Home » Business Admin. and Management » THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR
THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR
Sold By: Joe Project Store | Item Type: Project Material | Report this? | Attributes: 65 pages | 1-5 chapters | Amount: ₦5,000 | 2 orders. | Marked useful: 4,585 times
INSTANT PROJECT MATERIAL DOWNLOADABSTRACT
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 it’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 it’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 consumer’s questionnaire for the analysis.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Of all business activities or functions, none is as interested in the consumer and his purchasing behaviour as marketing. Marketing is invariably connected with the research into consumers purchasing behaviour, namely what the consumer want, need, prefer and value, who are the prospective consumers and where they live, their income and mode of spending, how and why they make purchase decision and so on. Infact the influencing of the buyer behaviour is the primary task of the marketing department in any organisation.
Equally, marketing tries to define the right type of products in terms of the company’s objective and attempts to make it available at the right place and at the right price, with the right promotions. This the performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market economy, the ultimate judge of the firm performance is the consumer.
Consumer purchasing behaviour will determine the fate of the enterprise, this behaviour can best be described by a marketing manager who can also tell how he will be influenced by market variables such as price, promotion, product (variation and distribution) and place.
Marketing strategy depicts the overall company program for selecting a particular market segment and then satisfying it’s consumers through careful use of elements of the marketing mix-product, price place (distribution) and promotion. Effective marketing requires decisions that successfully integrate a forms marketing program towards satisfying the consumer whose act in obtaining and using goods and services, including his decision process that precede and determine those acts are highly affected by the strategy adopted by the marketing manager in marketing the firm’s products.
This material content is developed to serve as a GUIDE for students to conduct academic research
DOWNLOAD THIS PROJECT MATERIAL NOW!
Advertise Here
Not what you were looking for? Perform a search
What's your project topic?
Comment on Facebook:
Related Project Materials
- 1.
WORKPLACE INCIVILITY: AN ASSESSMENT OF THE CAUSES, CONSEQUENCES AND REMEDIES
CHAPTER ONE INTRODUCTION 1.1 Background of the Study Workplace incivility is well recognized as a significant source of stress in the field of soci...More »
Item Type: Project Material | 54 pages | 598 engagements |
- 2.
WORKPLACE INCIVILITY: AN ASSESSMENT OF ITS IMPACT ON EMPLOYEES PERFORMANCE IN SERVICE INDUSTRY OF CA...
CHAPTER ONE INTRODUCTION 1.1 Background of the Study Workplace incivility (WI), a form of mild misconduct characterized by ambiguous intentions to cau...More »
Item Type: Project Material | 54 pages | 445 engagements |
- 3.
UNVEILING AND ADDRESSING CHALLENGES OF DEMOCRATIC LEADERSHIP STYLE IN AN ORGANIZATION( A CASE STUDY ...
CHAPTER ONE INTRODUCTION 1.1 Background of the Study Given that the business world is always changing, Lincoln (2018) noticed that old management t...More »
Item Type: Project Material | 54 pages | 327 engagements |
- 4.
THE ROLE OF KNOWLEDGE MANAGEMENT ON THE COMPETITIVE ADVANTAGE OF FOOD AND BEVERAGE FIRMS IN DOUALA, ...
CHAPTER ONE INTRODUCTION 1.1 Background Of The Study The manufacturing sector is an integral component in the evolution and progress of economies o...More »
Item Type: Project Material | 54 pages | 364 engagements |
- 5.
THE IMPACT OF STRATEGIC KNOWLEDGE MANAGEMENT ON ORGANISATIONAL PERFORMANCE IN CAMEROON (CASE STUDY O...
CHAPTER ONE INTRODUCTION Background of the Study Organizational performance pertains to the comprehensive efficacy and efficiency with which an est...More »
Item Type: Project Material | 54 pages | 405 engagements |
- 6.
THE IMPACT OF ORGANIZATIONAL CULTURE AND ENTREPRENEURSHIP ORIENTATION ON BUSINESS PERFORMANCE USING ...
CHAPTER ONE INTRODUCTION Background of the Study Businesses organizations have emerged as a prominent contributor to the Cameroonian economy, parti...More »
Item Type: Project Material | 54 pages | 358 engagements |