ABSTRACT

The study is a descriptive survey designed to examine marketing concept as a tool for modern day banking in Nigeria. A total of ninety-five

respondents were selected from Ecobank Plc in Ethiope East, Ethiope West and Sapele Local Government Area of Delta State to form a sample size. A test and

retest method was used to determine the reliability of the questionnaire items.

The data collected from the field through the administration of questionnaire

was organized, using frequency distribution table, simple percentage and

non-parametric test of significance known as Chi-Square (X2) was used to test the hypotheses formulated. The

findings revealed that there is a significant relationship between market

concept and modern day banking in Nigeria. The study therefore recommends among

others that banks should embark, from

time to time on marketing research to ensure better services for customer and

better method of production and processing.

 

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study                                                       

1.2 Statement of the Problems                                            

1.3 Purpose of the Study                                                    

1.4 Research Questions                                                      

1.5 Research Hypotheses                                                    

1.6 Significance of the study                                                        

1.7 Scope of the study                                                        

1.8 Definitions of terms                                                       

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework                                                          

2.2 Banking situation in Nigeria                                         

2.3 Services and products marketed in Commercial Banks          

2.4 Marketing Management concept                                   

2.5 Elements of Marketing Communication                       

2.6 Strategies for enhancing bank marketing                      

2.7 Problems of marketing and service in Nigeria banking industry                                                 

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design                                                            

3.2 Population of the study                                                          

3.3 Sample and Sampling Technique                                  

3.4 Research Instrument                                                     

3.5 Validation of  Instrument                                             

3.6 Reliability of Instrument                                                        

3.7 Method of Data Analysis                                              

3.8 Method of Data Collection                                           

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS   AND DISCUSSION OF FINDINGS

4.1  Research Information                                                   

4.2 Testing of Hypotheses                                                  

4.3 Discussion of findings                                                  

CHAPTER FIVE:  SUMMARY, CONCLUSION &  RECOMMENDATIONS

5.1 Summary                                                                    

5.2 Conclusion                                                                      

5.3 Recommendations