AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

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ABSTRACT

This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc in Enugu.

The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives.

In an attempt to carryout the study effectively, a total sample of seven firms were judgmentally selected.

This sample random sampling technique and chi-square statistical tools was used for this study.

i. From the analysis of the data, it was deduced that the selected firms consider the application of product positioning as very important part of firm’s sales objectives.

ii. The selected firms also used product positioning to achieve their aims.

iii. The firms marketing operations are regionally structured. However, it was noted that the firms is selling to all the customers.

Finally, the following suggestion were seen:

a. There should be adequate provision of funds.

b. The firm should engage more effort to train their sales executives.

c. They should improve on advertising and other sales promotion mix.

d. Lastly, the issue of transportation and distribution facilities should be improved.

TABLE OF CONTENTS

Title Page i

Approval Page ii

Dedication iii

Acknowledge iv

Abstract v

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of Problem 3

1.3 Objective of the Study 5

1.4 Scope of the Study 6

1.5 Formulation of Hypothesis 7

1.6 Significance of the Study 9

1.7 Definition of Terms 9

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Meaning and Scope of Product Position Strategies 11

2.2 Bases for Position A Product 4

2.3 Types of Positioning Strategy 17

2.4 Product Positioning Process 21

2.5 Enveloping of positioning Strategies 24

2.6 Evaluation of positioning strategies 28

2.7 Communicating The Company’s Positioning Strategies 29

CHAPTER THREE:

RESEARCH METHODOLOGY

3.1 Sources data 34

3.2 Determination of sample size customers

Sample size 35

3.3 Sampling technique 37

3.4 Research instrument used 37

3.5 Validation of research instruments 39

3.6 Questionnaire allocation and administration 39

3.7 Method of data treatment an analysis 43

3.8 Limitation of the study 43

CHAPTER FOUR:

4.1 DATA PRESENTATION AND ANALYSIS OF 58

4.1 TESTING OF HYPOTHESIS 65

4.2 TESTING OF HYP;OTHESIS 69

CHAPTER FIVE:

SUMMARY, AND FINDING CONCLUSION, AND RECOMMENDATION

5.1 Summary of Findings 79

5.2 Recommendation 81

5.3 Conclusion 84

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AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

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