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Abstract
The study has determined to examine the relationship between product display and marketing success of fast food industries in Port Harcourt City Local Government. The survey design was employed since the study was to ascertain product display and marketing success. The population of the study constitutes staff of selected fast food industries in Port Harcourt city L.G.A which was unknown. The simple random 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 120 respondents which comprise of both the senior and junior staffs of the promise fast food, Genesis and best bite Trans-Amadi, Port Harcourt. In this study both the primary and secondary data were used. A self-designed questionnaire on product display and marketing success 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 Chi-Square statistical tool. In this context, all the questions were considered and analyzed. Findings revealed that It also shows that visual display positively influence marketing success of fast food industries in Port Harcourt City Local Government and that window display has a significant positive impact on marketing success of fast food industries in Port Harcourt City Local Government. Based on the finding of the study, we recommended that products should be displayed properly to draw customers’ attention to products, management of fast food should also make use of electronic visual display, such as screen, and other display device for presentation of images, text, or video transmitted electronically and management should also make use of window display since they constitute the first impression that the store makes on the customers.
Table of Contents
Title Page i
Cover Page ii
Declaration iii
Certification iv
Dedication v
Acknowledgements vi
Table of Contents vii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background to the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 3
1.4 Research Questions 4
1.5 Research Hypotheses 4
1.6 Significance of the Study 4
1.7 Scope of the Study 5
1.8 Limitation of the Study 5
1.9 Definition of Terms 6
CHAPTER TWO 7
REVIEW OF RELATED LITERATURE 7
2.0 Introduction 7
2.1 Conceptual Framework 7
2.1.1 Concept of Product Display 8
2.1.2 Dimensions of Product Display 10
2.1.3 Point of Sale Display as dimension 10
2.1.4 Visual Display as dimension of Product Display 11
2.1.5 Window Display as dimension of Product Display 11
2.1.6 Concept of Marketing Success 12
2.1.7 Measures of Marketing Success 14
2.1.8 Market Share as Measure 14
2.1.9 Sales Volume as Measure 14
2.1.10 Customer Retention as Measure 14
2.1.11 The Relationship between Product Display and marketing Success 15
2.2 Theoretical Framework 17
2.2.1 Gratification Theory 17
2.3 Review of Related Empirical Studies 18
2.4 Summary of Literature Review on Subject Matter 22
CHAPTER 3 23
RESEARCH METHODOLOGY 23
3.1 Introduction 23
3.2 Research Design 23
3.3 Population of the Study 23
3.4 Sampling Techniques Used 24
3.5 Sample Size 24
3.6 Source of Data 24
3.6.1 Primary Source (s) of Data 24
3.6.2 Secondary Source of Data 25
3.7 Research Instrument for Data Collection 25
3.8 Validity and Reliability of Instrument 25
3.9 Techniques for Data Analysis 26
4.1 Introduction 27
4.2 Questionnaire Administration and Retrieval 27
4.3 Testing of Hypotheses 30
4.4 Discussion of Finds 34
CHAPTER FIVE 36
SUMMARY, CONCLUSION AND RECOMMENDATION 36
5.1 Introduction 36
5.2 Summary 36
5.3 Conclusion 37
5.4 Recommendation 37
References 38
Appendix I 41
Appendix II 42
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Product display has been of immense value to a retail shops especially in the fast food industries. This is just and simply the exhibits of products or goods in a place where people can see it easily and be attracted. Displaying of the products in the shelves, show cases, and counters exhibits the products to the customers, even when customers don’t buy them (Parker and Lehman, 2011).
As competition between businesses geared. It became imperative to turn attention to customer’s needs and wants. The key to achieving organizational goals consists in determining the desired satisfaction more effectively and efficiently than competitors by displaying the products properly, that is according to their series, brands, colours, shape etc in the shelves, show case and counters (Morales, 2005).
Product display attracts customer’s attention and paints colour to the organizational set up. It is based on customer’s ease of selection, between variables because the management of an organizations recognizes customers as a “King” thereby packaging and displaying these needs and wants (Morales, 2005; Castro et al., 2013). An organization will make more money if it satisfies customers’ needs and wants better than competitors and the way products are displayed, arranged and labeled shows that the management is customer and market oriented. The types of shelves, show case and counter used, their method of arrangement etc. goes along way to sending message across to the customers (Morales, 2005). A well trained sales force or sales team managing these shops ministers more and help the customers to sort, identity and select from the displayed goods, the brand, colour, size etc needed. Most of the organizations or companies do not embrace proper product display that some use obscure show case, displaying in a dark room or corner, without a brought light, not arranging the products in order of their sizes, shapes, colours, brand etc. these factors may lead to sales decline, slow growth and changing of bringing pattern by customers (Parker and Lehman, 2011).
As interesting and entirely logical result of the product display relates to the purpose of business which is to obtain and serve customers satisfactorily and give products or create good impression to the products. It is also equivalent to giving publicity to the products. This playing product is one thing and displaying them where customers will easily glance and have deeper looks in another thing (Morales, 2005; Castro et al., 2013). Without a total commitment on the part of the company as a whole, these application techniques can only have limited and brief effects (Morales, 2005; Castro et al., 2013).
The emergence of fast food industries in Nigeria is as a result of dynamically continuous innovation. The existence of product display can be traced back during the burliest stage of production. The activities of the fast food industries, the back stage and front stage, the extra services accompanying product offer, the different method or techniques of product displaying are resulted from continuous discontinuity and dynamics in environment. Therefore, only the companies that displayed well, their packaged needs and wants of customers that can effectively and efficiently satisfy customers because a satisfied customer is a retained customer (Morales, 2005; Castro et al., 2013). Product display is a prerequisite for successful high sales and promotion to the company. From the foregoing therefore, the study was determined to examine the relationship between product display and marketing success of fast food industries in Port Harcourt City Local Government.
1.2 Statement of the Problem
It is a positive problem based on maintenance and improvement of fast food and pastries are pure goods accompanied by services. the quality of these products and services and their display techniques have attracted commendation. The customers ranging from the parents to the bankers, students, kids etc who are patronizing are commended also. The products display areas have been improved and should be maintained and also hobble to modifications and dynamically innovative due to rapid changes in environmental and sowed life style. There is need for proper checks and maintenance in these display techniques and the quality of these products. The study seeks to examine the relationship between product display and marketing success of fast food industries in Port Harcourt City Local Government.
1.3 Objectives of the Study
The main objective of the study is to ascertain the relationship between product display and marketing success of fast food industries in Port Harcourt City Local Government. Specific objectives for the researcher include;
- To examine the relationship between point of sales display and marketing success of fast food industries in Port Harcourt City Local Government.
- To examine the relationship between visual display and marketing success of fast food industries in Port Harcourt City Local Government.
- To examine the relationship between window display and marketing success of fast food industries in Port Harcourt City Local Government.
1.4 Research Questions
From the above research purpose, this study seeks to answer the following questions:
- To what extent does point of sales display associate with marketing success of fast food industries in Port Harcourt City Local Government.
- To what extent does visual display associate with marketing success of fast food industries in Port Harcourt City Local Government.
- To what extent does window display associate with marketing success of fast food industries in Port Harcourt City Local Government.
1.5 Research Hypotheses
Based on the objectives of the study, the following hypotheses were postulated to guide the study.
HO1: There is no significant relationship between point of sale display and marketing success of fast food industries in Port Harcourt City Local Government.
HO2: There is no significant relationship between visual display and marketing success of fast food industries in Port Harcourt City Local Government.
HO3: There is no significant relationship between window display and marketing success of fast food industries in Port Harcourt City Local Government.
1.6 Significance of the Study
The study will help the management of Hannah’s eateries to know the areas where there is need for improvement in the product display and the company’s management in general.
The study will equally and adequately marshal out ways through which such improvements could be accomplished. The study will also reveal the problems that Hannah’s Management encounter as a result of intense competition from other fast food restaurant and bakery industries.
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 product display and marketing success. The dependent variable is marketing success, measured by market share, sales volume and customer retention. While independent variable is product display measure by point of sales display, visual display and window display.
Geographical Scope: This study is delimited in Port Harcourt with special references to selected fast food industries which include the promise fast food, Genesis and best bite Trans-Amadi, Port Harcourt.
Unit of Analysis: The unit of analysis in this research involves both senior and Junior staffs of Geneses and best bite Trans-Amadi, Port Harcourt at the time of carrying out the study. The scope of this study is to ascertain the relationship between product display and marketing success of fast food industries in Port Harcourt LGA. Hence it is a micro level study.
1.8 Limitation of the Study
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work as difficult and this limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 Definition of Terms
PASTRIES: These are items of food made entirely with a mixture flour, fat and water which is baked and used as a base or coven for pies.
FAST FOOD: Food that can be worked easily, and is sold in restaurant to be eaten quickly or taken away.
DISPLAY: To put something in a place where people can see easily.
PRODUCT: A product is something that is viewed as being able of satisfying needs and wants.
COMPETITION: Trying to win something by defeating others who are trying to do the same.
CONTINUOUS DISCONTINUITY: The continuous dynamic changing world in economic situation.
TARGET MARKET: Are the people whom the marketer or company directs their products and services to.