Marketers Information Needs and Dissemination in Two Bottling Companies in Nigeria

Marketers Information Needs and Dissemination in Two Bottling Companies in Nigeria

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 researcher used 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.

TABLE OF CONTENTS

TITLE PAGE…………………………………………………………………………………… i
APPROVAL PAGE ……………………………………………………………………………ii
CERTIFICATION PAGE…………………………………………………………………… iii
DEDICATION………………………………………………………………………………….. iv
ACKNOWLEDGEMENTS………………………………………………………………….. v
TABLE OF CONTENTS……………………………………………………………………… vi
LIST OF TABLES……………………………………………………………………………….. x
ABSTRACT……………………………………………………………………………………….. xii
CHAPTER ONE: INTRODUCTION
Background of the Study………………………………………………………………………1
Statement ofthe Problem……………………………………………………………………..14
Purpose of the Study……………………………………………………………………………15
Research Questions……………………………………………………………………………..16
Hypotheses ……………………………………………………………………………………….. 17
Significance of the Study……………………………………………………………………….18
Scope of the Study………………………………………………………………………………..19
CHAPTER TWO: LITERATURE REVIEW
Conceptual Framework……………………………………………………………………….. 21
Concept of Information……………………………………………………………………….. 21
Concept of Needs………………………………………………………………………………… 22
Concept of Information Need……………………………………………………………….. 23
Concept of Information Needs and Marketing……………………………………….. 25
Concept of Information Dissemination………………………………………………….. 31
Concept of Information Dissemination and Marketing……………………………..44
Concept of Information Documentation and Marketing……………………………46
Concept of Demographic Variable of Age, Gender and
Educational Background………………………………………………………………………. 53
Concept of Marketingand Marketers……………………………………………………….54
Concept of Bottling Company…………………………………………………………………55
Utilization of Information Dissemination Channel…………………………………..60
Attitude of Marketers towards Information Dissemination Pattern………….. 63
Constraints to Information Dissemination………………………………………………64
Strategies for Enhancing Information Dissemination……………………………….70
Theoretical Framework
Disconfirmation Theory…………………………………………………………………………74
Access and Utilization of Information Model……………………………………………75
Review of Related Empirical Studies……………………………………………………….80
Summary of Literature Review ………………………………………………………………101
CHAPTER THREE: RESEARCH METHOD
Research Design………………………………………………………………………………….. 103
Area of the Study…………………………………………………………………………………..103
Population of the Study…………………………………………………………………………103
Sample and Sampling Technique……………………………………………………………104
Instruments for Data Collection……………………………………………………………..105
Validation of the Instruments…………………………………………………………………106
Reliability of the Instruments…………………………………………………………………106
Method of Data Collection………………………………………………………………………107
Method of Data Analysis…………………………………………………………………………108
CHAPTER FOUR: RESULTS
Results…………………………………………………………………………………………………..110
Summary of Findings………………………………………………………………………………149
CHAPTER FIVE: DISCUSSION OF FINDINGS, CONCLUSION,
IMPLICATIONS ANDRECOMMENDATIONS
Discussion of Findings…………………………………………………………………………….152
Conclusion……………………………………………………………………………………………..159
Implications of the Study…………………………………………………………………………160
Recommendations…………………………………………………………………………………..160
Limitations of the Study…………………………………………………………………………..162
Suggestions for Further Studies………………………………………………………………. 162
References………………………………………………………………………………………………164

INTRODUCTION

Background of the study A bottling company is a commercial enterprise whose output is the bottling of beverages fordistribution.

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.

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