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THE APPLICATION OF MARKING STRATEGY BY AN INDIGENOUS COMPANY IN THE MARKETING OF CONSUMER GOODS: A CASE STUDY OF ZARIA INDUSTRIES LIMIKTED ML), ZARIA
ABSTRACT
This research project is primarily concerned with the analysis of the application of marketing strategy by an indigenous company in marketing of consumer goods with respect to the Zaria Industries Limited (ZIL), Zaria, Nigeria. The major objective of the study was to examine thoroughly and determine how marketing strategy has been applied by an indigenous company in the course of rendering services to their customers and to identify as well the various marketing techniques used by the company under review. In order to facilitate the research work, data were collected from both primary and secondary sources. Data from the questionnaires formed the primary sources of this study while data from the review of related literature formed sources of secondary data. In addition, personal interviews and general observations also formed part of the study as a source of information. The project work was carried out in five chapters. Chapter One centered mainly on the introductory part of the project covering the background information of the study, statement of the problem, the research questions, objective oi’ the study, significance of the study, the research hypotheses, delimitation of the study, limitation of the study and the methodology of the study as well as the operational definitions. Chapter Two of this study mainly concerned itself with the review of related literature which covered such areas as the concept of strategy, the concept of marketing, the concept of marketing strategy, organization strategy, element of marketing strategy, analytical approach information of strategies, components of marketing strategies, the effect of environment on the marketing strategy, marketing strategy and the marketing mix, factors determining strategic situation, strategies used by the company and the role of marketing strategy to the company in the marketing of consumer goods. Chapter Three covered the methodology of the study while in chapter Four, data collected were presented and analyzed in a tabular form using percentages. Finally, in chapter Five, a summary of the study was given and conclusions drawn. Based on finding recommendations were given.
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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