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Abstract
The study has investigated the relationship between marketing communication and marketing effectiveness of day to day retail store Port-Harcourt. The survey design was employed since the study was to ascertain marketing communication and marketing effectiveness of day to day retail stores in Port Harcourt. The population of this study constitutes management and staff of day to day retail store in Port Harcourt which was unknown. The judgmental sampling technique which is a non-probability sampling technique was used for selecting the sample. The sample size of this study is judgmental sample of 60 respondents which comprise of both the senior and junior staffs of day to day retail store Port Harcourt. In this study both the primary and secondary data were used. A self-designed questionnaire on marketing communication and marketing effectiveness of day to day retail stores in Port Harcourt was used and administered for the collection of data from the respondents. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS).The statistical test used in the analysis of the data collected was Pearson Product Moment Correlation Coefficient. Findings amongst others reveal a positive significant relationship between sales promotion and marketing effectiveness of day to day retail store in port-Harcourt and the study also showed that there is a significant relationship between advertising and marketing effectiveness of day to day retail store in port-Harcourt. Based on the findings of the study we recommended that companies should take a positive step in making its marketing communication efforts more interactive. This would allow for more dialogue between the company and its customers.
Table of contents
Title Page ii
Declaration iii
Certification iv
Dedication v
Acknowledgement vi
Abstract vii
Table of contents viii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 5
1.3 Objectives of the Study 6
1.4 Research Questions 6
1.5 Hypothesis 7
1.6 Significance of Study 7
1.7 Scope of the Study 8
1.8 Limitation of the Study 8
1.9 Definition of Terms 9
CHAPTER TWO 11
REVIEW OF RELATED EMPIRICAL REVIEW 11
2.1 Introduction 11
2.2 Conceptual Framework 11
2.1.1 Concept of marketing Communication 12
2.1.2 Dimensions of Marketing Communication 14
2.1.3 Concept of marketing Effectiveness 20
2.1.4 Measures of Marketing Effectiveness 22
2.1.5 Marketing communication and marketing Effectiveness 27
2.2 Theoretical Framework 30
2.3 Review of Related Empirical Studies 31
2.4 Summary of Literature Review 33
CHAPTER 3 34
RESEARCH METHODOLOGY 34
3.1 Introduction 34
3.2 Research Design 34
3.3 Population of the Study 34
3.4 Sampling Techniques Used 35
3.5 Sample Size 35
3.6 Source of Data 35
3.6.1 Primary Source (s) of Data 35
3.6.2 Secondary Source of Data 35
3.7 Research Instrument for Data Collection 35
3.8 Validity and Reliability of Instrument 36
3.9 Techniques for Data Analysis 37
CHAPTER FOUR 38
DATA PRESENTATION AND ANALYSIS 38
4.1 Data Presentation and Analysis 38
4.2 Data Analysis 39
4.3 Hypotheses testing 44
4.4 Discussion of Findings 48
CHAPTER FIVE 50
SUMMARY, CONCLUSION AND RECOMMENDATION 50
5.0 Introduction 50
5.2 Summary 50
5.3 Conclusions 51
5.4 Recommendation 51
References 53
Appendix I 56
Appendix Ii 57
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In the business world, especially in a capitalist economy, competition enjoys greater prominence as it forms the bedrock for the survival of a business organization.
For a business to continue to exist and satisfy the purpose of the ownership, management, staff, society and other stake holders it must be able to survive the competition posed by other businesses with similar products and objectives.
As businesses compete, they rely heavily on marketing to outdo one another.
Through marketing an average business will be able to satisfy its customers through its products and services, satisfy its shareholders through profitability, satisfy management through increased sales and market share, satisfy staff through increased remuneration and job security etc.
This ability has made marketing very vital and relevant in almost all endeavours of life be them profit or non profit making.
Marketing according to the Marketing News (1985: 1) “is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.”
In this definition of marketing, creation of exchange is seen as a vital part of marketing. By this function, marketing is able to impact on sales, market share and profitability.
According to Belch and Belch (2001: 202) “marketing objectives are usually defined in terms of specific measurable outcomes such as sales volume, market share, profit or return on investment.”
The effectiveness of a marketing campaign therefore is determined and measured by the extent to which the marketing objectives are achieved at the end of the campaign.
Generally marketing effectiveness or the effectiveness of a marketing programme or campaign is measured on the impact of that campaign on the company’s sales, market share, profitability and return on investment. Marketing activities can be explained from the four marketing Ps of (product, price, place and promotion) or controllable variables, mixed, in appropriate proportions so as to satisfy the consumers and attain the company’s objectives.
These are the variables available to the marketer to use and achieve marketing and sales targets. It is the area where the marketer can take decision as desirable. It is also called controllable marketing decision variable because basic decisions are taken by the marketer on how to manipulate the elements of these 4Ps to satisfy the customers.
Marketer makes basic decisions relating to:
- The type of product to produce and/or offer to the market.
- How to promote the products, talking about the sales promotion, personal selling advertising, publicity and direct marketing.
iii. How to price the product profitability and
- The ways to distribute (place)the product.
The marketer uses the product by conceiving, design, features, quality, quantity, branding, packaging, and other assortments product and additions; modifications and deletions, warranty and services that will meet the needs and desires of the consumer and also compete favourably against competing products in the market.
He uses price by ensuring the product is priced in such a way that it conveys the meaning intended to motivate the consumer into buying or wanting to buy the product.
As such care should be taken not to price the product beyond the consumers affordability and not to price it so low that it ends up appearing like an inferior product.
Place otherwise known as distribution is used by the marketer to ensure that the consumer has easy access to the product. To do this he uses means that allows him bring the product as near to the customer as possible without cheapening, damaging or diminishing the value of the product.
Promotion on the other hand is aimed at creating awareness and knowledge of what the marketer has been doing in the other marketing efforts so that the consumer becomes informed.
The marketer handles this by ensuring that he gets the message to the consumer in a way that will make it attractive and understandable to the consumer.
It is within this promotion that the communication function in marketing lies.
Communication according to Wilbur Schramm (1955: 139) “is the passing of information, the exchange of ideas or the process of establishing a commonness or oneness of thought between a sender and a receiver.” This old definition portrays communication as a process that involves the transfer and sharing of knowledge between the sender and receiver of the information.
In the explanation of Starch (1966: 1) “Communication among human beings is the means by which human society carries on. Primitive man made signs and sounds to reveal his inner feelings and thoughts and to tell others what to do.
Communication activities carried out in a marketing environment to achieve marketing objectives are generally referred to as marketing communications.
According to Kotler and Keller (2006: 536) “Marketing communications are the means by which firms attempt to inform, persuade, and remind customers – directly or indirectly – about the products and brands that they sell.” He sees marketing communication as a way companies communicate their marketing intentions to their customers.
Marketing communication also known as promotion according to Ehikwe (2005: 236) “aims at wooing and convincing customers and other publics to patronize products and services of various organizations”.
1.2 Statement of the Problem
In an average business organization, the major concern of shareholders and management is how to optimize returns on investment and profit. To be profitable, a company needs to achieve a desirable patronage of its goods and services by the consumers. This desirable patronage is the ability to take the company’s sales to the point where its revenue substantially outweighs expenses. To achieve this is not easy because the company is faced with so many challenges some of which include competition, absence of adequate financing, the consumer’s income, perception and disposition, the quality of the goods and services, absence of basic facilities for doing business etc.
However, in the face of these challenges, a company depends mainly on its marketing activities to be able to scale through these hurdles and improve its profitability.
This is because, marketing has the capability to build a good relationship with the consumer, understand what he wants and how he wants it, inform and educate him about the goods and services the company offers and how they can benefit him and delivers the product to him at the place, time and price he wants it. Thus the research is to solve the problem of low customers patronage, in term of product awareness of advertising campaign, sale promotion and how to address this problem of patronage to increase market shares, market growth, return on investment and market retention, Hence the problem of the study is to investigate the marketing communication and marketing effectiveness of day by day retail store in Port-Harcourt.
1.3 Objectives of the Study
The purpose of this study is to investigate the relationship between marketing communication and marketing effectiveness of day to day retail store Port-Harcourt. The specific objectives of this study are:
- To determine the relationship between sales promotion and marketing effectiveness of day to day retail store Port-Harcourt.
- To determine the relationship between Advertising and marketing effectiveness of day to day retail store Port-Harcourt.
- To determine the relationship between personal selling and marketing effectiveness of day to day retail store Port-Harcourt.
- To determine the relationship between publicity and marketing effectiveness of day to day retail store Port-Harcourt.
1.4 Research Questions
- What is the relationship between sales promotion and marketing effectiveness of day by day retail store in Port-Harcourt?
- What is the relationship between advertising and marketing effectiveness of day by day retail store in Port-Harcourt?
- What is the relationship between personal selling and marketing effectiveness of day by day retail store in Port-Harcourt?
- What is the relationship between publicity and marketing effectiveness of day by day retail store in Port-Harcourt?
1.5 Hypothesis
This study will be conducted under the following assumptions:
Ho1: There is no significant relationship between sale promotion and marketing effectiveness of day by day retail store in port-Harcourt.
Ho2There is no significant relationship between advertising and marketing effectiveness of day by day retail store in port-Harcourt.
Ho3There is no significant relationship between personal selling and marketing effectiveness of day by day retail store in port-Harcourt.
Ho4There is no significant relationship between publicity and marketing effectiveness of day by day retail store in port-Harcourt.
1.6 Significance of Study
The study of “Communication and Marketing Effectiveness” will be of significant importance to companies, their management, marketing departments, educational and research institutions.
Through this study, it can be established whether or not marketing activities carried out by companies are really useful to their product sales and whether marketing programmes need to be extensively communicated to make the right impact on consumers and the audience. This way it will be possible to know whether the money spent on marketing and marketing communications by companies are worth it.
In addition, marketing departments will be able to know whether their marketing communication activities really influence the consumers and the best way to package their marketing communication activities to achieve their marketing goals.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship marketing communication and marketing effectiveness of day by day retail store, Port Harcourt, Rivers State. The dependent variable is marketing effectiveness, measured by Market Share, Customer Retention, Sales Growth and Return on Investment. While independent variable is marketing communication measure by sale promotion, advertising, personal selling and publicity.
Geographical Scope: This study is delimited in Port Harcourt Rivers State with references to some selected small scale businesses in Rivers State which include day by day retail store in Port Harcourt.
Unit of Analysis: The unit of analysis in this research involves both senior and junior staffs of day by day retail store in Port Harcourt at the time of carrying out the study.
1.8 Limitation of the Study
Just like every research work, the researcher encountered a number of difficulties that did not only affect the volume of the work but also the quality of the research work. The most pressing of these difficulties was finance. In order to conduct a meaningful research such as this, there must be solid financial base and support. Unfortunately the researcher was affected by inadequate funding. In a like manner the quality of typing, duplicating were subjected to untold financial hardship, Also time which is so vital in all aspect of human lives hinders the progress of this research work. This fact is that, inadequate time to carry out the research work subjected the researcher to a great pressure. In essence the research work was rushed in order to meet up with time.
1.9 DEFINITION OF TERMS
Some of the terms as used in the study were defined as follow:
Marketing: is the performance of business activities that direct the flow of goods and services from the producer to the final customer or industrial users.
Communication: is the act of conveying meanings from one entity or group to another through the use of mutually understood signs and semiotic rules.
Marketing communication: are the means by which business organization attempt to inform, persuade, and remind consumers directly or indirectly about their products and brands they sell.
Consumers: are the end users of the goods and services of the business organization
Business organization: are those organizations that offer equality products at fair prices to the customers.
Market: is an aggregate of people who as individuals or organization have needs for the products in a product class and who have the ability, willingness and authority to purchase such product.
Effectiveness: is the capability of producing a desired result or the ability to produce desire output. When something deemed effective, it means it has an intended or expected outcome, or produces a deep, vivid expression.
Marketing effectiveness: “Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing Investment (ROMI)”.
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