An Examination of Geo-marketing Model for Store Network Locations Planning in Selected Business District in Nigeria
CHAPTER ONE
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain the impact of geomarketing on business
- To ascertain the problems of geomarketing in business
- To examine the impact off geomarketing model for store network locations planning in business
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Marketing and achieving consumer conversion in developing countries
Nguyen and Nguyen (2009) are of the opinion that market size and the growth capacity found in most developing countries offer a good mix for the marketing success of various products and services. This they believe is particularly true as it relates to the marketing of international brands in such regions. They do, however, bear in mind that there are issues and challenges likely to be faced in developing countries, especially when an international organisation attempts to establish its presence there. Furthermore, Keller and Moorthi (2003) have advised that international brands setting up in a developing country require a clear understanding of their host country. They further highlight that a yardstick for the measurement of performance in these developing countries will need to be based on a combination of market share, profitability and customer conversions. In addition, issues examined earlier in this article are understood as being better addressed by using geodemographic profiles and by applying geomarketing principles, for the purpose of better targeting both customers and consumers, and thereby enabling improved product positioning as well as capturing a considerable market share within a new market. However, in contrast to the case in developed countries, marketing in developing countries is understood to remain a non-specific process to consumer profiling. It has remained a review and segmentation of customers, assessed on the basis of cumulative individual disposable income. Consequently, many international brands marketing their products and services in developing countries enter such regions by identifying areas where cumulative average spend is considered ‘robust enough to sustain profitability’, while also working at achieving market share. However, this will often result in such organisations selecting a commercial or administrative region as their point of entry. Such locations provide an operational base within the developing country for the brand; it also facilitates for the organisation revenue assurance and market profitability. It does not, however, necessarily guarantee a wider reach for products or services on offer. As disposable income typical in these areas will surpass that from other regions, accessibility and product penetration on the basis of price become limited to the region of first entry and offer. This will present a limitation to achieving good market share or exposure for such an organisation and its goods and services on offer. However, some years back, it may have been acceptable to presume no academic or commercial studies existed for the purpose of exploring the creation and use of geodemography and/or geomarketing principles, or even the application of geographic linkages to marketing in developing countries.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to an examination of geomarketing model for store network locations planning in selected business district in Nigeria
Sources of data collection
Data were collected from two main sources namely:
Primary source and Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain an examination of geomarketing model for store network locations planning in selected business district in Nigeria
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of geomarketing model for store network locations planning in selected business district in Nigeria
Summary
This study was on an examination of geomarketing model for store network locations planning in selected business district in Nigeria. Three objectives were raised which included; To ascertain the impact of geomarketing on business, to ascertain the problems of geomarketing in business, to examine the impact off geomarketing model for store network locations planning in business. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 businessmen and businesswomen at Abuja central business district. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made drivers, bankers, businessmen and businesswomen was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Concluding, a lingering fear is that developing countries and their embedded populations will continually be represented as a point for the consumption of products and services offered by international brands; as a consequence, such populations are likely to be exploited by the continued interpretation offered from the private sector of who the consumer or customer is in such regions. It is important, though, to bear in mind that the private-sector interpretation of the consumer may not be completely biased if it were offered alongside an interpretation from academia, which would seek to offer a more objective interpretation of the consumer and/ or customer. Effectively, an academic view would offer a perspective that seeks to understand the individual, probable life choices influenced by location and environmental or social factors, as well as the expectations often held by such individuals – all of which may be ascribed as defining a population as ‘citizens’. In conjunction with the view from the private sector, which offers what may be seen as a ‘consumers’ view, it may be possible to devise a representation of the population within developing countries under the heading, ‘citizens and consumers’. This, it is believed, may better aid an understanding of the consumer and customer within developing countries and, also, further improve on the prospects of geodemography and geomarketing within the same
Recommendation
There are geomarketing agencies that specialize on creating finished reports, and conduct research to order. Through such research, the company is reviewing the aspects of its activities from a different angle that is different from the results of traditional market research, which are customer-oriented and even competitive intelligence.
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