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TABLE OF CONTENTS
TITLE Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â PAGES
Title Page -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â i
Certification       -          -          -          -          -          -          -          ii
Declaration         -          -          -          -          -          -          -          iii
Dedication          -          -          -          -          -          -          -          iv
Acknowledgement         -          --         -          -          -          -          v
Table of Contents           -          -          -          -          -          -          vi
List of Tables      -          -          -          -          -          -          -          ix
List of Figures    -          -          -          -          -          -          -          x
Abstract  -          -          -          --         -          -          -          -          xi
CHAPTER ONE:Â INTRODUCTION
1.1             Background to the Study      -          -          -          -          -          -          -          1
1.2             Statement of the Problem -               -          -          -          -          -          -          3
1.3             Objectives of the Study -      -          -          -          -          -          -          -          4
1.4             Research Questions    -          -          -          -          -          -          -          -          4
1.5             Hypotheses of the Study       -          -          -          -          -          -          -          5
1.6Â Â Â Â Â Â Â Â Â Â Â Â Â Scope of the Study -Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â 5
1.7             Limitations of the Study        -          -          -          -          -          -          -          6
1.8             Operational Definition of Terms        -          -          -          -          -          -          6
Â
CHAPTER TWO: REVIEW OF RELATED LITERATUREÂ
2.1      Introduction   -          -          -          -          -          -          -          -          -          7
2.2      Conceptual Framework          -          -          -          -          -          -          -          7
2.2.1   The Marketing Concept         -          -          -          -          -          -          -          7
2.2.2   Customer Orientation or Customer Identification     -          -          -          -          15
2.2.3Â Â Â Market Focus -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â 16
2.2.4   Integrated Marketing             -          -          -          -          -          -          -          17
2.2.5   Customer Satisfaction            -          -          -          -          -          -          -          18
2.2.6   The History of Marketing      -          -          -          -          -          -          -          29
2.2.7   Theoretical Framework          -          -          -          -          -          -          -          21
2.2.6   Empirical Review       -          -          -          -          -          -          -          -          22
Â
CHAPTER THREE: METHODOLOGY
3.1      Introduction   -          -          -          -          -          -          -          -          -          29
3.2      Research Design        -          -          -          -          -          -          -          -          29
3.3      Population of the Study         -          -          -          -          -          -          -          29
3.4      Sample Size    -          -          -          -          -          -          -          -          -          29
3.5      Sampling Technique   -          -          -          -          -          -          -          -          31
3.6      Source of Data                       -          -          -          -          -          -          -          -          31
3.7      Method of Data Collection    -          -          -          -          -          -          -          31
3.8      Validity of the Instrument     -          -          -          -          -          -          -          31
3.9      Reliability of the Instrument  -          -          -          -          -          -          -          32
3.10    Model Specification   -          -          -          -          -          -          -          -          32
4.1      Method of Data Analysis      -          -          -          -          -          -          -          32
4.2      Instrument of the Study        -          -          -          -          -          -          -          33
Â
CHAPTER FOUR: RESULTS AND DISCUSSION
4.1      Introduction   -          -          -          -          -          -          -          -          -          34
4.2      Model Evaluation: Multiple Regression Analysis of the Model and Result -         36
4.3      Discussion of the Finding      -          -          -          -          -          -          -          39
CHAPTER FIVE:Â SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1      Introduction   -          -          -          -          -          -          -          -          -          41
5.2      Summary of the Findings      -          -          -          -          -          -          -          41
5.3      Conclusion     -          -          -          -          -          -          -          -          -          42
5.4      Recommendations     -          -          -          -          -          -          -          -          42
5.5      Contribution to Knowledge   -          -          -          -          -          -          -          43
Appendix AÂ Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â 44
Appendix BÂ Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â -Â Â Â Â Â Â Â Â Â Â 45
References
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