EFFECT OF ADVERTISING ON CUSTOMER BEHAVIOR AND RETENTION
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
EFFECT OF ADVERTISING ON CUSTOMER BEHAVIOR AND RETENTION
Abstract
This study looked at the impact of advertising on customer behaviour and retention. The objectives were to determine the impact of advertising on customer behaviour, customer retention, and the function of advertising in shaping consumer perception. A survey research design was used for this investigation. We used both primary and secondary data sources.
The primary data consists of a structured questionnaire administered to target respondents who were clients of reputed fast food establishments in Ibadan, whilst the secondary data consists of the use of related materials, magazines, and periodicals.
The study recommended that organisations embrace and accept the marketing strategy that allows them to outperform competitors in producing, delivering, and communicating superior customer value to their chosen target markets.
Chapter one
Introduction
1.1 Background of the Study
Organisations and enterprises have always faced resource constraints. Because of this constraint, it is critical to employ them wisely and effectively. One thing that distinguishes a company from its competitors is how it utilises its resources.
One of the most essential resources that organisations have is financial resources, such as budgets, some of which are set aside for advertising. A successful advertising campaign demands funding.
In today’s competitive business environment, no company can become a market leader without spending millions of naira on promotional activities. The primary goal of advertisers is to acquire valuable customers by influencing their attitudes, knowledge, and purchasing behaviour.
Awareness types of communication include events, personal selling, public relations, direct marketing, word-of-mouth marketing, and advertising (Fill, 1999; Kotler, 2010).
It is apparent that any organisation tends to develop towards a position where customer happiness is prioritised. In other words, customer satisfaction is a construct that must be optimally met in order to achieve specified objectives efficiently and effectively, as well as to ensure the smooth operation of business.
Customer satisfaction is a critical component of organisational objectives that must be met in order for a company to retain consumers. Customers are a valuable asset that must be kept satisfied.
The existence of any business-oriented organisation is defined by the performance of business activities that flow from the organisation to identified target customers via the provision of need-satisfying packages in order to satisfy the customers’ needs and achieve the organization’s stated objectives.
Satisfying the needs of the individual customers allows for the possibility of retaining the customer and creating customer loyalty for future purchases. Similarly, client retention is a powerful predictor of organisational goals.
The level of client retention influences to some extent the level of achievement of organisational goals. In other words, if clients do not patronise or repeat purchases of the organization’s products, sales and profitability will undoubtedly suffer, thus impacting the firm’s overall performance.
Need help with a related project topic or New topic? Send Us Your Topic