Consumer perception of a brand is influenced and motivated by factors such as culture, personality, lifestyle, income, attitudes, motivators, feelings, knowledge, ethnicity, family, values, available resources, opinions, experiences, peer groups, and other groups.

For many organizations, budgeting or profit planning begins with a sales forecast. This is because, in most circumstances, it must be established before production units can be calculated, and production units influence material purchases

Due to the growth of brands in many categories, fast-moving consumer goods (FMCG) in Nigeria are in a condition of hyper-competition. Utilizing consumer sales promotion to distinguish one's offer has become the norm. The budget allocated to consumer sales promotion to attract consumers is growing.

The objective of any organization is to create customers and satisfying them at a profit that is, producing goods and service that will satisfy the needs, wants and derives of the customer and making a profit which will enable the company to survive. The purpose of any business must lie in the society since a business enterprise is an organ of the society. It is the customer that determines what a business is, for it is the customer and he alone, who through being willing to pay for g... read more

The word of marketing today is a word of unprecedented competition where company with goods and services to work extra- hand to survive such company must adopt sound marking mix in order to compete favourable. The basic aspect of marketing mix is the product development and product mix. The product mix or component is however not complete without packaging. Throughout the world, packaging plays a significant role in the protection presentation and promotion of consumer goods and durables; ... read more

In the 17th century when forming was regarded as the main occupation in Nigeria, farmers go to the farm in the morning, at evening they will gather in the village square eat, drink, rest and plan how the next days farming would be. This gave rise to people building small houses or huts outside their main houses to contain visitors who may be traveling and needing a place to rest. As time went on we started having caravans, people will build it or install it for trav... read more

Promotion is synonymous with marketing communication. They are often used interchangeably, they are professioner terms used to describe the aspect of marketing function which deals with information, persuading and reminding the target audience about a firm’s product offering. Thus promotion, comprises advertising, personal selling, sales promotion, publicity, public relation and direct marketing. It should be noted that promotion is one of the promotion tools of marketing th... read more

Prices go by many names. It is all around us. The price of a worker is wages, incomes taxes are the price we pay for the privilege of making money. In economic theory, prices policy tends to be relegated to a secondary role and attention is devoted to other dimensions of competitive strategy. It is important to be clear what we mean by price. According to Ode (2011), the term price simply means the amount of money that you actually pay in order to buy a good or service so that any relation be... read more

With the population Conesus of 1991 as a yardstick one can easily assert without any prejudice that Enugu metropolis is one of the density populated areas of the federal republic of Nigeria. The population density of the state is synonymous wit its great market potential especially in the area of food items. At this point, the researchers have say that marketing in the state is still that of a developing economy with such characteristics of scarcity of products and raw material lo... read more

elements means of message transmission. Advertising in its earlier form could only be seen from the perspective of either packaging labeling, point of purchase display or even verbal expression about a product or service. Chapter one of this research work focused on the relevance of advertising for the marketing of the company’s product and the identification of the associated problems, the purpose of this study was also discussed. The relevance of the top, the organization and to the societ... read more

One of the most recent ideas in the history of exchange relations is the marketing concept. The marketing concept is a management orientation that holds that the key task of the organization is to determine the needs and wants of target markets and to adapt the target organization to delivering the desired satisfaction more effectively and efficiently than its competitors. Economic history is well stocked with enough insight into the humble beginnings of present-day great corporations. Eviden... read more

E-commerce is more than just electronics and commerce added together. It represents an entirely new way of doing business over a medium that changes the very rules of doing business. It is therefore, far more about strategy and business management than it is about technology (ILO, 1999). E-commerce and the internet, if correctly utilized for development, can be instruments for ensuring future sustainable economic growth through the promotion of retail businesses in Nigeria. Throughout the world,... read more

Television advertising plays an important role on changing the consumer behavior and also provides new patterns for purchasing or using any type of goods and services. Television is one of the most recreation sources because of its audio-visual communication. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a... read more

Globalization and the growth in new technological developments (Ramayah and Ignatius, 2005) has commenced a new era of e-commerce which is viewed by Kalakota and Whinston (1997) as trading of information, goods and services mostly via the internet, leading to the growth of online shopping or e-shopping. These rapid changes in e-commerce has changed the way businesses and customers consume, customize and distribute products (Al-Maghrabi, et al., 2011) creating a lot of competition among the onlin... read more

New technological inventions can have a great impact in organizations through its contributions to change the social environment while expediting sharing of knowledge and the development of new ideas. (Kling et al, 2005). Social Media will come in handy as a good example of new technological innovation that is making a great impact in the organizations of today. In time past, the social media inspired technologies were seen as a chapter. But time has proven that wrong. We have seen the world be... read more

The sensitivity of petroleum resource is clearly reflected in the fact that it has remained or continued to be the goose that lay a golden eggs for the Nigerian economy as well as the supreme foreign exchange earner contributing over 80% of government revenues and helps the development of Nigeria’s infrastructures and other industries (Anya 2002; Chukwu 2002; Gary and Karl 2003). However, due largely to the highly technical nature of exploration and production, the sector depends substantially... read more

The modern dictionary definition of advertising does not tell us much about modern activities of advertising. Generally speaking, according to Joyce M. Hawkins who compile the Oxford Dictionary (1995) reprinting explained that advertising simply means to make known, to public, to inform, to attempt or persuade. The dictionary limit the functions of the advertisement to that of the town crier who simply delivers the messages and has absolutely no concern about the meaning of the messages. Both... read more

Electronic commerce also known as e-commerce has facilitated the emergence of new marketing strategies and business models in several industries in developing countries, Nigeria inclusive. Significant changes are happening in product retailing with the introduction of online shopping, especially in terms of channel development and coordination, business scope redefinition, the development of fulfillment centre model and core processes, new ways of customer value creation, online partnerships and... read more

Promotion is a key element in marketing. Successful promotion is the third essential ingredient or element in marketing strategy. Prospective buyers must learn about both the products distinctive want satisfying characteristics and its availability. Establishing and maintaining communications links with target market segments are main tasks assigned to promotion. Promotion is a component of the 4ps that make up the marketing mix by far the most effective. Pride and Ferrell (2008) defined promot... read more

Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertisers goals is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group (and symbols) for communications this involves the study of consumers b... read more