PERCEPTION OF BUSINESS EDUCATION UNIVERSITY STUDENTS AND LECTURERS ON PRICING AND DISTRIBUTION POLICIES ON MARKETING OF CONSUMER GOODS IN NIGERIA
PERCEPTION OF BUSINESS EDUCATION UNIVERSITY STUDENTS AND LECTURERS ON PRICING AND DISTRIBUTION POLICIES ON MARKETING OF CONSUMER GOODS IN NIGERIA
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Date
2014-02
Authors
ANENE, Nneka Henrietta
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Abstract
The study was carried out to assess the “perception of business education
university students and lecturers on pricing and distribution policies on
marketing of consumer goods in Nigeria. Literatures of other authors
were reviewed in order to know their viewpoints and also to expose the
researcher to the in-depth knowledge regarding the subject of the study.
To achieve the objective of this study, five research questions and five
Null hypotheses were raised. Pearson Product Moment Correlation
coefficient was used in testing the Null hypotheses at 5% level of
significance. The researcher used questionnaire to obtain data.
Descriptive survey design was used to carry out the study. The population
for the study was five hundred and thirty eight (538) respondents made up
of four hundred and seventy eight (478) business education students and
fifty nine (59) of their Lecturers from selected six (6) Federal University
each from six (6) Geo-Political zone in the country. Due to the
manageable size of the population, the researcher used all the
respondents therefore there was no need for sample size and sampling
procedure. Descriptive statistics of frequency distribution and percentage
as well as Pearson Product Moment Correlation Coefficient were used
for data analysis. The findings revealed among others that there was a
significant relationship between pricing and distribution policies on
marketing of consumer goods. It was therefore recommended that
marketers of consumer goods should combine the three basic methods of
pricing which are cost, demand and competitive pricing in order to
maintain profit while considering customers interest. Moreover marketers
of consumer goods should check the channels and the flow of these
products in the case of deviation of any sort from planned strategy
Description
THESIS SUBMITTED TO DEPARTMENT OF VOCATIONAL
AND TECHNICAL EDUCATION IN PARTIAL FULFILLMENT
FOR THE AWARD OF M.ED BUSINESS EDUCATION
DEPARTMENT OF VOCATIONAL AND TECHNICAL EDUCATION,
FACULTY OF EDUCATION, AHMADU BELLO UNIVERSITY,
ZARIA - NIGERIA
SUPERVISORS:
1 Prof. A. A. UDOH
2 Prof. M. M. ALIYU
FEBRUARY, 2014
Keywords
PERCEPTION,, BUSINESS EDUCATION,, PRICING,, DISTRIBUTION POLICIES,, MARKETING,, CONSUMER GOODS,, NIGERIA