AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

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ABSTRACT

This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc in Enugu.

The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives.

In an attempt to carryout the study effectively, a total sample of seven firms were judgmentally selected.

This sample random sampling technique and chi-square statistical tools was used for this study.

i.From the analysis of the data, it was deduced that the selected firms consider the application of product positioning as very important part of firm’s sales objectives.

ii.The selected firms also used product positioning to achieve their aims.

iii.The firms marketing operations are regionally structured. However, it was noted that the firms is selling to all the customers.

Finally, the following suggestion were seen:

a.There should be adequate provision of funds.

b.The firm should engage more effort to train their sales executives.

c.They should improve on advertising and other sales promotion mix.

d.Lastly, the issue of transportation and distribution facilities should be improved.

TABLE OF CONTENTS

Title Page i

Approval Page ii

Dedication iii

Acknowledge iv

Abstract v

CHAPTER ONE: INTRODUCTION

1.1Background of the Study1

1.2Statement of Problem 3

1.3Objective of the Study5

1.4Scope of the Study6

1.5Formulation of Hypothesis 7

1.6Significance of the Study 9

1.7Definition of Terms9

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1Meaning and Scope of Product Position Strategies 11

2.2Bases for Position A Product4

2.3Types of Positioning Strategy 17

2.4Product Positioning Process21

2.5Enveloping of positioning Strategies 24

2.6Evaluation of positioning strategies28

2.7Communicating The Company’s Positioning Strategies29

CHAPTER THREE:

RESEARCH METHODOLOGY

3.1Sources data 34

3.2Determination of sample size customers

Sample size 35

3.3Sampling technique37

3.4Research instrument used 37

3.5Validation of research instruments 39

3.6Questionnaire allocation and administration39

3.7Method of data treatment an analysis 43

3.8Limitation of the study 43

CHAPTER FOUR:

4.1 DATA PRESENTATION AND ANALYSIS OF 58

4.1TESTING OF HYPOTHESIS 65

4.2TESTING OF HYP;OTHESIS69

CHAPTER FIVE:

SUMMARY, AND FINDING CONCLUSION, AND RECOMMENDATION

5.1Summary of Findings 79

5.2Recommendation 81

5.3Conclusion 84

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AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

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