The Marketing Mix Application In The Marketing Of Places Rentals Services In Ikeja Metropolis

By

Author

Presented To

Department of Marketing

TABLE OF CONTENT

CHAPTER ONE: INTRODUCTION

1.1 background to the study

1.2 statement of the problem

1.3 objective of the study

1.4 research hgypothesis

1.5 significance of the study

1.6 scope of the study

1.7 definition of term

CHAPTER TWO: LITERATURE REVIEW

2.1 an overview of service

2.2 characteristic of service

2.3 classification of service

2.4 marketing mix of service

2.5 effective strategies for marketing entertainment services

2.6 Strategies used by places rental in marketing of their service.

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 research design

3.2 sources of data

3.3 population of study

3.4 sample size determination

3.5 sampling techniques

3.6 research instruments unes

3.7 method of data treatment and analysis

3.8 limitation of the study

CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA.

4.1 Presentation and analysis of data.

4.2 Test of hypothesis

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATION AND CONLUSION.

5.1 summary of findings

5.2 recommendations

5.3 conclusion

BIBLIOGRAPHY

APPENDIX

QUESTIONNAIRES.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY.

Nigeria is made of people who engage themselves in different types of occupation. These people introduce goods and services of varying under which places rental services falls.

Places rentals services is an entertainment packaging company which was established by decerning individuals in whose main objective was the provision of higher level of services to international standard.

Places rentals has developed an excellent crop skilled and counteous permanent staff with continuous training in the area of customer service which results in the efficiency and versatility contributes to the successful gosling of clients events. Entertainment services rendering in the ikeja context recently. As a result of this the production and subsequent consumption of its service have bot been quite encouraging, as the people have not fully understood t6he relevance of such services to their solid life.

The role of marketing as the entertainment services company like places rentals tend to be vary complex and broad. In view of the fact that some gap exists between the producers and final consumers of these entertainment services and due to the service wide area of coverage there exists in elaborate and complex marketing organization for these service most of the problem associated with the marketing of entertainment services spring from their condition of production and nature of demand. The flow of these service from their production to the market requires some preparation and processing as those services have to pass many hands and retain operations.

Some of these entertainment services provided by places rentals are

i. catering services

ii. reception facilities

iii. entertainment consultants

iv. wine and spirit shop

v. gifts, cards and souvenirs shop

vi. rental- mobile cold vans, varying chairs and tables, cups, plates etc.

vii. Entertainment services – exquisite canopies and balloons, fireworks and lighting, animal world costumes.

It is to be noted that most of these entertainment services consumed in Ikeja area are products within Ikeja metropolis by places rentals and due to the fact that they are still at their growth stage during which they experience rapid market acceptance and substantial profit improvement, such emphasis gave been given to the production, stage and marketing of these services so as to maintain and better still increase their market share.

1.2 STATEMENT OF THE PROBLEM

Man being a solid animal, needs social activities for his continued existence and good rental well being.

Entertainment services, which ins the subject of this research project are consumed be a better half of the inhabitants of Ikeja metropolis and Nigeria in general. Even the corporate bodies and government agencies, cannot do without some of these entertainment services.

As a result of this, entertainment services companies should take great care of the production and distribution of these services so as to see that they meet the expected standard and also are delivered art the appropriate time.

Other problems of the application of marketing mix in the marketing of places rental are:-

a. The problem of determing the relevance of the marketing department to places rental services company.

b. The problem of determining how places rental Services Company combine their marketing max variables.

c. The problem of determining exactly how relevant entertainment services are to individual.

1.3 OBJECTIVES OF THE STUDY

This research project id aimed at looking into the marketing mix application in the marketing of places rentals services in Ikeja metropolis.

Therefore the following among others are the objectives of the study.

i. To identify the major causes of the poor service quality in the marketing of entertainment services.

ii. To determine customers’ attitude towards the price offered by rent5al service firms.

iii. To examine the distribution effort of rental service firms.

iv. To make recommendation on how problems militating against adequate application of marketing mix in places rental services can be properly controlled and eliminated.

1.4 RESEARCH HYPOTHESIS

The following hypotheses were tested;

H₀ customers are not satisfied with the quality of services offered by rental firms.

H₁ customers are satisfied with the quality of services offered by rental services.

H₀ consumers are not satisfied with the distribution effort offered by rental services.

H₂ consumers are satisfied with the distribution effort offered by rental firms.

H₀ customers are not satisfied with the price offered by rental firms.

H₃ customers are satisfied with the price offered by rental firms.

1.5 SIGNIFICANCE OF THE STUDY

Because of the wide area of coverage of entertainment services companies, considerable amount of fund is required to be committed to their operations. It is therefore, absolutely necessary to manage the marketing of entertainment services effectively and efficiently in order to avoid unnecessary was of funds and resources.

At this juncture, it is the belief of the researcher that the information collected from this study will go a long way in enhancing the marketability of entertainment services with the proper application and blending of the marketing mix variable which consist of product, price, promotion and place (distribution) and services.

Consequently, it is expected that this work will be found useful by the owners and managers of places rental services. that the weakness and strength of the company will be highlighted to enable it take remedial actions for its weakness while consolidating on its strengths.

Finally, it is expected that this study will offer practical solutions to the problems of entertainment services and companies marketing application.

1.6 SCOPE OF THE STUDY:

This study is designed to give an insight into ways of solving a nations problems- the problem of improper application of marketing mix in the marketing of entertainment services. Entertainment companies abound in Nigeria, therefore, it will be extremely difficult and impossible for the researcher to study all of them considering time constrain. The researcher, however, decided to use.

Places rentals to enable him carry out an in-depth study of entertainment services.

1.7 DIFINITION OF TERMS

Words have meaning and their meanings tend to differ under different contexts and usage. Based on this understanding the researcher attempt to clearly define some working terms used in this study. They are;

a. MARKETING MIX:- marketing mix is a set of marketing tools with which the firm uses to pursue its marketing objectives in the target market.

b. SERVICE:- service is those things which when added to a product, increase it utility or value to the customer.

c. ENTERTAINMENT SERVICE:- these are those services which are essentially provided to only amuse, interest and make their consumer light hearted.

d. RENTALS:- rentals are the amount of rent paid or received on an item for a specified length of time.