THE RELEVANCE OF MARKETING STRATEGIES IN THE BANKING INDUSTRY: A CASE STUDY OF SELECTED RANKS IN KADUNA.
THE RELEVANCE OF MARKETING STRATEGIES IN THE BANKING INDUSTRY: A CASE STUDY OF SELECTED RANKS IN KADUNA.
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Date
1999-09
Authors
ELEMI, AWARA EBENEZER
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Abstract
The study is the relevance of marketing strategies in the banking industry.
A case study of selected Banks in Kaduna.
Chapter 1, states the research problem, explains the aim of the work which
find out the impact the different marketing strategies being adopted by various
banks have on their profit and growth in the face of competition, survival drive
and distress syndrome in the Nigeria Banking Industry.
Four hypothesis are used in this study. In order to prove or disprove the
hypotheses some variables are used.
An analysis of the data indicated that the unstable economic, political
climate and the compulsion to declare mega profits in the short run forced the
banks to abandon the traditional arm-chair banking practice to develop equality
service that satisfied the need of the customers at a profit to the bank. This
however mean that because of the effective marketing strategies articulated by the
banks the tendency for people to operate business with them increased, which of
course lead to growth and increase bank deposit.
The analysis also shows that no matter how effective marketing strategies
articulates by Banks it will not be authentic if the economic of the country are
bad since the Government has great influence on the banking industries and the
economic of the country.
The study concluded with a set of findings and recommendation which it
is hoped, if applied will improve the performance of the five selected banks.
Description
A PROJECT SUBMITTED TO THE POST-GRADUATE SCHOOL,
AHMADU BELLO UNIVERSITY, IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE DEGREE OF MASTER IN
BUSINESS ADMINISTRATION.
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION,
AHMADU BELLO UNIVERSITY, ZARIA.
SEPTEMBER, 1999
Keywords
RELEVANCE, MARKETING, STRATEGIES, BANKING INDUSTRY, KADUNA