Project Abstract

Abstract
This research project aims to investigate the relationship between marketing concepts and the performance of deposit money banks in Uyo metropolis. The study will focus on understanding how marketing strategies and practices influence the overall performance of banks in terms of customer acquisition, retention, and profitability. The research will utilize a mixed-methods approach, combining both quantitative and qualitative data collection methods. Surveys will be conducted with customers of deposit money banks in Uyo to gather insights into their perceptions of the marketing strategies employed by these banks. In addition, interviews will be conducted with marketing managers and executives from selected banks to understand their perspectives on the effectiveness of their marketing efforts. The study will also analyze financial data from the banks to assess the correlation between marketing expenditures and key performance indicators such as return on assets, return on equity, and net interest margin. By examining both customer perceptions and financial performance, the research aims to provide a comprehensive understanding of the impact of marketing concepts on the success of deposit money banks in Uyo metropolis. The findings of this research are expected to contribute to the existing literature on marketing in the banking sector and provide practical insights for bank managers and marketers. By identifying the most effective marketing strategies for attracting and retaining customers, banks can improve their competitiveness and financial performance in the Uyo market. Overall, this study will shed light on the importance of marketing concepts in the banking industry and offer valuable recommendations for deposit money banks in Uyo metropolis to enhance their marketing practices and improve their performance. The research findings will have implications for both academia and industry, helping to bridge the gap between theory and practice in the field of banking marketing.

Project Overview