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TABLE
OF CONTENTS

CHAPTER
ONE

1.0   Introduction

1.1   Statements
of the problem

1.2   Aims
and Objectives of the study

1.3   Significance
of the Study

1.4   Scope
of the Study

1.5   Limitation
of the Study

1.6   Definition
of the term

CHAPTER
TWO

2.0   Literature
Review

2.1   Tools
for tracking and measuring customer satisfaction

2.2   Deliverance
customer value and satisfaction

2.3   Value
Chain

2.4   Value –
Delivering Network

2.5   Attracting
and retaining customers

2.6   Attracting
customer

2.7   Computing
the cost of customer

CHAPTER
THREE.

3.0   Research
methodology

3.1   Population
and sample size

3.2   Method of
Data Collections

3.3   Method
of Data Presentation

3.4   Method
of Data analysis

CHAPTER
FOUR

4.1   Historical
Background of Berger Paints

4.2   Data
Presentation, Analysis, and Interpretation

4.3   Testing
of Hypothesis

4.4   Discussion
of Findings.

CHAPTER
FIVE

5.1   Summary,
Recommendation and Conclusion

5.2   Summary
of the Research findings

5.3   Conclusion

5.4   Recommendation

5.5   Appendix

5.6   References

ABSTRACT

Before any business can succeed in winning
customers and outperforming competitors, there is need to embark upon a
thorough task. Generally, companies are facing toughest competitions in
building customers, not just product. Many companies is of the opinion that it
is the marketing or sales department jobs to procure customers, if they cannot,
the company draws the conclusion that marketing people are not capable and
competent; but intact marketing, is only one factor in attracting and keeping
customers. The topic aids the researcher to improve and increase the sales
volume of the organization. Its makes to know that the interest of consumer
should be bear in mind and be properly monitored for success accomplishment
thereby retaining them. The best marketing department in the world cannot sell
product that are poorly made or fail to meet consumers need.

Therefore, the project concluded that if present
economic system continue aid prosper, the marketing manager of Nigeria
must uniformly have as their goal the satisfying of consumers desires.

Also the project recommended that the company must pay adequate and closer attention to its customer defection rate (the rate at which the company losses customers) by improving on its existing products quality. The company should motivate its employees (salesman) so as to serve the customer better.

CHAPTER ONE

1.0   INTRODUCTION.

In
our society and the world at large companies are facing toughest competition
ever. Before any business can go about winning customers and outperforming
competitors, there is the need to do a thorough task of meeting and satisfying
consumer needs. It is only customer centered consumers companies that are adapt
at blaming customers not just product. So many companies think that it is the
marketing or sales department’s job to gain customers. If they cannot, the
company draws the conclusion that is; the marketing people are not very good
and are not effective in discharging their duties. But marketing is only one
factor in attracting and keeping customers. The best marketing department in
the world cannot sell products that are poorly made or fail to meet consumers
need.

The consumer is faced with an infinite number of choices in his buying behavior. He makes a decision on whether to spend his money or save it. If he chooses to spend it, he has a wide range of product choices available to him. Even within the relatively narrow field of paint industries the consumer has, from five to ten different brands of paints from which to choose in the average paint shop or depot, obviously, no one brand is going to be sold for long if it stops giving the customer what he wants. Hence, it is a total error for a marketing manager to believe that the consumer must buy his product.

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