ABSTRACT
The
need for an organization to properly coordinate its marketing communications
strategies in order to achieve a clear, consistent and competitive message
about itself and its product has become issue of concern to every result driven
firm. The study is aimed at examining the impact of integrated marketing
communications in the overall performance of consumers patronage of Nigerian
bottling company. The objectives of this research among others are to (i) To
determine the effect of Advertising on the customer patronage of 5Alive fruit
drinks. (ii) To examine how Sales Promotion enhances sales volume of 5Alive
fruit drinks. (iii) To determine the impact of integrated marketing
communications (IMC) in the overall performance of the Nigerian bottling
company. The researcher adopted descriptive research design using a mixture of
survey and ex-post facto methods and two hundred and ninety-seven (297)
structured questionnaires were distributed among sampled respondents in owerri
metropolis and studied in other to achieve the objective of the study. Then Out of (297)
questionnaires administered to respondents, 280
questionnaires representing 94.3% were carefully filled and returned. The
researcher also adopted primary data in gathering the required information’s.
In analyzing data, the researcher used suitable statistical tool chi-square
(X2) and three hypotheses were also tested and analyzed. Based on
the data collected and analyzed, the researcher found out among others that
marketing communications tools enhances consumer’s patronage and brand loyalty of
5Alive fruit drinks as well as its sales volume. In view of the findings, the
researcher recommends; the need to study marketing communications tools in order
to improve organizational profitability and growth; also that Producers of 5Alive and other players in the
industry should explore the wonderful opportunities that are available to them
through the application of marketing communications tools in enhancing sales
volume.
TABLE OF CONTENTS
Title
page
..................................................................................................
i
Declaration
..................................................................................................ii
Certification
.................................................................................................iii
Dedication
....................................................................................................iv
Acknowledgement
........................................................................................v
Table
of Contents
.........................................................................................vi
List
of
Tables................................................................................................vii
Abstract.........................................................................................................viii
CHAPTER ONE
1.0 introduction……………………………………………………...............1
1.1 Background to the Study
……………………………………................1
1.2 Statement of the Problem.......................................................................5
1.3 Objectives of the
Study.........................................................................6
1.4 Research
Questions...............................................................................6
1.5 Research
Hypotheses.............................................................................7
1.6 Scope of the
Study..................................................................................7
1.7
Significance of the
Study..........................................................................7
vi
1.8
Limitations of the
Study..........................................................................8
1.9
Definition of Terms.................................................................................8
CHAPTER TWO
REVIEW OF RELATED
LITERATURE
2.1 Overview of Integrated Marketing
Communications (IMC)....................10
2.2 The Tools for Integrated Marketing
Communications (IMC)..................12
2.3 Integrated marketing communications (IMC)
as a Concept and Process..21
2.4 Integrated
marketing communications (IMC)
Planning Model ……………23
2.5 Models of Marketing Communication Process
..........................................24
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research
Design....................................................................................26
3.2 Area of the Study...................................................................................26
3.3 Population of the
Study...........................................................................27
3.4 Sample Size Determination......................................................................27
3.5 Sampling
Techniques………………………………………………………30
3.6
Method of Data Analysis………………….………………………………31
3. 7 Instrument for Data Collections...............................................................32
3.8
Validity of the Research Instrument.........................................................32
3.9 Reliability of the Research Instrument…………………………………….32
3.9.1
Sources of Data…………………………………………………………….33
CHAPTER FOUR
4.0
DATA PRESENTATION AND ANALYSIS...............................................34
4.1 Test of
Hypotheses.......................................................................................44
CHAPTER FIVE
SUMMARY
OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary
of Findings....................................................................................52
5.2 Conclusions...................................................................................................52
5.3 Recommendations..........................................................................................53
REFERENCES
APPENDIX
MADUABUCHI, M (2021). Appraisal Of Marketing Communications As A Strategic Tool For Enhancing Marketing Performance Of Fruit Drinks ( A Study Of 5alive In Owerri Metropolis). Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/appraisal-of-marketing-communications-as-a-strategic-tool-for-enhancing-marketing-performance-of-fruit-drinks-a-study-of-5alive-in-owerri-metropolis-7-2
MOUAU/12/24916, MADUABUCHI. "Appraisal Of Marketing Communications As A Strategic Tool For Enhancing Marketing Performance Of Fruit Drinks ( A Study Of 5alive In Owerri Metropolis)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 08 Jan. 2021, https://repository.mouau.edu.ng/work/view/appraisal-of-marketing-communications-as-a-strategic-tool-for-enhancing-marketing-performance-of-fruit-drinks-a-study-of-5alive-in-owerri-metropolis-7-2. Accessed 24 Dec. 2024.
MOUAU/12/24916, MADUABUCHI. "Appraisal Of Marketing Communications As A Strategic Tool For Enhancing Marketing Performance Of Fruit Drinks ( A Study Of 5alive In Owerri Metropolis)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 08 Jan. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/appraisal-of-marketing-communications-as-a-strategic-tool-for-enhancing-marketing-performance-of-fruit-drinks-a-study-of-5alive-in-owerri-metropolis-7-2 >.
MOUAU/12/24916, MADUABUCHI. "Appraisal Of Marketing Communications As A Strategic Tool For Enhancing Marketing Performance Of Fruit Drinks ( A Study Of 5alive In Owerri Metropolis)" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/appraisal-of-marketing-communications-as-a-strategic-tool-for-enhancing-marketing-performance-of-fruit-drinks-a-study-of-5alive-in-owerri-metropolis-7-2