Key Features:

- No of Pages: 85

- No of Chapters: 05

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Introduction:

Abstract

The performance of marketing function basically marrying consumers needs and wants with the appropriate products and services. It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s products and since it is generally believed that marketing strategy affects the consumer buying behaviour. This project therefore attempts to examine how the use of marketing strategies have generated sales for Hardis and Dromedas Plc following it’s impact on consumer purchasing behaviours efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities. The project work is divided into five chapters conveying the introduction, literature review, and research methodology, analysis of result findings as well as recommendation and conclusion, limitation of study which might help to achiever greater sales using marketing strategies. In all special attention is paid to both the company sales record and the consumer’s



Questionnaire for the analysis.

Table of Content

CHAPTER ONE



Introduction



1.1 Background of the study



1.2 Statement of the study



1.3 Objective of the Study



1.4 Hypothesis/ Research Questions



1.5 Significance of the Study



1.6 Scope/ Delimitation of the Study



1.7 Marketing of Strategy



1.8 Limitation of the study



CHAPTER TWO



REVIEW OF RELATED LITERATURE



2.1 marketing objective, marketing strategies and marketing programmes



2.2 Selecting a Marketing Strategies



2.3 Objectives of hardis and Dromedas Plc



2.4 Relationship between marketing strategies and consumers and Purchasing behaviour for Hardis and Dromedas Plc



CHAPTER THREE



RESEARCH DESIGN AND METHODOLOGY



3.1 sources of Data



3.2 Population of the study



3.3 Sample Size Determination



3.4 Sample Technique



3.5 Validation of the Instrument



3.6 Reliability of the Instrument



3.7 Methods of Data Collection



CHAPTER FOUR



DATA PRESENTATIONS AND ANALYSIS



4.1 Presentation and Analysis Of Data



4.2 Test of Hypothesis



CHAPTER FIVE



DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION



5.1 Summary of Findings



5.2 Recommendations



5.3 Conclusion



5.4 Limitation of the study



Bibliography



Appendix

Introduction

1.1 BACKGROUND TO THE STUDY



Of all business activities of functions none is as interested in the consumer and his purchasing behavior as marketing. Marketing is invariably connected with the research into purchasing behaviaour namely what the consumers want, need prefer and value, who are the prospective consumers and where they live, their in come and made of spending, how and why they make purchase decision and so on. Infact the influencing of the buyer behaviour is the primary task of the marketing department in any organization.



Equally, marketing tries to define the right type of products in terms of the company’s objective and attempts to make it available at the right place and the right price, with right promotions. This the performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market economy, the ultimate judge of the firm performance is the consumer.



Consumer purchasing behaviour will determine the face of the enterprise this behaviour can best be described by a marketing manager who can also tell how he will by influenced by market variable such as price, promotion. Product (variation and distribution) and place.



Marketing strategy depicts the overall company program for selecting a particular market segment and then satisfying it’s consumers through careful use elements of the marketing mix-product, price, distribution and promotion effective. Marketing requires decisions that



successfully integrate a form marketing place program towards satisfying the consumer whose act in obtaining and using goods and services, including his decision process that precede and determine those acts are highly affected by the strategy adopted by the marketing manager in marketing the firm’s products.



Since the performance of marketing function involves basically marrying consumers needs and wants with the appropriate products and service and since it is generally believed that marketing begins and ends with the consumer, this project therefore attempt to examine how the use of marketing strategies have generated sale for Hardis & Dromedas Plc following it’s impact on consumer purchasing behaviours. Efforts are therefore to show the relationship between sales turnover and Amount spent on marketing activities and it’s resultant impact on consumer purchasing behaviour shall also concentrate on establishing how consumer purchasing behaviour is influenced by a forms strategy for accomplishing marketing objectives and plans. We shall pay special attention to hardis & Dromedas PLC