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THE RELEVANCE OF MARKETING STRATEGIES IN THE BANKING INDUSTRY: A CASE STUDY OF SELECTED BANKS IN KADUNA.
ABSTRACT
The study is the relevance of marketing strategies in the banking industry.
A case study of selected Banks in Kaduna.
Chapter 1, states the research problem, explains the aim of the work which
find out the impact the different marketing strategies being adopted by various
banks have on their profit and growth in the face of competition, survival drive
and distress syndrome in the Nigeria Banking Industry.
Four hypothesis are used in this study. In order to prove or disprove the
hypotheses some variables are used.
An analysis of the data indicated that the unstable economic, political
climate and the compulsion to declare mega profits in the short run forced the
banks to abandon the traditional arm-chair banking practice to develop equality
service that satisfied the need of the customers at a profit to the bank. This
however mean that because of the effective marketing strategies articulated by the
banks the tendency for people to operate business with them increased, which of
course lead to growth and increase bank deposit.
The analysis also shows that no matter how effective marketing strategies
articulates by Banks it will not be authentic if the economic of the country are
bad since the Government has great influence on the banking industries and the
economic of the country.
The study concluded with a set of findings and recommendation which it
is hoped, if applied will improve the performance of the five selected banks.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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