Marketing communication plays a critical role in product longevity by influencing brand perception, consumer engagement, and demand sustainability. This study examines its impact in Nigeria’s manufacturing industry, focusing on Unilever Nigeria Plc. A survey research design was employed, collecting data from 100 marketing and sales staff. Results revealed that 85% of respondents agreed that marketing communication positively affects product longevity, while 75% affirmed its role in maintaining consistent demand. Furthermore, 69% linked marketing communication to product acceptability, and 60% believed high investment in marketing communication directly translates to sales. However, 15% disagreed, and 10% were undecided, indicating the influence of additional factors such as product quality, pricing, and distribution. Hypothesis testing using chi-square confirmed a significant relationship between marketing communication and product longevity at a 0.05 significance level. The study concludes that an integrated and adaptive marketing communication strategy is essential for sustaining product relevance and competitiveness in the Nigerian market.
The impact of marketing communication on product Longetivity in the manufacturing industry in Nigeria; A case study of Unilever
×
Error message
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Notice: Trying to access array offset on value of type int in element_children() (line 6609 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
- Deprecated function: implode(): Passing glue string after array is deprecated. Swap the parameters in drupal_get_feeds() (line 394 of /home1/sciensrd/public_html/scienceijsar.com/includes/common.inc).
Page No:
9629-9634
Download PDF: