| Content | CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
These are of marketing orientation or concept has firms to look at customers needs in designing their offer product by market concept, we means that marketing philosophy which holds that the key to achieving organizational goals consist of being more effective and efficient than competitor in integrating marketing activities towards determining and satisfying needs and wants of markets.
This is in contrast with product concept which holds that consumers will value those products that offer the most quality, performance or innovative features. The emphasis is on superior product quality and improvement overtime. Because the consumers have become the central focus in the marketing concept, it becomes pertinent that firms should produce in the embark on marketing research in the tenet of product planning to offer the consumers.
Thus, marketing research is inevitable in product planning process and its effect is highly a positive one, because it is by the use of marketing research a firm knows the each needs of market it intends serve and characteristics of the target consumers. Marketing research is one of the tools used by firm or marketers in improving the quantity and qualify of decision making and been understanding of the market place of dynamic environment. A marketing research model studies who my customers are, where they are what they want and how to get them with what effects. A marketing that builds a product, creates a service and then sits back and wait for thing to be happen and usually discovers that not much happen. They remains that after you have produced the best product packaged it brilliantly, priced it rightly, distributed it magnificently, and positioned it to best meet the need of the customers you would have wasted all these market effort, if nobody knows you have done all these tigs such is the essence of marketing research. This finding will enable the firm to appropriately plan the right price, deliver the products to the right place to reach the consumer and communicate them through the appropriate means as well.
Marketing research is seen as a systematic gathering, recording and analyzing of data about problems, relating to the marketing of goods and services which includes investigation of market segments, product differentiation, channel relationships, effectiveness of salesmen and advertising, pricing practices and so forth. This means that marketing research is a problem solver which ranges from market potentials and market shares studies to assessments of customers satisfaction and purchase behaviours studies of pricing, product, promotion and distribution.
This justifies Kalu?s view about marketing as the process of researching into, and identifying customers needs and wants for the purpose of creating goods and services and facilitating their transfer into the hands of customers through the specialized functions of pricing, promotion and distribution.
In the view of this, product planning refers to all activities involves in setting product goals and means on strategies realize within the firms framework or product policy. It is a careful predetermination of future states of nature (or the environment) and the arrangement of programmes to take advantage of them from this, it means that marketing research is one of the major activities that enables firms determine what product to offer to the market, one can say in this era of marketing concept and as revealed in the above statement that marketing research is a part of product planning process and such a relevant part played that if ignored will render the whole organizations effort useless and the firms objectives will not be realized or achieved.
One more, a little understanding of what marketing and marketing research will again help us appreciate the above statement marketing according to Okafor, A.I. (1995) quoting in the institute of marketing London, is the management process that responsible for identifying, anticipating and satisfying consumer requirements profitably. Also marketing research in the same Okafor, A.I. (1995) refers to all human activities scientifically directed towards the enhancements of the organizations offerings (products) and the solution to the marketing problems.
From the above definition of marketing we can see that marketing is basically concerned about the future. In order to be able to identify, anticipate and perfectly satisfy the consumers needs profitability, means that the organization needs abundant vital information at regular intervals to be able to produce consumers buying behaviour during the short and long term basis. Supplying this vital information is necessary to aid marketing decisions for effective and efficient satisfaction of consumers needs now and in the future.
Again it has been found that some organizations totally ignored and some paid little attention to marketing research in their product planning process, due to ignorance of the beneficial effects or maybe because of cost associated in running and maintaining the marketing research department. This study is designed to reveal how inevitable marketing research is in product planning process its benefits and as well as the consequences of operating without it or ignoring it especially in consumer marketing oriented firms knowing the rate of competition in the market, the rate of change in consumers tastes and preferences, the nature of the economy and the dynamic nature of the business marketing environment.
Therefore, it is the researchers wish to examine the effectiveness of marketing research in the product planning process in the manufacturing firms, using UNILEVER PLC Aba as a case study.
1.2 STATEMENT OF PROBLEMS
There are a lot of problems which promoted the urge to carry out this study. In the first place, the Nigeria business environment has become highly competitive (especially in soap and detergents industry), for example, major soap industries in Nigeria PZ Nigeria Ltd. Which produces imperial leather soap, orange drugs Ltd producing delta medicated and antiseptic soap, Seville products Ltd. Produces Eva classic complexion care soap and Eko supreme resources Nigeria ltd. Which produces Soklin detergent in Nigeria. This means that in addition to competition from these companies unilever Nigeria plc had faced a new kind of competition with these companies when producing.
Another problem is the fact that some companies have taken marketing research necessary in their company while some never believed that the use of marketing research in product planning process can help them in their business operations. Also some companies do not have marketing research department in their organization and even failed to allocate fund for the researching activities.
Finally, companies believed that marketing research in product planning process is very expensive and consume a lot of time in the cost of running. These entire problems hinders business activities in our country in the development of economy growth and improvements in marketing aid business operations. It is also discovered that management of some firms do not deem it worth while to embark on marketing research as often as it appears necessarily in product planning process.
1.3 OBJECTIVE OF THE STUDY
The primary objective of study is to analyse the comparative use and effectiveness of marketing research in product planning process using unilever Nigeria plc, Aba as a case study, the study is to determine and establish the following objectives:
i. The necessity of effective marketing research in new product planning and development
ii. The importance and benefits of monitoring the change in consumers tasks and preference well as other environmental variables such competitors activities.
iii. How marketing research can be helpful in management of product mix and line a firm offers to the market
iv. The fact that marketing research is in agreement with marketing concept is the chief determinant of a firms survival in this competitive environment
v. The positive contribution of marketing research to the success of a new product planning and product development.
vi. The consequence of ignoring marketing research in product planning process.
vii. The importance of marketing research in goods product packaging and brand design.
1.4 RESEARCH QUESTIONS
The main research questions of this study are:
? Does marketing research have any positive contribution to the success of a new product planning and development?
? It there any need for marketing research in product line and mix decision and management?
? Is marketing research of any importance in product life cycle as regards to the strategies to adopt at each stage?
? Does marketing research help in good packaging and brand design of a product?
? Is there any benefit of monitoring the changes in consumers tastes and preferences, and the marketing environment (among which are competitors activities technological change etc) in order to know the best to them?
? Does marketing research have any benefit to organizations if applied as often as the need arises in the product planning process?
? What things impede firms for embarking on marketing effectively as often as it appears necessary in the product planning process?
1.5 STATEMENT OF HYPOTEHSIS
The following research hypothesis formed the basis of study.
HO: Marketing research does not have positive contribution to the success of new product planning and development
HA: Marketing research has positive contribution to the success of a new product planning and development.
HO: Marketing research does not help in good packaging and brand design of a new product.
HA: Marketing research helps in good packaging and brand design of new product.
1.6 SIGNIFICANCE OF THE STUDY
A study of this nature is of immense significance. It is of great importance to all business organizations whose objectives are to grow and survive by critically identifying consumers needs and tailoring her product to meet such needs. Since the Nigerian market is highly competitive, it helps in place each producer in a position to seek and gain a high market share that belongs to its arrivals. Effective marketing research in product planning process ensures this. Therefore, this study will actually be of great benefits to all firms who have the above as their objectives, also to all students in the field of marketing and business management, possibly enter entrepreneurs. It is hoped to awake firms who are still sleeping in the dark room of trail and error methods of operation.
Finally, apart from these above, marketing executives in various companies in Nigeria have problems in electing the right research technique and most often those managers relied on the guess works or they simply follow their competitors foolishly without the considerations to their research objective their product life cycle positive in the industry or the target marketing which they are aiming at. This study will provide insights to those manager who are having these problems and serve as source of reference.
1.7 THE SCOPE AND LIMITATION OF THE STUDY
Due to financial and time constraint, the researcher would have covered he entire plc in the entire unilever plc in the country and order firms that are relevant for the study. So ,this study was limited to the firm used as a case in this research work that is unilever plc Aba in Abia State.
Although, the study was limited to unilever plc Aba but the results will benefit as many firms as are marketing oriented companies and all consumers, which are made up of all households in Nigeria.
However, many problems hindered the researcher from attaining the peak of this research. Therefore, the researcher encountered the following problems in the course of study, which affected the research work not quite favourable among them are:
? Academic programme at the time of study: At this study, there were a lot of disruption more than what have been ever experienced by the researcher before. As a result of this, the researcher never stayed at a place while writing this project.
? Time: Time has always been a constraint to any project work both academic and non-academic projects. As a student with a lot of academic works, the researcher did not have enough time to source for information. At the end there were conflict interests on whether to abandon academic works and face project or vice visa.
? Costs/financial involvement: The total accomplishment of the objectives of researcher had at her disposal the researcher as a student, have limited of this, she was not able to travel to the company of the study as many times as supposed. However, she was able to utilize the much she can do to carryout a meaningful research in this project works.
? Attitude of respondents: The general attitude of Nigerians towards researchers is a discouraging one. In the course of gathering information of this study, many of the selected respondents (both company staff and individual) with held information about themselves while some gave wrong information. Therefore, the company under study which is the main source of primary data did not give sufficient information as desired and required through the survey study due to nature of activities going on in the company which did not allow the respondents give the desired contribution to the research work. Even the secondary data used were not sufficient, through the researcher tried to elicit the appropriate information from the available ones. All these factors acted as limitation to the study.
1.8 DEFINITION OF TERMS
To enhance the understanding of this project, the researcher has taken her time to explain the following terms as they related to marketing.
ANALYSIS: Means to get meaning of a data.
CONSUMERS: An individual who is the final uses of a product or service. He may or may not buy but has the capacity to consume.
CONCEPT: An idea or a principles relating to something.
INEVITABLE: Impossible to avoid
MARKETNG: Marketing is any human activity directed at satisfying needs and wants through exchange process.
MARKETING CONCEPT/ORIENTATION: A managerial philosophy that an organization should try to satisfy customers needs through a coordinated set of activities, more effectively than its competitors at the same time allows the organization to achieve its goals.
PERTINENT: Relevant to something
PHILOSPHY: A particular set or system of beliefs resulting from this research for knowledge on a set of belief or an attribute to life that is a guiding principle for behaviour.
SYSTEMATIC: This is a step by step method of finding solution to a problem. It is scientific.
RESEARCH: This is serious study of a subject that is intended to discover or belief help by a person or group an forming part of a large system of belief. | CHAPTER ONE 1.0 INTRODUCTION The manufacturing sector of any economy is no doubt important to that economy. The manufacturing industry exists in an economics atmosphere which greatly determines its existence in terms of success or failure. The topic of research work needs close examination hence for meaning of what a depressed economy is. A depressed economy is that economy which is characterized by heavy unemployment, low level of consumer demand, substantial amount of unused industrial capacity, high inflation rate, large stock of inventory, tight monetary policies regime, usually evidence in high cost of capacity lack of confidence in the future as a result of which there will be problems of investments. The situation may last for several years depending on how quality the leaders are able to initiate and actualize a sustainable economy recovery programme. According to Central Bank of Nigeria (CBN), the world economy has already recorded strong recovered evidence in improved programme by industrialized countries of Western Europe, America and developing countries of Asia and Latin?s America. This while the rest of the world as already at the recovery phase of their trade cycle, Nigeria as still neck deep in recession. In addition, the economy continues to suffer from stocks and policy reversals as government continues to dally-belly ache over what policy must contributes the best therapy for the seeming terminally ill economy. That is in this economy doom in which Nigeria found herself that the manufacturing companies have to exist that is pertinent to note here that the cumulative effects of the depression on the average consumer is that this disposable income is substantially redressed or last completely as it is the case of the unemployed in the economy. In view of the prevalent unstable, changing, uncertain and declined economic environment, how would a manufacturing company survive and succeed in the attainment of the set objectives and goals. The key to survival is in the adoption of certain strategic management approaches, it has been argued that unstable and uncertain environment of today is not susceptible to calendar direction driven planning method which theories on traditional budgets and long rang plans, instead a completely new-orientation that drawn heavily from the planning and management will be adequate. 1.1 HISTORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY PLC, LAGOS The company bottling company PLC, makers of cocacola its antecedent noted in that of its precursor A.G Leventies first established the business in Ghana in 1937 and her first branch in Nigeria dated back no 1943 his collaborates in those early years were MR. G.E Karalakis and Mr. A.P.Levent who set up the Nigeria branch. Originally the main activities were produced buying imports and wholesales of textiles goods. In the first post, would world tears, the business enlarged its scope to include hardware, building materials and provision on more sophisticated retail distribution and servicing of motor vehicle and technical products. At present, Nigeria bottling company in one of the companies in A.G. Leventies group of company which are publicly quoted on the 22nd of November 1951, which was registered capital of N2,500.00k cocacola which is the trade mark one its successful numerous products was first introduce 1953 in Nigeria when the company set up its first plan in Lagos. Cocacola itself was first made on 8th May, 1886 by Mr. John Peniberton, pharmacists in his home in Atlanta Geogia. The person that gave cocacola its name was Frank M. Robinson, Dr. Nemberson?s partners and book keeper. He also designed the script that distinguishes the famous trademark. Cocacola contents remain as secret as they have been for over 100 years. The formular which is known as MERCHNDIZE 7X is kept in the United States. Nigeria Bottling Company Plc is today seven millions bottles per day, a figure which is still growing with the continuing expansion of the existing nineteen plants and with the opening of the new plants in various parts of the Federation. The best known taste in the world is Coca bottle or grass of cocacola, fanta Orange segment and sprite the most widely sold lemon lime drink 1 Nigeria. Other products bottled by NBC Plc include Fanta Ginger Ace, Fanta Tonic Soda, Fanta Chapman, Krest Butter Lemon, Diet Coke, Fanta Lemon and Eva Table water. The company?s business activities are now grouped into three divisions, the bottling division, the agricultural division and the allied industry industry division. The bottling division is responsible for the bottling of cocacola and fanta orange of soft drink. To comply with the government policy on import restriction and to maintain highly quality of products, the company development a form as a way of searching its news materials locally. With this, they have Agricultural Division, which operates mainly through Sunlite Agro Industries company, a large scale merchandize maize and rice farming organization based in weppa production are also included in its operations. Another area of operation undertaken by agricultural division is production of Hybrid seed through one of the company subsidiaries, Agriculture seeds limited based in Zaria. The Allied Division Industires Co-ordinate the activities of other companies in the group such as manufacturing of glass bottles required to keep a large bottling in operation and the crown product factories in Ibadan and Kano which manufactures the mental crowns to seal the bottle. Also, the Benin Plastic Company which makes the plastic crates that facilities packaging has its activities under this division NBC is also the largest manufacturer of Carbon-dioxide (CRO) gas used or making soft drink. The Company is providing employment for approximately one million Nigerians throughout its nineteen plants, head office and regional offices. At the moment, over 500 Nigerians are employed in management position. While most of the employees are training and developing of responsible positions is continually carried out in all aspects of company activities. Nigeria Bottling Company Plc has not only provided employment for many Nigerians but also generate considerable internal revenue for the government through the payment of taxes and duties. The company always put something back into as a reward for patronizing its products mainly through philanthropic activities. For example the company is leader in the crusade for environmental protection. That is also sponsor for sporting events. NBC is conscious of its social responsibilities for this reason, sponsors activities such as: 1. Football-Local and National Competitions 2. Table Tennis, the Nigeria (closed) Championship 3. Activities of the disable and 4. Many Communal Projects and events 1.2 STATEMENT OF THE PROBLEM The problems have been identified from research carried out with the company under the study Nigeria Bottling Company Plc the problems are: 1. The low patronage of customers to manufacturing goods in a depressed economy 2. Inability to produce the needed raw materials 3. High cost of Production 4. Low income per head 5. Low purchasing power or deposal income 6. Inflation which brings about decrease in the value of money 7. Low quality of locally made raw materials 8. Lack of initiative to exploits the economics alternative during depresses economy. 1.3 AIMS AND OBJECTIVES OF THE STUDY The aims and objectives of this research project are as follows: 1. To identify the effects of depressed economy on the profitability of manufacturing companies. 2. To identify some of those variables that can be exploited during the depressed via strategic management approach to favour manufacturing companies 3. To adequately highlight those variables in manufacturing sector if not well taken care of can cause the down of the organization 4. To evaluate the various strategies open to manufacturer in a depressed economy 5. To suggest ways that manufacturing companies can be managed for effective result in a depressed economy. 1.4 SIGNIFICANT OF THE STUDY ABSTRACT The importance of this project is in fact that the manufacturing covers a greater percentage of the economy, hence, the need for study via the economy depression presently been undergone in Nigeria. This research work would also serve as a framework of organization operation especially in the manufacturing as it will avail investors with the strategies usable during the depressed economy. 1.5 STATEMENT OF HYPOTHESIS The problems identified earlier on gives us in sight into the nature of the research hypothesis. A research hypothesis is nothing but a conjectured statement which may be accepted to reject when tested. Hence, the main hypothesis of this study is: 1. HO: Depressed economy does not lead to low patronage by consumers of manufacturing products. H1: Depressed economy lead to low percentage by consumer of manufacturing products 2. HO: Depressed do not bring about inability to procure needed materials H3: Depressed bring about inability to procure needed materials 3. HO: Low purchasing power of the consumers will not affect the aggregate demand of the consumers. H3: Low purchasing power of the consumers will affect the aggregate demand of the consumers. 4. HO: High cost of production is not as a result of depressed economy. H4: High cost of production is as a result of depressed economy. 5. HO: Low income per head is not a reflection of the depressed economy. H5: Low income per head is a reflection of the depressed economy. 1.6 SCOPE OF THE STUDY This research work has its tired of coverage limited to Nigeria Bottling company (A manufacturing company). This research work will look into the operations of the Nigeria Bottling Company as well as pattern or preparation of budget in the company. 1.7 LIMITATION OF THE STUDY This research work is limited to information that will be available to us, particularly considering the strictly competitive environment in which the company operates and time duration. The likely limitations that can jeopardize the smooth effective completion of this research study are stated as: 1. Finance is a vital tool that determine the progress of a research 2. Some respondents may have enough time to grant interview and the workload in school contributes in its own small way to the limitation of the research work. 3. Time, cost. 1.8 RESEARCH QUESTION 1. Is lack of collateral security affecting the availability of loan? 2. Is tying down of capital unnecessary as a result of lack of managerial expertise? 3. Changes in government policy affect the successful implementation of policy by profitability oriented manufacturing company? 1.9 DEFINITION OF TERMS 1. Production: is defined as the various economic activities aimed at the creation of goods and services and the distribution of these to the final consumers for satisfaction of human wants. Production can also be defined as the creation of utility. All goods and services must possess utility, which means that they must be capable of satisfying certain human wants. 2. Inflation: may be defined as a persistence rise in the general price level of goods and services. It occurs when volume of purchases is permanently running ahead of production and too much money in circulation chasing too few goods. 3. Cost: is the value of economic use in production and is the monetary value consumed or amount spent in the cost of consuming goods and services. 4. Industry: is defined as a group of firms producing similar products and under separate administration or management. It includes a collection of different firms which produce similar goods under separate management. 5. Product: It is a complex of tangible and intangible attributes including packaging, colours, price manufacture?s prestige/service which the buyer may accept as offering what buyer intends to buy and what the seller intend to sell. | CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The secretary success book is computer the core skill needed by any secretary seeking, promotion or a move into management. The important outline represents the most demanded course in training programmers run by the author over 27 years. In the past 5 years we have been delivering these courses to secretary for over 150 of the top sectors international organization.
The courses have addressed the real world problem and issues of the model secretary. Extract report from those course have been 100 percent, positive. Furthermore feedback from delegates on the course has indicated that they are able to use the materials for career progress job enhancement and other training objectives of the course, which are reflected in this books to meet the varied need of the secretary who want to:- Make more of their jobs, acquire skill that will take them become executive secretary.
1.2 OBJECTIVE OF THE STUDY
The objective of the study is to determine the relevance of secretarial practice to the progress of a federal government i.e an institution which is federal polytechnic, Ede.
1.3 STATEMENT OF PROBLEM
Secretarial practice and its relevance to the upliftment of an institution, Advancement cannot be over ? emphasized.
Hence, to build a solid foundation of the secretary in an institution, it has been observed over the year, that secretary is very important in an institution essential for running in an organization has not been encouraging. It is therefore pertinent to in an organization.
1.4 RESEARCH QUESTION
To further focus on this study, the following research questions are posed;
1. Does the use of computer save time?
2. What are the factors that determine performance of secretaries?
3. What are factors that motivate employees?
1.5 SIGNIFICANCE OF THE STUDY
Secretaries in an organization have the part to take concerning the communication level as follows:-
1. Must be able to communicate effectively with all level of management.
2. Secretary must have substantial experience and training in oral written presentation and must demonstrate good written skills.
3. Secretary must prepare special analysis, research reports and proposal
4. Must need ability to compose effective correspondence.
5. Must be able to cultivate and maintain good customer relationship.
6. Must have ability to communicate and sell ideas
7. Must be able to cultivate.
8. There is need for her to skill in gathering analyzing and interpret data and din written analytical report.
1.6 SCOPE OF THE STUDY
The area of the research study covered the department where Secretaries operated including various gadgets and equipment used to carry out their duties of First Bank Plc.
1.7 OPERATIONAL DEFINITION OF TERMS
The essential part of this project unique strange, abbreviation of word and technical team will examined for easy comprehension.
1. Financial Resource: This is an important aspect of a company financial and investing activity regardless of whether cash or other element of working capital.
2. Financial Liquidity: This is the nearness of asset and liabilities to cash.
3. Assets: These are things of values owned by the business. They are also called the resources of the business.
4. Shareholder/Stock holders: These are the owners of a corporation.
5. Liabilities: These are the debts our obligation owned by a business.
6. Interest Rates: This is the price of credit sample.
7. LCD?s: Loss and face value of delivery, Oxford Advanced Learners Dictionary described and safety of person.
8. Liquidity: This is the ability to transform wealth holding into any form without loss and face value of delay.
1.8 HISTORICAL BACKGROUND OF FIRST BANK NIGERIA
First Bank of Nigeria, Sometimes referred to as First Bank, is a Nigerian multinational bank and financial services headquartered in Lagos. It is the biggest bank in Nigeria by total in Lagos. It is the biggest bank in Nigeria by total deposits and gross earnings and operates a network of over 150 business locations across Africa, the United Kingdom and representative offices in Abu Dhabi, Beijing and Johannesburg set up to capture trade related business between geographies. It specializes in retail banking and has the largest retail client base in Nigeria. In 2015, the Asian Banker awarded First Bank the best Retail Bank in Nigeria award for the fifth consecutive year | 1.0 INTRODUCTION
Consumer buying pattern varies from one another majorly because of the different in purchasing power, taste, choice and environment which could be either rural or urban which is ?CONSUMER BEHAVIOUR?
However, Consumer Behaviour is defined as an action or activities displayed by consumers in searching for and evaluating the best alternatives to purchase their essential needs in terms of goods and services at the possible, low cost which will profitably satisfy them.
The buying pattern in rural community is incomparable with that of an urban area because of the population is less populous. Also, there may be preferential treatment given to different buyers both in rural community and urban area that marketing operation is carried out.
Thus, the reason for carrying out this research is to examine the purchase pattern in a rural community in comparison with the urban son as to identify and determine an appropriate marketing strategy that will enable us to achieve the already stated goals and objectives of a marketing firm
1.1 OBJECTIVES OF THE STUDY
1) To identify the psychology make up of prospective buyers that make a successful buying pattern.
2) To find out the problems marketers face in various rural communities.
3) To suggest ways of encouraging consumer in their buying pattern.
1.3 SCOPE OF THE STUDY
The scope of this study is restricted to consumers buying pattern in rural community using Eruwa community as a case study
1.4 LIMITATION OF THE STUDY
i. Time: the duration of the project is short so the data we collected are minimal.
ii. Finance: the situation of the country did not allow us to have enough money to carry out the research.
iii. Occupation: the fact that we are students did not allow us to concentrate fully because the school is still on
1.4 HISTORY OF COMMERCE IN ERUWA
Commerce came into existence ªªªªway back 1862 when they use trade by barter but commerce came into Eruwa in 1960 why they trade by the use of barter.
When money came into existence, they started using money as a means of exchange for various goods and services due to the population of Eruwa, people meet at various dates to transact or trade. The major goods sold in Eruwa since existence has been nothing but consumer goods.
Markets in Eruwa include Anko,Owode,Towobowo,Bareke,Temidire, Okolo, Omo poly bread. These markets meet at every5days interval except Bareke and Anko market which meet on daily basis.
1.5 DEFINITION OF KEY TERMS
Before proceeding to examine the concept of the consumer behaviour in rural community, the following key terms are defined in order to serve as guidelines in this study.
a) Consumer Behaviour: Charles R. Watson defines it as the way people act in the exchange process.
b) Motivation: This is regarded as an attempt to understand the underlying drives that contribute to the individual consumer action.
c) Need: This is a form of basic inner tension of discomfort that a person strives to reduce or eliminate.
d) Wants: Generally, want is undefined, but on the other hand, it can be ?what can satisfy a person? And are specific and tangible when compared with needs.
e) Drive: A drive on motive is a stimulated need that an individual seeks to satisfy.
f) Perception: This is defined as the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world.
g) Attitudes: This is a neutral state or readiness to respond, which is organized through the experience and experts a directive or dynamic influence on behaviour.
h) Learning: It can be defined as any change in behaviour which results from experience or in practice to similar situation as oppose to change due to psychological variations, such as growth.
i) Experience: It can be defined as a by-product of time and exposure which cannot be brought over | ABSTRACT The study which anchored on political marketing x-rayed various IEC strategies which Nigerian politicians use in promoting or marketing themselves and/or achieving their political interest. In Political Marketing, Social Marketing, publicity and public enlightenment campaign, the IEC strategy is understood as three salient parts making a whole. Each of these parts must be properly or systematically planned before the three are integrated to achieve any publicity public enlightenment and other campaign objectives. The IEC strategy sees information dissemination to the targets audience or market (Voters) as very important but it teaches also that we must go beyond information or awareness creation to the education stage which involves more vigorous explanation, instruction (e.g. how to get the best performance from a political leader) directions and other cognitive guides that will help the target audience to have better understanding of a politician or deeper knowledge about a politician or person being publicized promoted or marketed. The main problem the study focuses on is how Nigerian politicians use IEC strategies in marketing themselves, obtaining their elections goals and securing the approval of voters and the citizenry. Research objectives were framed to reflect this problem and others. Both primary and secondary sources of data were used. Survey research was used in obtaining relevant information from the respondents which include educated voters residing in the Southeast States of Nigeria and citizens of the Southeast residing elsewhere in Nigeria. A total of 370 respondents were sampled while descriptive statistics was used in the analysis and presentation of data. Based on the analysis of data it was found that the content of the various 1EC strategies used by Southeast Governor/politicians in marketing themselves to their target audience are ethical and persuasive. Again, the 1EC strategies used among the Southeast Governors/politicians strengthened the opinion and belief of the recipients about them or their target government to a more positive position. Speeches, new stories and posters are among the IEC materials Nigerian politicians use much more in reaching out to the people or their supporters. Conclusion and recommendations were made based on the preceding-findings. | CHAPTER ONE INTRODUCTION 1.1 BACKGROUNDOF THE STUDY In every profession, there is lot of challenges facing the staff depending on their professional fields. To every profession, there is lot of challenges facing them from one department to another. In higher institutions or in universities, the challenges facing them both male and female workers are the workers or lectures feel cheated, when they are talking about the hierarch, people that are controlling them feel they are higher than they are by either profession or qualifications. In the banks, there are a lot of challenges facing the workers, some managers feel that those who are under their care have no good profession, and they feel the other workers are not qualified to work with them. In a lay main language, a secretary is one who assists the boss in taking down the minutes of the meeting, writing letters, filling incoming and outgoing correspondences of an organization. A secretary should relate the functions of the office to the whole organization. She should appropriate action independently when accurate records of proceedings and relieves executive of various administrative details, co-ordinates and maintains effective office procedure set by employer, establishes and maintain harmonious working relationship with superiors, co-workers subordinates, customers and clients and suppliers. (Ohakwe 2004). According to( Njoku 2006) a secretary?s effort alone cannot help to improve your relationship with your boss. As a secretary, he or she should show concern to the staff of the organization, a secretary must show the typewriting and this new inventory competencies required of secretaries. According to (Ezinwa and agumo 2000) a secretarial staff in an office with the professional qualifications of secretaries and equipped practice, mainly shorthand and typewriting that is the reason why a good secretary is an officer whose work is under women with the work of every other person in the organization (Ani 2001). According to him in the business world and essential link in the diversified duty activities of an organization, the pivot around which organizational activities rotate, the contact between the various aims are or variable goods and services to customers. This challenges encountered by female secretaries staff in their work places varies from one business organization to another or even the employer?s policy toward employment, promotion, training and advancement discriminate to customers. In some business organizations, promotion policy of private and other business organization, and other minatory affects them because some employers believes that women are efficient without effective because of one biological problem or another. Some of them experience sexual harassment from their supervisor to avoid dint on their married status and reputation may lead them to quit their job where as it is obliged those secretarial staff must cordially relate to their supervisor to maintain their jobs in movement of the official duties. Despite this, some employers abuse this honor and expose the staff to problems. A secretary who works with her boss dismisses late from her work because her special duty in business organization. This can affect the female married secretaries though the attitude or the reaction of the boss and junior staff or their executives. This can be because of official duty, which might lead to travel outside the state, but through the condition of their married status and the biological career, they could not be chanced range of ways in which gender discrimination is manifest in the world within the departments. Therefore, this study reveals the challenges that face female secretarial staff in Nigeria bottling company which serves as the case study of the research work. 1.2 STATEMENT OF THE PROBLEM Modern office machine and equipment: Automation is always a threat to most Secretaries especially the female one these days. A secretary who was trained with manual typewriting is face with the word processor and the computer in a modern office. This is the greatest challenge a beginning secretary will face if she is to understand and co-operate with the boss. The female married secretary should cope with the office procedure or else she will lose her job. The female married secretarial staffs think they get frustrated when they set back to ask question to the junior staff. The problems that face female secretaries are stated as follow. a. Sexual harassment from the boss b. Combination of the office management or responsibilities and that of the home management. c. Intimidation by the male counterparts etc. 1.3 RESEARCH QUESTIONS The following questions will help in solving the research problems: 1. Which secretarial functions posed challenges to female secretaries in selected business in Nigeria bottling company? 2. How the human relation competencies do posed challenges to married female secretaries in selected business organization in Nigeria bottling company? 3. Does marital status of female secretaries affect occupational decision and performance? 4. Do female secretaries have equal chance of advancement with their male counterpart in Nigeria bottling company? 5. Does the secretarial work affect the private lives of both the married and unmarried secretaries at the Nigerian bottling company? 1.4 PURPOSE OF THE STUDY The main purpose of the study is to evaluate the challenges and problem faced by female secretaries in selected business organization in Nigeria bottling company specifically, the study will find out: 1. Whether the secretarial function of female secretarial staff in Nigerian bottling company pose a problem to them. 2. To know whether the unmarried female secretaries in (Nigerian bottling company) have more chances of advancement on the job than their married counterpart. 3. Determine whether their human relation competencies are affected by marital obligation in Nigeria bottling company. 4. Determine the factors responsible for these challenges. 5. To proffer solutions to the problems facing female secretarial in selected business especially the married ones. 1.5 SIGNIFICANCE OF THE STUDY This study will serve as an indicator to employer?s as to know how to treat their female secretaries, know the working environment that will be best for them and to improve the organizational performance and give more chance for women empowerment. This study is significant in its attempt in bringing out the challenges of female secretaries and additional information that extent the frontiers of knowledge in the secretarial profession as well as Education. It will reveal to the married secretaries how their irregularities affect their performance and the organization as a whole. It will go on a long way in helping the female secretaries in the case study know how they perform their human relations functions. This study will also reveal the cause of poor performance in secretarial functions of married female secretaries in the case study. 1.7 SCOPE OF THE STUDY It is designed to study the Nigerian bottling company and its environments on the challenges and problems facing the female secretaries in the discharge of their duties. Moreover it would reveal why men are scared of following their wives to remain secretaries or proposing marriage to the unmarried. The researcher will investigate the challenge facing the female secretaries and to proffer suggestion. |
