Appraisal Of Marketing Communications As A Strategic Tool For Enhancing Marketing Performance Of Fruit Drinks ( A Study Of 5alive In Owerri Metropolis)

ABSTRACT

The need for an organization to properly coordinate its marketing communications strategies in order to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated marketing communications in the overall performance of consumers patronage of Nigerian bottling company. The objectives of this research among others are to (i) To determine the effect of Advertising on the customer patronage of 5Alive fruit drinks. (ii) To examine how Sales Promotion enhances sales volume of 5Alive fruit drinks. (iii) To determine the impact of integrated marketing communications (IMC) in the overall performance of the Nigerian bottling company. The researcher adopted descriptive research design using a mixture of survey and ex-post facto methods and two hundred and ninety-seven (297) structured questionnaires were distributed among sampled respondents in owerri metropolis and studied in other to achieve the objective of the study. Then Out of (297) questionnaires administered to respondents, 280 questionnaires representing 94.3% were carefully filled and returned. The researcher also adopted primary data in gathering the required information’s.

 In analyzing data, the researcher used suitable statistical tool chi-square (X²) and three hypotheses were also tested and analyzed. Based on the data collected and analyzed, the researcher found out among others that marketing communications tools enhances consumer’s patronage and brand loyalty of 5Alive fruit drinks as well as its sales volume. In view of the findings, the researcher recommends; the need to study marketing communications tools in order to improve organizational profitability and growth; also that Producers of 5Alive and other players in the industry should explore the wonderful opportunities that are available to them through the application of marketing communications tools in enhancing sales volume. 

TABLE OF CONTENTS

Title page    .................................................................................................. i

Declaration  ..................................................................................................ii

Certification .................................................................................................iii                                                                                                        

Dedication ....................................................................................................iv

Acknowledgement ........................................................................................v

Table of Contents .........................................................................................vi

List of Tables................................................................................................vii

Abstract.........................................................................................................viii

CHAPTER ONE

1.0       introduction……………………………………………………...............1

1.1       Background to the Study ……………………………………................1

       1.2        Statement of the Problem.......................................................................5

1.3      Objectives of the Study.........................................................................6

1.4      Research Questions...............................................................................6

1.5     Research Hypotheses.............................................................................7

1.6     Scope of the Study..................................................................................7

1.7    Significance of the Study..........................................................................7

vi

1.8    Limitations of the Study..........................................................................8

 1.9    Definition of Terms.................................................................................8

CHAPTER  TWO

REVIEW OF RELATED LITERATURE

2.1     Overview of Integrated Marketing Communications (IMC)....................10

2.2     The Tools for Integrated Marketing Communications (IMC)..................12

2.3     Integrated marketing communications (IMC) as a Concept and Process..21

2.4       Integrated marketing communications (IMC)  Planning  Model ……………23

2.5     Models of Marketing Communication Process ..........................................24

CHAPTER THREE

RESEARCH METHODOLOGY

3.1         Research Design....................................................................................26

3.2        Area of the Study...................................................................................26

3.3       Population of the Study...........................................................................27

3.4       Sample Size Determination......................................................................27

3.5      Sampling Techniques………………………………………………………30

3.6         Method of Data Analysis………………….………………………………31

3. 7        Instrument for Data Collections...............................................................32

       3.8           Validity of the Research Instrument.........................................................32

3.9        Reliability of the Research Instrument…………………………………….32

3.9.1      Sources of Data…………………………………………………………….33

CHAPTER FOUR

4.0    DATA PRESENTATION AND ANALYSIS...............................................34

4.1    Test of Hypotheses.......................................................................................44

CHAPTER  FIVE

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

5.1       Summary of Findings....................................................................................52

5.2       Conclusions...................................................................................................52

5.3       Recommendations..........................................................................................53

REFERENCES

APPENDIX