THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDENMORN PRODUCTS IN ENUGU METROPOLIS

By

ABONYI NGOZI .B

Presented To

Department of Marketing

ABSTRACT

Banks are established to make profits. Are these profits made at me expense of the customers or is it as a result of the seminar provided by these banks.
    This study attempts to highlight those key factors that different banks managements will consider in their choice of branch locations and customers preferences for their choice of banks to serve them. This will enable banks to focus on the critical factor that affect market preferences.
    The study was done using survey research design with questionnaire as due key instrument for collecting primary data. A total of 1000 and 200 bank customer and officials questionnaire respectively were duly completed and analyzed. Based on the analysis of the generated formulated hypothesis were tested at 95% level of significance using 2 test of proportion.
    The underlisted constitute some of the major findings of the study, management of Banks have special preference for large markets like Lagos and Aba for their branch locations. Marketing activities of banks in these large markets are directed at protecting and expanding their stream of revenues in these areas. Banks in both markets describe the nature of their banking business in terms of the product/services they offer and their I.T power.
    In the light of these findings, the study recommends that, Banks should posses profitable and complete range of product, continuous product service innovations and improvements. Banks should always invest heavily in information technology to remain relevant and profitable. As banks must to open branches in these markets, it is appropriate for banks to make their customer dependent on them and gain their trust and confidence.

TABLE OF CONTENTS

Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
List of Tables

CHAPTER ONE:    INTRODUCTION
11    Background of the study
12    Statement of the problem
13    Objective of study
14    Research question
15    Formulation of Hypothesis
16    Scope and limitation of the study
17    Significance of study
References

CHAPTER TWO:    LITERATURE REVIEW

21    Theatrical Background
211Marketing concept
22    Banking service
23    Factors customer consider in selecting their banks
231    Location factors in influencing the marketing of financial services in Lagos and Aba market

CHAPTER THREE:    RESEARCH METHODOLOGY
31    Types of data
32    Research design
33    Research instrument
34    Pre- test of questionnaire
35    Determination of population size
36    Questionnaire administration
37    Response rate

CHAPTER FOUR:    DATA PRESENTATION AND ANALYSIS
41    Preamble
42    Data analysis profile of Bank official
43    Data analysis for Bank customer
44    Testing of Hypothesis/Research question

CHAPTER FIVE:   
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

51    Summary of findings
52    Recommendations
53    Conclusion
Bibliography
Appendices



LIST OF TABLE

421    Period stayed with present Bank
422    Number of Banks worked with
423    Position in the Bank
424    Banks location of their first branches
425    Consideration of Lagos and Aba as more profitable market
426    Number of branches in Lagos and Aba
427    Counting on their branch Net work as their greatest Asset
428    Banks working towards surpassing their competitors
429    Use of computers system in Banking operators
4 30    Supply of prompt and accurate statement of Account to their customers
431    Treating customer with respect and courtesy
432    Bank Branding/positioning themselves through
433    Advertisement of their products and service
434    Profile of Bank customers/industry group
435    Lengths of time present banker
436    Types of Accounts maintained
437    Obtaining a facility when a customer need it
438    Notifying customer of changes in Bank polices rates
439    Treating customers with respect and courtesy
440    Considering the length of time an account is Operating granting
441    Branch manager’s possession of power to take
442    Quick decision regarding granting a facility or reduction of COT charges
443    Convenience/Accessibility of Bank locations to customers     
444    Performance of the Bank unsupplying prompt
445    And accurate statement of accounts
446    Rating the use of computers in the bank operations
447    Rating the use of computers in the bank operations
448     Bank interest charge and other commissions
449    Transfer of cash other Broachers
450    Rating the external and internal environment of the branches
451    Perception of the main bankers
452    Customers perception of the strength and
453    Stability of their main bankers
454    Banks forms of advertisements

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