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THE ROLE OF ADVERTISING IN THE MARKETING OF CONSUMER PRODUCTS (A CASE STUDY OF KATSINA OIL MILLS)
ABSTRACT
Any activity aimed at influencing both potential and existing customers or consumers by an identified producer or manufacturer in order to increase the sales of his products and/or services is termed advertising. This can take many forms depending on the nature of the product, the needs of the consumer, the size of the market, competitions, the purchasing power of the consumer and of course the financial position as well as advertising strategy of the company in question. Based on the literature, the study of Katsina Oil Mills was undertaken so as to have an insight on how the various sales promotional schemes are formulated and implemented. Other aspects considered also includes the
advantages and disadvantages of such schemes, competition, general problem and suggestions with regards to possible solution.Some of the major findings of the research are that despite depressed consumer demand arising from of severe liquidity crunch in the economy, Katsina Oil Mills is able to maintain and further strengthen its market position in order to face future challenges even better. As a result of the depressed consumer demand however the company has came up with some very strategic advertising schemes for both distributors, retailers and final consumer. The research further revealed that advertising has great impact on the marketing of Katsina Oil Mills products in Katsina, Funtua, Kano, Maiduguri and recently South Africa. A part from providing a basic frame work of research project on the company under study, this research was able to highlight the general view of promotional policies. Thus the findings therein are likely to be of great interest/importance to both sales personnel, marketing executives and marketing students.
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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