CHAPTER ONE
INTRODUCTION
The importance of making in any economy cannot be
disputed.
It
is a very important factor needed by any developed or developing economy or
nation.
The
American marketing Association (AMA 1903) Defines marketing as “the performance
of business activities that directs the flow goods and services from producer
to the consumer or usuries”
Marketing is a concept that permeates
the entire spectrum of human activities. It however comprises all the stage
between creation of products and this after services.
However, an understanding of the
marketing of individual needs and wants is a cornerstone of the marketing
concepts and marker study behavioral sciences to seek knowledge about the consumer
behavioral concept and how it relates to their buying habit and also to suggest
new marketing opportunities.
Behavioral concept is the buying
patterns on the way consumers buy products or services. It may be general
public or in service, they are the person that devices the satisfactions or
benefit from a particular products.
Basically, the need to study behavioral
concept was triggered off by expansion and increase in population, rapid
industrial development. And emergence of modern network of roads and railways
and more sophisticate communication system. As a result, the largest population
of people was made to know the way. They buy by a means of studying behavioral
concept in order to produce the most appropriate needs to consumers.
Moreover, research and experience have
shown that behavioral concept is a way to determine the buying habit consumer.
The situation variables of consumer behavioral concept such as advertising also
plays a vital role improving the sales volume of a given product as well as
influencing consumers buying decision there by making it necessary for
potential consumers to be selective in their buying habit. In today
behavioral concept has become the order of the day among which the manufactures
considered before the production of the product.
1.2 SIGNIFICANCE TO STUDY
The significance of this study contributes more
lively and dynamic approaches to behavioral concept by discovery the buying
habit and predisposition of various classes of consumer. Thus, a lot of
benefits can be derived from this study, especially how the strategies employed
by studying behavioral concept in producing a product can result in the
evaluation of new concepts and ideas in the manufacturing industry in general
and soft drinks manufacturing companies in particular.
Moreover, the study may be exploited to improve
marketing strategies in Nigeria consequently, a well established marketing
system will lead to the growth and development of many companies which will in
turn result in the creation of gainful employment and income generation in the
production of consumer goods of various categories, all this which will improve
the standard of living of .
The relevance of this study is not limited only to Nigeria Bottling company plc
only but also to other manufacturing companies of consumable products.
1.3 OBJECTIVES OF THE STUDY
The objectives of this project work are many, the
primary objective, however, is to evaluate the influence of behavioral concept
on coca-cola soft drink of Nigerian Bottling company in a particular period of
time.
* To
give the manufactures of coca-cola drink the relative advantage in designing
their responses to the market, it will enable the producer of coca-cola soft
drink to produce that best suit the taste of their consumer.
* To
enable manufacturers/marketers to meet the legal requirement and consumer
perception of what the law says regarding product safety.
* To
make some useful recommendations base on the research finding on how the
behavioral concept of consumer can be considered production.
IMPORTANCE OF STUDY
It will help the markets to gain better
understanding of consumer behavior through the understanding of marketing
concepts, consumer orientation customer satisfaction and integrated marketing.
It will allow marketers to know and feel consumers
need better.
It will also afford marketers to turn consumer need
into effective product appeals.
On the part of consumer, needs and
purchase motive one made cleaner.
Consumer’s status is also uplifted and
they become better and wisher users and spend.
Meanwhile, the outcome of his research
study will be of importance to different companies and own consumers of
consumable products.
1.4 STATEMENT OF RESEARCH PROBLEM
The evaluation of the impact of
behavioral concept on purchasing habit of consume has posed some problems cling
he period of carrying out the research. The problem of gathering data to be
used for carrying out the research; and also inadequate information from the
respondents. There is also poor rate of participation by the customers of soft
drinks produced by Nigerian Bottling Company.
1.5 SCOPE OF STUDY
The study looked into the influenced of
behavioral concept over the consumer market of coca-cola and some other
incorporated soft drinks for this period. To accomplish this, some research
question have been drafted and reference made to Nigeria Bottling company plc.
For necessary information regarding the sales of coca-cola.
Moreover, this study covered
only, where (as 0065pected) all the respondents are drawn; hopefully, the
result of this study will yield general application to their consumers beyond
the of .
1.6LIMITAION OF THE
STUDY
The research work is limited to only areas in metropolis and
hose areas include Taiwo, oja-oba, sawmill, Basin and hope where the
respondents were drawn to represent .
The time constraint, cost and lack age cooperation from the respondents were .
1.7
HISTORICAL
BACKGROUND OF NIGERIAN BOTTLING COMPANY PLC , .
The Nigerian Bottling company plc was incorporated
in 1951 by chief A.G leventis and his brother mr.c.p leventist as small-scale
business and it has the eighty six (86) depots throughout .
In 1953, the Nigerian Bottling company
(NBC PLC) set up the company, first plant in were coca-cola soft drink was first
produced perday, a figure which is still giving with eighteen plants. Some
years operating of brand new plants, some years back in various parts of the
country.
The success of coca-cola (NBC PLC) has brought about
the development of a number of sister industries all contributing go the growth
of the Nigeria economy / the Delta glass company plc in ughali supplies the
millions o fbottles required to keep NBC PLC operation and the crown products
limited in ijebu-ode and Kano metal company makes the plastic crates for
covering the bottles. More importantly, the NBC PLC employs thousands of
Nigerians in all the fields of its operation.
The manufacturing process of vcoca-cola
based on a carefully measured combination of sugar, water and other
concerntrates. The some standard is maintained throughout world.
The manufacturing process of coca-cola
is based on a carefully measured combination of sugar, water and other
concentrates. The some standard is maintained throughout world.
The Nigerian bottling company plc was
the first to use distinctively shawed bottles the first to introduce a rutting
system for distribution, the first to use a well know brand logo in trucks and
the first to recognize the value of refurbishing hostels restaurants, shops,
kiosks, refrigerator and cooker placement to expand their business. Other brand
of soft drinks by the company include
orange fanta, fanta lemon, fanta ginger Ale, fanta Tonic and Eva table water,
in 1987, the 35cl bottle of coke was introduced and sold at the same price of
the 29cl bottle it had replace.
The NBC plc control the major shares of
the Nigerian soft drink market and it is one of the Officials largest soft
drinks enterprises with over #1 billion sales in a single year. It employs
various means of advertising it products especially coca-cola, these various
means include television, radio, magazine, billboards, outdoor displays. E.t.c.
Furthermore NBC PLC has several dealers
for it products all over Nigeria, all whom are called upon a week based on
this, they have the longest privately owned fleet of delivery trucks, pickups
and cars in Nigeria all working effectively and efficiently to bring coca-cola
to their numerous consumers. From the above elaboration of NBC plc, it is
crystals clear that it is the leader in the soft drinks industry, primarily
because of its business foresight and the quality of its marketing
administrative and advertising policies,
drive and programme. Right from its inception NBC PLC has sought to curve a
niche for itself in
market throughout the creation of public awareness, promotion and sponsorship
of spent activities. All these activities create and project a favorable salts
of the company to its customers thereby boosting sales and profit. This
buttresses up the point made earlier and the significance of needs a powerful
means by which business organization can effectively attain it goals.
EXPLANATION
ON
BOTTLING COMPANY,
The chart starts from the regional manufacturing
who is the top in the company and directly to the plant manager who then
directs the control to other department managers like process system manager.
Each
department manger then direct the control to sub-department like the finance
manager to is manager, the QA manager to shit QAM/Microbiologist sync room,
water treatment and lab technician.
The bottling manager, then direct to
shift supervisor and to shift operations also the bottling manager to
engineering supervisor and to swift engineers. The last is the ware house
manager who directs his control to the haulage supervisor who finally made
distribute of the products (drink).
DEFINITION
OF TERMS CONCEPTS
A concept is an abstraction from
observed events. In order to ensure the trader of this study is carried along
the sheam of thoughts some words might sound ambiguous are classifified here.
The words are explained in the context of their usage in this study, they
include.
CONSUMER:-
Individual who buys and user a product or services.
ADVERTISING: Advertising is defined is any paid form of nonperson presentation
and promotion of idea, goods and services by an identified sponsor.
MARKET:
The actual and potential buyers of a products or services.
It’s
an aggregate of a people who as individuals as organization have needs for
production in product class and who have the ability, willingness and authority
to purchases such product.
BEHAVIOUR:
it is an action or reaction of customers towards a particular product.
COMPANY:
This is where the manufacturer produces or manufacture product.
METROPOLIS:
many small towns located together.