TABLE OF CONTENTS
List Page No
Dec!aration .............................................................................................................. i
Dedicatlon ................................................................................................................ ii
Acr-now,e ' · 'd gernen · t .. . · ................................................................................................... m
CHAPTER ON!E •••••••••••••••••••••••••••••••••.••••••••••••.•••••••••••.••.••••••••.•••••.•.• 1
THE PROBLEM AND ITS SCOPE INTRODULI ION ........................................... 1
1.0 Introductlon ............................................................................................... 1
1.1 Historical background ......................................................................... 1
1.2 Rationale of the study ..................................................................... 4
1.2.1 Conceptual framework .................................................................. 4
1.2.2 Introduction ................................................................................. 5
1.3 Theory ............................................................................................... 7
1.3.l Product ........................................................................................ ?
1.3.2 Pricing ......................................................................................... 9
1.3.3 Promotion .................................................................................. 10
1.3.4 Place ......................................................................................... 10
1. 4 Review of the related literature ......................................................... 11
1.4.1 Introduclion ............................................................................... 11
1. 4 .2 Purpose of literature review ........................................................ 14
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1.4.3 Previous/past strategies adapted by organizations ........................ 15
1.4.3.1 Product ................................................................................ 15
1.4.3.2 Promotion ............................................................................ 19
1.4.3.3 Place ................................................................................... 22
1.4.3.4 Pridng .........•...........•..................................•.•...................... 25
1.5 Hypothesis of the study .................................................................... 28
1.6 Significance of the study .................................................................... 28
1.7 Objectives ........................................................................................ 29'
1.8 llmit;:1tions of the study ..................................................................... 29
CHAPTIER TWO •••••••••••••••••••••••••.••••••••••••••••••••••••••••••••••••••••••••••••••• 31
RESEARCH M!:fHODOLOGY ....................................................................... 31
2.1 Design ............................................................................................. 31
2.2 Environment. .................................................................................... 32
2.3 Subjects ........................................................................................... 32
2.4 Instruments ..................................................................................... 32
2.4.1 Sampling strategy ....................................................................... 32
2.4.2 Questionnaires ........................................................................... 33
2.4.3 Interview ................................................................................... 33
2.4.4 Records ..................................................................................... 33
2.4.5 Other research projects ............................................................. .34
CHAPTER THREE .......................................................................... 35
STATISTICAL ANALYSIS AND PRESENTATION ............................................. 35
3.1 Int,oduction ..................................................................................... 35
3.2 presentations ................................................................................... 35
CHAPTER r,~'-'""············································································43
CONCLUSION AND RECOMMENDATIONS ................................................... .43
4. lintroductlon ...................................................................................... 43
4 .2 Summary ......................................................................................... 46
4.3 Recommendations............................................................................ 46
definition Of KEY TERMS .......................................................... 47
BIBLIOGRAPHY ............................................................................ 49
.APPEftliDiX ..................................................................................... ., ............... 51
