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The Determinant Of Choice Of Promotional Mix In The Marketing Of Financial Services In Nigeria
[A CASE STUDY OF UBA] -
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ABSTRACT
Marketing activities cannot said to be complete a effectives if the consumer did not get the message or where the message did not reach the target audience (market) an effective message needs to pass across the market so that consumer will be aware of the company’s product, where the company is what exactly the company produce and benefit to be derived from using the products. No doubt consumers want satisfaction and the company needs to find all ways in satisfying the consumter that is why this is need to plan and check which of the promotional mix will be effectives for conveying message to the targeted market. Promotional mix can be explained as all strategy, ways, it may be through the following took: advertising, sales promotion, personal selling publicity and public relations, which ever close by a company have to delivered what the company’s what it to achieve and that is why one has to planned ahead in determining which are will be effective. In Nigeria financial services such as the bank and insurance home use different means in creating awareness and promoting their service because they are aware that they can not succeed by sitting down in their offices and expecting customer to come, so they use either personal selling or sales promotion in marketing sure customers patronize their bank. In course of determining the right choice to adopt, this study will evaluate the usefulness of promotional mix and agin carryout research by testing some hypothesis through either primary source or secondary source which means questionnaire will be relevant, hastly, the research work will deal with all promotional mix before choosing which one is most suitable for financial services.
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TABLE OF CONTENTS - [ Total Page(s): 1 ]TABLE OF CONTENTCHAPTER ONE: BACKGROUND TO THE STUDY1.1 Introduction1.2 Statement of problems of the study1.3 Aims and objectives of the study1.4 Significance of the study1.5 Scope of the study1.5.1 Theoretical scope1.5.2 Geographical scope1.5.3 Industrial scope1.5.4 Time scope1.6 limitations and constraints to the studyCHAPTER TWO: LITERATURE REVIEW 2.1 Review of past research reports on the subject matter (empirical review)2.2 ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONE1.1 INTRODUCTION No one knows who you are, where you are, what you worth and what you have to offer until you tell, display or disclose your identity, and this can only be achieved through an effective promotional strategy promotion here helps to communicate and disseminate necessary information about a firm, its operation and its offering to the targeted market or customers. Product planning, pricing and distribution are marketing activities that are performed mainl ... Continue reading---
CHAPTER TWO - [ Total Page(s): 3 ]CHAPTER TWO2.1 LITERATURE REVIEW Every marketing element in the marketing mix communicate something to consumer. Therefore one of the function of marketing management is to ensure that the consumer does not receive contradictory or confusing message from the element of the marketing mix. The marketing communication or promotion mix comprises of complex techniques that may use by management to communicate with consumer and to promote, inform, persuade and remind about the firm product ... Continue reading---
CHAPTER THREE - [ Total Page(s): 2 ]CHAPTER THREE3.1 RESEARCH DESIGN Research has been defined as a diligent and systematic attempt to find acceptable answers and solution to question or problems through certain logically designed processes or steps (Dino sano). And research design is said to be the act of specifying the method for collection and analyzing the data necessary to help solve the problem under investigation, such that the difference between the cost of obtaining various levels of accuracy and expected valu ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 10 ]Tests 2 Test on the relationship between the consumers level of satisfaction and the price change and quality of financial services product of the company (UBA) Ho: there is no relationship between the consumer’s level of satisfaction and the company’s price change and quality of financial services products.Ha; here is relationship between the consumers satisfaction and the price change and quality of financial services products of the companya = 5% = 0.05C.R = 3.84 (1 degree ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 1 ]CHAPTER FIVE5.0 SUMMARY CONCLUSION AND RECOMMENDATIO This project work has been conducted through verbal interview in the united bank for [UBA] and we have been able to identify various factors that determine the choice of promotional mix variable conducted, we arrived at the following findings.5.1 SUMMARY OF PROJECT. The market nature and characteristics is one of the factors that determine the choice of promotional nix variable of the UBA bank. Product nature ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]REFERENCESAfolayan, J.A (2000): promotion management and marketing communication: Iorin, Adewumi press.Deliyimpk D.J and Person L.J (1980): marketing management test and cases: U.S.A John wiley and sonsDescoster, D.T and Schafer, E.F (1984): Management accounting: N.S.A Pitman PublishingGozueta, R (1996): coca-cola word of opportunity; new york beverage world int’l.Irving, s.k (1997): public reations: new york, Aledanderj hamiton institute pressKotler, P and Armstrong (1999): principle of ... Continue reading---
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TABLE OF CONTENTS - [ Total Page(s): 1 ]TABLE OF CONTENTCHAPTER ONE: BACKGROUND TO THE STUDY1.1 Introduction1.2 Statement of problems of the study1.3 Aims and objectives of the study1.4 Significance of the study1.5 Scope of the study1.5.1 Theoretical scope1.5.2 Geographical scope1.5.3 Industrial scope1.5.4 Time scope1.6 limitations and constraints to the studyCHAPTER TWO: LITERATURE REVIEW 2.1 Review of past research reports on the subject matter (empirical review)2.2 ... Continue reading---
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