This study sought to determine the impact of marketing
communication on consumer brand loyalty using Pz cusson Plc Aba in Abia state
as a case of study. Instrument for the study was the questionnaires the
population size were 505 and the sample size were also 223. Data were analyzed
by the use of descriptive statistic and were tabulated, chi-square represent a
statistical tools to rest the hypothesis. This paper has also provided useful
recommendations, which if carried out would help in effective branding on sales
in the industry and should not be underrated.
Chapter One: Introduction
1.1 Background of the
of PZ Cussons Nig.
1.2 Statement of the
1.3 Objectives of the
1.5 Research Hypotheses
1.6 Significance of the
1.7 Scope and Limitations of the
1.8 Definition of Terms.
Review of related Literature
2.1 Concept and Definition of
2.2 Current Literature on the study
2.3 Types of Branding
2.4 Marketing Communication and consumer
2.5 Branding as a means of communication
2.6 Branding as a means of
Chapter three: Research methodology
3.1 The Design of the
3.2 The Area of the
3.3 Population of the
3.4 Sample and sampling
3.5 Method of data
3.6 Method of data
Presentation and analysis of
4.1 Presentation of
4.2 Testing of
Summary, Conclusion and recommendation
5.4 Suggestion for further
LIST OF TABLES
1: Response on categories of
Table 2: Response on
identifying a cosmetic product
Table 3: Response on brand loyalty on
Table 4: Response on branding ,influence
Table 5: Response on strong brand name will
Table 6: Response on effective
product sale on influence
Table 7: Response on the vital role in
sale and profitability
Table 8: Response on branding is an
effective tools for
Table 9: Response on positively effective on
Table 10: Response on constant branding or product for
Table: Response on brand
as a non-useful exercise in achieving or organizations objectives.
Table 12: Response on the use of branding will improve
manufacturing of goods in the country.
Table 13: Response on brand meeting the needs and
wants of their target market
Table 14 Response on promotional strategy create
loyalty of the
Table 15: Response on community development in the
area it is situated.
1.1 BACKGROUND OF THE STUDY
Recently, increased attention is being paid by business, on how to
achieve maximum returns in their investment and it is a truism that no business
organization can survive in today’s competitive and adverse economy without
effective marketing of its goods and services.
Now, it is no longer
the question of people beating their ways to the producer of goods mousetrap.
The mousetrap producer is no longer alone in the production of good traps.
In a situation like this, each producer must communicate the nature of his
products, where to find them, their prices, their benefits and in some cases
how to use them.
Brand loyalty has been proclaimed by some to be
the ultimate goal of marketing. In marketing, brand loyalty consists of a
consumer’s commitment to repurchase the brand and can be demonstrated by
repeated buying of a product or services or other positive behaviours such as
word of mouth advocacy true brand loyalty implies that the consumer is willing,
at least in occasion, to put aside their own desires in the interest of the
brand. Philip Kotler (2007).
Kotler and Armstrong (2004), reaffirmed the
above fact, when they wrote that “modern marketing calls for more than just
developing a good product, pricing it attractively and making it available to
the target consumer. Companies must also communicate with current and
prospective customers and what they communicate should not be left to change.
All of their communication effort must be blended into a consistent and
coordinated communication program, just as good communication is important in
building and maintaining any kind of relationship, it is a crucial element in a
company effort to build customer’s relationship.
In general, the potential customer must
know something about a product if they are to buy at all. A firm with a really
new product may not have to do anything but inform customers about it and show
that it meets their need better than other product, so the fact that people do
not readily grab the advantages of the product particularly if it is entirely
new, makes it utmost important that companies must design and disseminate
adequate information about product characteristics and benefit to the target
Having started the above, brand, is a
persuasive communication about an organization and its product. The
communication, the media, the audience, the respondent and the feedback, which
make up the communication process element, are the foundation of branding
strategy. This gives credence to the fact that the marketer and the buyer
contribute something and each want to gain something from branding activities,
thus describing marketing as a profitable exchange between two interested
parties – Kotler (1993).
Thus in a sense, when consumer buyer products,
they buy with these expectations, though, the organization want to remind
consumers, it equally have objectives which must at all cost be in consonance
with corporate goals.
In the light of the above notion, that the
researcher considered it pertinent to study the influence that brand loyalty
exert on marketing communication, using PZ Cusson Nigeria plc. Aba, plant as a
parameter of the study
OF PZ CUSSON NIGERIA PLC
PZ Cusson Nigeria plc, was founded in England in 1984 by Peterson
(British) and Zochonis (Greek). It has its head office in Manchester,
The Company was
incorporated in Nigeria as a private company on the 4th December
1948 under the name D.B. Nicholas and company limited. The name was change to
Algbon Ind. Ltd. In 1953 and to associated ind. Ltd. On 19th July 1972, it was converted to a
Further more, the
company changed its name present to Peterson Zochonis industry plc on 22nd November 1909; the company’s
authorized share capital on incorporation was 80,000 dividends into 40000
ordinary share of N2.00 each issued to Mr. P. B. Nicholas as a part of
consideration for his business acquired by the company.
The board of directors
in Nigeria are G. J. Poupas (chief executive chairman) chief Babatunde Onyeleda
(chairmen) Kostsa Theodora Komplous (member) paanos Gieuras (member) A. N.;
calder (member) B.O.Ola and E. Mgbeachire.
The Aba plant of
cussons is located at Margeret Avenue, Eziama, Aba north of Abia state. The Aba
plant specializes in the manufacturing of soap (toilet, laundry and medicated)
some of the brands produced here includes: Joy, imperial, Premier, Venus, Ava,
Cussons and baby soap, Canoe, Duck, Tempo, Robert medicated and robber and
antiseptic soap. One company’s fiscal year ends every month. The company
renders some social services to its host communicates such as employment
especially unskilled labour, provisions of food, roads, water borehole and free
technical education at its head office training school in Lagos.
1.2 STATEMENT OF THE PROBLEMS
In a competitive economy such as Nigeria, with many competing
companies of consumer products, and many brand names, ways of increasing sales
and hence profit have been a serious problem to marketers these problems
1. Lack of training and Development in the Industry.
2. Poor packaging, labeling and Low mentality, also hinder the
profitability in the Industry.
3. The absence of strong brand loyalty makes consumers switch to
other brands easily thereby causing lost of sale in PZ Cusson Nigeria plc
4. Non distinctiveness of brands in the market causes confusion
1.3 OBJECTIVES OF THE STUDY
The objectives of the study were:
1. To give suitable suggestion where necessary for the improvement
2. To know whether brand helps to meet the needs and wants of
3. To show the impact of brand strategy on sales turnover
4. To identify the common problem to brand loyalty.
5. To know whether brand affect PZ Cusson Nigeria plc, Aba growth negatively.
1.4 RESEARCH QUESTIONS
The major research questions considered in the study were:
1. What suitable suggestions could improve product?
2. Does brand help the company to meet the needs and wants of thee
3. Does brand militate company’s sales turnover and market share
4. Does brand play an important role in brand loyalty?
5. Does brand affect organizational growth negatively?
1.5 RESEARCH HYPOTHESES
The following hypothesis were posited and tested in the study
creation of brand loyalty does not depend on influence
of promotional strategy.
creation of brand loyalty depend on influence of promotional strategy
effective product sale does not depend on the Influence of brand loyalty
effective product sale depend on the influence of brand loyalty
Brand does not help the company to meet the needs
and want of their target market.
Brands help the company to meet the needs and wants of
their target market.
1.6 SIGNIFICANCE OF THE STUDY
The influence of consumer brand loyalty will help the company, in
formulating economics policies and planning in the enactment of law to guide or
strengthen consumer protection against sharp practices from manufacturers over
However, competition is
a major characteristic of capitalism. Chief O. K. Uduma (2003) reaffirms that
“capitalism is a bad system and co-operation is the panacca to its evils”
This study will help Pz
Cusson Nigeria Plc, Aba, to strengthen its branding tools and guide it in
designing brand strategies
To the student and
academic public, it will enhance student performance, which tend to carryout
further research on the topic in future with information’s collected.
Again, it will make
student stand in a better position to understand what brand is and measures
that could be adopted in promoting products.
As a student, this study
will help the researcher for the award of higher national diploma certificate.
It will help improve customer’s loyalty
1.7 DEFINITION OF TERMS
The following terms used in the study are defined as below
CONSUMER: one who uses goods and services (product), which
directly satisfy his/her needs.
COMPETITION: A situation where organization complete with each
COMPANY: This is a business organization that makes money by
production of selling goods and services
MARKETING: This is getting the right goods and services to the
right people at the right time at the right price, with the right communication
and promotion. It is also the sum total of business activities that is designed
to produce, price, promote and or distribute wants satisfying product to
present and potential customer.
OBJECTIVES: This is what organization intends to do, achieve and
accomplish at a given/specified period of time
PRODUCT: A product is anything that is offered and accepts in
exchange for satisfaction. It is made up of tangible and intangible product
SALES: Is a collection of products sold for revenue generation?
STRATEGY: This involves a grand design for what a firm does in a
product market area.
TARGET MARKET: these are the set of buyers sharing common needs to
characteristics that the company decides to serve.
TERMS AND CONDITIONS APPLY
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