One of the greatest mistakes which an organization be it production, wholesaling, retailing, manufacturing or services-oriented-can make is to neglect the concept of customer care services in its operations. This is because customers care services are an integral part of any business and is essential to the overall survival of that business in its competitive environment. In a developing economy like Nigeria, the need for efficient customer care services cannot be over emphasized, as this will ultimately contribute to the growth of the economy and the development of the private sector.
The research project focuses on the effectiveness of strategic marketing in Nigerian Banks. Three selected banks namely All States Trust Bank. Citizens bank and Afribank Plc were used as case study. Some of the objectives of the study included;
(i)To determine whether the use of strategic marketing strategies enable banks to achieve financial intermediation objectives.
(ii)To find out the strategic marketing tools banks use most in building/sustaining customer confidence in the banking industry.
(iii)To also ascertain whether banks’ adoption of strategic marketing tools has increases customer patronage.
(iv)And to, find out, if the adoption of strategic marketing principles builds a favourable corporate image of banks.
Literature on strategic marketing topics, customer relations, banking industry was extensively reviewed. Both primary and secondary data were used for the study. Initially some high ranking officers of the three banks were interviewed and information obtained from them quite useful in pursuing certain area of inquiring and which later formed the basis for the construction of the questionnaire and formulation of hypothesis.
This study is an appraisal of the Effectiveness of public Relations in the oil industry as it concerns few oil producing communities in Eastern Division, which is in the South-South Geo-Political region of Nigeria.
Shell petroleum Development Company Nigeria Limited was selected in the oil industry while the oil producing communities used for this work are Oloibiri, Nembe and Bonny. The researcher carried out this to enable firms in the oil industry to redirects or refocus their public relations programmes and policies to be congruent to the interest of the host communities.
Relevant data were collected through the use of questionnaires. Two sets of questionnaires were designed and administered to Government and Public Affairs Department of Shell Development Company Limited and the host communities. The data were carefully collected through extensive fieldwork. Personal but oral interview was used to collect data from the less literate members of the sample population and to check for consistency of data supplied by senior officers of Government and Public Affairs Department Company.
The work dealt with the marketing of pharmaceutical products in Enugu State problems and prospects. Marketing of pharmaceutical products has been facing lots of challenges ranging from substandard of the products, poor packaging, high price of the products, and inadequate distribution of the products to the rural and urban areas.
Effective customer services in the Nigerian business industry have remained import, considering the number of players in the market. Complaints from customers have characterized the aluminum industry in Nigeria for quit some time. Most customers have tagged the players in the market as unreliable. Customers are generally dissatisfied. Therefore, the study, a survey research sought to investigate what customers’ value in the industry which when not provided makes most customer services could be used as a marketing tool in sourcing and retaining customer in the industry. The survey research method was used to generate relevant information from respondent so as to adequately provide answers to the research questions. Questionnaires were administered to 185 professionals in the construction industry and resellers who are end-users of the product in Onitsha metropolis. Thereafter analysis of the data was carried out using table and simple percentages.
This work focuses on the comparative study of the pricing of Commercial Bank products in the Enugu Urban Area. Two populations were used for the study. The first comprises all the eleven Commercial Banks operating in the city. Six branches of these banks were selected and studied. The second population is made up of all the passbook or cheque-book carrying customers of the selected banks. A total of 95,224 customers make up this population out of which 402 were sampled. From the analyses of the data that is using the following statistical tools-ANOVA with F-Ratios: Differences between the means of two well-distributed population; and Two-factor, analysis, the following important findings were made from the study.
The purpose of this research work is to analyze the role of packaging as a promotional tool in the marketing of different brands of weavons. In nowadays competitive marketing environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle. Firms’ interest in package as a promotional tool is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs. However, the following objectives were formulated; to analyze the extent packaging influences buying behaviours find out the impact of a change in package on the sales of the product, to ascertain whether brand packaging promote the company’s image, to know the extent producers consider packaging in their product decisions, to determine if consumes associate the appearance of a product to its quality. The study had a population of 1,693, out of which a sample size of 324 was realized using Taro Yamane formula. Instrument used for data collection was primarily questionnaire. 324 copies of questionnaire were distributed and collected. The survey research method was adopted for the study while chi-square was used to test the hypotheses. The findings showed that there is relationship between packaging influence and buying behaviour and that there is impact of change in the package of a product. Also there is relationship between brand packaging and company’s image, and the producers consider packaging in their product decisions and finally that consumers associate the appearance of a product to its quality. The study recommended that manufacturing firms should periodically evaluate how consumers respond to their product packaging so as to enhance the competitiveness of their products in the market.
Banks competition for customers has become aggressive over the years. It is no longer the norm for banks to wait for customers to come to them as this used to happen when there were few banks and it was a sellers market. With the post Structural Adjustment era, the number of banks has increased with each bank adopting its own strategy to jostle for customers and retain them. Nearly all banks offer the same products; banks must find a way to distinguish themselves in the eyes of the customer and clearly, a distinction in the total package of the offering lies in service quality. This is the ability to delight the customer by meeting and continuously exceeding the expectation of your customers. Satisfied customers have a tendency to use the bank that they are most comfortable with. This study seeks to find out if improved service quality in banks would result in increased profitability because customers are happy with the services offered by the bank and thereby tend to use the bank more often. First Bank of Nigeria PLC (FBN) was used in this study as they have demonstrated a remarkable difference in their total offering in the last six (6) years. To test for how satisfied the FBN customers are, a questionnaire reflecting a varying degree of responses, from “strongly agreed” to “strongly disagree” were administered on respondents of the bank customers within the Island, irrespective of the type of accounts they operate. A sample of 388 was drawn from a population of 13,000 of which responses were obtained from 380 respondents. Hypothesis was tested to find out if adopting service quality initiatives would bring about customer satisfaction and loyalty. The results indicate that, once the right and consistent quality of service was delivered, the customer will make repeat buys and stay loyal. Another set of questionnaire was administered to Management Staff of FBN to find out what they were doing to improve service quality and if improving service quality would result in increased profitability. The researcher used all members of Management, from, Assistant General Managers to the Managing Director, numbering 46. 42 responses were obtained. Results indicate that FBN Plc, is doing a lot to improve quality service, they are aware of the importance of service quality and indeed profitability has improved over 300% since they adopted service quality initiatives. For banks to achieve a high level of service quality, they must first, appraise where they are, what they hope to achieve and how they would get there. Once this is identified, strategies would be mapped out as to how to achieve this objective. It is a continuous process, as banks must constantly improve on their processes and offerings to continuously delight the customer and remain competitive in a crowded market place.
This research was concerned with the incident of Brand loyalty among the consumer of cereal foods in Enugu metropolis, using Phinomar Foods in Enugu as case study. Given the background of the problems the study sought to know the existence and extent of brand loyalty among consumers of cereal foods, to determine the influence of prices of the products on brand loyalty, whether consumers perception of the attributes of the cereal foods influence brand loyalty for particular brands and such attributes includes thing as taste, Milk content sugar content dissolvability and nutritional value and finally to ascertain the extent company image and brand name influence brand loyalty. All the same, this study was restricted to six popular brands namely; Cornflakes, Golden morn Soy pops, Cocopops, White oat and Fruit Fiber.
This study examines the impact of Quality Service in business organization. Some firms aspire to be market leaders without considering their customers as being vital to their success. This has led to the collapse of erstwhile good businesses. Due to this, the Impact of Quality Service on Consumer was examined with a focus on Arik Air Limited, Enugu. A sample size of 196 respondents was served with questionnaire to generate data. The data elicited were analyzed using tables and simple percentages. The findings among others are the Management Staff awareness of the concept of Quality Service. In addition, training, retraining and development of the workers enhance the success of Quality service approach in business. Furthermore, Quality Service affects consumers (customers) satisfaction, teamwork and improved communication. However, QS should be done with prudence to achieve its primary objective of consumer (customer) satisfaction without compromising organizational goals, especially in the face of changing environmental needs.
Nigeria Vision 20:2020 Economic Transformation Blueprint is a long range plan that aims at launching Nigeria in the league of top twenty developed economies of the world by the year 2020. However, the SME sub-sector has been identified by government and development experts as the main engine of economic transformation. This is because, the SMEs contribution towards economic growth and development are numerous and multifaceted. An active SME sub-sector is the principal means by which a society stimulates indigenous entrepreneurship, generates employment, wealth creation, poverty reduction, and promotes material well being of its populace. SMEs in Nigeria have been constrained by number of factors. Consequently, this study has its objective to determining the challenges facing the Small and Medium Enterprises and the effects of these challenges in achieving Vision 20:2020. The researcher used the survey research design. Data were collected mainly from primary source. Questionnaires were administered to 70 respondents (the management staff of SMEs in manufacturing sub-sector that are members of MAN). Census was used for the study since the entire population of the management staff of SMEs (70) was small. Data were presented using tables. A non-parametric inferential statistics known as chi-square was used to test the hypotheses. The study showed that, there is a huge gap in infrastructures (power supply, roads networks, good healthcare delivery, ICT), poor access to finance and insufficient commitment to capacity building. It recommended that in pursuit of Vision 20:2020, both government and SMEs have important roles to play such as; intensive commitment should be made now more than ever by all levels of Government towards the provision of adequate basic and technological infrastructures in the area of power supply, roads, healthcare, ICT. SMEs should be committed towards acquiring entrepreneurial skills and staff training.
In this work, sales forecasting practices in manufacturing firms have been discussed extensively. The focus is on the effects of sales forecasting on the growth and success of selected manufacturing firms in Enugu.
The study consists of five chapters. Chapter one reviews the historical background of sales forecasting and its nature globally. It also highlights the statement of problem, objective of study, research hypothesis, scope of study, limitations to study and significance of study. In chapter two, we have a theoretical framework and literature review of relevant literature in sales forecasting. Chapter three covers the research methodology while chapter four deals with analysis of data and hypothesis testing. We have the conclusion and recommendations for further study in chapter five.
This research employed sample survey. The empirical aspect was carried out using information obtained from sales/marketing managers of selected marketing firms involved in formalsales forecasting procedures supported with in formation from related published and unpublished materials.
The research formulated four hypotheses which were tested with the Chi-square decision criterion and all tests were conducted at 5% level of significance. In case one, the null hypothesis (HO) was rejected while concluding that manufacturing firms’ operating environment has much impact on the process and outcome of sales forecasts. Hypothesis two also rejected the null hypothesis (HO) and accepts that there is a relationship between a firm’s organisational structure and the outcome of the firm’s choice of sales forecasting practice. Hypothesis three rejects the null hypothesis (HO) proving that sales forecasting practice has a direct impact on a firm’s revenue and market powers. Hypothesis four, however, fails toreject the null hypothesis (HO) but concludes that the number of persons involved in sales forecasting has no direct relationship with the frequency of error occurrence in the process.
Investment in securities in Nigeria is, by and large, still a strictly elitist venture. The highest concentration of investors are in the urban areas such as Lagos. Ibadan, Port-Harcourt, Onitsha, Yola, Kano and the Federal Capital Territory. Abuja. This perhaps informs the reason why the Nigerian Stock Exchange has created trading floors in all these cities to facilitate the business of stock trading in the Nigerian Capital Market. Investment in securities is highly dependent on customer confidence. Just like other sectors of the Nigerian Financial System. Where the customer lacks confidence in the system there is bound to be paucity of investment. Investors get about losing confidence in the system when the market is fraught with such negative vices as market rigging eloping with investors’ fund buying and not having money to pay buying from investors who have nothing to sell etc. One major question which this research has sought to find answers to is the level of protection at the disposal of an innocent investor in securities in the Nigeria Capital market in the event of loss of his or her hard earned resources in the course of engaging in legitimate transaction with member of the market.
This study aims at evaluating the current model of Abuja Commodity Exchange for agricultural marketing and market development in Nigeria. This is done to be able to determine whether the operational functions and structural systems of the Exchange are environmentally favourable and yielding to solve the problems of agricultural marketing in Nigeria. More so, to increase the production and productivity of raw materials needed by the local industries from the agricultural sector and possibly advance to regional and international trade. Besides, the study aims to identify the following:
i.Whether a centralized Commodity Exchange will enhance the performance of the Exchange.
ii.Whether there are effective communication systems for the dissemination of market information to those who need them.
iii.Whether there is relationship between adequate infrastructural facilities and other facilitating institutions for effective operation of the Exchange.
To this end, data were sourced from both primary and secondary sources. The primary sources were through the use of research instruments such as structured questionnaire and interview. On the other hand, the secondary sources were through the use of textbooks, journals, articles and publications from the Abuja Commodity Exchange. The population used for the study was 105 respondents out of which 87 respondents were found useful for the study and this cut across the staff, buyers and sellers of the exchange. However, the findings reveal that the Exchange is still in the infancy having existed for only seven years. Therefore it is yet to spread its tentacles to some environmentally compelling areas deeply such as the areas of dissemination of market information to the producers of agricultural produce, extension of warehouse facility to the grass root level where the producers of agricultural produce can have close proximity to them and as well lack of weather forecast service to the farmers to enhance production and productivity. Above all, Abuja Commodity Exchange is not specific to agricultural commodities alone and this creates a problem for specialization to enhance efficiency. This is a major setback because the nation lacks the necessary infrastructures and human resources to make centralization work at this moment.
The main purpose of this study is to identify the motivational influences on customer buying behaviour of industrial products in the south- eastern states and to profer strategies that would enable producers of industrial products to gain a desirable fair market share. The south- eastern states covered in this study are- Anambra, Enugu, Ebonyi Imo and partly Abia states. The methodological approach adopted is the survey method of research. The research studied relationship with the buyers of industrial products. Literature review was made from works done by eminent scholars, professionals and other marketing practitioners and secondary data was sourced too. Primary data for this study was gathered from questionnaires sample and oral interviews administered to industrial users which was tested.