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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 LIMITED ML),
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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