Full Project – THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDENMORN PRODUCTS IN ENUGU METROPOLIS

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THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDENMORN PRODUCTS IN ENUGU METROPOLIS

ABSTRACT

Banks are established to make profits. Are these profits made at me expense of the customers or is it as a result of the seminar provided by these banks.

This study attempts to highlight those key factors that different banks managements will consider in their choice of branch locations and customers preferences for their choice of banks to serve them. This will enable banks to focus on the critical factor that affect market preferences.

The study was done using survey research design with questionnaire as due key instrument for collecting primary data. A total of 1000 and 200 bank customer and officials questionnaire respectively were duly completed and analyzed. Based on the analysis of the generated formulated hypothesis were tested at 95% level of significance using 2 test of proportion.

The underlisted constitute some of the major findings of the study, management of Banks have special preference for large markets like Lagos and Aba for their branch locations. Marketing activities of banks in these large markets are directed at protecting  and expanding their stream of revenues in these areas. Banks in both markets describe the nature of their banking business in terms of the product/services they offer and their I.T power.

In the light of these findings, the study recommends that, Banks should posses profitable and complete range of product, continuous product service innovations and improvements. Banks should always invest heavily in information technology to remain relevant and profitable. As banks must to open branches in these markets, it is appropriate for banks to make their customer dependent on them and gain their trust and confidence.

 

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Full Project – THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDENMORN PRODUCTS IN ENUGU METROPOLIS