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Impact Of Promotional Activities On The Marketing Of Golden Morn Products
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STATEMENT OF THE PROBLEM
Without
customers, banks would have no revenues. Marketing is directed at
protecting and expanding this stream of revenue. Organization (including
banks) regards customers wherever they may be as their single most
important reason for existing. They operate in a rapidly changing,
regulatory and economic environment. Consequent upon this, it is the job
of the marketer to understudy and understand the purchase
decision/patterns of these customers who have been known to be difficult
and complex in nature. The task become even different in the light of
increasing competition, growing customer sophistication, and innovation
in an environment of trade liberalization, financial deregulation and
internationalization. The problem was further compounded by the
recession in the economy, which led to the introduction of S.A.P (1990:
15) pointed out, between 1986 and 1992, there were low capacity
utilization in most industries, declining per capita- income and reduced
disposable income. The bank sector thus become more competitive and
business environment like Lagos, Aba, Onitsha, Port Harcourt, Kano, etc
developed peculiar business climates/markets, and attracted a large
number of bank branches to their areas. Against this background, it
became necessary for us to establish the locational factors that
influence banks in the marketing of their financial services, with
particular reference to Lagos and Aba markets.
OBJECTIVE OF STUDY
The
objective of this study is to examine the locational factors
influencing the marketing of financial services in Lagos and Aba
markets. It will seek to do the following:
i Examine if there are locational differences between factors affecting banks preference for Lagos and Aba markets.
ii Consider the factors that determine banks preferences for a particular location in both Lagos and Aba markets.
RESEARCH QUESTIONS
For the purpose of this research, the following
Questions will act as guide;
1. Why are banks establishing many branches in Lagos and Aba markets?
2. Do banks through various branches lend more in Lagos and Aba markets and make more profits?
3. Does accessibility to these bank branches influence the patronage of customers in these markets?
4. Is response time to customer’s enquiries and transactions in these areas an important attraction?
5. How important is technology (system support, computer etc.) to the customers in these areas?
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ABSRACT - [ Total Page(s): 1 ]Banks are established to make profits. Are these profits made at me expense of the customers or is it as a result of the seminar provided by these banks.This study attempts to highlight those key factors that different banks managements will consider in their choice of branch locations and customers preferences for their choice of banks to serve them. This will enable banks to focus on the critical factor that affect market preferences.The study was done using survey research design with questio ... Continue reading---
