INTEGRATED MARKETING COMMUNICATIONS AND CONSUMERS PATRONAGE OF NIGERIAN BEVERAGE PRODUCTS

By

KEHINDE OLADELE JOSEPH (CU03GP0024)

Presented To

Department of Business Administration and Management

ABSTRACT
The need for an organization to properly coordinate its marketing communications strategies
to achieve a clear, consistent and competitive message about itself and its product has
become issue of concern to every result driven firm. The study is aimed at examining the
impact of integrated marketing communication  on consumers’ patronage of Nigerian
beverage products. The objectives of this research among others are to (i) establish the level
of understanding and the use of IMC by Nigerian beverage communications institutions. (ii)
Find out whether the use of IMC can bring about profitable long term customer relationship
(iii) determine if optimal use of IMC can make a product compete effectively thereby
recording a good consumers patronage, and (iv) ascertain whether proper implementation of
IMC programmes can help reduce a firm’ cost of marketing communications. This research
adopted a survey method with four hypotheses and structured questionnaires distributed
among sampled respondents, which include those from marketing communication
organizations, beverage producers and consumers of the products in the South Western part
of Nigeria. To ensure reliability of this instrument, a test-retest was carried out within one
and half month interval. The result yielded 0.88and Cronbach alpha of 0.76.The face and
content validity of this instrument were ensured. The divergent validity of  â€"0.62 and
convergent validity of 0.82were revealed.    In analyzing the data, the researcher used
suitable test statistics, correlation and Kruskal Wallis one-way analysis where appropriate.
Findings show that respondents appreciate the inherent benefits that the use of IMC will
bring over its non-use (the traditional approach). Such benefits according to findings include
cost savings; effective and efficient marketing communication messages, sustained long term
client-customer relationships, better consumer patronage, amongst others. Mere
implementation of different combination of marketing communication tools together cannot
guarantee better results, it is the strategic coordination of marketing communication tools
and the media that will facilitate efficient results and help the company influence its
perceived brand value in the eyes of its esteemed customers and other stakeholders.
 
Key Words: Integrated, Marketing, Communications, Consumers, Patronage, Beverage.
 

TABLE OF CONTENTS
 
Title Page - - - - -   i  
Declaration - - - - -   ii
Certification - - - - -   iii
Dedication - - - - -   iv
Acknowledgements - - - - v    
Abstract - - - - - viii  
 
CHAPTER ONE                   1
11  Background to the Study - - - -   1    
12  Statement of the Research Problem - - -   6  
13  Objectives of the Study - - - - -   7  
14  Research Questions - - - - 8  
15  Statement of Hypotheses - - -   9  
16  Significance of the Study - - - 10
17  Operationalization of Research Variables - - -   13
18  Scope and Delimitations of the Study - - - 15    
19  Structure of the Work - - - - 16
110  Definition of Key Terms - - - - 16
  References - - - - -   21
 
CHAPTER TWO: REVIEW OF RELATED LITERATURE      24
21  Introduction - - - - 24  
22  Conceptual Framework - - - 25
23  An Insight into the Understanding of IMC - -   29  
24  Integrated Marketing Communication â€" The Definitions and
Clarifications - - - -   30
25  Theoretical Framework - - - -   49
26  Tools and Positions of the Marketing Communication Mix -   53
27  Consumer Behaviour and Marketing Communications: The  
Linkages â€" The Learning Theory - - - 69
28  Models of Marketing Communication Process - - 75
  Marketing Communication Mix: - - - 84
29  Advertising - - - -   87
210  Personal Selling - - - -   95
211  Sales Promotion - - - -     103
212  Public Relations and Publicity - - -   109
213   Direct and Interactive Marketing - - -   119
  References - - - - -   128
 
CHAPTER THREE: RESEARCH METHODS          140
31  Introduction - - - - 140
32  Research Methodology - - - - 140  
33  Research Design - - - -   141
34  Population of the Study - - - 141
35  Determination of Sample Size - - - - -   142  
36  Sample Frame - - - - 147
37  Sources of data - - - -   147
38  Methods of Data collection - - -   147  
39  Research Instrument - - - - 148
310  Validity of research instrument - - - 150
311  Reliability of research instrument - - - 150           
312  Method of data analysis - - - - - -   151
             References - - - -   153
 
CHAPTER FOUR:   DATA  ANALYSIS AND PRESENTATION       155   
             
41  Data Analysis (Introduction) - - - 155
42  Demographical Data - - - - 155
43  Descriptive Statistics of Variables - - -   165
44  Hypotheses Testing - - - -   168
45  Discussion of findings -------------------178
            References - - - - - 183
 
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMENDATIONS   
             
50  Summary, Conclusion and Recommendations - - 186  
51   Summary of Findings - - - -   186
52  Summary of Empirical Findings - - - 186  
521  Implications of the Findings - - - 187
522  Factors that can enhance the Use of Integrated Marketing  
Communications by Firms - - - 190  
53  Summary of Theoretical Findings - - - 196   
54  Conclusion - - - - 204
55  Recommendations/Policy Implications - - - 206
56  Contributions to Knowledge - - - - -   207
57  Suggestions for Further Studies - - - 210
  References - - - - - 212
  Bibliography - - - - - 220
  Appendix I (Research Questionnaire) - - - 236
  Appendix II (List of Agency Members â€" AAAN) - - 251
  Appendix III (Association of Food, Beverage and Tobacco  
Employers, Directory of Companies) - - - 254


LIST OF TABLES
Table 1(a-e)  List of Local Government that made up Lagos, Ogun, and  
Osun States  - - - - 144
Table 2  Sex Distribution of Respondents - - - 155
Table 3  Age Distribution of Respondents - -    156
Table 4  Marital Status of Respondents - - -   157
Table 5  Educational Background of Respondents - -   158   
Table 6  Summary of Demographical Data Showing Classification  
of Respondents - - - -   159   
Table 7  Summary of Demographical Data Showing Cross  
Tabulation of Classification of Participants on the Type  
of Method Used by Beverage Producing  
Companies - - - - 160
Table 8  Level of Understanding, Appreciation and Use of Integrated  
Marketing Communications in Nigeria - - 161
Table 9  Perception About Integrated Marketing Communications  
Fostering Long Term Benefits - -   162  
Table 10  Perception About the Problems Facing IMC - -   163
Table 11  Perception of IMC in Building Long Term Benefits - - 164
Table 12  Views of Respondents on the Perceived Level of Appreciation  
of IMC Usage by Beverage Companies - - 164
Table 13  The Level of Consumers’ Perceived Client â€" Agency Integration - 165
Table 14  The Level of Perceived Effective Use/Adoption of IMC with  
Target Consumers - - - 166
Table 15  Level of Perceived Effective Use of IMC as it Affects Fund/
    Promotional Budget on the Long Run - - 168
Table 16  Perceived Agency â€" Client Integration - - 168
Table 17  Correlation of Consumers’ Perception of Client / Agency
    Integration Coefficient Matrix of Agency Client Integration
    And Effective Marketing Communications - - 169

Table 18  Summary of Kruskal-Wallis One Way Analysis on Perception of  
Staff, Consumers and Marketing Communication Organization
    On the Effectiveness of IMC to Promote Customers’ Patronage - 172
Table 19  Hypothesis One â€" Correlation Coefficients Matrix of Adoption  
of IMC and Fund Spent by Marketing Communication
 Activities on the Long Run - - -   174
Table 20  Summary of Kruskal-Wallis One Way Analysis of Various  
Perception of Staff, Customer, And Marketing Communication  
Organizations on the Effectiveness of IMC in Promoting  
Consumer’s Patronage - - - 174
Table 21  Correlation Coefficient of Adoption of IMC and Client        
    Customer Relationship - - - 175
Table 22  Summary of Kruskal-Wallis One Way Analysis on Perception  
Of Staff, Customers and Marketing Communication Organization  
On Effectiveness of IMC in Promoting Customers Patronage - 176
Table 23  Correlation Coefficient Matrix of Adoption of IMC and  
    Results Achieved - - - 177
Table 24  Summary of Kruskal-Wallis One Way Analysis on Perception  
of Staff, Customers and Marketing Organization on Effectiveness  
    of IMC in Promoting Customers Patronage of Producing Companies - - - - 177


 LIST OF FIGURES
 
Figure 1a:  Emergence of IMC Definitions Overtime - -   37    
Figure 1b:  Convergence / Divergence of IMC Definition - -   38
Figure 1c:  Planning of IMC program - - - - 40
Figure 1d:   The Conceptual Model of IMC - - - 42
Figure 2:  The Three Pillars of IMC Model - -   44
Figure 3:  The Inter-Relationship of IMC Pillars - -   47
Figure 4:  Fusion of Elements in New and Past Definitions -   48
Figure 5:  The Marketing Communication Mix  - -   52
Figure 6:  The Tools and Position of the Marketing Communication Mix - 53
Figure 7:  An Integrated Marketing Communication Planning Model -   54
Figure 8:  Marketing and Promotion Process Model - -   55
Figure 9:  The IMC Process Model - - -   56
Figure 10:  The Product Life Cycle and Examples of the Strategic Use of -      
               Marketing Communications - -   58
Figure 11:  The Product Life Cycle - - -   59
Figure 12:  The Marketing Promotions Plan - -   61
Figure 13:  Variables in Marketing Promotions Environment -   62
Figure 14:  Promotional Influence on Consumers - -   65
Figure 15:  The IMC Mix Model - - -   66
Figure 16:  The Link Between Company Mission, Objectives and -
    Marketing Promotions - - -   67
Figure 16B:  The Three Components of Attitudes Model -   70
Figure 17:  Marketing Communication Process - -   77
Figure 18:  A Simple Model of the Communication - -   78
Figure 19:  A Linear Model of the Communication Process -   78
Figure 20:  A Better Marketing Communication Process in Action -   80
Figure 21:  The AIDA Model - - -   80
Figure 22:  Characteristics of the IMC Tools - -   86
Figure 23:  The Promotional Mix Mapped into AIDA Hierarchy of Effects   88
Figure 24:  The Steps involved in Advertising Campaign Planning -   91
Figure 25:  Steps involved in Personal Selling Process - -   102
Figure 26:  The Sales Promotional Tools - -   105
Figure 27:  The Idea of Public Relations - - -   110
Figure 28:  PR and Attitudinal Change - - -   112
Figure 29:  The Product Life Cycle and Strategic use of Marketing -        
    Communication  - - -       199
Figure 30:  Conceptual Model of IMC and Effects of Usage -     209   
Figure 31:  Association of food, Beverage and Tobacco Employers:     
[ABTE â€" Network]  - - -   258