THE ROLE OF ADVERTISING IN THE MARKETING OF CONSUMER PRODUCTS (A CASE STUDY OF KATSINA OIL MILLS)
THE ROLE OF ADVERTISING IN THE MARKETING OF CONSUMER PRODUCTS (A CASE STUDY OF KATSINA OIL MILLS)
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Date
2001-12
Authors
KAFINDANGI, SHEHU ALIYU
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Abstract
Any activity aimed at influencing both potential and existing customers
or consumers by an identified producer or manufacturer in order to increase
the sales of his products and/or services is termed advertising.
This can take many forms depending on the nature of the product, the
needs of the consumer, the size of the market, competitions, the purchasing
power of the consumer and of course the financial position as well as
advertising strategy of the company in question.
Based on the literature, the study of Katsina Oil Mills was undertaken so
as to have an insight on how the various sales promotional schemes are
formulated and implemented. Other aspects considered also includes the
advantages and disadvantages of such schemes, competition, general problem
and suggestions with regards to possible solution.
Some of the major findings of the research are that despite depressed
consumer demand arising from of severe liquidity crunch in the economy,
Katsina Oil Mills is able to maintain and further strengthen its market position
in order to face future challenges even better. As a result of the depressed
consumer demand however the company has came up with some very strategic
advertising schemes for both distributors, retailers and final consumer.
The research further revealed that advertising has great impact on the
marketing of Katsina Oil Mills products in Katsina, Funtua, Kano, Maiduguri and
recently South Africa. A part from providing a basic frame work of research
project on the company under study, this research was able to highlight the
general view of promotional policies.
Thus the findings therein are likely to be of great interest/importance to
both sales personnel, marketing executives and marketing students.
Description
BEING A THESIS SUBMITTED TO THE POST-GRADUATE SCHOOL
AHMADU BELLO UNIVERSITY ZARIA
IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD
OF MASTERS DEGREE IN BUSINESS ADMINISTRATION
DEPARTMENT OF ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY, ZARIA
DECEMBER, 2001
Keywords
THE ROLE,, ADVERTISING,, MARKETING,, CONSUMER PRODUCTS,, KATSINA OIL MILLS