TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
CERTIFICATION PAGE
DEDICATION
ACKNOWLEDGEMENTS
TABLE OF CONTENTS
LIST OF TABLES
ABSTRACT
CHAPTER ONE: INTRODUCTION
Background of the Study
Statement of the Problem
Purpose of the Study
Research Questions
Hypotheses
Significance of the Study
Scope of the Study
CHAPTER TWO: LITERATURE REVIEW
Conceptual Framework
Concept of Information
Concept of Needs
Concept of Information Need
Concept of Information Needs and Marketing
Concept of Information Dissemination
Concept of Information Dissemination and Marketing
Concept of Information Documentation and Marketing
Concept of Demographic Variable of Age, Gender and Educational Background
Concept of Marketing and Marketers
Concept of Bottling Company
Utilization of Information Dissemination Channel
Attitude of Marketers towards Information Dissemination Pattern
Constraints to Information Dissemination
Strategies for Enhancing Information Dissemination
Theoretical Framework
Disconfirmation Theory
Access and Utilization of Information Model
Review of Related Empirical Studies
Summary of Literature Review
CHAPTER THREE: RESEARCH METHOD
Research Design
Area of the Study
Population of the Study
Sample and Sampling Technique
Instruments for Data Collection
Validation of the Instruments
Reliability of the Instruments
Method of Data Collection
Method of Data Analysis
CHAPTER FOUR: RESULTS
Results
Summary of Findings
CHAPTER FIVE: DISCUSSION OF FINDINGS, CONCLUSION, IMPLICATIONS ANDRECOMMENDATIONS
Discussion of Findings
Conclusion
Implications of the Study
Recommendations
Limitations of the Study
Suggestions for Further Studies
References
ABSTRACT
The study examined the Marketers’ information needs and dissemination in Nigerian Bottling Company and Seven-up Bottling Company in Nigeria. The study aimed at identifying the information needs of marketers, channels of information dissemination available to marketers, the influence of demographic variables of age, gender and educational background on the satisfaction of marketer’s information needs, the extent of utilization of information dissemination channels, attitudes of marketers towards information dissemination patterns, problems associated with marketer’s information dissemination, and strategies for enhancing information dissemination among marketers in the two Bottling Companies in Nigeria. To achieve the aim, the study was guided by seven research questions and seven hypotheses. The researcherused questionnaire. The population of the study comprised marketers of Nigerian Bottling Company and Seven-Up Bottling Company.The total population of the study comprises 2987 marketer that is 2,077 NBC marketers and 910 Seven-Up marketers. A sample of 600 marketers was used for the study. The data collected were analyzed using descriptive statistics, and non-parametric techniques (chi-square) to test the hypotheses generated for the study at 5% level of significance. Theresults of the study indicated that majority of the marketers are male gender (about 66.9%) who had Senior Secondary. School Certificate (32.2%)), but have above 5-10 years of marketing experience in the Bottling Companiesbusiness. The study also revealed that there is significant difference in the information needs, channels of information dissemination, satisfaction of information needs, the prevailing marketers’ attitudes towards information dissemination patterns, the problems associated with marketers’ information dissemination and the strategies for enhancing information dissemination among marketers in NBC and Seven Up Bottling Companies in Nigeria. However, there was no significant difference in the influence of demographic variables such as age, and sex on the satisfaction of marketer’s information needs in the two Bottling Companies in Nigeria. Nevertheless, educational background had a relatively significant impact. Furthermore, the study revealed that the utilisation of information dissemination channels is not statistically independent of marketers’ marketing functions in the two Bottling Companies in Nigeria. The study concluded that marketers need a wide range of information and the problem of marketers’ information needs and dissemination can be solved through sensitization and proper training of marketers on information utilisation, record keeping, business developments, marketing strategies, and other skillsto enhance the performance of their marketing functions in Nigeria. The study concluded amongst others that marketer’s information needs and dissemination constraints included not only information on companies sale promotions, rebates, business development, production, etcetera. Buy that most marketers of NBC and Seven-Up bottling company do not keep records or utilized information on their own, while limited information are made available to them for their use by the bottling companies in Nigeria. The study recommended amongst others that NBC and Seven-Up bottling company should update marketers with relevant information as a major responsibility of their customer services because the marketers need the information to operate their business.
CHAPTER ONE
INTRODUCTION
Background of the study
A bottling company is a commercial enterprise whose output is the bottling of beverages for distribution. Many bottling companies are franchisees of corporations.Companies such as Coca-Cola and Seven-Up produce and distribute beverages in a specific geographic region. Some bottling companies may also bottle other local beverages such as regional beers orwines.A bottler is a company who mixes drink ingredients and fills up cans and bottles with the drink. The bottler then distributes the final product to thewholesellers (marketers) in a geographic area. Large companies like Coca-Cola and Sevn-Up Company sell their products to bottlers who holds their patient right to bottle and distribute their products. (American Bottler. Volume 42. February 1921. Retrieved September 27, 2012)
The study focus on the marketers’ information need and dissemination, it’s also discuss alongside impact of marketing products in Nigeria on the general consumer demand for product, promotional activities in NBC and Seven-Up Bottling Companiesplc. The company has been chosen as a case study because of its size worldwide, qualities of products, integrity, products availability, acceptability and its.....
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