Deposit mobilization and profitability are the twins of management which
make the subject matter of this research work to cut across virtually all
management functions and their application in the banking industry. The
research paper also highlighted the benefit of efficient marketing activities
on deposit mobilization in the banking industry. The research paper analyzed in
details the problems that are facing our banking sectors and not care or worry
attitudes of our banking executive towards the effective’s use of the problem.
However, deposit mobilization involves the various ways through which fund can
be mobilized from the publics. In essence, marketing activities on
profitability is the activities of identifying current market situation,
analyzing current market opportunity threat and issues set objectives, devices
a marketing strategy, set of implementation policy, the operating budgeted
statement in achieving set tasks and finally a technique for its successful
operation. The research works also examine how practicable the marketing
activities on deposit mobilization and profitability in our banking sectors
carried out a detailed research. And the Banking sectors needs this instrument
of marketing activities in analyzing their immediate environment so as to give
some experience of a particular problem of any pertinent development in the
TABLE OF CONTENTS
Tile page i
Background of the Study 1 - 2
Justification of the Study 2
Statement of the Problems 2
Objective of the Study 3
Methodology of the Study and Statement of Hypothesis 3
Scope of the Study
Limitation of the Study 3 - 4
Literature Review 4
Review of Related Literature 6 - 7
What is Marketing Activities 7 - 8
Various Ways at which Marketing Activities is are being
carried out by banks 8
Problems Encountered in Marketing Activities 11
The Impact of Marketing Activities on Deposit
The Impact of Marketing Activities on Bank
The Effect of Deposit Mobilization on Profitability of
Controlling Marketing Activities 13 -
Benefit of Deposit Mobilization and Profitability on
Service of Data 15
Research Question and Hypothesis 15
Research Design 15
Study of Population 15
Sample Design and Procedure 16
Data Collection Instrument 16
Administration of Instrument 16
Procedure of Data Analysis 16
PRESENTATION AND INTERPRETATION
Presentation and Analysis of Data Using Research
Presentation and Analysis of Data According to
Summary of Findings 26
SUMMARY, CONCLUSION AND
1.1 BACKGROUND OF THE STUDY
With the current level of competition in the banking industry, the area
which make the banking comfortable is definitely over the threat posed by the
announcement of a new capitalization requirements of #25 billion for all banks
by the Central Bank of Nigeria in July, (2004) introduced a fundamental
challenge the altered the operating dynamics of the banking industry. As part
of the wider agenda by the monetary authorities to engender the consolidation
of the banking industry. This project work is intended to examine the impact of
marketing activities on Deposit Mobilization and Profitability in Nigeria
Marketing itself is defined as the performance of business activities
that direct the flow of goods and services from producer to consumer or user.
This definition was given by the “American Marketing Association”. According to
Steven Hillested and Eric (1995) both defined marketing as the “process of
understanding customers” wants and needs and designing appropriate programmes
and services to meet those wants and needs in a timely, cost effective
The financial repressions theory developed by Kinnon and Shaw (1973)
indicated that low interest rate lead to capital flight theory reducing the
availability of lend able funds for investment and growth in the domestic
economy. On the other hand, an increase of real interest rate will increase the
cash inflow and deposit base of bank for investment and growth in the domestic
Furthermore, the removal of controls on interest rate and credit ceiling
can be expected to greatly enhance the efficiency of financial intimidation by
channeling credit to high yielding investment opportunities. It is also
expected “That by restructuring the banking sector and training banking
officials and staff, having their own, marketing and also a competent bank
marketing manager, capacity of the banking sector will be improved with the
increase banking services available to the public.
It is argued that competition will not be possible if the banking sector
is dominated by government owned banking institution and that risk of
inefficiency is associated with direct credit controls with pre-reform
The marketing approach providing any type of product or services is to
identify the need of a particular customer and offer a particular product or
services that will satisfy the need. The provider of the product or services
should be able to make a profit while satisfying a customer need at the same
Finally, the opening of financial markets to foreign competition will
provide an incentive for banking institution to adopt efficient means of
delivering banking services. A close look at the banking industry will show
that some of the banks have fully responded to the development within their
business environment. They should not remain static to the old philosophy in a
dynamic environment but cherishing a system of looking beyond present period
and not leaving every thing to change.
OF THE STUDY
It is helped that this research work will contribute in no small measure
to both the academic endeavour and practices of related profession especially
in the banking sector. Among the areas which the research work contributes are:
Setting of the organizational goals and objective
Implementation of marketing activities
Actions towards increasing the profitability of banks.
OF THE PROBLEM
The non-chalant attitude of our banking industry to make cognizance of
environmental changes have make their executives to pay little or no attention
to the importance of marketing activities on deposit mobilization of bank and
it’s profitability. This is something that has led to services of problem in
our banking industry and which has done an untold damage to the sectors and
economy in general. The problems that will be identified in this project are as
- Lack of proper marketing
- Unplanned marketing
- Inability to spot
adequately market performance and threat in the market.
- Inadequate evaluation of
proper marketing activities result.
- Inability to establish
organizational goals and objectives.
prevents them from identify the failure business characters and the development
of marketing strategy.
implementation of marketing programme toward achievement of organizations goals
OF THE STUDY
The objective of this project is to examine the impact of marketing
activities on deposit mobilization and profitability of the Nigeria banks
are case study of intercontinental bank plc and to make recommendations.
OF THE STUDY AND STATEMENT OF HYPOTHESIS
The research works are going to be tested through the questionnaire. And
the following were therefore propounded for testing.
a. Ho: Marketing activities has not
contributed to the ways banks mobilize deposit.
Hi: Marketing activities has contributed to the way banks
b. Ho: Marketing activities has not increase
the profitability of banks.
Hi: Marketing activities has increase the
profitability of banks.
c. Ho: Deposit mobilization has no
significance effect on the profitability of banks.
Hi: Deposit mobilization has significance
effect on the profitability of banks.
OF THE STUDY
The research study will focus it’s attention on the activities of
marketing in the banking sectors and how their introduction and implementation
can help the performance of the banks in the economic condition.
The deposit mobilization and profitability being the basic objectives of
management in an organization will make the research work to cut across
virtually all the management functions and their application in the banking
The issue of deposit mobilization and the effect it has on banks profits
will be duly covered in this research work.
OF THE STUDY
In every human activity, there is bound to be some hindrances that make
aims and objective difficult if not possible to achieve some of the following
are the militating factors that could bring untimely to this research
Time return of the questionnaire by the respondent.
Many of the respondents have tight schedule, hence
there was great and difficulties in seeing them.
A lot of offices were unit of bound to non-staff
Some facts could not be disclosed for security
The sensitive nature of the topic may make the respondent unwilling to
provide the required data.
2.2 Review of related
2.3 What is Marketing
2.4 Various ways at which
marketing activities is being carried out by bank’s.
2.5 Problem encounter in
2.6 The impact of marketing
activities on deposit mobilization.
2.7 The impact of marketing
activities on bank profitability.
2.8 The effect of deposit
mobilization on profitability of banks.
2.9 Controlling marketing
2.10 Benefit of deposit
mobilization and profitability on banks.