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TITLE PAGE

THE DETERMINANT OF CHOICE OF PROMOTIONAL MIX IN THE MARKETING OF FINANCIAL SERVICES IN NIGERIA

BY

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EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---

DECEMBER,2018

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APPROVAL PAGE

This is to certify that the research work, "the determinant of choice of promotional mix in the marketing of financial services in nigeria" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.

By
---                                                     . ---
Supervisor                                                  Head of Department.
Signature……………….                           Signature……………….        

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External Invigilator

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DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.

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ACKNOWLEDGEMENT

The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.

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PROJECT DESCRIPTION: This work "the determinant of choice of promotional mix in the marketing of financial services in nigeria" research material is a complete and well researched project material strictly for academic purposes, which has been approved by different Lecturers from different higher institutions. We made Preliminary pages, Abstract and Chapter one of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" visible for everyone, then the complete material on "the determinant of choice of promotional mix in the marketing of financial services in nigeria" is to be ordered for. Happy viewing!!!

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Marketing activities cannot said to be complete a effectives 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 consumer will be aware of the company’s product, where the company is what exactly the company produce and benefit to be derived from using the products. No doubt consumers want satisfaction and the company needs to find all ways in satisfying the consumer that is why this is need to plan and check which of the promotional mix will be effectives for conveying message to the targeted market. Promotional mix can be explained as all strategy, ways, it may be through the following took: advertising, sales promotion, personal selling publicity and public relations, which ever close by a company have to delivered what the company’s what it to achieve and that is why one has to planned ahead in determining which are will be effective. In Nigeria financial services such as the bank and insurance home use different means in creating awareness and promoting their service because they are aware that they can not 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 hypothesis through either primary source or secondary source which means questionnaire will be relevant, hastily, the research work will deal with all promotional mix before choosing which one is most suitable for financial services.

TABLE OF CONTENT
CHAPTER ONE: BACKGROUND TO THE STUDY

• Introduction
• Statement of problems of the study
• Aims and objectives of the study
• Significance of the study
• Scope of the study
• Theoretical scope
• Geographical scope
• Industrial scope
• Time scope
• limitations and constraints to the study

CHAPTER TWO: LITERATURE REVIEW

• Review of past research reports on the subject matter (empirical review)
• Review of braineral test (theoretical reviews)
• Summary of review
• Hypothesis formulation

CHAPTER THREE: RESEARCH METHODOLOGY

• Research design
• Data collection method/techniques
  -       Type of data collection
  -       sources of data
  -       Method of collection
• Data presentation and analysis techniques (tools of analysis)
• Sampling procedures
• Definition of population
• Sample unit
• Sample frame
• Sample size and distribution
• Sample selection

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

• Brief history of case study
• Analysis of problems (data presentation and analysis)
• Hypothesis testing
• Summary of findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

• Summary of report
• Conclusion
• Recommendations

Reference
Appendix

CHAPTER ONE
1.1   INTRODUCTION
        No one knows who you are, where you are, what you worth and what you have to offer until you tell, display or disclose your identity, and this can only be achieved through an effective promotional strategy promotion here helps to communicate and disseminate necessary information about a firm, its operation and its offering to the targeted market or customers.
Product planning, pricing and distribution are marketing activities that are performed mainly within the company or between the company its “partners” however, through its promotional activities, to beat the drum about its product the purpose of the study is to deal with the management and the determinant of promotional mix variable that is the combination of advertising, personal selling, sales promotion and publicity and also public relations used to reach the goals of the marketing programs.
A company’s total communications is marketing mix also called its promotional mix consists of specific blend of advertising, sales promotion, personal selling and direct-marketing tools that the company use to pursue its advertising and marketing objectives as postulated by Philip mottle and Gary Armstrong (2006).
Promotion is highly required in order to market financial services because this section has become highly competitive nowadays that they need to embark on aggressive promotional activities to position than selves in the mind of the consumes promotion of financial services differs from physical goals in learns of total marketing program and the media-mix that is used. The clence of media-mix to advertise or promote financial services must be those ones that have staying power that is such message that will be imprinted in the memory of psycho of the prospective customer advertising, sales, promotion, public relation, worth of mirth, direct mail, persimmon marketing are all promotional mix that can simply be employed or combined in the marketing of financial services product.

1.2   STATEMENT OF PROBLEM
        In almost every banking or financial organization the choice of promotional mix variables account for a large proportion of their operations. It has a strategic role to play in the economic development of industrial less advanced relations. Economic like ours (Nigeria) and remain important in the economy of the more highly important in the economy of the more highly industrialized nations.
However financial organizations (banks mostly) are finding it difficult to choose from the promotional mix variables that one is most fitting and that helps in efficient and effective operation and realization of the firm’s objective. The problem areas hold to the fact that some of the firm fail to take into consideration those possible factors that determines the choice of promotional mix variable that helps to compare the operations and activities of the firm with the variables choice to know the one that fits the firm.
Also considered here is the financial strength of the firm which claims to be one of the factors that determine the choice of promotional mixes it determines the amount of capital appropriated to promotion department, sector or budget in the organization.

1.3   OBJECTIVES OF THE STUDY
        The main purpose of this study is to deal with the management of promotional mix variables in the financial (Banking sector as it helps to aid and increase performance, taking the united Bank for Africa as a case study.
Also aim to identify and highlight factors that determine the firm’s choice of promotional mix in the marketing of their services (i.e. financial services problem)
And also to look into the future-anticipate, forecast and predict the future stand of the united bank for Africa in the market place, to make appropriate recommendation for efficiency and effectiveness in operation

1.4   SIGNIFICANCE OF THE STUDY
        This research work would be of importance to many souls who are interested. This importance would include the following.

• It would serve to bring to know the importance and the effect of promotion or communication in the marketing of financial services in banking sectors in Nigeria
• It would be of importance to the limited bank for Africa as the case study as it helps to know take into consideration before the choice of any promotion al variable.
• It would be of importance to the researcher as it should help or enable them to combat any problem that may arise as a result of selecting promotional mix variable in case they found them selves in such position letter in future.
• It would serve as a useful purpose to the consumer as it makes them have more knowledge of them have more knowledge of the firm and its offerings everyday to know hoe to make their decision compare to that of competitors.
• It would also help other financial sectors or to know hoe best to handle and manage their promotional department as to be fit into the market.
• finally, the study would also services as a secondary data source to other researchers later.

1.5   SCOPE OF THE STUDY
        Determinant of promotional tools to choose or select as it applies to the marketing performance in the marketing of financial services is a broad scope which includes:

1.5.1        THEORETICAL SCOPE
        The area of coverage of this research work is centered on the mix in the marketing of financial services in Nigeria the impact of this marketing strategy will be analyzed.

1.5.2        GEOGRAPHICAL SCOPE
        The area covered in terms of location is a very wide range where there are numerous consumers whom make use of U.B.A services right from Kwara state to other state where U.B.A are being delivered their services across the countries.

1.5.3        INDUSTRIAL SCOPE
        This research work will cover the banking industries using U.B.A as a references point of the banking industries that either produces services to satisfy consumers or delivered their services in terms of and other means for consumer satisfaction.

1.5.4        TIME SCOPE
        As a result of the limited time, the data obtained will be within a span of a year and the validity of the outcome can only be tenable for the duration of (3) three year as a result of changing in marketing condition.

1.6   LIMITATION OF STUDY
        This part of the study explains or highlight the possible factors limiting the scope and success of the study. Some of these factors are:

• Lack of financial capacity: this is one of the crucial factors affecting the functionality of the study as it denies the researcher through financial strength to conduct the necessary research based on the success of the study.
• Lack of materials: Scarcity and inadequate required data and information has always been one of the generally factor acting against the success of many research study in Nigeria. Few available secondary data cells for the use of primary data, which involves huge financial strength.
• Poor communication and transportation system is another factor that limits the scope of the study as it disallows the researcher the right to cover some other aspects of the population for the study.

Also limiting against the study is the lack of co-operation of the respondent supplying false data duet to saliency, ignorance of illiteracy.

1.7                                                    PLAN OF THE STUDY
This project work is basically divided into five (5) chapters:
CHAPTER ONE: Takes on the introduction of the subject matter. If consists of the super significance and definition of terms of the study.
CHAPTER TWO: This is the literature review this entails the works that had been done on this particular topic which was done by other researchers.
CHAPTER THREE: Will talk about the Methodist that the researcher adopted in getting necessary materials or information that will facilitate the success of the research work.
CHAPTER FOUR: Explain how the researcher was able to analysis and present the data he got for his work while the chapter:
CHAPTER FIVE: Brings everything to conclusion the researcher does his summary and give necessary recommendation where needed.

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CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" is also available. Order full work to download. Chapter two of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" consists of the literature review. In this chapter all the related work on "the determinant of choice of promotional mix in the marketing of financial services in nigeria" was reviewed.

CHAPTER THREE: The complete chapter three of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" is available. Order full work to download. Chapter three of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.

CHAPTER FOUR: The complete chapter four of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" is available. Order full work to download. Chapter four of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" consists of all the test conducted during the work and the result gotten after the whole work

CHAPTER FIVE: The complete chapter five of design and construction of a "the determinant of choice of promotional mix in the marketing of financial services in nigeria" is available. Order full work to download. Chapter five of "the determinant of choice of promotional mix in the marketing of financial services in nigeria" consist of conclusion, recommendation and references.

 

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