Environmental Complexity as the Determinant of Choice of Promotional Tools in Marketing Oriented Organization (A Case Study Of Jmk Supermarket, Ilorin)

ABSTRACT

Environmental complexity is a determinant to the choice of promotional tools in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three major sub-section (the macro, immediately or table and the microenvironment) its complexity has immense influence on the choice of the promotional tools adopted or that can adopted by marketers to create awareness for their product carried. Statement of the problem of this research study will give best solution to the researcher such as, what are the significance of environmental complexity to a promotional tools and what effects does it have on market share and profitability. The objectives of this research topic aim at finding solution to the effect of environmental on promotional tools and to increase the organization profit. The methodology of this research focus on the purpose of the project literature search and survey of knowledgeable person who have ideas on the subject of the work study and measurement would be sought. The findings shows that majority of customers of the supermarket believe that environment have greater influence in their buying decision. The researcher wish to the recommendation that marketing department should pay more attention to researching into the environmental variables and develop more dependable adaptation strategy.

TABLE OF CONTENTS

Title Page                                                                          i

Certification                                                             ii

Dedication                                                               iii

Acknowledgement                                                   iv

Abstract                                                                             vi

Table of Contents                                                    vii

CHAPTER ONE: BACKGROUND OF THE STUDY

1.1           Introduction                                                   1

1.2           Statement of problem of the study                 3

1.3           Aims and objectives of the study                   3

1.4           Significance of the study                               4

1.5           Scope of the study                                         6

1.6           Limitation and constraints of the study          8

1.7           Definition of terms                                        9

CHAPTER TWO:

2.0     LITERATURE REVIEW                                               12

2.1     Concept of environmental complex variables 13

2.2     Marketing environmental complexity            14

2.3     The external marketing environment             16

2.4     Marketing communication                             24

2.5     Promotional tools                                          27

2.6     Advertising as a promo tool                           29

2.7     The learning organization                                        31

2.8     Hypothesis formulation                                 32

CHAPTER THREE

3.0           Research methodology                                  34

3.1           Population sampling and sample size   35

3.2           Research design                                             36

3.3           Sources of data collections                             38

3.4           Method of data collections                                       39

3.5           Instrumentation, validity and reability of instrument 42

3.6           Method of data presentation and analysis                42

CHAPTER FOUR

4.1           Brief history of case study                                       46

4.2           Presentation and analysis of data                   47

4.3           Hypothesis testing                                                   57     

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1           Summary of report                                                  64

5.2           Conclusion                                                              64

5.3           Recommendations                                                   65

Questionnaire                                                          67

References                       69