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BRANDING AND PACKAGING ARE EFFECTIVE MARKETING TOOLS IN THE SELLING OF CONSUMER GOODS IN A DEVELOPING ECONOMY: A CASE STUDY OF CADBURY NIGERIA PLC.
ABSTRACT
This work critically addressed the issue of Branding and Packaging arc Effective Marketing Tools in the selling of Consumer goods in a developing economy as it affects Cadbury Nigeria PLC. A survey was carried out to obtain relevant data on the views of the respondents. The information so desired were collected from representatives of all the relevant population. Besides, the theoretical model used to analyse the data was the Chi-square distribution. However, a lot of satisfactory results were obtained. (i) That most consumers purchase Bournvita and Knorr Cubes because they consider their values adequate, (ii) That branding and packaging influence the purchase of Bournvita and Knorr Cubes, (iii) That the distribution and promotional strategies of Cadbury Nigeria PLC. Influence the sale of Bournvita and Knorr Cubes. Many limitations stood against this work and as such to be stated. There was the problem of finance and social vices. There was the problem of uncompromising attitudes of respondents, there was insufficient time, there was the problem of ambiguities and contradictions among respondents. Above all, the views put forward are expected to improve, consolidate or amend where possible the performances of Cadbury Nigeria PLC. Specifically and other similar manufacturing outfits generally all things being equal.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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