THE EFFECTS OF INFORMATION TECHNOLOGY ON THE MARKETING OF CONSUMER GOODS: A CASE STUDY OF CADBURY NIGERIA PLC (1996- 2005)
THE EFFECTS OF INFORMATION TECHNOLOGY ON THE MARKETING OF CONSUMER GOODS: A CASE STUDY OF CADBURY NIGERIA PLC (1996- 2005)
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Date
2006-11
Authors
OLUTIMEHIN, Emmanuel
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Abstract
Information technology is generally believed to be the only tool that has brought
the world together as a global neighborhood. It is an unprecedented revolutionary
tool that can not be jettisoned or ignored by any forward looking manager of
resources, whose objective is to succeed and have an edge over competitors. It is
in the light of this that this study attempts to examine some of the attendant effects
of information technology on the marketing of consumer goods.
Data for the study was generated mainly from reliable secondary sources and the
study makes use of both descriptive and analytical tools in analyzing the data
collected. The descriptive tool consists of the use of tables and ratios, while the
analytical tool consists of the use of Ordinary Least Square (OLS) regression. The
findings of the study reveal that there is linear relationship between Information
Technology and Turnover and that they are positively related. The magnitude of
their relationship is also very high. Thus, growth in information technology has
meaningful impact on growth in sales.
Description
BEING A PROJECT SUBMITTED TO THE POST GRADUATE
SCHOOL IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
NOVEMBER, 2006
Keywords
EFFECTS,, INFORMATION,, TECHNOLOGY,, MARKETING,, CONSUMER,, GOODS,, CASE STUDY,, CADBURY,, NIGERIA PLC,, (1996-2005)