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THE IMPACT OF MARKETING COMMUNICATION ON SALE OF CONSUMER GOODS
This research work is establish theoretical and empirical basis that show that impact of marketing communication on the sale of consumer goods and the endurance to effective communication. In the marketing with particular reference to Nigerian the significance, the scope and the limitation of the study. The theoretical review supports applying analysis techniques based on structural equation models to confirm empirically the relationship between marketing communication effort and the dimension of sale of consumer goods. Marketing firms and departments use communication to target specific groups of consumers and influence them into buying a particular product. Beyond word of mouth, companies use advertisement sales personal to communicate to target markets and attempts to influence them into purchasing products. In fact, without effective marketing communication on the sale of consumer goods the consumer remain unaware of products and services they need, who might supply them and the benefit which both product and suppliers can offer. Moreover, it is impossible to develop effective and efficient marketing systems without first establishing channels of communication.
TABLE OF CONTENTS
Background to the study
Statement of problem
Purpose of the study
Significance of the study
Scope of the study
Definition of terms
A brief Introduction
Review of current literature
Summary of Literature
3.0 A Brief Outline of the Chapter
Design of the study
Area of the study
Population of the study
Sample of the study
Instrument of Data Collection
Validation of the Instrument
Distribution and retrieval of instruments
Method of data analysis
Data Presentation and Analysis
4.1 Brief Introduction of the Chapter
4.2 Presentation and Analysis of data collected
4.4 Discussion of findings
Summary of Findings, Conclusion and Recommendation
5.1 Summary of findings
5.4 Limitation of the study
5.5 Suggestion for further research
1.1 BACKGROUND OF THE STUDY
The impact of marketing communication on the sale of consumer goods cannot be over emphasizes in the major activities which affects the achievement of organizational goals and objectives. Some firms failed in the beer making industries due to the fact that they have neglected the communication aspect of promotional tools and because they are unable to retrieve the avenue created by communication network.
Nigeria breweries Plc could be described as the pioneer in the indigenous beer making firm in the country. It was established and corporate in November 1964 about fifty five years of excellent growth portrays the company as international, giant among her counter parts. It was the “STAR LARGER BEER” which has to complete with the trends well organized and widely accepted incorporated brand of beers, therefore the competitive positing brought about the fast heading changes and improvement in the quality so as find its position in the market as a time when consequential impact was a surprise but the international recognition and reputation of the indigenous premier brewery (Nigeria Breweries Plc) and the leadership in 1960. The reputation of the company owe manufactured through act in participation sponsoring a given financial aids to important events in the country.
1.2 STATEMENT OF THE PROBLEM
There are some factors that hinders effective marketing communication in Nigeria breweries Plc. They are;
1.3 PURPOSE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
The study would clarity the importance of marketing communication on the sale of consumer goods and to the case study in particular Nigeria Breweries Plc Iganumu, Lagos state.
The study will help;
1.5 RESEARCH QUESTIONS
1.6 SCOPE OF THE STUDY
This research work world cover the extent of the impact of marketing communication on the sale of consumer goods in Nigeria Plc Iganumu Lagos state effort has been made to understand the management and corporate function on performance of the company relating to the communication process introduced in the systems of operations.
1.7 DEFINITION OF TERMS
Marketing communication: is controlled integrated and planned to prospective target and unit a phasing need satisfying attributes of the products towards the aim of faulting sales and this contributing to long run profit performance.
It is an attempt by marketing to inform, persuade and influence potential buyers of a product in order to elicit a response.
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