The Role Of Personal Selling And Advertisements On The Diffusion Of Banks Products (A Study Of First Bank In Owerri, Imo State)

ABSTRACT 

The researcher investigates “Personal Selling And Advertisement On The Diffusion Of Bank Products (A Case Stu dy Of First Banks In Owerri)”.     The researcher evaluates the effect of advertising and personal selling on the diffusion of banks new product and to understand how it influences the perception of bank customers. In order to achieve the stated objective, primary data was collated from questionnaires that were through a field survey. The data collected was analyse using single percentage method and the analysis of variance statistical technique(ANOVA) used for further statistical inference. This work is a touch store to sensitizing researchers, academic practitioners and professional on the need for research work and further studies especially on the area of diffusion and innovation, advertising and personal selling for it will lead to the development of our social and economic conditions as well as our technical expertise.  Finally, both the industrial and consumer market, the entire banking industry, governmental and non governmental organizations and other institutions, particularly first banks will find this of immense benefit. This is so because this work will establish the most economic and viable means of audience response in terms of clientele. 

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgment ﾿ v

Table of contents ﾿ vi

List of Tables ﾿ viii

List of figures ﾿ ix

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background Of The Study ﾿ 1

1.2 ﾿ Statement Of Problem ﾿ 4

1.3 ﾿ Objectives Of The Study ﾿ 5

1.4 ﾿   Research Questions ﾿ 6

1.5  Research Hypotheses ﾿ 6

1.6 ﾿ Significance Of The Study ﾿ 7

1.7 ﾿ Scope Of Study ﾿ 8

1.8 ﾿ Definition Of Terms ﾿ 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Historical Background Of The First Bank ﾿ 10

2.2 ﾿ Critical Analysis Of Advertising Organization ﾿ 13

2.3 ﾿ The ACCA Model ﾿ 13

2.3.1 Three Phase Psychological Model ﾿ 15

2.3.2 ﾿ The Triangular Model Of Advertising ﾿ 16

2.4 Advertising ﾿ ` ﾿ 17

2.4.1 Media – Their Advantages And Disadvantages ﾿ 22

2.5   Personal Selling ﾿ 26

2.6   Diffusion ﾿ 32

2.7  Innovation ﾿ 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 ﾿ Preamble ﾿ 39

3.1 ﾿ Research Design ﾿ 39

3.2 ﾿ Population Of The Study ﾿ 40

3.3 ﾿ Sample Design ﾿ 41

3.3.1 ﾿ Sample Unit ﾿ 41

3.3.1.1 ﾿ Sample Size ﾿ 42

3.3.2 ﾿ Sampling Procedure ﾿ 44

3.3.3 ﾿ Sampling Method ﾿ 44

3.4 ﾿ Sources Of Data  ﾿ 44

3.5 ﾿ Validity Reliability And Of Sampling Instrument ﾿ 45

3.6 ﾿ Instrument Of Data Collection ﾿ 45

3.7  Statistical Techniques ﾿ 46

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 ﾿ Preamble ﾿ 49

4.2 ﾿ Questionnaire Analysis ﾿ 50

4.3 ﾿ Test Of Hypotheses ﾿ 62

4.3.1 ﾿ Hypotheses Two ﾿ 66

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION ﾿ 71

5.0 ﾿ Preamble ﾿ 71

5.1 ﾿ Summary Of Findings ﾿ 71

5.2 ﾿   Conclusion ﾿ 72

5.3 ﾿ Recommendations ﾿ 73

5.4 ﾿ Suggestion For Further Studies ﾿ 74

References ﾿ 75