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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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CHAPTER THREE
3.1 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 value of the information association with each level of accuracy is maximized.
This part of the research work considers the methods employed by the research in carrying out this study. As such, the method of data collection from the primary and secondary data source, the population size samples as well as the technique of data analysis will be delude into.
3.2 DATA COLLECTION METHOD/TECHNIQUE
Data has been defined as a basic raw fact which are unprocessed meaningless and useless but until when processed before, it becomes meaningful and useful. Therefore research of any kind is adopted in order to gather or collection information (date) that fit the problem at hand.
With all effort to carry out the determinants of promotional mix in the marketing of financial services in Nigeria. The research instrument and techniques to be used in testing the hypothesis depends on the purpose or the nature of the data collected, but for the purpose of this work. The questionnaire technique was used. This was adopted in order to minimize the problem associated with the data collection and to ensure that result from this study been reliable as expected and intended.
SOURCE OF DATA
The nature of this study requires the involvement of personal observation and interview in the collection of information that is needed for the research work, the objective of the study may not be relieved if only secondary data collected source is adopted.
The basic source of data for this project work includes.
a. the primary data source
b. The secondary data source
THE PRIMARY DATA SOURCE: this involves data collected especially the address a specific research objective. They are data that are newly gathered or collected and released by the person or organization that collected then in the first instance and they relate them to the problem at home.
They may be obtained from families, representatives organization etc. through questionnaire, observation, interview etc.
THE SECONDARY DATA SOURCE: this refers to those data that are alicedy gathered and available. They are already available because they were collected fro some other purpose other than the resent problem. Secondary data may be the results from previous researches within or outside the organization. The secondary data are by far the most popular source of information not only because they are available but also because they are often sufficient to answer the research question and requires little fund for it collections examples of secondary data source include textbooks business journals, and seminar papers etc.
3.3 POPULATION AND SAMPLE FOR THE STUDY
Population is an means of identifying characteristics that members of the universe have in common and which defines each being a member of a particular group. Population in this sense implies all those that participated or affect and are affected by the study (Nigeria). And the sample on the other hand involves the proportion or percentage of the total population taken to represent the whole population for easy data collection. The population otherwise known as the universe or aggregate comprises of the totality of the unit having certain defined characteristics in common.
3.4 SAMPLE PROCEDURE
Sampling is defined as the methods whereby elements within a defined population or universe are selected elements usually form a sample and constitutes the units when information is to be sought in respect of the research problems i.e. sampling involves the act of choosing part or small proportion of the total population to represent the whole population.
Therefore, the sampling procedure used involves the random sampling techniques that involves a situation in which the sampling respondents have equal change and right of being selected or choosing from the total population. This is due to make of easier and less costly.
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ABSRACT - [ Total Page(s): 1 ]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 cons ... Continue reading---
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 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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ABSRACT - [ Total Page(s): 1 ]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 cons ... Continue reading---