IMPACT OF MARKETING STRATEGY ON CONSUMER PURCHASING BEHAVIOUR (A Case Study of Unilever Nigeria Plc)

ABSTRACT

Consumer purchasing Behaviour refers to the buying behaviour of the ultimate consumer.

Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors. An individual and a consumer is led by his culture, his subculture, his social class, his

membership groups, his family, his personality, his psychological factors, etc.. and is influenced by cultural trends as well as his social and societal environment. By identifying and understanding the factors that influence their customers, brands have the opportunity to develop a strategy, a marketing message (Unique Value Proposition) and advertising campaigns more efficient and

more in line with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its customers and increase sales.

TABLE OF CONTENTS

Abstract         .           .           .           .           .           .           .           .           .           .           ix

CHAPTER ONE

INTRODUCTION

1.1

Background of the study          -           -           -           -           -           -           -           1

1.2

Statement of the Problem         -           -           -           -           -           -           -           4

1.3

Research Questions       -           -           -           -           -           -           -           -           5

1.4

Objective of the Study  -           -           -           -           -           -           -           -           5

1.5

Research Hypothesis    -           -           -           -           -           -           -           -           6

1.6

Significance of the Study         -           -           -           -           -           -           -           7

1.7

Scope and Limitation of the Study     -           -           -           -           -           -           9

1.8

Definition of Terms       -           -           -           -           -           -           -           -           10

CHAPTER TWO

LITERATURE REVIEW

2.1      

Introduction  -           -           -           -           -           -           -           -           12

2.2      

Conceptual Framework of the Study                    -           -           -           12

2.3      

Importance of marketing strategy -           -           -           -           -           17

2.4      

The consumer buying decision process   -           -           -           -           19

2.5      

Types of consumer buying behaviour color       -          -           -           -           24

2.6      

Factors that influence consumerpurchases                     -           -           26

2.7      

How Marketing strategies influence consumer purchasing behaviour 32

2.8      

Various marketing strategies available to Unilever Nigeria Plc          49

CHAPTER THREE

RESEARCH METHODOLOGY

3.1

Introduction        -           -           -           -           -           -           -           -           55

3.2

Research Design            -           -           -           -           -           -           -           -           55

3.3

Population and Sampling Technique  -           -           -           -           -           56

3.4

Method of Data Collection      -           -           -           -           -           -           59

3.5

Technique of Data Analysis -              -           -           -           -           -           60

3.6

Validity of Instruction -            -           -           -           -           -           -           -           62

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1

Introduction        -           -           -           -           -           -           -           -           63

4.2

Data Presentation and Analysis          -           -           -           -           -           63

4.3

Test of Hypothesis        -           -           -           -           -           -           -           72

4.4

Summary of Findings    -           -           -           -           -           -           -           81

 

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1

Summary -           -           -           -           -           -           -           -           -           82

5.2

Conclusion         -           -           -           -           -           -           -           -           83

5.3

Recommendations         -           -           -           -           -           -           -           83

Bibliography -           -           -           -           -           -           -           -           -           85

Appendix  - Questionnaires    -           -           -           -           -           -           -           -           -           88