(A SURVEY OF SELECTED MARKETING FIRMS IN HARCOURT)
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ABSTRACT
The study was designed to examine the relationship between consumer motivation and organizational performance. The simple percentage was used to analyze the response. The Chi-Square statistical tool was used to test the hypotheses. Findings amongst others reveal that there is a significant relationship between consumer motivation and organizational performance. Based on the findings of the study summary, conclusion and recommendations were made that management should provide an atmosphere for the attainment of high productivity, which will in turn give consumers a feeling of satisfaction.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Recently, consumers’ needs and expectations have changed. To notice the various consumer and also their needs, organizations need to apply differentiation and consumer-oriented marketing strategies for achieving competitive advantage. Consumer service, consumer satisfaction and consumer Relationship Management are marketing strategies that are used to create and manage relationships between organizations and consumer more effectively (Kesmodel, 2008). According to Kotler (2006) organizations are increasingly being consumer centric and are embracing consumer-driven initiatives that seek to understand, attract, retain and build intimate long term relationship with profitable consumer.
The motivation of consumers depends on the strength of their motives. Motives are need, wants, desire, or impulses within the individual and these determine consumer behaviour. Therefore, motivation is the process of arousing behaviour, sustaining behaviour progress, and channeling behaviour into a specific curse of action. Thus, motives (needs, desire) induce consumers to act. Motivation therefore is the inner state that energies people, channels and sustains human behavior (Maduka and Okafor 2014).
An organization can be seen as an entity and also a process of co-ordinating individual effort to accomplish a common objective. It is a group of people bound together to provide unity of action for one achievement of a predetermined objective. According to Koontz (1988:40), to form an organization and make it accomplish its goal, two broad components have to interact for goal accomplishment.
Bartol and Martin (1998) describe motivation as a power that strengthens behavior, gives route to behavior, and triggers the tendency to continue (Farhad et al, 2011). This explanation identifies that in order to attain assured targets; individuals must be satisfactorily energetic and be clear about their destinations. In the view of Bedeian, (1993) it is an internal drive to satisfy an unsatisfied need and the will to accomplish it. Motivation is a procedure that initiates through a physiological or psychological want that stimulates a performance that is intended at an objective. It is the concluding product of interface among personality behavior and organizational distinctiveness (IRCO). It symbolizes those psychological procedures that foundations the stimulation, route, and determination of deliberate actions that are target oriented (Farhad et al, 2011).
Consumer motivation is driven by the thoughts, feelings and beliefs of a firms audience. If the brand fulfils consumer’s needs, this will motivate the customers to make a repeat purchase that will increase sale and profitability of the organization as such increase performance. If not, they will look elsewhere to fulfil this need and the firm will lose patronage. Once a company fully understand their audience and harness their motivations, the firm can make their decision-making process a lot simpler.
1.2 STATEMENT OF PROBLEM
The performance of organizations and consumer motivation has been the focus of intensive research effort in recent times. How well an organization motivates its consumers to achieve their mission and vision is of paramount concern.
Consumer motivation is strategy that strengthens behavior, gives route to behavior, and triggers the tendency to continue. The buying decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service.
Since the main goal of an organization is to satisfy the needs of customers which will lead to increased profit. This indicates that without the existence of customers business activities will be unsuccessful. Therefore, the consumer needs to motivated for the company to be successful and grow and increase it sales volume that leads to profitability. The problems with motivating consumers in most organizations today are Poor customers service quality, Inadequate consumer satisfaction in the marketing organization, Poor customer relationship management and Inadequate customer service delivery. From the foregoing therefore, the researcher in the to examine the relation
1.3 PURPOSE OF THE STUDY
The main objective of the study is to examine consumer motivation and organizational performance. The specific objectives are as follows:
- To examine the relationship between service quality and organizational profitability.
- To examine the relationship between customer satisfaction and market share.
- To examine the relationship between customer relation and organizational profitability.
- To examine the relationship between customer relation and market share.
- To examine the relationship between customer satisfaction and profitability.
- To examine the extent to which consumer motivation relate with organizational performance.
1.4 RESEARCH QUESTIONS
The following research questions will quide the study:
- What is the relationship between service quality and organizational profitability?
- What is the relationship between customer satisfaction and market share?
- To examine the relationship between customer relation and organizational profitability?
- What is the relationship between customer relation and market share?
- What is the relationship between customer satisfaction and profitability?
- To what extent does consumer motivation relate with organizational performance?
1.5 RESEARCH HYPOTHESIS
HO1: There is no significant relationship between service quality and organizational performance.
HI1: There is a significant relationship between service quality and organizational performance.
HO2: There is no significant relationship between consumer satisfaction and organizational performance.
HI2: There is a significant relationship between consumer satisfaction and organizational performance.
HO3: There is no significant relationship between consumer relation and organizational performance.
HI3: There is a significant relationship between consumer relation and organizational performance.
1.6 SIGNIFICANCE OF THE STUDY
The researcher considers the study very significant on the following bases.
The consumers and customers of marketing firms will benefit from the study since the recommendations will help the company serve their customers better.
Furthermore, this study will help researchers to understand and be able to motivate consumers.
The finding of the study will enable the firms specifically Jamil Motors to solve their sales problem and correct whatever mistakes they have made or are still making in line with their business operations.
From the result of the findings individuals or firms prospecting to go into marketing or investment will have additional information on consumer motivation as a channel for improving organizational performance.
1.7 SCOPE AND DELIMITATION OF THE STUDY
The study limits scope to consumer motivation and organizational performance. All firms in Port Harcourt could have been covered but for time and cost constraints. So the researcher limits the study to some selected marketing firms in Port Harcourt Metropolis which include Bontis Limited and Jamil Motors Port Harcourt Rivers state.
1.8 LIMITATION OF THE STUDY
The nature of this research requires adequate information in the write up, but it is done this way, because of time constraint and fund, which made it difficult to get needed subject matter.
Logistics construct also manifested transportation costs as a result of the training season. Also, the high cost of collecting the questionnaires from people is also another problem encountered during this research work.
1.9 DEFINITION OF TERMS
Some terms used in the study are defined for purpose of understanding.
MARKET POTENTIAL
This is the maximum sales potential for all sellers of a product or service over a fixed period.
Consumer: A person who purchases goods and services for personal use.
Customer: A person who buys goods or services from a shop or business.
Motivation: A reason or reasons for acting or behaving in a particular way.
Performance: The action or process of performing a task or function.
Organizational Performance: Comprises the actual output or results of an organization as measured against its intended outputs.
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