THE ROLE OF MARKETING STRATEGY IN DETERMINING CONSUMER PURCHASING BEHAVIOUR(A CASE STUDY OF GUINESS NIGERIA PLC)

The performance of marketing functions basically marrying consumer needs and wants with the appropriate products and services. It is the duty of the form to adopt appropriate marketing strategy to attract customers to it’s product and since it is generally believed that marketing strategy affects the consumer buying behaviour. This project therefore attempts to examine how the use of marketing strategies have generated sales for Guinness Nig. Plc following it’s impact on consumer purchasing behaviours. Efforts are therefore made to show the relationship between sales turnover and the amount spent on marketing activities. The project work is divided into five chapters conveying the introduction, literature review, research methodology, analysis of result and findings as well as recommendation and conclusion which might help to achieve greater sales using marketing strategies. In all special attention is paid to both the company sales record and the consumer’s questionnaire for the analysis.