THE EFFECT OF MARKETING STRATEGY ON CUSTOMER SATISFACTION: A STUDY OF UNILEVER NIGERIA COMPANY PLC
TABLE OF CONTENTS
Page
Title Page
Abstract
Certification
Dedication
Acknowledgement
Table of Content
CHAPTER ONE: INTRODUCTION
- Background of Study
- Statement of Problem
- Objective of Study
- Significance of Study
- Research Questions
- Scope of Study
- Operational definition of Terms
CHAPTER TWO: LITERATURE REVIEW
- Strategy management
- Service strategy of organisation
- Strategy and productivity
- Implication of strategic management
- main characteristics of strategic management origins
- resources productivity of organization
- productivity the panacea to organizational growth
- Historical Background of Cadbury Nigeria PLC
CHAPTER THREE: RESEARCH METHODOLOGY
- The Research Design
- Population of the Study
- Sample and Sampling Technique
- Data collection and Instrument
- Method of Data Analysis
CHAPTER FOUR: Data Presentation and Analysis
4.1 analyses of respondents characteristics
4.2 presentation and analysis of data part B
CHAPTER FIVE: DISCUSSION
5.0 Summary of Findings
5.1 Conclusion
5.2 Recommendation
5.3 Suggestions for Further Study
References
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 Background To The Study
Today’s competitive market, in almost every category of products and service, is characterized by accelerating change, innovation, and massive amounts of new information, much by changing customer needs significant and customers’ behaviour and market changes happen almost over night change in market preference or technology, which used to take years, may now take place in a few short months. As the pace of change accelerates it become more difficult to maintain stable relationships with suppliers, customer brokers, distributors and even your own company personnel. Stanton (1981)
Commitment to good marketing strategies product quality and customer satisfaction program are essential for companies to compete again ‘post-sales customer satisfaction (or managing customer dissatisfaction) programs as a way to reinforce customer buying preference for companies product and services for their current and future purchases. Kotler (1998)
Marketing strategy is a method of focusing an organization’s energies and resources on, a course of action which can lead to increased sales and dominance of a targeted market. A marketing strategy combines product development, promotion, distribution, pricing relationship management and other elements, identifies the forms marketing goals, and explain how they will be achieved, ideally within a stated timeframe, marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of the overall form strategy, defining how the organization will usefully engage customer prospect and competitors in the market arena. Corporate strategies, corporate missions and corporate goals. As the customer constitute the source of a company revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company’s overarching mission statement.
The quality of a product is also defined according to the extent to which customers expectations, needs and demands are met customers choose product which maximize delivered value (Kotler, 1998) this result in another purchase or customer loyalty. The discrepancy between customers expected product and delivered (perceived) product is a basic measure for quality of product and customer satisfaction.
Why does customer satisfaction matter? There are two reasons customer satisfaction shows whether we are doing the right things and whether we are doing them in the right way. A customer is the only financial contributor and in times of harsh competition customer satisfaction plays a more and more important role in making a purchase decision (Goodman and Colm 1992).
1.2 Background Of The Company
Unilever Nigeria Plc, was incorporated as Lever Brothers (West Africa) Ltd. on 11th April 1923 by Lord Leverhulme. Unilever Nigeria plc started a soap manufacturing company, and is today one of the oldest, surviving manufacturing organizations in Nigeria.
After a series of mergers/acquisitions, the company diversified into manufacturing and marketing of foods, non-soapy detergents and personal care products. These mergers/acquisitions brought in Lipton Nigeria Ltd in 1985, cheesebrough ponds industries Ltd in 1988, the company changed its name to Unilever Nigeria Plc in 2001.
Unilever Nigeria Plc is a public liability company quoted in the Nigerian block/stock? Exchange since 1973 with Nigerians currently having 49% of equity holdings.
1.3 STATEMENT OF PROBLEM
To examine the impact of marketing strategy on customer satisfaction.
Various marketing strategies are being put in place by different companies but some fail to achieve the overall aims of the companies while some does. Stanton (1981)
It is obvious that not all products quickly achieve spectacular profit or sale successes. New products are most removed from the market place at the earlier stages of introduction; because of low sale volume which some products failed before their introduction. Most of these products failed due to improper market analysis, poor timing, ineffective sales promotion, bad channel of distribution, poor pricing policies and poor customer relationship management.
As a result of all these factors manufacturers have recorded low sales volume and have lost their market share. It has made these companies to have a bad financial record at the end of the financial year due to this low sales volume and this has had a negative effect on their share holders, also it has made the companies not to meet some of their objective: this has led to collapsed of most of these companies.
1.4 OBJECTIVE OF STUDY
The main objective of the study is to assess the effect of marketing strategies on customer satisfaction with the following specific objectives:
- Examine the marketing strategies used by the organization ?
- To determine the relationship between marketing strategies and customer satisfaction?
- To determine the relationship between service quality and customer satisfaction?
4 To determine the relationship between customer experiences and customer
satisfaction?
- To determine the relationship between brand and customer satisfaction?
1.5 RESEARCH QUESTIONS
- Are there marketing strategies used by the organization?
- Is there a relationship between marketing strategies and customer satisfaction?
- Is there a relationship between service quality and customer satisfaction?
- Is there a relationship between customer experiences and customer
satisfaction?
- Is there relationship between brand and customer satisfaction?
1.6 HYPOTHESIS OF THE STUDY
Ho: There is no significant relationship between marketing strategies and customer satisfaction
Hi: There is a significant relationship between marketing strategies and customer satisfaction
1.7 JUSTIFICATION OF THE STUDY
The Nigerian industries that manufacture household favourite goods have become very competitive today as the number of competing brands is increasing rapidly. Currently there are so many different brands of food products, personal care, and home care brand in Nigeria household goods this market is such that consumers taste is becoming increasingly, differentiated and maintenance of high product quality in the case of rising cost of essential raw materials is becoming necessary by putting in place a well thought out series of tactics to make a marketing plan more effective. So what is the problem you want to solve?
The importance of marketing strategy on customer satisfaction cannot be over emphasized. The failure to carry out a marketing strategy can spell a doom to the business organization and this may eventually lead to the death of a company’s product. The significance of this research proposal lies in the fact that it tend to get rid of problems which are normally faced by the marketing manager and his team.
1.8 SCOPE OF THE STUDY
Since this research work will be limited to the Marketing strategy impacts on customer satisfaction. An overview of unilever company within the Lagos state will be studied in the course of this research work.
- OPERATIONAL DEFINITION OF TERMS
Product: Product is anything offered to the market for acquisition, attention or consumption that might satisfy a particular needs (Kotler, 1979). Stanton (1981) says product is a set of tangible and intangible attribute which may include packaging colours, price, quantity and brand plus seller service and reputation.
Product Quality: is defined according to extent to which customer’s expectations, need and demand are met.
Customer Satisfaction: is a broad concept that include perceived evaluation of product and service (Leem and Yorn 2004)
Market: This is a point where exchange take place and not necessarily where many buyer and sellers gathered together to buy and sell.
Marketing Strategy: is a method of focusing an organization’s energies and resource on a course of action which can lead to increased sales and dominance of targeted market niche.
Customer relationship management: is a process by which a company makes good use of customer information to enhance customer loyally (Choy et al., 2003).
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THE EFFECT OF MARKETING STRATEGY ON CUSTOMER SATISFACTION: A STUDY OF UNILEVER NIGERIA COMPANY PLC
TABLE OF CONTENTS
Page
Title Page
Abstract
Certification
Dedication
Acknowledgement
Table of Content
CHAPTER ONE: INTRODUCTION
CHAPTER TWO: LITERATURE REVIEW
CHAPTER THREE: RESEARCH METHODOLOGY
CHAPTER FOUR: Data Presentation and Analysis
4.1 analyses of respondents characteristics
4.2 presentation and analysis of data part B
CHAPTER FIVE: DISCUSSION
5.0 Summary of Findings
5.1 Conclusion
5.2 Recommendation
5.3 Suggestions for Further Study
References
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 Background To The Study
Today’s competitive market, in almost every category of products and service, is characterized by accelerating change, innovation, and massive amounts of new information, much by changing customer needs significant and customers’ behaviour and market changes happen almost over night change in market preference or technology, which used to take years, may now take place in a few short months. As the pace of change accelerates it become more difficult to maintain stable relationships with suppliers, customer brokers, distributors and even your own company personnel. Stanton (1981)
Commitment to good marketing strategies product quality and customer satisfaction program are essential for companies to compete again ‘post-sales customer satisfaction (or managing customer dissatisfaction) programs as a way to reinforce customer buying preference for companies product and services for their current and future purchases. Kotler (1998)
Marketing strategy is a method of focusing an organization’s energies and resources on, a course of action which can lead to increased sales and dominance of a targeted market. A marketing strategy combines product development, promotion, distribution, pricing relationship management and other elements, identifies the forms marketing goals, and explain how they will be achieved, ideally within a stated timeframe, marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of the overall form strategy, defining how the organization will usefully engage customer prospect and competitors in the market arena. Corporate strategies, corporate missions and corporate goals. As the customer constitute the source of a company revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company’s overarching mission statement.
The quality of a product is also defined according to the extent to which customers expectations, needs and demands are met customers choose product which maximize delivered value (Kotler, 1998) this result in another purchase or customer loyalty. The discrepancy between customers expected product and delivered (perceived) product is a basic measure for quality of product and customer satisfaction.
Why does customer satisfaction matter? There are two reasons customer satisfaction shows whether we are doing the right things and whether we are doing them in the right way. A customer is the only financial contributor and in times of harsh competition customer satisfaction plays a more and more important role in making a purchase decision (Goodman and Colm 1992).
1.2 Background Of The Company
Unilever Nigeria Plc, was incorporated as Lever Brothers (West Africa) Ltd. on 11th April 1923 by Lord Leverhulme. Unilever Nigeria plc started a soap manufacturing company, and is today one of the oldest, surviving manufacturing organizations in Nigeria.
After a series of mergers/acquisitions, the company diversified into manufacturing and marketing of foods, non-soapy detergents and personal care products. These mergers/acquisitions brought in Lipton Nigeria Ltd in 1985, cheesebrough ponds industries Ltd in 1988, the company changed its name to Unilever Nigeria Plc in 2001.
Unilever Nigeria Plc is a public liability company quoted in the Nigerian block/stock? Exchange since 1973 with Nigerians currently having 49% of equity holdings.
1.3 STATEMENT OF PROBLEM
To examine the impact of marketing strategy on customer satisfaction.
Various marketing strategies are being put in place by different companies but some fail to achieve the overall aims of the companies while some does. Stanton (1981)
It is obvious that not all products quickly achieve spectacular profit or sale successes. New products are most removed from the market place at the earlier stages of introduction; because of low sale volume which some products failed before their introduction. Most of these products failed due to improper market analysis, poor timing, ineffective sales promotion, bad channel of distribution, poor pricing policies and poor customer relationship management.
As a result of all these factors manufacturers have recorded low sales volume and have lost their market share. It has made these companies to have a bad financial record at the end of the financial year due to this low sales volume and this has had a negative effect on their share holders, also it has made the companies not to meet some of their objective: this has led to collapsed of most of these companies.
1.4 OBJECTIVE OF STUDY
The main objective of the study is to assess the effect of marketing strategies on customer satisfaction with the following specific objectives:
4 To determine the relationship between customer experiences and customer
satisfaction?
1.5 RESEARCH QUESTIONS
satisfaction?
1.6 HYPOTHESIS OF THE STUDY
Ho: There is no significant relationship between marketing strategies and customer satisfaction
Hi: There is a significant relationship between marketing strategies and customer satisfaction
1.7 JUSTIFICATION OF THE STUDY
The Nigerian industries that manufacture household favourite goods have become very competitive today as the number of competing brands is increasing rapidly. Currently there are so many different brands of food products, personal care, and home care brand in Nigeria household goods this market is such that consumers taste is becoming increasingly, differentiated and maintenance of high product quality in the case of rising cost of essential raw materials is becoming necessary by putting in place a well thought out series of tactics to make a marketing plan more effective. So what is the problem you want to solve?
The importance of marketing strategy on customer satisfaction cannot be over emphasized. The failure to carry out a marketing strategy can spell a doom to the business organization and this may eventually lead to the death of a company’s product. The significance of this research proposal lies in the fact that it tend to get rid of problems which are normally faced by the marketing manager and his team.
1.8 SCOPE OF THE STUDY
Since this research work will be limited to the Marketing strategy impacts on customer satisfaction. An overview of unilever company within the Lagos state will be studied in the course of this research work.
Product: Product is anything offered to the market for acquisition, attention or consumption that might satisfy a particular needs (Kotler, 1979). Stanton (1981) says product is a set of tangible and intangible attribute which may include packaging colours, price, quantity and brand plus seller service and reputation.
Product Quality: is defined according to extent to which customer’s expectations, need and demand are met.
Customer Satisfaction: is a broad concept that include perceived evaluation of product and service (Leem and Yorn 2004)
Market: This is a point where exchange take place and not necessarily where many buyer and sellers gathered together to buy and sell.
Marketing Strategy: is a method of focusing an organization’s energies and resource on a course of action which can lead to increased sales and dominance of targeted market niche.
Customer relationship management: is a process by which a company makes good use of customer information to enhance customer loyally (Choy et al., 2003).
Attached Files
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