The role of marketing communication in the distribution of petroleum products in Ghana

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All over the world, petroleum and petroleum products are indispensable for the smooth running of any state. The purpose of this dissertation is to find empirical signs of differences and similarities in the elements of communication and in how it affects the marketing operation of an oil distribution firm. The study was set to cover Accra. As such, data were collected from as many sources (from oil marketing companies) as represented in the research area selected and to make a more representative conclusion. A sample size of 100 respondents were selected from fifty filling stations and marketing executives, of which the managers, their deputies and marketing oriented officials in the OMCs were selected by using the non-probability sampling method. Quantitative and qualitative methods of analysing statistical data were employed in the analysis of the data. It was external communication which was realized to be the most effective form of communication in the sector under study. The major communication strategy used by marketing officers is two way communications process which involves the provision of feedback to both the clients and the companies. It was also discovered from the study that, in devising or structuring a marketing/communication strategy for the petroleum products marketing officers, a very strategic and tactful considerations should be made before that programme could be designed as part of the, marketing programmes for the companies. In conclusion, communication does not consist of several elements working in isolation. Instead, it is a gathering of elements working as an entirety.
A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration, 2009