ABSTRACT

Environmental complexity is a determinant to the choice of promotional tools in a marketing oriented organization. Although, the environment variable are numerous and are subdivided into three major sub-section (the macro, immediately or table and the micro environment) its complexity has immense influence on the choice of the promotional tools adopted or that can adopted by marketers to create awareness for their product carried. Statement of the problem of this research study will give best solution to the researcher such as, what are the significance of environmental complexity to a promotional tools and what effects does it have on market share and profitability. The objectives of this research topic aim at finding solution to the effect of environmental on promotional tools and to increase the organization profit. The methodology of this research focus on the purpose of the project literature search and survey of knowledgeable person who have ideas on the subject of the work study and measurement would be sought. The findings shows that majority of customers of the supermarket believe that environment have greater influence in their buying decision. The researcher wish to the recommendation that marketing department should pay more attention to researching into the environmental variables and develop more dependable adaptation strategy.

TABLE OF CONTENTS

Title Page                                                              i

Certification                                                         ii

Dedication                                                            iii

Acknowledgement                                                iv

Abstract                                                                vi

Table of Contents                                                 vii

CHAPTER ONE: BACKGROUND OF THE STUDY

1.1      Introduction                                                1

1.2      Statement of problem of the study             3

1.3      Aims and objectives of the study                3

1.4      Significance of the study                             4

1.5      Scope of the study                                       6

1.6      Limitation and constraints of the study     8

1.7      Definition of terms                                      9

CHAPTER TWO:

2.0   LITERATURE REVIEW                                  12

2.1    Concept of environmental complex variables     13

2.2    Marketing environmental complexity         14

2.3    The external marketing environment         16

2.4    Marketing communication                          24

2.5    Promotional tools                                        27

2.6    Advertising as a promo tool                        29

2.7    The learning organization                           31

2.8    Hypothesis formulation                               32

CHAPTER THREE

3.0      Research methodology                                34

3.1      Population sampling and sample size        35

3.2      Research design                                          36

3.3      Sources of data collections                         38

3.4      Method of data collections                          39

3.5       Instrumentation, validity and reability of instrument 42

3.6      Method of data presentation and analysis          42

CHAPTER FOUR

4.1      Brief history of case study                          46

4.2      Presentation and analysis of data              47

4.3      Hypothesis testing                                               57    

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1      Summary of report                                              64

5.2      Conclusion                                                           64

5.3      Recommendations                                               65

Questionnaire                                                      67

References