EFFECT OF MARKETING COMMUNICATION ON CONSUMER BUYING BEHAVIOUR
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EFFECT OF MARKETING COMMUNICATION ON CONSUMER BUYING BEHAVIOUR
Chapter one
1.0 Introduction
Marketing is most commonly connected with business firms’ efforts to sell their goods and services; nonetheless, many people believe that marketing means selling or advertising.
These two are involved in marketing. Marketing occurs when a person or organisation attempts to exchange something valuable with another person or organisation.
The essence of marketing is translation, or trade. Marketing, in general, refers to actions that produce and encourage exchange in order to meet the wants or desires of individuals or organisations. Borden developed major marketing techniques in the 1950s, and Mc Carthy established the Mnemonics 4Ps to describe those tactics in 1960.
Marketing develops a product offering for the client. It can define controllable variables that the company can employ to affect client responses. Marketing can also facilitate the allocation of effort.
The marketing department’s role is to create a marketing strategy or plan to attain the company’s desired goal. Such a marketing plan includes various selections about which marketing techniques to use.
These marketing instruments are the 4Ps of marketing (production, pricing, promotion, and place), with the promotion consisting of advertising, sales promotion, sales force, public relations, and direct marketing, among others.
Promotion creates and manages marketing subsystems with the goal of informing and influencing current and potential customers to increase product sales or adopt an idea, person, or point of view.
Aside from personal selling, advertising, and publicity, promotional activities provide short-term incentives aimed to bend the demand curve in favour of a product by influencing the habits of customers or intermediaries and increasing sales.
A promotion’s goal is to increase sales volume, promote new uses for current products, and elicit an immediate sales response from consumers.
Marketing communications, which infer or promote a company’s products and services, are now recognised as a significant component of the entire communication strategy.
The intention of separating product promotion for prolonged discussion is not to argue that it should be practiced separately from other forms of publicity.
Market communication can communicate with its target market through media advertising (commercial television, newspapers, magazines, cinema, and commercial radio) as well as public relations operations. An efficient product marketing strategy necessitates rigorous planning, similar to other areas of managerial responsibility.
Consumer purchasing behaviour influences were identified as a helpful foundation for investigating interactions that influence the consumption of a wide range of goods and services. This model is now extended to cover the advertising process.
Consumer purchasing behaviour is impacted by both personal and environmental influences, such as cultural norms, family life-cycle, opinion leadership, etc.
Economic considerations like price and availability can also have a significant impact on the effectiveness of advertising. The significance of these characteristics will be determined by the nature of the product being advertised.
Advertising cannot be successful without an audience, and it is widely acknowledged that different ‘target’ audiences have distinct attitudes towards the consumption of specific types of products, so advertising strategists should examine these behavioural characteristics.
Advertising influence is demonstrated at five levels: awareness, perception, evaluation, inquiry, and purchase decision.
Communication between marketer and customer/consumer may not necessarily be based entirely on direct messaging, such as advertising. A two-step communication flow is frequently used as a screening and disseminating process between communicators and their target audiences.
1.4 Background of the Study
Marketing communication has an impact on customer purchasing behaviour in a competitive context; by focusing and positioning a product/service in the minds of consumers, it helps capture and sustain loyalty over time.
Companies employ marketing communication methods such as banners, billboards, radio and television jingles, and internet advertising materials to express brand positioning and loyalty to prospective and existing customers.
The frequency with which consumers are exposed to a specific marketing communication content can have a significant impact on their purchasing behaviour. It is estimated that the average consumer is exposed to over a million product/service ideas each year.
1.5 Purpose of the Study
The goal of the study is to investigate the impact of marketing communication on customer purchasing behaviour. Other supplementary objectives:
1. To understand how consumers react to a product/service through the use of marketing communications.
2. Determine the extent to which marketing communications can influence sales.
1.6 RESEARCH QUESTION.
2. Does marketing communication improve the purchase of a product?
3. Does marketing communication lead to an increase?
4. How does marketing communication influence customer purchasing behaviour?
1.5. Research Hypothesis
2. The research are the preliminary statements on which the responses to questions are examined for agreement (a) Ho (b) Hi.
i. Hypothesis 0: There is no substantial association between marketing communication and product sales.
H1: There is no substantial association between marketing communication and client purchasing behaviour.
ii. Ho: There is no substantial association between product differentiation and client purchase behaviour.
Hi: There is no significant association between product differentiation and client purchasing behaviour.
2.5 SCOPE OF STUDY.
This study focuses on the impact of marketing communication on consumer purchasing decisions, as well as its importance in informing and educating consumers and increasing manufacturing sales.
2.6 Significance of the Study
The following are the key findings from the effect of marketing communication on customer purchasing behaviour.
i. It allows consumers to make informed purchasing decisions about products.
ii. Small retailers use marketing communication to sell their products and services.
iii. The course of study contributes to customer awareness by providing current information about a certain product.
2.7 Limitations of the Study
In carrying out this research work of this nature, there are numerous challenges that can be against the success of the study, reducing the extent of the result and achievement of the aims and objectives.
Some factors, such as a lack of resource centres, such as a cyber café, and the availability of text books in the library, made it difficult to collect facts and information.
Also, most of their members of the group who are reluctant about the project and finance. In addition to the aforementioned time considerations, the time available to write the project, hear lectures, and complete assignments is insufficient.
2.8 Definition of Term
The following terms have appropriate definitions.
i. Marketing: Marketing is the managerial process of matching the product and marketing in order to satisfy the consumer.
ii. Communication: Communication is the ongoing process of exchanging, sharing, sending, and receiving information between two entities.
iii. Consumer Buying Behavior:This is an instant product that can be eaten by individuals or groups in society, i.e., a product that can be consumed in its current form.
2.9 Historical Background of the Case Study
This article provides a brief history of Nigeria Bottling Company (NBC) Plc. (Coca-Cola Bottler). Coca-Cola initially arrived in Nigeria in 1953, at a time when the country was struggling to establish its existing growth and development, notably over the previous sixteen years.
Coca-Cola is now the world’s leading soft drink brand in over 135 countries. Every day, 250 million bottles are consumed over the world, ranging from Canada in the north to Argentina and New Zealand in the south, Alaska to China, and Mexico to Nigeria.
Nigeria Bottling Company is presently Nigeria’s number one bottler of soft drinks, selling more than six million bottles per day, a figure that is continually expanding with the ongoing growth of establishing additional plants in various parts of the nation Fanta is by far the best-selling orange drink in Nigeria, whereas Sprite is the most popular lemonade.
The NBC glass house in Benin supplies the millions of bottlers needed to keep a huge bottling industry running. The crown product plant in Ijebu-Ode and Kano, which makes the metal crowns for the bottles, the plastic company, and plastic (creations) for carrying the bottles.
Furthermore, the trucks that we are familiar with in various parts of the country provide soft drinks to over 50,000 carbonates for their preferred soft drink. Equality is the (essential work that affects the overall success of the activity).
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