THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY (A CASE STUDY OF PZ CUSSON NIGERIA PLC, ABA). A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
This study sought to determine the impact of marketing communication on consumer brand loyalty using Pz cusson Plc Aba in Abia state as a case of study. Instrument for the study was the questionnaires the population size were 505 and the sample size were also 223. Data were analyzed by the use of descriptive statistic and were tabulated, chi-square represent a statistical tools to rest the hypothesis. This paper has also provided useful recommendations, which if carried out would help in effective branding on sales in the industry and should not be underrated.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Recently, increased attention is being paid by business, on how to achieve maximum returns in their investment and it is a truism that no business organization can survive in today’s competitive and adverse economy without effective marketing of its goods and services.
Now, it is no longer the question of people beating their ways to the producer of goods mousetrap. The mousetrap producer is no longer alone in the production of good traps.
In a situation like this, each producer must communicate the nature of his products, where to find them, their prices, their benefits and in some cases how to use them.
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or services or other positive behaviours such as word of mouth advocacy true brand loyalty implies that the consumer is willing, at least in occasion, to put aside their own desires in the interest of the brand. Philip Kotler (2007).
Kotler and Armstrong (2004), reaffirmed the above fact, when they wrote that “modern marketing calls for more than just developing a good product, pricing it attractively and making it available to the target consumer. Companies must also communicate with current and prospective customers and what they communicate should not be left to change. All of their communication effort must be blended into a consistent and coordinated communication program, just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company effort to build customer’s relationship.
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