CREATING AWARENESS AS A STRATEGY FOR EFFECTIVE MARKETING IN NIGERIA A CASE STUDY OF NASCO GROUP OF COMPANIES JOS.
CREATING AWARENESS AS A STRATEGY FOR EFFECTIVE MARKETING IN NIGERIA A CASE STUDY OF NASCO GROUP OF COMPANIES JOS.
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Date
1998-08
Authors
DANIEL, J. ORUME
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Abstract
Nigeria is blessed with Mineral and natural resources which has been the source of
its development since Independence. It is also endowed with numerous Raw materials which
most industries and companies in the country tap for the production of their products. Once
these goods are produced they need to be marketed to people and this is done by creating
awareness for them which is carried out by advertising and other methods of communication.
This study which is titled creating awareness as a strategy for effective marketing in
Nigeria, a case study of Nasco group of companies covers activities carried out by the
Marketing company in creating awareness to its products, and these includes advertisements,
sales promotion and personal selling.
The study is divide into six chapters which includes: Introduction, Literature review,
Historical background, Research Methodology and Summary Recommendation and
Conclusion. The study which is a case study oriented necessitated the use of questionnaire,
interview, and observation technique.
Though Nasco group of companies is operating successfully and making profits yet
it is faced with few problems in trying to create awareness, these includes: Poor
Communication systems, lack of adequate personnel, lack of sufficient funds.
With the problems enumerated above, various recommendatios were offered by the
researcher and they include: Improving the Communication system, Continous promotional
activities, securing loan and training of the staff to meet standards.
In conclusion the research found out that creating awarenesses is of importance and
useful strategy to effective marketing because mere production of goods and services does
not bring about development unless awareness is created for such goods and they are finally
marketed.
Description
BEING A THESIS SUBMITTED TO THE
DEPARTMENT OF BUSINESS ADMINISTRATION
AS A PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF MASTERS
DEGREE IN BUSINESS ADMINISTRATION (MBA).
Keywords
CREATING, AWARENESS, STRATEGY, EFFECTIVE, MARKETING, NIGERIA