THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR (A CASE STUDY OF GUINNESS NIGERIA PLC)

ABSTRACT The performance of marketing functions basically marrying consumer needs and wants with the appropriate products and services.  It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s product and since it is generally believed that marketing strategy affects the consumer buying behaviour. This project therefore attempts to examine how the use of marketing strategies have generated sales for Guinness Nig. Plc following it’s impact on consumer purchasing behaviours.  Efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities. The project work is divided into five chapters conveying the introduction, literature review, research methodology, analysis of result and findings as well as recommendation and conclusion which might help to achieve greater sales using marketing strategies.  In all special attention is paid to both the company sales record and the consumer’s questionnaire for the analysis.   TABLE OF CONTENTS
Title page Certification Dedication Acknowledgement Abstract Table of content
CHAPTER ONE 1.0INTRODUCTION 1.1Background of the study 1.2Statement of the problem  1.3Objectives of the study 1.4Research questions 1.5Hypothesis formulation 1.6Significance of the study 1.7Scope of the study 1.8Limitations of the study 1.9Reference
CHAPTER TWO 2.0LITERATURE REVIEW 2.1introductions 2.2Marketing, objectives, marketing strategies and marketing programs 2.3selecting a marketing strategy 2.4Objectives of Guinness brewery nig. plc 2.5Relationship between marketing strategies and consumer purchasing behaviour for Guinness products
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 3.0Introductions 3.1Research design 3.2Population of the study 3.3Sample size determination 3.4Instrument for data collection 3.5Validation of the instrument 3.6Reliability of the instrument 3.7Methods of data collection 3.8Method of data analysis 
CHAPTER FOUR 4.0Data presentation and analysis 4.1Presentation and analysis of data 4.2Testing of hypothesis 4.3Summary of finding
CHAPTER FIVE DISCUSSION, RECOMMENDATION AND CONCLUSION 5.1Discussion of findings 5.2Conclusions 5.3Recommendation 5.4Suggestion for further study Bibliography APPENDIX  I APPENDIX  II