ASSESSMENT OF THE PRACTICE OF MARKETING CONCEPT IN BANKING INDUSTRIES IN NIGERIA

(A CASE STUDY OF AFRIBANK NIG. PLC, ENUGU)

By

Author

Presented To

Department of Marketing

ABSTRACT

The purpose of this study is to find out the extent to which the banking industry practise marketing concept bearing in mind the poor quality of services rendered in our banks. In order to achieve a good result, the researcher decided to split the five distinct chapters, each with different objectives.

Respondents were selected by means of random sampling. Data were collected by the rise of questionnaire, observation, oral interview and liberary research.

The following conclusions have been drawn from the relevant major findings of the study:

Afribank is still practicing sellers market where they are only interested in selling their services to the public whether to the satisfaction of the customers or not.

Customer satisfaction is not uppermost in the minds of our banks instead they would have used part of the millions of naira profit they make to see to the welfare of their customers which is simply what marketing concept is all about.

Attitude of banks towards their customers has made them to put location and convenience into consideration instead of services in their choices of banks.

For the banks that advertise their services, people refer the use of television for advertisement.

Nigeria banks still have a long way to go as some of them have not started practicing marketing concept. Recommendations of the researcher were also based on the above findings and some other salient points in the course of the study.

LIST OF TABLES

4.1 Sex distribution of respondents

4.2 Age distribution

4.3 Bank amenities to their customers

4.4 Does your bank meet up with all your requirements?

4.5 If yes to question 5, how are those requirements met?

4.6 Does your bank have different categories of account for their customers, for instance, students account civil servant and businessmen account etc?

4.7 If not to the previous question, do you feel that its establishment will make them meet up individual class needs.?

4.8 Does your bank advertise their services?

4.9 If your answer to question 11 above is negative, don’t you fee that the introduction will increase your loyalty to the bank?

4.10 Do you feel that Nigeria has sufficient number of banks /branches?

4.11 How would you summarise your impression about bank services to the general public.

4.12 Do your bank have marketing department?

TABLE OF CONTENT

Title page

Dedication

Acknowledgement

Abstract

List of tables

Table of content

CHAPTER ONE

Introduction

1.1 Background to the study

1.2 Statement of problems

1.3 Purpose of the study

1.4 Delimitation of the study

1.5 Research questions

1.6 significance of the study

CHAPTER TWO

Review of related literature

CHAPTER THREE

Research methodology

3.1 Research design

3.2 Area of study

3.3 Population of study

3.4 Sample procedure

3.5 Instrument for data collection

3.6 Validity and reliability of instrument (s)

3.7 Method of data analysis

CHAPTER FOUR

Data presentation and analysis

CHAPTER FIVE

5.0 Discussion of findings

5.1 Discussion of findings

5.2 Conclusion

5.3 Recommendations

5.4 Suggestion for further studies

5.5 Limitation of the study

Reference:

Appendices