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THE EFFECTS OF INFORMATION TECHNOLOGY ON THE MARKETING OF CONSUMER GOODS: A CASE STUDY OF CADBURY NIGERIA PLC (1996- 2005)
ABSTRACT
Information technology is generally believed to be the only tool that has brought
the world together as a global neighborhood. It is an unprecedented revolutionary
tool that can not be jettisoned or ignored by any forward looking manager of
resources, whose objective is to succeed and have an edge over competitors. It is
in the light of this that this study attempts to examine some of the attendant effects
of information technology on the marketing of consumer goods.
Data for the study was generated mainly from reliable secondary sources and the
study makes use of both descriptive and analytical tools in analyzing the data
collected. The descriptive tool consists of the use of tables and ratios, while the
analytical tool consists of the use of Ordinary Least Square (OLS) regression. The
findings of the study reveal that there is linear relationship between Information
Technology and Turnover and that they are positively related. The magnitude of
their relationship is also very high. Thus, growth in information technology has
meaningful impact on growth in sales.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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