ABSTRACT
This research work aims was on Social Marketing
Dimensions and Customer patronage of beer brands in Enugu North Local
Government Area L.G.A. Four research questions and four hypotheses were
formulated. The research adopted two theories that guided the study, the Theory
of Reasoned Action and Social Cognitive Theory. The research adopted a survey
method which made use of questionnaire. The population of the study comprised
of beer drinkers aged 18 years and above in Enugu North local government area
of Enugu state which is made up of 326,900 people. To derive the sample size,
the Taro Yamane formula was used to determine the sample size of 400. However,
during the course of questionnaire distribution and collection, 400
questionnaires were administered and 340 were returned. The test of hypotheses
was conducted using multiple linear regression with the aid of SPSS Software
Version 20. Findings from the analysis showed that there was a positive,
significant relationship between social marketing dimensions and customer
patronage of beer brands in Enugu North L.G.A. It was therefore the
recommendation of this study that social marketing should explore customer’s
behaviour, attitudes in order to identify and develop suitable campaigns to
change their behaviour to desired levels.
INTRODUCTION
1.1 Background of the Study
The
concept of social marketing has gained widespread recognition in the field of
marketing. Social marketing can be seen as the design, implementation and
control of programs calculated to influence the acceptability of social ideas
and involving considerations of product planning, pricing, communications,
distribution and marketing research (Kotler & Zaltman, (1971).
Social
marketing began as a discipline in the 1970s, when Kotler & Zaltman (1970)
argued that the same marketing strategies that have been so successful in
selling products and services to consumers could also be used to promote socially
beneficial ideas, attitudes, and behaviors. Hence, social marketing is the
adaptation of commercial marketing technologies to programs designed to
influence the voluntary behavior of target audiences to improve their personal
welfare and that of the society of which they are part of (Brenkert, 2002). The
use of such marketing techniques has been expanding in our society. For
example, most persons are familiar with campaigns to “market” political
candidates and their platforms, energy conversation and abstain from smoking.
Many of these efforts encompassing various aspects of marketing go beyond
simple advertising. For instance, some “stop smoking” organizations sponsor
informational seminars, distribute special products designed to alleviate the
desire to smoke in those who want to quit smoking, and initiate publicity aimed
at the general public regarding the disadvantages of smoking. There is
substantial pressure within the discipline of marketing and among the general
public to expand the application of modern marketing’s tools and theories in
the dissemination of social ideas (Lazer & Kelly, 1973). However like any
new social development, this trend may have positive and negative societal
effects.
On
the positive dimension, there are sufficient literature which illustrate how
marketing thinking has improved the sale ability of useful social programs
(Kotler, 1975). However, on the negative side, it is quite possible that the
widespread involvement of marketing professionals in the marketing of social
ideas may raise severe ethical problems and further turn public opinion against
marketers and the marketing field (Smith, 2001).
In
the private sector, marketers seek to influence voluntary consumer spending and
choice. Marketers attempt to influence behaviour through behavioural shaping or
reinforcement strategies although consumers may decide not to buy. Thus, a
marketer's basic talents lie in influencing voluntary behavior, and the talents
are incorporated in social marketing (Gene, 1999).
Social
marketing is becoming increasingly relevant to the developing world. Success of
social programmes has significantly contributed to the process of development
in the countries of the third World. The success has been attributed to the
adoption of marketing approach to the social/development programmes. For
promoting any social idea or issue it is not enough to prepare the
communication programme. Social marketing involves the marketing mix and
dimensions, not simply advertising (Hastings and Angus, 2011). Like commercial
marketing, social marketing involves its own marketing dimensions or mix:
According to Peattie et al (2009), social
marketing dimensions include: social proposition, accessibility, social costs
of involvement and social communication.
Based on the foregoing, the primary essence and aim of this study is to
carry out an empirical analysis of social marketing dimensions and customer
patronage of beer brands in Enugu North, L.G.A.
1.2 Statement of the
Problem
Social
marketing applications have become a method often used to positively influence
social issues all over the world. The moral dimension of social marketing,
being parallel to this, has gained importance. The goal of social marketing is
to direct the behaviors that have been identified of individuals and groups to
“the better” in terms of society. Social marketing is an endeavour that can be
engaged in by profit making organization (e.g a liquor company program
encouraging responsible drinking), as well as by nonprofit and public organizations.
It is used to influence an audience to change their behaviour for the sake of
improving health or themselves, preventing injuries, protecting the environment
or contributing to the community.
The
lack of social marketing programmes that will address the issue of
environmental unfriendly activities by organizations is a serious threat to
healthy environment. Organizations engage themselves in things like air or
water pollution, waste dumping and unsafe beer bottles. Also, people who tend
to drink without ethical dispositions that they have to be responsible for
their actions after drinking would be advised against the dangers of
irresponsible drinking and driving.
More
also, a lot of people do not know that they can build and maintain
relationships with beer brand organizations and win amazing gifts as loyal customers
of such organizations beer brand.
On
the basis of the foregoing, this study is basically motivated to carry out an
empirical analysis of social marketing dimensions and customer patronage of
beer brands in Enugu North, L.G.A.
1.3 Objectives of the
Study
The
general objective of this study is to carry out an empirical analysis of social
marketing dimensions and customer patronage of beer brands in Enugu North,
L.G.A. In line with this, the specific
objectives of the study are:
1. To
ascertain the effect of green disposition on customer patronage of beer brands
in Enugu North, L.G.A.
2. To
ascertain the effect of relationship marketing on customer patronage of beer
brands in Enugu North, L.G.A.
3. To examine the effect of environmental friendliness
on customer patronage of beer brands in Enugu North, L.G.A.
4. To
ascertain the effect of ethical disposition on customer patronage of beer
brands in Enugu North, L.G.A.
1.4 Research Questions
In
the course of this study, the following research questions were addressed.
1. What
is the relationship between green disposition and customer patronage of beer
brands in Enugu North, L.G.A?
2. What
is the relationship between relationship marketing and customer patronage of
beer brands in Enugu North, L.G.A?
3. What
is the relationship between environmental friendliness and customer patronage
of beer brands in Enugu North, L.G.A?
4. What
is the relationship between ethical disposition and customer patronage of beer
brands in Enugu North, L.G.A?
1.5 Hypotheses of the
Study
The
hypotheses that guided this study are specified as follows:
Ho:
Green disposition does not significantly affect the level of customer patronage
of beer brands in Enugu North, L.G.A.
Ho:
Relationship marketing does not significantly affect the level of customer
patronage of beer brands in Enugu North, L.G.A.
Ho:
Environmental friendliness does not significantly affect the level of customer patronage
of beer brands in Enugu North, L.G.A
Ho:
Ethical disposition does not significantly affect the level of customer patronage
of beer brands in Enugu North, L.G.A.
1.6 Significance of the
Study
The
primary essence of this research is to carry out an empirical analysis of
social marketing dimensions and customer patronage of beer brands in Enugu
North L.G.A. This study will be of great importance to the students of
marketing and other related departments given that it will expand their
experience on the concept of social marketing dimensions and related issues. Furthermore,
this research will be of great significance to the various marketing firms,
private establishments and agencies. In addition, this study will serve as a
great source of enlightenment to the general public on the concept of social
marketing dimensions. The brewery industry will find this study of so much
importance and significance given that the study is focused on of social
marketing dimensions and customer patronage of beer brands. Subsequent
researchers will also find this study of great importance because the content
of the research will serve as a guide to their study. Finally, this study will
be an addition to the existing body of knowledge. (or existing literature)
1.7 Scope of the Study
The
subject scope of this study is to carry out an empirical analysis of social
marketing dimensions and customer patronage of beer brands. This study will be
carried out in Nigeria with a particular focus in Enugu North, L.G.A.
1.8 Limitations of the
study
1.
Time constraint: The time given for the research work was not really enough
since I had to combine the project work with lectures and other school
activities.
2.
It was a challenging task to administer questionnaire to people who might be
drunk.
1.9 Operational Definition
of Terms
In
this section of the study, some of the technical terms will be defined
specifically.
Beer: This
is an alcoholic drink made from yeast- fermented malt flavoured hops.
Customer Patronage:
This is the assistance rendered by customers with respect to a specific brand by
buying the company’s product often.
Environmental
Friendliness: This is be referred to as the conscious
effort that consumers put on in ensuring that the environment is free from any
harm.
Ethical Disposition: This
is a framework dwelling upon morality of what is right or wrong.
Green Disposition: This
is a process whereby the ecological environment is highly protected in the
course of marketing activities to keep the environment healthy and safe.
Relationship Marketing:
This
has to do with the long term relationship that marketers have with their
customers. It engenders customer loyalty to the brand in question.
Social Marketing: This
is design, implementation and control of programs calculated to influence the
acceptability of social ideas and involving considerations of product planning,
pricing, communication, distribution and marketing research.
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