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PERSONAL SELLING AS AN EFFECTIVE PROMOTIONAL TOOL IN THE NIGERIA BANKING INDUSTRY

 Format: MS WORD   Chapters: 1-5

 Pages: 80   Attributes: COMPREHENSIVE RESEARCH

 Amount: 3,000

 Apr 22, 2020 |  08:00 pm |  1171

TABLE OF CONTENTS

Title Page

Certification

Dedication

Acknowledgement

Table of contents

CHAPTER ONE: GENERAL INTRODUCTION 

1.1   Introduction

1.2   Statement of the problem

1.3   Research Question

1.4   Objectives of the study

1.5   Significance of the study

1.6   Research Hypothesis

1.7   Scopes and Limitation of the study

1.8   Definition of Key terms

1.9   Plan/Organization of the study

CHAPTER TWO: LITERATURE REVIEW

1.1      Literature Review

1.2      Historical background of United Bank of Africa

1.3      Concept of Personal Selling

1.4      Promotional Mix

1.5      Problems of Personal Selling

1.6      Theories of Personal Selling

1.7      Summary of Review

1.8      Understanding the application of marketing principles in the banking industry

1.9      Services of banks

1.10  Promotion in Nigeria banks

CHAPTER THREE: RESEARCH METHODOLOGY

3.1   Research Methodology

3.2   Research Design

3.3   Definition of Population

3.4   Sampling Procedures

3.5   Data Collection method and Techniques

3.6   Data Presentation and Analysis Techniques

3.7   Limitation of Methodology

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1   Data Presentation

4.2   Analysis of Data

4.3   Testing of Hypothesis

4.4   Summary of findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1   Summary of Findings

5.2   Conclusion

5.3   Recommendations

        References

CHAPTER ONE

1.1 INTRODUCTION

Given the trend of every aspects of economic activities globally and particularly Nigeria, it is imperative for business entities to adopt measures that should strategically reposition them so as to remain afloat. With much increase in the level of customer awareness in response to their needs and wants or satisfaction, firms should also discuss their old marketing strategies that are not result-oriented. They should acknowledge the paradigm shift from old marketing concept to the new marketing concept, which is a customer driven, technology-driven era in modern marketing management.

One of the industries which have gradually started repositioning its operation to suit customer's needs and wants is the banking industry Nigerian banking system is characterized by internal and external competition. The upsurge of new banks created room for innovation and further market sharing. A proxy to determine the extent of competition is the intensity of advertising by banks in recent times. The system has witness sophistication in the style and designing of new financial products (Anyafo, 1999) concluding the charting of the prospects of the banking industry in Nigeria for the 1980s and beyond (Vincent, 2001:19) envisaged that the service demanded of the banking industry will ground more sophisticated in response to change in the nature of the business they are called upon to finance and as their customers become more knowledgeable and discriminating.

A few years ago, bank did not see the need for providing adequate service and encouraging patronage. It is a common knowledge that the Nigerian banking system has over the nineteen- decade and part of 20th century been experiencing a crisis of confidence a situation in which customers doubt the integrity of the banking system in delivering the financial intermediation services under such circumstances has strategic marketing any role towards the restoration of mutual confidence between the operators in the banking system and the customer public and shareholder publics.

The issue is that a financial system thrives on public confidence, personal selling. The nature of banking service is that, bank have to build up an image of respectability, capability and reliability through satisfying their customers.

Today, personal selling in the banking system operations banking institution faces unusual challenges. The challenges are becoming stronger and tougher at the water of the present millennium. In the light of the above and more, a bank has to engage in marketing activities if it is to gain a fair share of the market. Through marketing its service, the constantly informs and reminds its customer about itself in order to build a friendly corporate.

1.2     STATEMENT OF PROBLEM

          In most times, most banks be it larger or small do not realize that personal selling is part of the marketing team and that identify them, it is the key to continuous existence of any banking sector. Also it was absolved that this problem is worsened by the fact that some of the sales persons are half backed ands lack the ability to express their sales properly not only that it was observed that most sales people are not good listener. Th sales people do not allowed the customers to talk with them.

          Furthermore, it was observed that sales person do not listen to customer complaints. They do not consider the customer analysis and the handle handling at objection are ignored. United bank of African (UBA) is not an exception among the Banks, which started very well is now faced with competition that is fierce and cert true throng completes with the income of the customers of government staffs, thus no doubt have impacted negatively on marketing strategy of United Bank of Africa (UBA). This research work is focused on the personal selling as an effectively promotional tools in the Nigeria Banking industries specifically United Bank of Africa (UBA).

1.3     RESEARCH QUESTIONS

1.       Does UB A uses personal selling as its channel of sales?

2.       Does UBA personal selling contribute to increase in sales volume and the marketing effectiveness of the banking services?

3.       What characteristics do you require from salesmen?

4.       Does your company allow its sales personal to further their education?

5.       How does the selection of well-trained and qualified personal selling affect the success of the banking services?

1.4    OBJECTIVES OF THE STUDY

The objectives of the study include:

i.        To determine whether the use of personal selling and marketing promotion an effective to enable banks to achieve financial intermediation objective.

ii.       To find out the Personal and Promotional banks use most in building / sustaining customer confidence in United Bank for Africa (UBA)

iii.      To, also ascertain whether banks adoption of marketing Promotional tools has increased customer patronage.

iv.      And, to find and if the adoption of marketing promotion principles builds a favourable corporate Image of banks.

1.5    RESEARCH HYPOTHESIS

          A Research hypothesis is a specific statement of expected outcomes of an experiment. The following hypothesis tested in the research work.

Ho:    Personal selling does not create more awareness than any other promotional mix in financial services.

Hi:     Personal selling creates more awareness than other promotional mix in financial services.

1.6    SIGNIFICANCE OF THE STUDY

The area of set down and wait for customer or arm chair kind of banking has been over taken by challenges in the industry. A bank with the state-of-the-art technologies and service may still not make such heavy profits if it does not engage in proper personal selling or good marketing promotion of its products and services.

Therefore, the study is significant as it will benefit UBA bank, customers and other financial publics in the following ways: Banks through the findings of the study may be able to build more confidence on customers. They also know more ways of performing Personal Selling roles or objective. Customers will also benefit through the findings of the study as banks will now reposition themselves as reliable and responsive organization to do business with. The other financial publics will be able to fish Personal selling for their promotional tools in their domain.

1.7     SCOPE AND LIMITATION OF THE STUDY

          The study is expected to evaluate the importance of personal selling in promotional tools in the banking sectors.

          United Bank for Africa (UBA) is the organization of focus, a socially responsible and responsive organization that takes strategic actions for improvement of the communities and environment in which at operates.

          The territorial scope of this research work is Kwara North Central Nigeria.

LIMITATION OF THE STUDY

          The conduct at this research had some limitation. The major constraints were that the research work had to be completed away with their academic programme. In concluding research of this nature by students, researcher a bound to have some limitation that dictate the extent to which the researcher could go.

          Therefore the avenue of limitations of the research include.

1.      Time Factor

2.      Financial Constraints

1.       Time Factors: A lot of sacrifice has to made so that researcher could have enough time for his study. For example, the researcher have forego some important activities in the campus to that enough time can be spent for the collection.

2.      Financial constraints: Financial barriers stand as a full constraints during the exercise and limited the full success of this study.

          This is because a lot of money was acquired together the, necessary information.

          However, constraints were inability of the researcher to get in touch with all the customers of this company.

          There was also the problem of company not providing sufficient information concerning the study as a means of protection against competitors but the researcher made use of the available resources from the employee of the company in the Ilorin branch.

 

 

1.8    DEFINITION OF KEY TERM

In order to make work a bit clearer, certain terms will be defined:

1.      BANK: Any people who carries on banking business and includes a commercial bank, a mortgage bank acceptance house a discount house, a discount house and other financial institutions.

2.      MARKETING: The sensing and serving of customers needs through an exchange relationship aimed at creating value in from of profit; and satisfaction to the consumers.

3.      STRATEGY: This is a technique developed to gain advantage over the competitor; it is a tactical plan for carrying out formulated policies, to achieve a set objective.

4.      PROMOTIONAL ACTIVITIES: These are various promotional techniques used by marketers. They are called promotion tools or elements of the promotion mix and include advertising, person selling, ales promotion and public relations.

5.      PERSONAL SELLING: is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.

1.9    ORGANIZATION / PLAN / CHAPTERIZATION

The structure of this project is divided into five chapters.

Chapter One

Introduction, statement of problem, research question, objective of the study, research hypothesis, significance, justification of the study, scope and limitation of the study, definition of key terms, organization  / plan of the study.

Chapter Two

Literature review, historical background of the case study what is concept of personal selling, promotional mix, problems of personal selling, theory of personal selling, summary of review, understanding the application of marketing principle in the banks section industry, service of banks, Promotional in Nigeria Banks.

Chapter three

Research methodology, Research design, Definition of Population, Sampling procedures, Data collection method and techniques, data presentation and analysis techniques, limitation of methodology.

Chapter four

Data presentation, Analysis of data, testing of hypothesis, Summary of findings.

Chapter Five:

Summary, of findings, conclusion and recommendation, references.


REFERENCES

Adekanye Femi (2000) Element of Banking In NIGERIA 2nd Edition United Kingdom Graham Burn.

 Fatigun J.O (2000) Research Methodology, a practical student approach Famost Nigeria publisher Nig Ltd

Ifedolrere, S.A(2000) fundamental of marketing Lagos

Odozie, Victor (1983) banking service in Nigeria Newspaper 17th January

Dame K (2004) Personal Selling London England 4th Edititon Dare Publishing Company.

Gupta C (2012) Advertising and Personal Selling New Delhi, Dubai, India, Publishing Company

Heerden v(2004) Personal Selling and Management New York USA dare Publishers

 Quelch J.A (2002) sales Promotion Managemnt USA Published by eagle Cliff, Prentice Hall.

 

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