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The determinant of choice of promotional mix in the marketing of financial services in Nigeria

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Abstract

This project looks at The determinant of choice of promotional mix in the marketing of financial services in Nigeria. Marketing activities cannot be said to be completely effective if the consumer did not get the message or where the message did not reach the target audience (market). An effective message needs to pass across the market so that consumers will be aware of the company’s product, where the company is, what exactly the company produces and benefits to be derived from using the products. No doubt consumers want satisfaction and the company needs to find ways in satisfying the consumer that is why there is a need to plan and check which of the promotional mix will be effective for conveying messages to the targeted market. In Nigeria financial services such as the bank and insurance home, they use different means in creating awareness and promoting their service because they are aware that they cannot succeed by sitting down in their offices and expecting customer to come, so they use either personal selling or sales promotion in marketing sure customers patronize their bank. In course of determining the right choice to adopt, this study will evaluate the usefulness of promotional mix and again carryout research by testing some hypotheses through either primary source or secondary source which means questionnaires will be relevant. Lastly, the research work will deal with all promotional mix before choosing which one is most suitable for financial services.

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