ABSTRACT
Marketing of stocks extend beyond buying and selling of stocks on the floor of the
Stock Exchange Market. It starts with and ends with investors but facilitated by
stock brokers. It involves the adoption of marketing strategies which comprise a
planned and systematic activity aimed at identifying, anticipating and satisfying
investor’s stock needs and wants profitably. However, this study focuses on the
marketing of stocks in the Nigerian Stock Exchange Market vis-Ã -vis the
experience of the stock brokers in Enugu and Onitsha. The problems tackled
revolved around marketing effort of the stock brokers especially as it concerns
application of marketing strategies in stock marketing. Some of the objectives of
the study include:
To identify and examine various types of stocks traded in the
stock exchange; to ascertain whether stockbrokers employ personal selling as a
marketing of stock. To determine whether stock brokers use marketing
communication strategies such as financial public relations in their efforts to
market stocks in the Exchange. To identify and examine the extent stock brokers
use relationship marketing in marketing stocks to clients/ investors.
Literature relevant to the topic where extensively reviewed and this formed the
bulk of chapter two of the study. Both primary and secondary data sources
were gainfully employed. Primary data course used are questionnaire and
interviews. Both were used to elicit response from the respondents. Descriptive
statistics were employed in the data presentation and analysis, while chisquare
was used in testing the hypotheses. At the end, some findings were
made. First, stock brokers use different marketing strategies in their effort to
market stocks in the stock exchange market. They also use financial public
relations on investors. It is therefore, recommended that, stockbrokers,
especially those who do not have deep knowledge of the marketing concept
should always go for National Courses annually, organized by National
Institute of Marketing of Nigeria (NIMN) and the Nigerian Institute of Public
Relations (NIPR).
