The Impact of Marketing Strategy on Customer Purchase of Liquid Soap Brands in Eti-osa Local Government Area, Lagos State
CHAPTER ONE
Objectives of the Study
The specific objectives of this study are:
- To analyze the relationship between advertising strategies and consumer purchasing behaviour of liquid soap brands in Eti-Osa LGA.
- To investigate the impact of promotional activities on customer preferences for liquid soap brands.
- To explore the influence of pricing strategies on consumer choices regarding liquid soap brands in Eti-Osa LGA.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Review
Definition of Liquid Soap
Liquid soap is a surfactant-based product used for cleansing purposes, designed to be more convenient and effective than traditional bar soap. Unlike bar soaps, which are made through a saponification process that combines fats with an alkali, liquid soap is often created by mixing surfactants and water to produce a homogeneous solution. This composition allows for a wider variety of formulations, including antibacterial, moisturizing, and eco-friendly versions, which cater to diverse consumer preferences and needs (Sabbagh, 2021). The formulation may also include fragrances, colourants, and additional active ingredients that enhance its cleaning properties, thus expanding its appeal in the personal care market.
The types of liquid soap can be broadly categorized into various segments, including hand soap, body wash, dishwashing liquid, and industrial-grade cleaners. Each category serves distinct functions and targets specific consumer demographics. For instance, hand soaps often emphasize antimicrobial properties, while body washes focus on skin hydration and fragrance (Pandian, 2020). Furthermore, the increasing popularity of organic and natural liquid soaps reflects a growing consumer trend towards sustainability and health-conscious choices, leading manufacturers to innovate and introduce new product lines that align with these values.
Market trends indicate a significant growth trajectory for the liquid soap segment, particularly in urban areas where consumer awareness of hygiene has escalated, especially following global health crises (Safrianto et al., 2024). This trend is supported by data showing a shift in consumer preference from traditional bar soaps to liquid alternatives, driven by perceptions of convenience and efficacy. The rise of e-commerce platforms has further fueled this trend, allowing consumers greater access to a variety of brands and formulations (Saravanan et al., 2023). Additionally, marketing strategies that emphasize the convenience of liquid soap, along with promotional activities highlighting its benefits, play a crucial role in influencing consumer purchasing behaviour (Kotler, 2019).
CHAPTER THREE
METHODOLOGY
Area of Study
The area of study for this research was the Eti-Osa Local Government Area in Lagos State, Nigeria. This region was selected due to its vibrant market for personal care products, particularly liquid soap brands. Eti-Osa is characterized by a diverse demographic profile, with a mix of high-income and middle-income consumers, which provides a rich context for examining purchasing behaviour. The local government’s economic activities and its population’s increasing awareness of hygiene and personal care influenced the relevance of this study.
As indicated by Gray (2018), selecting an appropriate area of study is vital for the validity and applicability of research findings. The choice of Eti-Osa allowed for an exploration of how various marketing strategies affect consumer behaviour in a dynamic and competitive environment, making it a suitable setting for the investigation.
Research Design
This study adopted a quantitative survey research design. A quantitative approach was deemed appropriate as it facilitated the systematic collection of numerical data, which could be analyzed statistically to assess relationships between marketing strategies and consumer purchasing behaviour (Saunders, Lewis, & Thornhill, 2019).
The quantitative survey design enabled the researcher to gather data from a large sample, allowing for generalizations about the broader population in Eti-Osa. By focusing on specific variables related to marketing strategies and customer purchasing decisions, this design facilitated the identification of patterns and trends. Bell, Bryman, and Harley (2019) highlighted that a structured quantitative approach enhances the reliability and comparability of results, which is crucial for understanding consumer behaviour in the context of liquid soap brands.
CHAPTER FOUR
RESULTS AND DISCUSSION
Data Presentation
The results presented in Table 4.1 indicate the distribution of the questionnaires, revealing a high response rate with 109 out of 120 questionnaires returned and completed, which represents 90.8% of the total. This strong level of engagement among participants reflects their willingness to contribute to the research. The 11 questionnaires that were either not returned or incomplete account for 9.2% of the total, which is relatively low. This minimal non-response rate implies that the data collected is likely to be reliable and representative of the target population’s views on the impact of marketing strategies on customer purchase behaviour of liquid soap brands.
The high valid per cent further reinforces the significance of the findings, as it indicates that the majority of respondents provided complete information, enhancing the credibility of the study. Additionally, the cumulative percentage reaching 100% signifies a comprehensive data collection effort, ensuring that the analysis can confidently address the research objectives. Overall, these results highlight the effectiveness of the data collection process and underscore the relevance of the responses gathered in understanding consumer behaviour in the context of liquid soap brands in the Eti-Osa Local Government Area.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary
This study aimed to investigate the factors influencing consumer purchasing behaviour of liquid soap brands in Eti-Osa LGA. Specifically, it focused on three key elements: advertising strategies, promotional activities, and pricing strategies. Through a structured questionnaire distributed to 109 respondents, the research sought to understand how these factors shaped consumer preferences and choices regarding liquid soap brands. The sample primarily consisted of young adults, particularly females aged 25-34 years, highlighting a demographic that is likely more engaged with contemporary marketing practices.
The findings of the research indicated a strong correlation between advertising strategies and consumer purchasing behaviour. The analysis revealed that respondents were more inclined to try new liquid soap brands if they were exposed to effective advertising on television or social media. Furthermore, the results suggested that advertisements emphasizing unique features of liquid soap brands significantly enhanced consumer interest in those products. These insights reinforce the importance of well-crafted advertising campaigns in creating brand awareness and influencing purchasing decisions.
Promotional activities also emerged as a critical factor impacting consumer preferences. The study found that many respondents were influenced by promotional strategies such as discounts and buy-one-get-one-free offers, which encouraged them to choose specific brands over others. The significant role of promotions indicates that consumers are motivated by perceived value and incentives, emphasizing the necessity for brands to engage in strategic promotional practices to attract and retain customers. Additionally, promotional giveaways and samples were shown to effectively encourage purchases, further underscoring the impact of promotional strategies on consumer behaviour.
Recommendations
Based on the research objectives, the following recommendations can be made:
- Enhance Advertising Strategies: Liquid soap brands should invest in innovative advertising strategies that communicate the unique features and benefits of their products. Utilizing various media platforms, including social media, television, and digital marketing, can significantly increase brand visibility and consumer engagement.
- Implement Targeted Promotional Activities: Brands should design targeted promotional campaigns that resonate with their specific consumer demographics. Offering limited-time discounts, bundle deals, or loyalty programs can incentivize purchases and encourage consumers to try new products, ultimately enhancing brand loyalty.
- Adjust Pricing Strategies: It is recommended that liquid soap brands conduct market research to establish competitive pricing strategies that align with consumer perceptions of value. Brands should consider offering a range of products at different price points to cater to diverse consumer segments while ensuring quality is not compromised.
References
- Bakator, M., Ivin, D., Vukovi, Đ., & Petrovi, N. (2020). Analysis of consumer behaviour and marketing. In VI International Symposium Engineering Management and Competitiveness 2016 (EMC 2016).
- Baker, M. (2022). The strategic marketing plan audit. Cambridge Strategy Publication.
- Chaubey, D., & Pant, M. (2017). Analyzing marketing strategies and their impact on consumers’ purchase intentions and purchase behaviour of green products. International Journal of Applied Business and Economic Research, 15(22). Retrieved from http://www.serialsjournals.com
- Indumathi, & Dawood, A. K. (2020). Impact of marketing mix on consumer buying behaviour in organic product. International Journal of Research in Finance and Marketing (IJRFM), 06(10), 43-54. Retrieved from http://euroasiapub.org/current.php?title=IJRFM
- Kanagal, N. B. (2020). An extended model of the behavioural process in consumer decision. International Journal of Marketing Studies, 8(4), 87-93. https://doi.org/10.5539/ijms.v8n4p87
- Kotler, P. (2019). Marketing management: Analysis, planning, implementation and control (9th ed.). Prentice Hall India.
