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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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