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THE EFFECT OF PROMOTIONAL STRATEGIES IN THE MARKETING OF BANK SERVICES

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ABSTRACT

Promotional strategies is a process deal with the technique used by organization in inform, persuade and eduate the public through the promotional mix.

            Moreover pormotioal strategies does not only promote tangible products but also it promotes ideas, services, personalities etc. it also presents want, satisfying attribute of a product or service to the consumers.

            The research work titled “the effect of promotonal strategies in the marketing of bank service” a case study of UBA PLC, was carried out with the objective of determining the effect of promotional strategyin the quality of service and also to find out how promotions has assisted the bank in its achievement in the service industry to find out if the increase in customer patronage was as a result of promotional strategy, to find out if promotions persuade and reminds customer of UBA PLC services and lastly to find out if promotions keep customer aware of the product and service of UBA PLC.

            In achieving the above objective some related literature were reviewed on the effect of promotional strategy on the marketing of bank services

            In this research work the major instrument used is questionnaire administered on two population ie management and customer of the bank this was supplemented with personal interview.

            According to the questionnaire collected and interview conducted relevant data were analyzed and hypothesis tested. The analyzed data brought out the following; that promotion create positive image for the bank, that most people in Enugu metropolis are aware of UBA Plc, increase profitability and customer patronage.

            Based on the funding the following recommendation were made: UBA should carry out promotion regulartly since it increase sales, patronage, profitability, builds brand image and other benefits.

            Also the bank should utilize the marketing variable, strategies and concept. In summary UBA Plc have to  use all the marketing principles for continued survival and sustenance in business.

RESEARCH PROPOSAL

The effect of promotional strategies on the marketing of bank service (a case study of United Bank for Africa plc)

Summary

In this study the researcher will take an in-depth look at the effect of promotional strategies on the marketing of bank services.

Background of the study

The research will review the background of the problem and benefits of promotional strategies associated in the marketing of bank service and will also trace various attempt made in the past to solve the problem that faced the bank, this gave rise to the present research study.


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