THE IMPACT OF CONSUMER BUYING BEHAVIOUR ON MARKETING STRATEGIES: A CASE STUDY OF LEVER BROTHERS NIGERIA PLC.
THE IMPACT OF CONSUMER BUYING BEHAVIOUR ON MARKETING STRATEGIES: A CASE STUDY OF LEVER BROTHERS NIGERIA PLC.
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Date
1999-10
Authors
GANIYU, RAHIM A]AO.
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Abstract
Understanding consumers needs and buying process is the
foundation of successful marketing. By understanding how buyers go
through problem recognition, Information search, evaluation of
alternatives, the purchase decisions, and post purchase behaviour,
marketer can pick up many clues, as to how to meet buyers need and by
understanding buyers needs, marketers can design effective marketing
strategies for their target markets.
Staying successful in business requires constant analysis of and
adjustments to changes in what customers want and competitors offer.
And because purchasing is a problem solving process, consumers will
evaluate product or brand alternatives on the basis of desired
characteristics and how valuable each characteristic is to the consumer.
For business to be successful it must not only have competitive and
marketing strategies that fit the demands of external market and
competitive environment, it must also, implement those strategies
effectively, the business Internal structure, resources, policies, procedures
and plans must fit the demands of its strategies.
Description
BEING A RESEARCH PROJECT SUBMITTED TO THE
DEPARTMENT OF BUSINESS ADMINISTRATION,
AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL
FULFILMENT OF THE REQUIREMENT FOR THE AWARD
OF MASTER DEGREE IN BUSINESS ADMINISTRATION
OCTOBER 1999
Keywords
CONSUMER, BUYING BEHAVIOUR, MARKETING STRATEGIES, LEVER BROTHERS NIGERIA PLC.