ABSTRACT
The study is a descriptive survey designed to examine marketing concept as a tool for modern day banking in Nigeria. A total of ninety-five
respondents were selected from Ecobank Plc in Ethiope East, Ethiope West and Sapele Local Government Area of Delta State to form a sample size. A test and
retest method was used to determine the reliability of the questionnaire items.
The data collected from the field through the administration of questionnaire
was organized, using frequency distribution table, simple percentage and
non-parametric test of significance known as Chi-Square (X2) was used to test the hypotheses formulated. The
findings revealed that there is a significant relationship between market
concept and modern day banking in Nigeria. The study therefore recommends among
others that banks should embark, from
time to time on marketing research to ensure better services for customer and
better method of production and processing.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problems
1.3 Purpose of the Study
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the study
1.7 Scope of the study
1.8 Definitions of terms
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Conceptual Framework
2.2 Banking situation in Nigeria
2.3 Services and products marketed in Commercial Banks
2.4 Marketing Management concept
2.5 Elements of Marketing Communication
2.6 Strategies for enhancing bank marketing
2.7 Problems of marketing and service in Nigeria banking industry
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Population of the study
3.3 Sample and Sampling Technique
3.4 Research Instrument
3.5 Validation of Instrument
3.6 Reliability of Instrument
3.7 Method of Data Analysis
3.8 Method of Data Collection
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Research Information
4.2 Testing of Hypotheses
4.3 Discussion of findings
CHAPTER FIVE: SUMMARY, CONCLUSION & RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3 Recommendations
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