TABLE OF CONTENTS

List Page No

Dec!aration .............................................................................................................. i

Dedicatlon ................................................................................................................ ii

Acr-now,e ' · 'd gernen · t .. . · ................................................................................................... m

CHAPTER ON!E •••••••••••••••••••••••••••••••••.••••••••••••.•••••••••••.••.••••••••.•••••.•.• 1

THE PROBLEM AND ITS SCOPE INTRODULI ION ........................................... 1

1.0 Introductlon ............................................................................................... 1

1.1 Historical background ......................................................................... 1

1.2 Rationale of the study ..................................................................... 4

1.2.1 Conceptual framework .................................................................. 4

1.2.2 Introduction ................................................................................. 5

1.3 Theory ............................................................................................... 7

1.3.l Product ........................................................................................ ?

1.3.2 Pricing ......................................................................................... 9

1.3.3 Promotion .................................................................................. 10

1.3.4 Place ......................................................................................... 10

1. 4 Review of the related literature ......................................................... 11

1.4.1 Introduclion ............................................................................... 11

1. 4 .2 Purpose of literature review ........................................................ 14

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1.4.3 Previous/past strategies adapted by organizations ........................ 15

1.4.3.1 Product ................................................................................ 15

1.4.3.2 Promotion ............................................................................ 19

1.4.3.3 Place ................................................................................... 22

1.4.3.4 Pridng .........•...........•..................................•.•...................... 25

1.5 Hypothesis of the study .................................................................... 28

1.6 Significance of the study .................................................................... 28

1.7 Objectives ........................................................................................ 29'

1.8 llmit;:1tions of the study ..................................................................... 29

CHAPTIER TWO •••••••••••••••••••••••••.••••••••••••••••••••••••••••••••••••••••••••••••••• 31

RESEARCH M!:fHODOLOGY ....................................................................... 31

2.1 Design ............................................................................................. 31

2.2 Environment. .................................................................................... 32

2.3 Subjects ........................................................................................... 32

2.4 Instruments ..................................................................................... 32

2.4.1 Sampling strategy ....................................................................... 32

2.4.2 Questionnaires ........................................................................... 33

2.4.3 Interview ................................................................................... 33

2.4.4 Records ..................................................................................... 33

2.4.5 Other research projects ............................................................. .34

CHAPTER THREE .......................................................................... 35

STATISTICAL ANALYSIS AND PRESENTATION ............................................. 35

3.1 Int,oduction ..................................................................................... 35

3.2 presentations ................................................................................... 35

CHAPTER r,~'-'""············································································43

CONCLUSION AND RECOMMENDATIONS ................................................... .43

4. lintroductlon ...................................................................................... 43

4 .2 Summary ......................................................................................... 46

4.3 Recommendations............................................................................ 46

definition Of KEY TERMS .......................................................... 47

BIBLIOGRAPHY ............................................................................ 49

.APPEftliDiX ..................................................................................... ., ............... 51