MARKETING FINANCIAL SERVICES UNDER THE STRUCTURAL ADJUSTMENT PROGRAMME

MARKETING FINANCIAL SERVICES UNDER THE STRUCTURAL ADJUSTMENT PROGRAMME

Abstract

The study Is an empirical exercise based upon observable data and
practices of the operators in the Nigerian financial sector. This is
viewed and analysed from a marketing perspective against the
background of a deregulated economy brought about by the Structural
Adjustment Programme (SAP).
The study reveals that the SAP induced free market economy has
given birth to very stiff competition in the financial sector.
This has sent the banks and other financial institutions scurrying
for innovative marketing strategies for survival and growth. There
are indications that so far, they have succeeded as revealed in
the growing level of aggregate deposits accumulated and the rising
level of credits granted to fund users.
The result of all this is that the Nigerian consumer of
financial products and services now, more than ever before, has
a very wide choice among the competing, innovatively packaged
financial products and also enjoys a relatively more efficient
service delivery from the numerous financial houses across the
country.
The study is divided into five chapters. Chapter one
introduces the study, setting out the objective and significance
of the study. Chapter two examines the conceptual framework for
the study, setting out a broad review of literature relevant to
the study. Chapter three presents the operations of the financial
sector. In Chapter four is found the analysis of data collected on
marketing practices of some of the key operator in the Nigerian
Financial System, while Chapter five concludes the study.

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

MARKETING FINANCIAL SERVICES UNDER THE STRUCTURAL ADJUSTMENT PROGRAMME

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