecture timetabling has long been a challenge for university administrators, who are task...

Read more
Share this page with your friends




whatsapp