Key Features:

- No of Pages: 86

- No of Chapters: 05

Buy Now

Introduction:

Abstract

This study sought to determine the impact of marketing communication on consumer brand loyalty using Pz cusson Plc Aba in Abia state as a case of study. Instrument for the study was the questionnaires the population size were 505 and the sample size were also 223. Data were analyzed by the use of descriptive statistic and were tabulated, chi-square represent a statistical tools to rest the hypothesis. This paper has also provided useful recommendations, which if carried out would help in effective branding on sales in the industry and should not be underrated.

Table of Content

Chapter One: Introduction



1.1 Background of the study



1.1.1 Profile of PZ Cussons Nig. Plc



1.2 Statement of the problem



1.3 Objectives of the study



1.4 Research Questions



1.5 Research Hypotheses



1.6 Significance of the study



1.7 Scope and Limitations of the study



1.8 Definition of Terms.



Chapter Two:



Review of related Literature



2.1 Concept and Definition of brand



2.2 Current Literature on the study



2.3 Types of Branding



2.4 Marketing Communication and consumer



buying behaviour



2.5 Branding as a means of communication



2.6 Branding as a means of communication

Chapter three: Research methodology



3.1 The Design of the study



3.2 The Area of the Study



3.3 Population of the study



3.4 Sample and sampling techniques



3.5 Method of data collection



3.6 Method of data analysis

Chapter four

Presentation and analysis of data



4.1 Presentation of Data



4.2 Testing of Hypothesis



4.3 Discussion Results.

Chapter five



Summary, Conclusion and recommendation



5.1 Summary



5.2 Conclusion



5.3 Recommendation



5.4 Suggestion for further Study



References



Appendices

Introduction

1.1 BACKGROUND OF THE STUDY



Recently, increased attention is being paid by business, on how to achieve maximum returns in their investment and it is a truism that no business organization can survive in today’s competitive and adverse economy without effective marketing of its goods and services.



Now, it is no longer the question of people beating their ways to the producer of goods mousetrap. The mousetrap producer is no longer alone in the production of good traps.



In a situation like this, each producer must communicate the nature of his products, where to find them, their prices, their benefits and in some cases how to use them.



Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or services or other positive behaviours such as word of mouth advocacy true brand loyalty implies that the consumer is willing, at least in occasion, to put aside their own desires in the interest of the brand. Philip Kotler (2007).



Kotler and Armstrong (2004), reaffirmed the above fact, when they wrote that “modern marketing calls for more than just developing a good product, pricing it attractively and making it available to the target consumer. Companies must also communicate with current and prospective customers and what they communicate should not be left to change. All of their communication effort must be blended into a consistent and coordinated communication program, just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company effort to build customer’s relationship.



In general, the potential customer must know something about a product if they are to buy at all. A firm with a really new product may not have to do anything but inform customers about it and show that it meets their need better than other product, so the fact that people do not readily grab the advantages of the product particularly if it is entirely new, makes it utmost important that companies must design and disseminate adequate information about product characteristics and benefit to the target market.



Having started the above, brand, is a persuasive communication about an organization and its product. The communication, the media, the audience, the respondent and the feedback, which make up the communication process element, are the foundation of branding strategy. This gives credence to the fact that the marketer and the buyer contribute something and each want to gain something from branding activities, thus describing marketing as a profitable exchange between two interested parties – Kotler (1993).



Thus in a sense, when consumer buyer products, they buy with these expectations, though, the organization want to remind consumers, it equally have objectives which must at all cost be in consonance with corporate goals.



In the light of the above notion, that the researcher considered it pertinent to study the influence that brand loyalty exert on marketing communication, using PZ Cussons Nigeria plc. Aba, plant as a parameter of the study