THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY

THE IMPACT OF MARKETING COMMUNICATION ON CONSUMER BRAND LOYALTY

ABSTRACT
This study used Pz Cusson Plc Aba in the state of Abia as a case study to examine the effect of marketing communication on consumer brand loyalty. The population size for the study was 505, and there were also 223 participants in the sample. Data were collated and examined using descriptive statistics. Chi-square is one of the statistical methods used to put the hypothesis to rest. This study has also offered helpful suggestions that, if put into practice, will aid in effective branding on industry sales and should not be undervalued.

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Businesses have recently focused more on finding ways to get the most out of their investments, and it goes without saying that no company can survive in today’s competitive and unfavorable economy without effective marketing of its products and services.
It is no longer necessary for consumers to beat a path to the product’s manufacturer mousetrap. The manufacture of high-quality traps is no longer limited to the mousetrap manufacturer.
In a circumstance like this, each producer must explain his items’ characteristics, availability, costs, advantages, and sometimes even how to utilize them.

Others say that brand loyalty is the ultimate objective of marketing. Brand loyalty in marketing refers to a customer’s determination to continue using a certain product or service, which can be proven by recurring purchases of those items or by other commendable actions like word-of-mouth promotion. True brand loyalty presumes that the customer is prepared to occasionally set aside their personal interests in favor of the brand. Robert Kotler (2007).
The statement made by Kotler and Armstrong (2004) that “contemporary marketing requires for more than merely manufacturing a good product, pricing it attractively, and making it available to the target consumer” reiterated the aforementioned reality.

Companies must also communicate with current and prospective customers and what they communicate should not be left to change. All of their communication effort must be blended into a consistent and coordinated communication program, just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company effort to build customer’s relationship.

In general, the potential customer must know something about a product if they are to buy at all. A firm with a really new product may not have to do anything but inform customers about it and show that it meets their need better than other product, so the fact that people do not readily grab the advantages of the product particularly if it is entirely new, makes it utmost important that companies must design and disseminate adequate information about product characteristics and benefit to the target market.

Having started the above, brand, is a persuasive communication about an organization and its product. The communication, the media, the audience, the respondent and the feedback, which make up the communication process element, are the foundation of branding strategy. This gives credence to the fact that the marketer and the buyer contribute something and each want to gain something from branding activities, thus describing marketing as a profitable exchange between two interested parties – Kotler (1993).

In a sense, this means that when customers buy things, they do so with these expectations in mind. Yet, the organization wants to remind consumers that it too has aims that must always be in line with corporate objectives.

The researcher thought it was important to investigate the effects of brand loyalty on marketing communication utilizing PZ Cusson Nigeria Plc. in light of the aforementioned idea. Aba plant used as a study variable

1.1.1 PROFILE OF PZ CUSSON NIGERIA PLC

Peterson (British) and Zochonis launched PZ Cusson Nigeria plc in England in 1984. (Greek). In Manchester, England, the company is headquartered.

On December 4th, 1948, the corporation was established in Nigeria as a private company under the name D.B. Nicholas and company limited. Algbon Ind. Ltd. and associated ind. Ltd. were the new names adopted in 1953. It changed from a private corporation to a public one on July 19, 1972.

On November 22, 1909, the company changed its name to Peterson Zochonis Industry Plc. Additionally, the company’s authorized share capital at the time of its incorporation was 80,000 dividends divided into 40000 ordinary shares, each worth N2.00, which were issued to Mr. P. B. Nicholas as payment for the company’s acquisition of his business.

A. N.; calder (member), B.O.Ola, E. Mgbeachire, Kostsa Theodora Komplous, chief Babatunde Onyeleda, and paanos Gieuras make up the Nigerian board of directors. G. J. Poupas is the main executive chairman.

The Cussons Aba facility is situated in the northern part of Abia State at Margeret Avenue, Eziama. A few of the brands made at the Aba factory include Joy, Imperial, Premier, Venus, Ava, Cussons and baby soap, Canoe, Duck, Tempo, Robert medicinal and robber and antiseptic soap. The Aba facility specializes in the production of soap (toilet, laundry, and medicated). Every month the fiscal year of one corporation finishes. The business provides some social services to its host communities, including food distribution, employment of unskilled labor in particular, access to roads and water boreholes, and free technical training at its headquarters school in Lagos.

1.2   STATEMENT OF THE PROBLEM

Ways to increase sales and hence profit have been a severe difficulty for marketers in a competitive economy like Nigeria, where there are numerous competing companies of consumer items and various brand names. These problems include:

1. The industry lacks training and development.
2. The profitability of the industry is further hampered by subpar packaging, labeling, and low mindset.
3. Consumers who lack strong brand loyalty are more likely to switch to other brands, which reduces sales for PZ Cusson Nigeria plc.
4. Lack of brand differentiation in the market results in brand confusion.

1.3   OBJECTIVES OF THE STUDY

The study’s aims were as follows:

1. To offer appropriate suggestions when they are needed to improve the product.
2. To determine whether brand contributes to satisfying target markets’ demands and desires.
3. To demonstrate how brand strategy affects sales turnover
4. To pinpoint the typical issue with brand loyalty.
5. To determine whether brand has a detrimental impact on PZ Cusson Nigeria plc’s Aba growth.

1.4   RESEARCH QUESTIONS

The following key research issues were taken into account in the study:

1. What appropriate recommendations could enhance the product?
2. Does the company’s brand assist it in satisfying the demands and desires of its target market?
3. Does a company’s brand help it grow its market share and sales?
4. Is brand loyalty influenced by it in any way?
5. Does brand negatively impact organizational growth?

1.5  RESEARCH HYPOTHESES

The following hypothesis were posited and tested in the study

HO1: the creation of brand loyalty does not depend on influence of promotional strategy.

HA1: the creation of brand loyalty depend on influence of promotional strategy

HO2: an effective product sale does not depend on the Influence of brand loyalty

HA2: an effective product sale depend on the influence of brand loyalty

HO3: Brand negatively affects organizational growth

HA3:  Brand positively affects organizational growth

Ho4: Brand does not help the company to meet the needs and want of their target market.

HA4: Brands help the company to meet the needs and wants of their target market.

1.6  SIGNIFICANCE OF THE STUDY

In developing economic strategies and making plans for the passage of legislation to increase or guide consumer protection against unfair business practices from competitors, the company will benefit from customer brand loyalty.
Competition, though, is a key aspect of capitalism. According to Chief O. K. Uduma (2003), cooperation is the solution to capitalism’s problems.
Pz Cusson Nigeria Plc, Aba, will benefit from this research by strengthening its branding tools and using it as a guide when developing brand strategy.
It will improve student performance in the eyes of the academic community and raise the likelihood that they will conduct additional study on the subject in the future using the data they have gathered.
Once more, it will put students in a better position to comprehend what a brand is and what measures could be used to advertise goods.

This study will aid the researcher in earning a higher national diploma certificate as a student. That will increase consumer loyalty.

1.7   DEFINITION OF TERMS

The following terms used in the study are defined as below

CONSUMER: one who uses goods and services (product), which directly satisfy his/her needs.

COMPETITION: A situation where organization complete with each other

COMPANY: This is a business organization that makes money by production of selling goods and services

MARKETING: This is getting the right goods and services to the right people at the right time at the right price, with the right communication and promotion. It is also the sum total of business activities that is designed to produce, price, promote and or distribute wants satisfying product to present and potential customer.

OBJECTIVES: This is what organization intends to do, achieve and accomplish at a given/specified period of time

PRODUCT: A product is anything that is offered and accepts in exchange for satisfaction. It is made up of tangible and intangible product

SALES: Is a collection of products sold for revenue generation?

STRATEGY: This involves a grand design for what a firm does in a product market area.

TARGET MARKET: these are the set of buyers sharing common needs to characteristics that the company decides to serve.