ENVIRONMENTAL COMPLEXITY AS THE DETERMINANT OF CHOICE OF PROMOTIONAL TOOLS IN MARKETING ORIENTED ORGANIZATION (A CASE STUDY OF JMK SUPERMARKET, ILORIN)

ABSTRACT

Environmental complexity is a determinant to the choice of promotional tools in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three major sub-section (the macro, immediately or table and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can adopted by marketers to create awareness for their product carried. Statement of the problem of this research study will give best solution to the researcher such as, what are the significance of environmental complexity to a promotional tools and what effects does it have on market share and profitability. The objectives of this research topic aim at finding solution to the effect of environmental on promotional tools and to increase the organization profit. The methodology of this research focus on the purpose of the project literature search and survey of knowledgeable person who have ideas on the subject of the work study and measurement would be sought. The findings shows that majority of customers of the supermarket believe that environment have greater influence in their buying decision. The researcher wish to the recommendation that marketing department should pay more attention to researching into the environmental variables and develop more dependable adaptation strategy.

 

TABLE OF CONTENTS

Title Page                                                                       i

Certification                                                          ii

Dedication                                                            iii

Acknowledgement                                                          iv

Abstract                                                                          vi

Table of Contents                                                 vii

CHAPTER ONE: BACKGROUND OF THE STUDY

• Introduction 1
• Statement of problem of the study 3
• Aims and objectives of the study 3
• Significance of the study 4
• Scope of the study 6
• Limitation and constraints of the study 8
• Definition of terms 9

CHAPTER TWO:

2.0     LITERATURE REVIEW                                            12

2.1     Concept of environmental complex variables        13

2.2     Marketing environmental complexity           14

2.3     The external marketing environment            16

2.4     Marketing communication                           24

2.5     Promotional tools                                        27

2.6     Advertising as a promo tool                         29

2.7     The learning organization                                      31

2.8     Hypothesis formulation                               32

CHAPTER THREE

• Research methodology 34
  • Population sampling and sample size 35
  • Research design 36
  • Sources of data collections 38
  • Method of data collections 39
  • Instrumentation, validity and reability of instrument 42
  • Method of data presentation and analysis 42

CHAPTER FOUR

• Brief history of case study 46
• Presentation and analysis of data 47
• Hypothesis testing 57

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

• Summary of report 64
• Conclusion 64
• Recommendations 65

Questionnaire                                                        67

References                                                            69

CHAPTER ONE

1.1     INTRODUCTION

          Environments complexity is a determent to the choice of promotional choice in a marketing oriented organization. Although, the environment variable are numerious and are subdivided into three (3) major sub-sectors (the macro, immediately or tasks and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can be adopted by marketers to create awareness for the product carried. Although the topic may have a wider scope the researcher streamlined it down to a more researchable scope making promo tools.

Both human beings, business concern are responsible to the forces in the environment. No one can live in Isolation. Business must take care of both economics and social aspect of life, that is making money must not suppress the welfare, culture and social life of the public. Therefore business must study the needs and want of the environment and produce and sell product and self products and service that will satisfy them.

The internal and external environment of business must be taken noted of the internal environment like, organization structure, location of business, staff facilities within the business place, union etc. We also have external environment, such as the political, legal union, technology, competition, government etc.

A good marketers must be conscious of all the environmental factors that may affects marketing amidst numerous forms producing and rendering similar products/ services.

In study the both the external and the internal factors of environment will let the organization to know the promotional tools that will be effective for each environment.

For organization or company’s product to gain credibility and acceptability in the mind of prospective consumers, it has to strategies the kind of promotion that will fit the environments.

1.2     STATEMENT OF THE PROBLEMS

          The level of influence of environmental elements on the choice of promotional tools to be adopted for the choice of promotional campaign in a marketing organization is of major concern to modern marketing.

1. What are the significance of environmental complexity to a promotional tools?
2. What effects does it have on market share and profitability?

• The extent to which culture can affect advertising.

1.3     OBJECTIVES OF THE STUDY

          The primary objective of this study is to enable the researcher to fulfill the perquisite for the award of Higher National Diploma in marketing. The secondary objectives are as follows:

• To understand the interrelationships between the environmental element (marketing) and the promotional tool choice in other for the company to achieve it’s promotional objectives and help the organization to achieve its overall profit and other objective.
• To examine the effect of environment on promotional activities.
• To increase the organizational profit.

1.4     SIGNIFICANCE OF THE STUDY

          Since all organization and business have come to realize the important of sales promotional for achieving the organization objective; This study is of immense value or benefit to the following:

• Academic
• Government
• Public i.e. customers and consumer
• Company
• The Researcher.

Academic: This study has a vital impact to may academically as it will effectively contribute to both the knowledge to the researcher and academy in general it will contributes to marketing literature which will serve as reference points.

Government: It will improve revenue base for the government collection of taxes. The government should ensure the target market has to be large enough to make the marketing effort financially worth while.

Public: It is of significance to the buyer or the target market as it creates awareness, educate and appealing to the consumer or a particular product discourage dissonance.

Company: This study is of significance to the manufacturer as if enables them to choose an appropriate and understand effectiveness of sales promotion for the sales of the product and benefit derived from the product both local and international market, that will improve the profitability of expansion.

The Researcher: The researcher should measure the market characteristic of different segment and the member of the segment must be capable of been actually identified, the various used to categorize them, must be measurable, it’s very significance for the researcher because various educational background can be used a based for segmenting particular product.

1.5     SCOPE OF THE STUDY

          Their research work has been limited to the marketing oriented organization mostly within kwara state because of the nature of the state and the cultural in balance mostly observable in different parts of the state. Basically, the area of coverage of the study are:

• Conceptual scope
• Geographical scope
• Time scope
• Industrial scope

Conceptual scope: For simplicity of the study the conceptual scope of the study will be base on application of sales promotion hence, emphasis will be laid on marketing strategy on product. Product performance in the market.

Industrial scope: The company name is J.M.K supermarket which engage in sales of different product and varieties.

Geographical scope: The geographical scope of this study is Ilorin in kwara state and all the information used were gathered in Ilorin.

Time scope: This cover the periodic depth of the study. Therefore the four scope of the study is three (3) years back. All the data will be the one that fall between 2008-2010. All the event that happen is that we want to evaluate and make used of it. These, however made the project to be made variable and achievable.

1.6     LIMITATION OF THE STUDY

          There are different type of obstacle occur during the research work, among these problem include the following.

• Time
• Financial constraints
• Respondence
• Geographical
• Time: Is one of the major problem that come up when making a research work and the researcher does not have much time to conduct the research work due to the lecture and tutorials that needs to be attending to. But at the end he was able to adjust and make a proper planning for the research work.
• Financial constrain: Money is another hindrance to this project work in terms of transportation, publication of questionnaire, parent and Guardian save as the only source of findings which make it easier for me to gathered needed data and they give me emotional and physical support.
• Respondent’s constraints: This is another hinderance to gathered needed information in carrying out this research personnel or respondents react violently. Organization tagged their filled as secret but after series of persuation to the respondents that all information will only be keep as confidential to me alone, because is meant for educational purpose of facilitate my project writing. All these helps to select this problem of respondents limitation.

1.7     DEFINITION OF TERMS

Marketing is a specific management functions, it is performed by both individual and organizations. Marketing is the process of getting a product to the consumer which involves a number of related business operation i.e. finding out what the consumer wants designing the product pricing the product so that the consumer can buy it and manufacture will also benefit in term of profit.

PROMOTIONAL TOOLS

Promotion: is one of the key term used in this research work. Promotional is one of the four major marketing mix variables concerned with informing the target customers that the right product is available at the right place. Promotion include advertising, sales promotion, personal selling, publicity and public relation.

Advertising: Advertising is any paid from of impersonal presentation of product or ideas of commercial significance to prospective buyer.

Sales promotion: is refers to those promotional activities rather than the other four which stimulates interestrial or purchases by customers or channel members.

Publicity: This is a form of impersonal communication about a company or its product appearing in the medial answers. It is free in the sense that the information is widely known.

Publicity relation: This is a planned effort by a company to influence peoples (or groups) attitude or opinion towards the organization can be directed towards the organization. It can be directed toward such public as customers, government, agencies and employees or community living near the promoting organization.

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