INFLUENCE OF MULTI-LEVEL MARKETING MEDIA AND APPROACHES ON CONSUMER PATRONAGE OF LONGRICH PRODUCTS AMONG CIVIL SERVANTS IN IKEJA LOCAL GOVERNMENT

📄 Project Abstract

Multilevel marketing (MLM), also called network marketing has become a fruitful concept that endows ordinary people to turn into successful entrepreneurs. Although, there are so many benefits accruing from it, the need for an organization to properly coordinate its marketing communication strategies in order to deliver clear, consistent, credible and competitive message about itself and its products has become an issue of concern, which result oriented firms wishes to overcome. The study sought to find out the different communication strategies adopted by Longrich products' multi-level marketers and the extent to which they influence consumer patronage of the products, it also examined the marketing strategies adopted by Longrich multi-level marketers and the challenges they encounter while distributing products or recruiting new members. Both quantitative and qualitative method research were adopted for the study. Sample size 160 was systematically selected for the survey. While 8 mul...