The Role Of Product Management In The Marketing Of Banking Service (a Case Study Of First Bank Aba Branch)

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          This study Examined the role of product management in  the marketing of bank service.  Some of the objectives of this study were.

1.                 To find out the difficulties environment in the process of product management in first bank and

2.                 To determine, if the management of the bank  product leads to increase product quality

3.                 To offer possible solution and suggestion for addressing such  problem or make recommendation that lead  better customer relationship.

4.                 To determine the effect of product management bank on profitability.

Based on these objectives, hypothesis were formulated , Data were sourced, extensive literature review on text book, journal and materials on the area of the study was carryout, while primary data sourced from respondent.

          The population of he study include.

Bank personnel and customer of the said bank in Aba metropoli.

Burley formular was used based on census figure of 1991 population

          The data collected were analyzed using simple percentage and statistical table.

          A careful study  of data collected shown the following.

1            That services rendered by the said bank stagy the customer but      not effective and efficiently as possible .

2.          It show that with a well organize product management will leads    to increase in the adoption process    of the  product by the       consumer with these it make it possible for them to compete       effective with other organization in same business .

3        The researcher agrees that the managers and bank directors   agrees that product management is very a necessary in marketing      activities of every organization or business.  

The researcher the following recommendations after careful study of the finding.

1.       That the organization should increased the activity that is      associated  with product management which will bring about increase in sales of the  product and also organization image.

2.          The employee of he organization should be educated more of the    importance of product management in an organization  

3.       The organization should seek support from consumer customer      of the organization in order help in  given information needed for         proper product development and management.  In doing these a          welfare department need to be establish in the organization.

          The researcher concluded that the organization should be up and doing in product management to produce services that will effectively and efficiently satisfy the customer needs.


Title page                                                                       ii

Approval page                                                               iii

Dedication                                                                     iv

Acknowledgement                                                                   v

Abstract                                                                         vii

Table of contents                                                           x


Introduction                                                                            1

1.1            Background of the study                                               1

1.2            Statement of the problem                                              6

1.3            Objective of the study                                          7

1.4            Formulation of hypothesis                                   9

1.5            Significance of the study                                                10

1.6            Scope of the study                                                         11

1.7            Definition of terms                                                         12


Literature review                                                            13

2.0            What is a product                                                          13

2.1            New product development process  

in the banking industries                                                13

2.2            The concept of product management                             15

2.3            Distribution of bank product                               16

2.4            Promotional strategies for

bank product                                                        18     

2.5            Pricing strategies for bank product                      19     

2.6            Problem of service product marketing                           22

2.7            Problems Of Services Products

Marketing                                                             24


3.0            Research methodology                                         27

3.1     source of data                                                       27

3.2            Population of study                                             29

3.3            Sample size determination                                   29

3.4            Sampling techniques                                            32

3.5            Research instrument used                                    32

3.6            Method of data analysis and treatment                          33

3.7            Limitation   of the study                                                33


4.0            Presentation, analysis and      

interpretation of data                                           35     

4.1     presentation and analysis of data                         35

4.2            Testing of hypothesis                                           47

4.3            Interpretation of data                                           56


Summary of finding recommendation

and conclusion                                                               57

5.1     Summary of findings                                            57

5.2     Recommendation                                                 58

5.3     Conclusion                                                           60

Bibliography                                                                  62

Appendix                                                                       64







Topic:   The role of product management in the marketing of bank service in Aba, Abia state

          (a case study of first bank of Nigeria PLC Aba)

OBJECTIVE OF THE STUDY:  The objective of these research work is to determine the role of product management in the operation of banking service with reference to first bank, Nigeria Plc, and also to measure, ways though which product management can influences the marketing of bank service.  The research work will also show way through which product management can be organized in such way that organization expansion

SOURCE OF DATA:    The researcher hope that the date needed for the research work will be available through primary  and secondary source of data collection method, the researcher is determine to review and observe all the necessary material that will make these research work a successful one.




Text book:  Journal, Newspaper, and already made research work will act as a source of information needed to be review in the course of carrying out the research work.  also the researcher hope to review the records and report or organization in order collage that needed information data.


   Well structured questionnaires are well organized interview will act as the source of primary data collection, observation will also be use in gather the information needed in fulfil the objective of the  research work.

The research instrument to be used for the study:  the researcher plan to use statistical table, top mans formular, Bourley formular, chi-square, and figures table in order analyzed the information and data collected by the researcher.   


The study will only investigate the role of product management in the marketing of banking service


Sample table and percentage will be used to analysis the hypothesis, questionnaire value  chi square will also used for testing the hypothesis  






Product management embraces the task of adjusting the product throughout its life to match the ever-changing demands of the market place.  Too many organizations make the mistake of thinking that consumers fed and act as they do ad share their wants.

The job of managing a product, then is one of constantly monitoring the market and adjusting the products to meet the markets needs and wants.  The better the product matches the needs of  its market, the more successful it is likely to be.

Today, as product and service become more, and more commoditized many organization are moving to new level in creating value for their customer.  To differentiate their offers, they are developing and delivering total customer, experience, whereas  product are tangible and service are intangible, experience are memorable, whereas product and service are memorable when as product and service are external, experience  are personal and take place in the minds of individual consumer. Organization that – market experience realize that customer are really buying much more than just product and service.

For a product to successful gain acceptance in the market environment a well organized product development and management must be there product management is the process of tilling the proposed product to the requirement and opportunities of the market (Rewold etal 1977) product management, involves the process of anticipating the needs of the market place  initiating action towards the identification and production of product and service which will best satisfy the needs and wand of the  trapped market environment. Product management is internal factor in an organization.  A product once, it is commercialized face the problem of management.  The firm is not alone in the industry and its competitor will want to enter the market, if the product proves successful.  It therefore, follows that the firm must manage it product right from the introduction state till the maturate or even declining stage (Buzzell 1966)

Product management is however, characterized by  danger and


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