Utilization of Integrated Marketing Communications by Registered Manufacturing Companies In Akwa Ibom State, Nigeria
Utilization of Integrated Marketing Communications by Registered Manufacturing Companies In Akwa Ibom State, Nigeria.
ABSTRACT
The purpose of the study was to determine the utilization of integrated marketing communications by manufacturing companies in Akwa Ibom State. Eight research questions were answered while eight null hypotheses were formulated and tested at a 0.05 level of significance.
The study adopted a descriptive survey research design and was carried out in Akwa Ibom State, Nigeria. The population for the study comprised of 213 advertising, marketing and sales managers in the 71 registered manufacturing companies in Akwa Ibom State.
There was no sampling due to the manageable size of the entire population. A structured questionnaire titled the “Utilization of Integrated Marketing Communications Questionnaire” (IUMCQ) was used to collect data for the study.
The instrument was face-validated by five experts. Internal consistency of the questionnaire was determined using Cronbach Alpha reliability method and the overall reliability coefficient of 0.88 was obtained.
Data were collected by the researcher with the aid of two research assistants briefed on the administration and collection of instrument. Out of the 213 copies of questionnaire administered, 210 were properly completed and used for data analysis.
Descriptive statistic was used for answering the research questions while a one-way Analysis of Variance (ANOVA) was used for testing the null hypotheses at a 0.05 level of significance.
The major findings of the study include: Manufacturing companies in Akwa Ibom State moderately utilized advertising, sales promotion, public relations, publicity and direct marketing.
Personal selling was highly utilized, the internet was rarely utilized and integrated marketing communications was not utilized.
On the hypotheses tested, the study found that: there was no significant difference in the mean ratings on the utilization of advertising, sales promotion, public relations, publicity, personal selling, direct marketing, the internet and integrated marketing communications by manufacturing companies in Akwa Ibom State.
Based on these findings, the study recommended among others that manufacturing companies should adopt integrated marketing communications to reach many customers with limited cost and time in order to make profit.
The ministry of Commerce and Industry and Manufacturers Association of Nigeria (MAN) should organize workshops, conferences and seminars on integrated marketing communications for managers and other staff in various manufacturing companies to update their knowledge on modern marketing trends.
TABLE OF CONTENTS
Title Page ……. i
Approval Page …… ii
Certification ……. iii
Dedication ……….. iv
Acknowledgement ……. v
Table of Contents…… vi
List of Tables….. vii
List of Figures…… viii
Abstract ……… ix
CHAPTER I: INTRODUCTION
Background of the Study …….. 1
Statement of the Problem…. 7
Purpose of the Study ………. 8
Significance of the Study …. 8
Research Questions….. 11
Hypotheses …….. 11
Scope of the Study………… 12
CHAPTER II: REVIEW OF RELATED LITERATURE
Conceptual Framework…… 13
Marketing ….. 13
Integrated Marketing Communications (IMC) .. 15
Advertising…… 20
Sales Promotion……. 24
Public Relations…… 28
Publicity ………… 34
Personal Selling ……. 36
Direct Marketing ………… 40
Internet Marketing ……. 47
Manufacturing Companies ……… 52
Theoretical Framework ………. 58
The Awareness, Interest, Desire and Action (AIDA) Theory……… 58
The Hierarchy-of-Effect Theory…….. 59
Standard Advertising Theory …… 60
Defining Advertising Goals for Measured Advertising Results (DAGMAR) ……….. 60
Related Empirical Studies………….. 61
Integrated Marketing Communications (IMC)… 61
Direct Marketing…………. 63
Sales Promotion… 64
The Internet ………. 65
Advertising …… 66
Summary of Related Literature ……. 67
CHAPTER III: METHODOLOGY
Design of the Study …….70
Area of the Study ……. 70
Population for the Study ……… 71
Sample and Sampling Technique ……. 71
Instrument for Data Collection … 71
Validation of the Instrument ….. 72
Reliability of the Instrument ……. 72
Method of Data Collection……… 72
Method of Data Analysis …. 73
CHAPTER IV: DATA PRESENTATION AND ANALYSIS
Research Question 1 … 74
Research Question 2 …… 75
Research Question 3 ….. 77
Research Question 4 ….. 78
Research Question 5 ….. 80
Research Question 6 . 82
Research Question 7 ..84
Research Question 8 .. 86
Hypotheses Tested …. 88
Hypothesis One …….. 88
Hypothesis Two ….. 89
Hypothesis Three ….. 90
Hypothesis Four ….. 90
Hypothesis Five …… 91
Hypothesis Six…… 92
Hypothesis Seven . 92
Hypothesis Eight… 93
Findings from Research Questions…. 94
Findings from the Hypotheses .. 94
Discussion of Findings …………… 95
CHAPTER V: SUMMARY, CONCLUSION AND RECOMMENDATIONS
Re-Statement of the Problem …. 105
Description of the Procedures Used ……. 106
Summary of Findings……. 107
Finding from the Hypothese…….. 109
Conclusion………. 111
Implications of the Findings of the Study……….. 111
Recommendations…….. 112
Limitation of the Study…… 113
Suggestions for Further Research….. 113
References ……… 114
INTRODUCTION
The fastest channel for which a nation’s achievement of sustainable economic growth and development can be actualized is through manufacturing companies.
In Nigeria, manufacturing companies are the main instruments of rapid growth, structural change and economic sufficiency (Onwualu, 2006).
Manufacturing companies however, can be defined as business ventures that fabricate, process or prepare products from their raw materials stage to their final consumption stage.
According to Osuala (2004), manufacturing companies are those concerned with the conversion of materials into finished products by mechanical or chemical means.
However, in the context of this study, manufacturing companies can be looked at as those companies that transform raw materials from the earth’s crust into semi-finished and finished goods for use by business and final consumers.
Manufacturing companies the world over, constitute the major part of business establishments and exist to develop an economy, provide quality employment and wages as well as reduce poverty (Osuala, 2004).
According to Ogbu (2012), manufacturing companies contribute immensely to the nation’s development process and act as engine of economic development.
Manufacturing companies are potential engines for industrialization and creators of skilled jobs (Tybout, 2000). The manufacturing subsector is the most dynamic and responsible for a significant share of economic production (Scott, 2008).
As observed by Anyanwu (2006), manufacturing companies increase the avenues for employment, help boost agriculture, and help diversify the economy as well as help the nation increase foreign exchange earnings.
These companies are acknowledged as generators of significant economic growth, employment and business development and are also widely recognised in terms of production and income generation (Amakom, 2012).
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