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CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Marketing as a profession consists of all individuals and organizational activities
designed to facilitate and expedite exchanges so as to achieve the goals of the
producers/sellers by sensing and satisfying consumers needs at an exchange
process.
In line with the topic in which solutions are sort, the researcher went into the study
to find the problems associated with marketing of church programmes and how
satisfied the prospective and current consumers are to the services of some selected
Pentecostal churches in Enugu metropolis as it is expected that each of the parties
concerned need to part with something of value.
Church according to Donovan (2005:5) is a living institution which is eternally
joined to Christ, whose task is to guide and bring all its children to God in his
eternal kingdom.
The church as a universal entity has from the beginning of human history exerted
most influence in the development of humanity. The church according to Dr
Ludwig ott is a designation for the Christians cult-structure since the beginning of
the fourth century. In the profane sense, it designates the assembly of the people,
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the civil community or any kind of gathering of people but in the religion sense it
means the community of God. Other synonymous designation is the kingdom of
heaven, kingdom of God church, and house of God e.t.c.
But the Roman
catechism supported by St. Augustine (psalms 149.3) gives the following
definition of the concept “the church is the faithful of the entire whole world”.
In the contemporary, we have the churches in every nook and cranny of the world.
Each without doubt has gone into massive advertising with commercial jingles and
messages competing for our attention daily.
The PENTECOSTAL CHURCHES are not left out in this drive; they have
embraced the whole teachings of Christ for marketing all over the religion,
economic, social, political, and even cultural teachings in the market.
In the mystic Corporis Pope Pius XII Encyclical 1943 described the true church of
Christ as the Holy Pentecostal Apostolic Roman Church and St Paul in one of his
teachings says that the church is the body of Christ and that Christ is the head of
the body, therefore he vividly depicts the inner spiritual connection between Christ
and his church restored by faith, charity and grace.
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1.2 STATEMENT OF THE PROBLEM
In every street of our urban and rural towns there is one form of church or
the other. However, these churches have one common theme; massive
evangelization and they tend to preach good virtues of Christ no matter the number
of services they hold, the church ground is always filled to the brim showcasing
massive fellowship. But a look at the other side of the story is like opening a can of
worm – corruption, bribery, armed robbery, and prostitution and child sales. The
list is endless. Then the avid scholar will be forced to imagine where these evil
perpetrators came from. Is it not the same “Good followers” that indulges in this
crime?
Well, it is these questions that lured the researcher to dive in as to unearth
the problems associated in the marketing of church services using some selected
Pentecostal churches in Enugu Metropolis as a case study.
1.3 OBJECTIVE OF THE STUDY
The main objective of the study is to achieve the following:
1)
To identify the problems associated in the marketing of church services.
2)
To find if the church members are satisfied with the services provided by the
church.
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3) To identify and evaluate the activities provided by the church.
4)
To find out whether or not the church activities or programmes providers
apply effective marketing concepts in providing truthful services to
members.
5)
To formulate marketing strategies in providing church services and make
recommendations that would be more effective in the marketing of church
services.
1.4 RESEARCH QUESTIONS
The understanding of the research objectives gives rise to the answers to these
research questions:
1)
Are the members of the congregation satisfied with the church programmes?
2)
Do church leaders seek to apply marketing concept as to satisfy the
congregation?
3) Do the clergy and leaders of the congregation seek for opinion from members?
4) Does the church have promotional campaign in the mass media?
5) Do most of the churches loose members to other congregations or break out?
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1.5 SIGNIFICANCE OF THE STUDY
The study will benefit the selected Pentecostal churches, the members, the general
public and intending future researchers on a related field.
To the selected Pentecostal churches, the study will help them to know how best to
provide services that will satisfy the target market. The satisfaction of their needs
entails enriching their minds and spirit with the gospel of Christ.
To the general public it will help them to assess the Pentecostal churches that is
actually drawing followers to Christ or trying to make ends meet. This finding will
equally help them to know the churches that believe in doing what I say but don’t
do what I do.
The research report will equally help intending researchers on a related field as it
will act as a stepping stone for their success.
Finally, the researcher equally gained knowledge on the course of trying to find
solutions to the research problem.
1.6 SCOPE OF THE STUDY
This study would have covered the entire Pentecostal churches in Enugu
Metropolis but due to some constraints the research work will be limited to Deeper
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Life Bible Church Abakpa, Mountain of Fire Ministries Ziks Avenue and Christ
Apostolic Church Idaw River Enugu.
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CHAPTER TWO
LITERATURE REVIEW
2.0 MEANING AND CONCEPT OF A CHURCH
According to Donovan (2005:5) a church is defined as living institutions which is
eternally joined to Christ whose task is to guide and bring all its children to God in
his eternal kingdom.
Alice (2005:1) opined that a church is any group of people who meet together for
worship of the Lord. She also went further to define church as a building for
public, especially Christian worship.
According to Obinna (1988:24) a church is defined as Christians who come
together to spread Christianity to all parts of the world.
Also Myers (2005:6) opined that church is the assembly of the faithful,
hierarchically ordered, both in the entire world and in a certain territory.
According to Quarcoopome (2000:18) church is a group of people that has a duty
to spread the gospel news.
Hubbard (2005:2) sees church as any group of people that meet together to win
souls for God with the aim of making heaven.
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2.1 AIMS OF THE CHURCH SERVICE
Every business organization has its aim and objectives; it is the same with every
church. In looking at the church in its Wholistic nature, we make the congregation
number one. Attempts has been made in the past and at present to see that the
congregation are given maximum satisfaction be it a Sunday school class, Sunday
follow up, or a special weekly activities, the aim is to reach the members with the
mind of God which will in turn yield spiritual growth. Many people go to church
for one reason or the other. Some are there for healing, some for the message,
some for the fellowship while others are there for either one thing or the other.
The sick need to go to the church for divine healing. On the other hand people have
to give their testimony for what the Lord has done for them at one point in time or
the other. Choosing the right concept is properly the most crucial ingredient for
success.
According to Carl (1986:314) church services are positioned to trigger off effective
maximum satisfaction. This entails the services of bringing the word of God
undiluted to the congregation. The sick needs to be healed, the afflicted delivered
and the barren receive the gift of children. In everything, the church needs to
present herself in a unique form from all other assemblies of people.
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A close study of Deeper Life Bible Church, Mountain of Fire Ministries and Christ
Apostolic Church shows that they have their unique ways of captivating their
congregation.
The Ministers, Pastors, Evangelists or Preachers are not left behind; they need to
present themselves as unique if they must be successful. They tend to know what
they are, what they have inside of them and how to sell it to the customers
(congregation).
2.2 MARKETING AND THE CHURCH
Marketing is the integrated analysis, planning and control of product, price,
promotion and distribution to create exchanges and satisfy customers and
organizational goals.
No business or organization can function effectively and efficiently without
marketing. Marketing is the sole key to every successful organization and since the
church is an organization hence it is applicable. From the onset of Christianity,
marketing has existed but in a low tone not until the 21st century where it became
so paramount. Every church wants to showcase what it is capable of doing for its
members, most of all not because they are actually concerned about their welfare
but in order to gain more congregations.
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Marketing is employed in the rendering of church services. Using the selected
Pentecostal churches as examples; the Deeper Life Bible Church, Mountain of Fire
Ministries and Christ Apostolic Church have the same method of reaching their
congregations (customers). Formally the Pentecostal churches employed the
collection of offering after the sermon but now they have included special
offerings, preaching the reason why it is compulsory to pay offerings and tithes,
how important it is to help the needy, the use of envelopes. The church plans out
every strategy it will require to get through to their congregation. The churches
now indulge in advertising of the church. They preach on televisions, radios,
newspapers, some Pentecostal churches even have their own magazines which they
sell out to their congregation and intending members; they make their own video
coverage for sale so that who so ever missed the service or sermon for that day
might not miss out on the word of God for that day hence, they purchase the CDs,
radio cassette so as to listen to it at their own convenient time. The use of banners,
handbills, traits, TV presentation, radio presentation, posters, flyers, envelopes,
invitation cards, leaflets, publicity, newspapers, journals, and the billboards e.t.c.
have now become the order of the day in Pentecostal churches. They tend to want
people to know about them, visit them from time to time and apparently become
one of their members. Most people have been carried away by the benefits
involved in the marketing of church services. In other words most people want to
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become pastors while some wants to own their own church because they feel
church business is very profitable and one can easily make money all in the name
of rendering church services. These pastors no longer preach the gospel, from
service to service they preach on prosperity, blessings e.t.c. perform miracles in
order to gain more members.
The church is supposed to be a nonprofit organization but it has been turned into a
profit making organization. The number of congregation the church can gather tells
how rich the pastor will become. The pastors take advantage of their members who
have seeking for one kind of miracle or the other. These pastors have deployed the
use of marketing in a wrong way by sponsoring deceitful advertising of their
church, claiming either on television or radio, newspapers, magazines, posters,
banners, flyers e.t.c. what they cannot do and this results to the crisis of faith.
Globally, we are faced with crisis of many kinds. Economic meltdown, climate
changes, wars and reprisal attacks, sexual revolution, religion fanaticism, and so on
are ready indices of a crisis-ridden world.
Paulinus Ukpai in his “The born again Christians and the rest of us” corroborates,
in a world of distressed economy, many are discouraged because they lack
occupational therapy; helpless because their ability benefit is drastically reduced or
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is not forth coming; frustrated because their source of revenue does not square up
with the cost of living accelerated by infinitely solution to the distressed situation.
The trend today is that many people are rushing from one miracle center to another
in search of immediate solutions and this launches them the more into the crisis of
faith.
On a slippery slope, there are so many dissenting voices. All of them are quite
eloquent, authoritatively claiming God as their author, promising a permanent
panacea to our social, spiritual and economic quagmires. To back these claims,
they work ‘miracles’ and manifest such surreal externalisms to hold sway even the
learned. These dissenting voices appeal to our human passions and thus command
our attention, motivating us to seek always the expedient rather that the lasting.
2.3 THE ROLE OF MARKETING IN THE CHURCH
Marketing is the process of identifying the goods and services that consumers
needs and wants and providing those goods and services at the right price, place
and time. But in the marketing of the church services we do not emphasize on price
because the church is a non-profit organization and the amount to be paid for its
services depends on the satisfaction of the consumer who willingly pays without a
fixed amount changed.
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The church develops marketing strategies by conducting research to determine
what kind of services potential members think they would like to be offered.
Marketing in church are established to perform certain role which tend to forecast
demand level of the church so as to know the appropriate strategy to employ to
balance the demand.
Among these demand levels or state are the following:
DE – MARKETING
This is the action taken by the church to reduce or discourage her members from
partaking in those acts which are detrimental to the health of their members and the
image of the church itself. Acts such as smoking, drinking, fighting, fornicating,
adultery e.t.c. the church’s duty is to preach against these acts.
RE – MARKETING
Here the church emphasizes on those moral norms that people don’t value
anymore. This is a strategy used by the church to replenish the minds of her
members of those moral norms that most of them have put aside or ignored over
time. The church preaches on such issues as immoral dressing, not covering of hair
in the church, disobedience to common rules and regulations e.t.c.
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LATENT DEMAND
This is a demand state or level where the service of the church doesn’t exist or it
exists but is not offered at a given place. There is strong need for the service but it
is not in existence in such a region. The duty of the church is to create and develop
church services to satisfy such needs or open new branches in the regions where
church services are needed.
NO-DEMAND
This is a state of demand where people are not interested in the church although the
church may exist and be as close as possible to potential members. All these
happen when the people do not know what is to be benefitted if the church is to be
attended or when people do not know about its existence. The role of marketing
employed here by the church is to educate the people about the church benefits,
where people are ignorant or not aware of the church, the church embarks on
strong advertising or personal selling in order to create awareness about the church
existence. Although most churches uses personal selling via evangelism, printing
of handbills, rallying, organizing of crusades e.t.c.
FALLING DEMAND
This is a demand state where there is continuous decline in church membership at
the expense of competitors. This may be caused by poor rendering of church
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services, cost of transportation to the church e.t.c. it is the duty of the church to
find out the real reasons behind the continuous decline in membership then design
appropriate strategy to half the situation. This demand can be reversed by
designing and developing new ways of running the church programmes, hosting
crusades, going evangelism, opening of new branches in almost every nook and
corner so that the church will be closer to her members also by providing church
buses to transport the church members.
2.4 APPLICATION OF THE MARKETING MIX
Marketing has extensively been concerned with the proper management of the
marketing mix. This means managing the 4p’s of marketing (product, price,
physical distribution and promotion). The four P’s (4P’s) have been added to in the
case of Pentecostal churches. Thus, the marketing mixes of the Pentecostal
churches are:
1) Product
2) Price
3) Physical distribution
4) Promotion
5) Physical evidence
6) People and
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7) Process.
We shall examine how the above marketing 7P’s are employed in the church.
PRODUCT
In church services the product here is the message. The message should be tailored
to meet the life of the congregation. The product aims at satisfying the prospective
customers (congregation). A growing congregation to some extent shows the level
of satisfaction from the church services.
According to Adirika (1928:128) a message should have a topic which is aimed at
driving home the message. The topic gives the message a direction. The product of
the church could be in the form of oral discussion, public speaking, group
discussion, bulletin, prayers e.t.c.
PRICE
In marketing, this is the overall pricing strategy that communicates information
about the product. Pricing is much more of an uncontrollable variable. The pricing
strategy of the church services is not much different from that of other marketing
activities. The church has to finance its activities for the church to continue to
exist. The scripture testifies that money “answereth all things” Ecc 10:19. The
church raises its funds through the following biblical ways:
i.
Tithe
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ii.
iii.
iv.
v.
vi.
Offerings
Free will donation
Seed of faith
Contribution and
Levies
All this mentioned avenues of raising funds have their bearings from the scripture.
“Bring ye all the tithes into the store house that there may be meat in my house,
and prove me now here with, saith the Lord of host, if I will not open you the
window of heaven and pour you out a blessing, that there shall not be room enough
to receive it” Malachi 3:10, Genesis 28:20-22, Deut 12:6.
The church is a nonprofit making organization and because of this, its pricing
strategy is carried out religiously with the spirit of Christ.
PROMOTION
This is the strategy used by the church to inform, educate and persuade her
congregation to continue patronage of the church. Advertising, personal selling,
sales promotion, publicity and public relations and direct marketing are the major
variables of promotion. The church advertises its activities such as crusades,
special event, seminars, preaching in the buses e.t.c. In some cases billboards,
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posters, handbills are used to publish the programmes. All these are used to boost
the number of the congregation and to create a good image of the church.
PLACE
Place is the overall location strategy for church services outlet. The word of GOD
(product) can be marketed anywhere. One’s choice of venue is determined by the
objective of the church and to a great extent the kind of message (product) to be
offered. A message for the elite should be organized in a decent place which
should also go with a special arrangement. The church venue should be properly
kept and well presentable. This is an integral aspect of the product package.
Special programmes should be organized outdoors e.g. crusades. Talking about
place, one should not lose sight of the distribution channels which helps facilitate
these logistics. The acute need for middlemen in the distribution structure is
influenced by the size of the church. Some ministers use other junior pastors, zonal
leaders, even to the house fellowship level. These leaders serve as middlemen in
the church and they are positioned to deliver the Word of GOD to the congregation
at their various levels of leadership and style. Other ministers have no need of
middlemen. It is just the pastor in charge and that is all. This is done with the
motive of standardizing the message
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PHYSICAL EVIDENCE
There are certain services that are not visible when rendered. The spoken Word of
GOD cannot be seen but heard. The physical evidence that the church needs to
provide is “miracle”, miracles in the sense of healing and deliverance. The
scripture states that “faith without work is dead”. The customers in the banking
industries need to see the money they are withdrawing; in the same vain the
congregation needs to receive a personal touch from the LORD if they must be
satisfy.
PEOPLE
The caliber of employees and the service expectation that is to be delivered have
implication for selection, recruitment, training development and reward.
In the church, certain people are employed, the keyboardist, drummers, and
guitarist’s e.t.c. hence it is necessary to select people, train them and recruit them
into rendering of services in place of those being hired. Most ministries train their
junior pastors. Even the youths of the church are being trained in evangelism so as
to assist the church in rendering services to her members.
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PROCESS
This refers to how the customers are served and the range of support services
available to them. Here the speed and potential of the service providers are
important and critical factors to the success of the organization.
The church endeavors to share the problems of their members with them. The
church designates, evangelist, junior pastors, to visit their members and pray with
them. Sometimes the church provides for the needy among their members.
2.5
APPLICATION OF PUBLIC RELATION PRINCIPLES CHURCH
MANAGEMENT
Research reports have shown that the image of any organization is very critical to
its growth and development. In most organizations run by religious bodies, there is
a general misconception that since such organizations are owned by the church, the
services were supposed to be free of charge or at best heavily subsidized.
Unfortunately, this is not so because the organization largely not profitable still in
our cost of operations which they at least have to recoup in order to sustain their
services. This paradox generates misunderstanding and misconception among the
public of these nonprofit organizations.
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Public relation has been defined in several ways. One of the most celebrated
definition was offered by the British institute of public relations (BIPR), and it
states thus;
Public relation generally deals with organizations image but can be related to a
person’s relationship with other individuals, groups or even the general
environment.
In this case, it is said to reason that as individuals we relate with others.
This suggests that there may be factors inside or outside an individual or the other
person that influences this relationship. Sometimes, it could be ones previous
experience, suspicion, what one was told by others concerning another person or
even what was not known about the person. Obviously, the knowledge about
something or someone goes a long way towards influencing your relationship with
the person. It is from what you know that an opinion is formed, opinion in turn
influences attitude, and attitude eventually results into action. Thus it is what one
knows or felt about a church and its congregation that makes them join it. The fact
is that most of the factors that influence the formation of our opinions and attitudes
are psycho-social issues which are amendable to manipulation.
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Researcher went ahead to identify the publics of the church. Public in this case is
not used in a general sense. Rather than the general public, the publics in public
relation refers to the series of unique groups with special needs who have direct
and indirect interest in the performance of the organization.
In face Benson- Eluwa (1999:43), listed the following points as the reasons why
publics must be defined:
a.
To decide which forms of message of language are to be used in
communicating the publics
b.
To know which group of people are relevant to the public relation programme
c.
To decide which media are best suited to reach the defined publics.
Some of the publics for churches are:
a.
Members
b.
Beneficiaries
c.
Donors
d.
Press
e.
Host community
f.
g.
Volunteer workers and
The church
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In addition to identifying the various publics the church should go further to
determine the needs of each group because any group that relates to the church
have something it wants from the church, and there is something the church can
benefit from them. Benefit can be avoidance of pain or regrets. For example, a
destitute home relies on charity from donors for its continual operations while the
donor in turn may require a continual reassurance from the destitute home that
since “GOD loves a cheerful giver”, He loves him most and has reserved an
enviable position for him in heaven.
The church as a nonprofit making organization has a special need for public
relations because their survival and growth depend on the kind of relationship they
develop and maintain with their publics. The major challenge of public relations in
this kind of organization is to get the support of the publics.
Roger wrote that the major four elements involved in running a successful
organization are:
1.
Ideals
2.
People
3.
Money and
4.
Support
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The most important among these elements is support, because support can produce
the other elements. Of course, no organization can think of survival without money
or growth without great ideals, but with good support those things must surely
come. For example, when the Deeper Life Bible Church and Mountain of Fire
Ministries deemed it fit to have a camp ground where all their members nationwide
can come and worship and fellowship together in one accord, the various heads of
the church made research and found out the cost of such a project. The money to
finance the project wasn’t their main concern nor the growth but the kind of
support that will be given to them by their publics. Eventually the public of these
churches gave in their full support s and the issue of how to finance the project
sprung up, donors sprung up, offerings (special) were collected over time,
beneficiaries decided to partake in the special blessings of GOD and so the
resources for the acquisition of land space where the camp stands today was raised
not because these churches are very rich but as a result of the full support of their
publics.
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CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 SOURCES OF DATA
The researcher made use of both primary and secondary sources of data collection
as the main suppliers of the needed data. Much emphasis was placed on the
primary sources of data as it enabled the researcher to obtain first hand information
from the respondents.
3.1.1 PRIMARY SOURCES OF DATA
Data were obtained from two sets of questionnaires administered on the ministers
and congregation of the selected churches. Oral interviews were conducted with
the general public who were not given questionnaires to determine their opinion on
performance of these selected Pentecostal Churches in spreading the gospel of
Christ.
3.1.2 SECONDARY SOURCES OF DATA
Secondary data were sourced through the review of existing related literatures
collected from libraries, magazines, journals, awake, newspapers and other gospel
materials. The researcher used this method because they are already in existence
before the need for this research came into being to find the opinion of others in
this related field.
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3.2 POPULATION OF THE STUDY
The population of the study consisted of the ministers and the congregation of the
selected Pentecostal Churches in Enugu Metropolis. Population was drawn from
these areas to enable the researcher have a better representation of the population
in the study.
3.3 DETERMINATION OF THE SAMPLE SIZE
Owing to the nature and the research objectives of this study, the researcher used
the statistical sampling procedures of data collection. This is a technique whereby
the members of the three selected churches were divided into two groups, the
ministers and congregation for the purpose of questionnaire distribution. This
method of sampling is less subject to bias, more so as only these groups could be
of help to the subject of the study. In determining the sample size, the Yaro
Yamane’s formula was adopted. Having determined the population of the two
groups through available records in the church, the Yaro Yamane formula was
applied to determine the sample size. The Yaro Yamane formula reads thus:-
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n=
N
1+N (e) 2
Where n is the required sample size
N is the population size
1 is a constant and
E is the assume error margin or level of significance which is taken as 5%
or 0.05.
Therefore e2 = 0.0025. The error margin of 5% or 0.05 implies that 95%
confidence level is absorbed.
Table 3.1 population of groups
Name of group
Pentecostal churches
Total
Ministers
50
50
Congregation
300
300
Total
350
350
Source: Research data, 2010 from the three selected Pentecostal Churches in
Enugu Metropolis.
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In calculating the sample size, the result is as follows:-
n=
350
1+350 (0.0025)
=
350
1.88
= 186
Therefore a sample size of 186 was used.
3.4 SAMPLING PROCEDURE
Having determined the sample size of 186, the next stage is to determine the
statistical proportional sample of each group of the church, so that each group has a
proportional chance of being represented. The general formula applied is as
follow:-
186 x numbers of persons in the group
350
Or (186/350)c where c is the number of persons in each group. By substituting the
number of persons in each group for c, the representative sample of each group is
derived.
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Table 3.2 Representative sample of each group
Group
No of persons
Proportional
Pentecostal
sample
churches
Ministers
50
27
27
Congregation
300
159
159
Total
350
186
186
Source : Research data, 2010
3.5 STATISTICAL TOOLS FOR DATA ANALYSIS
The data collected for the study were presented in tables reviewed and in simple
percentages for easy analysis.
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CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.0 INTRODUCTION
This is to present the data which were obtained in the course of achieving the
objectives of the study. The researcher sought and obtained answers through the
use of questionnaires distributed in the study.
Table 4.0.1
Distribution/Return rate of the questionnaires sent to the Ministers
Selected churches
Distribution Returned percentage
Not
Percentage
returned
Deeper
life
bible
8
6
30
2
28.6
fire
14
10
50
4
57.1
Apostolic
5
4
20
1
14.3
27
20
100
7
100
church
Mountain
of
ministries
Christ
church
Total
Source: Research data, 2010
Table 4.0.1 above shows that a total of 27 questionnaires were issued to the
ministers of which 20 were returned properly filled and 7 were not returned.
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4.1.1 PRESENTATION, ANALYSIS AND INTERPRETATION OF
RESPONDENTS PERSONAL PARTICULARS
Information was sought to find the gender from the respondents.
Respondent’s response on gender
Sex
Frequency
Percentage
Male
18
90
Female
2
10
Total
20
100
Source: Research data, 2010
From the table above, it was observed that out of 20 ministers of God of the
selected Pentecostal churches, 18 or 90% were males while 2 or 10% were
females.
The researcher went ahead to conduct a research on the ages of the respondents.
Table 4.1.2 Respondents responses on Age
Age
Frequency
Percentage
17-35 years
7
35
36-45 years
8
40
46 above
5
25
Total
20
100
Source: Research data, 2010
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Table 4.1.2. Above shows that out of 20 ministers, 7 were between the ages of 1735, 36-45 years were 8 in number and those from 46 years and above were 5.
In order to satisfy the researcher’s curiosity, she went further to research on the
educational qualification of her respondents.
Table 4.1.3 Respondents responses on educational qualification
Level of education
Primary school leaving
certificate
SSCE/GCE/OL
OND/HND
University degree
Professional degree
Total
Source: Research data, 2010
Frequency
1
Percentage
5
4
8
5
2
20
20
40
25
10
100
Table 4.1.3 shows that 1 minister has primary school leaving certificate, 4
ministers has SSCE/GCE/OL, 8 ministers has OND/HND, 5 ministers has
University degree while 2 ministers has Professional degree.
To enable the researcher be sure of exactly what kind of ministers of God her
respondents are , she went further to research on her respondents marital status.
32
Table 4.1.4 Respondents responses on marital status
Marital status
Frequency
Percentage
Single
3
15
Married
7
85
Divorced
-
-
Total
20
100
Source: Research data, 2010
Table 4.1.4 shows that out of 20 ministers of God of the Selected Pentecostal
churches, 3 are single and 17 are married.
The researcher also wanted to know how long her respondents have been serving
God, so she went further to research on it.
Table 4.1.5 Respondents responses on number of years of service.
Alternative responses
Number of respondents
Percentage
0-5 years
6
30
6-10 years
7
35
11-15 years
6
30
16 years and above
1
5
Total
20
100
Source: Research data, 2010
33
From the table above, the researcher observed that out of 20 ministers, 6 has been
serving God between 0-5 years, 7 ministers between 6-10 years, 6 ministers
between 11-15 years and only 1 minister has been in service for 16 years and
above.
The researcher went further to make another research concerning the main subjects
of the research as it pertains to the post held in the church.
Table 4.1.6 Respondents responses on post held in the church
Alternative response
No of respondents
General overseer
Senior pastor
10
Junior pastor
6
Evangelist
4
Total
20
Source: Research data, 2010
Percentage
50
30
20
100
From the above table, 10 out of 20 ministers are senior pastors, 6 ministers are
junior pastors and 4 ministers of God are evangelist.
The researcher went further to research on how the respondents reach their
prospective target members.
Table 4.1.7 Respondent response on how they reach their prospective target
members.
34
Alternative response
Number of respondents
Percentage
Preaching on television
5
25
Preaching on radio
2
10
Sharing of traits
6
30
Organizing crusades
5
25
Door –to – door
2
10
20
100
ministration
Total
Source: Research data, 2010
From the above table, 25% or 5 ministers reach their prospective target members
by preaching on television, 10% or 2 ministers by preaching on radio, 30% or 6
ministers by sharing of traits, 25% or 5 ministers by organizing crusades while
10% or 2 ministers prefers door – to – door ministration.
Table 4.1.8 Response rate on whether marketing is being employed in the
rendering of church services
Alternative Response
No of Respondents
Percentage
Yes
15
75
No
5
25
Total
20
100
Source: Research Data, 2010
35
From the above table, 75% or 15 ministers affirms to the opinion that marketing is
employed in the rendering of church service while 25% or 5 ministers do not
affirm to the statement.
Judging from the above analysis it can be said that marketing is employed in the
rendering of church services.
Table 4.1.9 Response rate on whether the church services satisfy her members
Alternative Response
No of Respondents
Percentage
Yes
12
60
No
8
40
Total
20
100
Source: Research Data, 2010
From the table above, 60% or 12 ministers agree to the opinion that the church
services satisfy her members while 40% or 8 ministers disagree to the statement.
Table 4.1.10 Response rate on the extent the messages preached corroborates with
what the members wants to hear
Alternative Response
No of respondents
Percentage
Great extent
10
50
Considerable extent
3
15
Moderate extent
7
35
Total
20
100
Source: Research Data, 2010
36
From the above table,50% or 10 ministers affirms to a great extent the opinion that
messages preached corroborates with what the members wants to hear, 45% or 3
ministers to a considerable extent while 35% or 7 ministers takes it to be of
moderate extent.
The researcher went further to research on what part of the services rendered to the
members (congregations) attracts them most.
Table 4.1.11 Response rate on the part of service that attracts the members most
Alternative Response
No of Respondents
Percentage
Praise
8
40
Preaching
5
25
Worshiping
7
35
Total
20
100
Source: Research Data, 2010
From the table above, 40% or 8 ministers affirms to the opinion that praise attracts
members more, 25% or 5 ministers believes its preaching while 35% or 7 ministers
opined its worshiping.
The researcher out or curiosity went further to research on how men of God sees
church advertising.
37
Table 4.1.12 Response rate on whether church advertising is seen as an
Important marketing Variable.
Alternative Response
No of Respondent
percentage
True
14
70
False
6
30
Total
20
100
Source: Research Data, 2010
From the table above, 70% or 14 ministers out of 20 affirms to the opinion that
Men of God takes church advertising as an important marketing variable while
30% or 6 ministers do not affirm to the opinion.
4.2 Presentation, Interpretation and Analysis of Data collected from the members.
This section specifically treats the questionnaires structured for and answered by
the church congregation.
Table 4.2.0 Distribution/ Return Rate of the questionnaire sent to the congregation
Selected
Distributed
Returned
Percentage
Churches
Deeper life bible
Not
Percentage
Returned %
50
24
20
8
20
Mountain of fire
59
59
50
20
50
Christ apostolic
50
36
30
12
30
159
119
100
40
100
church
church
Total
Source: Research Data, 2010
38
Table 4.2.0 above show that out of 159 questionnaires distributed to the
congregations of the selected Pentecostal churches 119 were returned and 40 were
not returned.
Table 4.2.1 Presentation, Analysis and Interpretation of Respondents Personal
Particulars.
Respondents Response on whether Male or Female
Sex
Respondents
Percentage
Male
49
41
Female
70
59
Total
119
100
Source: Research Data, 2010
From the table above, it is observed that out of 119 church congregations of the
selected Pentecostal churches, 49(41%) respondents were male while 70(59%)
respondents were female.
The researcher went further to conduct a research on the ages of the respondents
39
Table 4.2.2 Respondents Response on Age
Age
Frequency
Percentage
17 – 25 years
38
32
26 – 35 years
26
22
36 – 45 years
39
33
46 above
16
13
Total
119
100
Source: Research Data, 2010
Table 4.2.2 shows that out of 119 church congregation, 38 were between the ages
of 17 – 25 years, 26 were within 26 – 35 years,39 were between 36 – 45 years and
those from 46 years and above were 16.
The research went further to research on the educational qualification of the
respondents.
Table 4.2.3 Respondents Responses on Educational Qualification
Level of education
Frequency
Percentage
Primary school leaving
10
8.4
SSCE/GCE/OL
28
23.5
OND/HND
43
36.1
University Degree
20
16.8
Professional Degree
18
15.1
Total
119
100
cert.
Source: Research Data, 2010
40
Table 4.2.3 shows that, out of 119 congregations, 10 have Primary School Leaving
Certificate, 28 has SSCE/GCE/OL, 43 has OND/HND, 20 has University degree
while 18 has Professional degree.
The researcher went ahead to research on her respondent’s marital status.
Table 4.2.4 Respondents Response on Marital Status
Marital Status
Frequency
Percentage
Single
69
57.9
Married
41
34.5
Divorced
9
7.6
Total
119
100
Source: Research Data, 2010
From the table above, it was observed that out of 119 congregations, 69 of them
were single, 41 of them are married while the remaining 9 are divorced.
The researcher decided to carry out research on the relationship between the
members and the lenders of the churches.
41
Table 4.2.5 Responses rate on whether the church leaders have good
relationship with their members.
Alternative Response
No of Respondents
Percentage
Good
78
65
Bad
20
17
Very good
21
18
Very bad
-
-
Total
119
100
Source: Research Data, 2010
From the table above, out of 119congregation, 78 opines that the relationship
between the church and the members is good, 20 opines it to be bad while 21
opines it to be very good.
RESEARCH QUESTION (7) SEVEN
Does the church offer its member’s satisfactory services?
Table 4.2.6 Response rate on whether the church offers satisfactory services.
Alternative Response
No of Respondents
Percentage
Agree
58
48.7
Disagree
10
8.4
Strongly Agree
36
30.3
Strongly Disagree
15
12.6
Total
119
100
Source: Research Data, 2010.
42
From the above table which shows the response rate on whether the church offer
satisfactory services, it is observed that 58 congregation agrees to the opinion, 10
disagreed, 36 strongly agrees and 15 strongly disagrees to the opinion.
RESEARCH QUESTION TEN
Since the time of your worshipping with the church, have you been
encountering any problem with the mode of service rendered?
Table 4.2.7 Response rate on whether problems have been encountered with
the mode of Service rendered.
Alternative Response
No of Respondents
percentage
Yes
66
55.5
No
53
44.5
Total
119
100
Source: Research Data, 2010.
From the table above which shows respondents response on whether problems
have been encountered with the mode of service rendered, 66 out of the
congregation of 119 affirm to the opinion while 53 congregations do not affirm to
it.
43
Table 4.2.8 Respondents response on what is the things responsible, if the
answer to Question Ten is yes.
Alternative Response
No of Respondent
Percentage
Language
49
41
Lack of Interest
16
13
Noise
20
17
Lack of in-depth
34
29
119
100
knowledge on the part of
the pastors
Total
Source: Research Data, 2010
From the above table, 49 out of the 119 congregation believes that it is language
that could be responsible, 16 believes it could be lack of interest, 20 thinks it’s
noise that could be the cause of the problem, while 34 of them believes it is the
lack of in-depth knowledge on the part of the pastors.
The researcher went further to research on the language the respondents would
prefer if the language is the problem.
44
Table 4.2.9 Respondents response on language recommended Alternative
Response
No of respondent
Percentage
English language
42
35.3
Igbo language
60
50.4
Latin
-
-
Pidgin English
17
14.3
Total
119
100
Source: Research Data, 2010
From the above table, 42 out of the 119 congregation recommend English
language, 60 of them Igbo language and 17 of them recommends pidgin English.
Table 4.2.10 Response rate on whether pastors should go for further training
if not knowledgeable enough.
Alternative Response
No of Respondent
Percentage
Yes
79
66.4
No
40
33.6
Total
119
100
Source: Research Data, 2010.
From the table above, shows that out of 119 congregations, 79 affirms the opinion
that pastors needs further training while 40 do not affirm the opinion.
45
The researcher went ahead to research what the solution would be if the pastors
(ministers) needs further training.
Table 4.2.11 Respondents response on what the solution would be.
Alternative Response
No of Respondent
Percentage
Supplying the necessary
20
17
33
39
Make necessary research
19
16
Preaching the gospel
47
28
119
100
amenities needed
Studying the topics to
preach
exactly as it is
T0tal
Source: Research Data, 2010.
From the table above, out of 119 congregation, 20 affirms the opinion of supplying
the necessary amenities needed, 33 of them affirms the opinion of studying the
topics to preach, 19 opines to make necessary research while 47 affirms the
opinion of preaching the gospel exactly as it is.
The researcher out of curiosity went further to research on why there are so many
churches.
46
Table 4.2.12 Respondents response on reasons for many churches.
Alternative Response
No of Respondent
Percentage
Financial problem
52
43.7
Misunderstanding
43
36.1
Spiritual teaching
24
20.2
Total
119
100
Source: Research Data, 2010
From the table above, 52 out of 119 congregation says it is due to financial
problems that we there are many churches, 43 says it is due to misunderstanding,
while 24 says it is due to spiritual teaching that there are many churches.
47
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATION AND
CONCLUSION
5.1 FINDINGS
It can be denoted that marketing plays a vital role in the rendering of church
services. Hence, the elements of the marketing mix (7P’s) product, price,
promotion, physical, distribution, physical evidence, people and process cannot be
waved aside in the operations of the organization (church).
After the entire research process, the following findings were deduced,
1) Most members are not satisfied with the programmes of the church.
2) That most church leader does not make use of the marketing concept in other
to satisfy the needs of the members.
3) As a result of lack of marketing concept application in the church, most
priests and church leaders do what they prefer and do not seek the views of
the members.
4) From 3 above, this results in breaking up of the congregation and loosing of
members as well as forming new ones.
5) That although most churches carry out genuine promotional campaigns,
through advertising of programmes like crusades, personal evangelism
48
among others, some uses these promotional campaign deceitfully for selfish
reasons. This could be attributed to materialism, unemployment and antichrist spirit.
5.2 RECOMMENDATIONS
The researcher offered the following recommendations:
1) That church leaders should come up with unique programmes which are
scriptural and will satisfy the aspiration of the members spiritually and
physically.
2) Church leaders should make use of marketing concept, make research from
the Bible and follow it strictly and this will satisfy the Almighty God and
the members as well.
3) The clergy and leaders from time to time should seek the opinion of the
congregation on administrative and spiritual issue as to carry everybody
along. This will result in the reduction of breaking away of congregations
and multiplication of mushroom churches.
4) Churches should carryout genuine promotional campaign of communicating
and creating awareness to members of the public than displaying falsehood
and deception that will result in suspicion among others.
49
5) Pentecostal fellowship of Nigeria (PFN) in conjuction with the government
should play a vital role to regulate what and what is to be air and not to the
public.
Finally, the ministers should not be competitive as God’s house is not for making
money and should be mindful that they are working for God not for acquisition of
wealth.
5.3 CONCLUSION
The result obtained from this field work showed that marketing exerts a great
effect on church services. The statement that “consciousness builds willingness”
sufficiently expresses the place of marketing in church service. The provision of
satisfaction starts by developing a correct marketing programme at each stage of
the church services and also allocating the right distribution and promotion
policies.
Marketing activities such as advertising e.t.c. enabled the church (organization) to
maintain a good relationship with their members as well as prospective potential
members and consequently increase the volume of patronage of the church.
50
This therefore depicts that the importance of marketing activities in the survival of
the church cannot be over emphasized. Churches should use promotion to inform,
influence, and remind people of their church.
5.4 LIMITATION OF THE STUDY
This research work was carried out to find the effect of marketing in the rendering
of church service from the selected Pentecostal churches located within Enugu
metropolis, Enugu state.
Due to time and financial constraints, the study was limited to the people living at
Enugu. The following constraints were encountered during the research of this
project.
1)
The data collection for this exercise was hectic and time – consuming
especially time and money spent in visiting respondents for interview.
2)
In some occasions, those to be interviewed were either absent or too busy to
attend to my questions. In such situations, the researcher had to make a
repeat call so as to get the relevant information needed.
3)
Poor co – operation of the respondents is another limiting factor as some of
the respondents even forgot to fill the questionnaires given to them. Thus
51
slowing down the pace of the work, some people would intentionally
withhold the questionnaire.
4)
Combining writing of this project with school lectures coupled with the test
to be taken during the period of writing this project equally affected the
work.
52
BIBLOGRAPHY
Alice, I. (2005) Church funding in the united states: An African Publishers
Company.
Anyanwu, A (1993) Dimensions of marketing, Okigwe: Avan Global Publications
Anyanwu, A (1998) Marketing Communication, Onitsha: Baset Printing and
Publishing Ltd.
David, I (2005) ABCs of Church Budgeting: A fundamental Approach, Winnetka:
California Publishers Company.
Ikechukwu, E. N (2005) Public Relations – Insights From Nigeria, Enugu-Nigeria:
Ezu Books Limited.
Kotler, P (2005) Marketing Managemen, 4th Edition, New Jersy: Pearson
Educational International.
Kotler, P., Armstrong (1998) Marketing Management, Planning Analysis and
Control, New York: Pearson Educational International.
Nicolosi, M. (2005) Seattle Post – Intelligence,Rome: Michelle Publishers.
Nwabuokei, P.O. (1986) Fundamentals of Statistics, Enugu: Korona Books.
Obinna, A.J.V. (1988) Christian Religious Education, Ibadan: African Universities
Press.
53
Okwum, F.M. (1999) A Good Servant of Jesus Christ , Kogi: Onaivi Publishers
Company.
Olakunori, O.K., And Ojionueme, N.G (1998) Introduction To Marketing, Second
Edition, Enugu: New Generation Book Publishers Ltd.
Pollock, R. (2005) The Fundamental Approach, Winnetka: California Publishers
Company.
Quarcoopome, T.N.O. (2000) Christian Religious Education, Ibadan: African
University Press.
Ron, L. (2005) The Religion and Catechism, United States: American publishers
Company.
Shawchuk (1993) Marketing for Congregation, San Diago: Geffen Publishers
54
APPENDIX
Department of Marketing
Caritas university,
Amorji-Nike Emene,
Enugu state.
18th of June, 2010
Dear sir/ madam
QESTIONNAIRE ON THE MARKETING OF CHURCH SERVICES
A CASE STUDY OF SOME SELECTED PENTECOSTAL CHURCHES
I am a final year student of CARITAS UNIVERSITY conducting a research on
“Marketing of Church Services in a Contemporary Society” with the Pentecostal
Churches as my case study.
The research is in partial fulfillment for the award of B.Sc degree in Business
Administration from the above school.
Please kindly answer the questions attached. All information supplied by you will
be treated as confidential.
Thanks for your co-operation.
Yours faithfully
Aidelomon, Blessing.
55
SECTION A
QUESTIONNAIRES FOR THE MINISTERS OF GOD
Please tick [ √ ] in the boxes you consider the appropriate answers.
1)
Sex
a) Male [
2)
]
b) Female [
Educational qualification
a)
Primary school leaving certificate [
b) SSCE/GCE/OL [
c)
OND/HND [
e)
3)
]
]
]
d) University degree [
]
Professional degree [
]
What is your age bracket
a)
4)
17 – 35 [
b) 36 – 45 [
]
]
c) 46above [
]
c) Divorced [
]
Marital status
a)
5)
Single [
]
b) Married [
]
When were you called into the vineyard of God? Specify please
i.
6)
]
-----------------------------------------------------------------------------For how long have you been serving in the vineyard of God?
a) 0-5years [
]
c) 11-15years [
]
b) 6-10years [
d) 16years above [
7) What post do you hold in the church?
a) General overseer [
b) Senior pastor [
]
c) Junior pastor [
]
d) Evangelist [
]
]
56
]
8) How do you reach your prospective target members?
a)
Preaching on Television [
b)
Preaching on radio [
c)
Sharing of traits [
d)
Organizing crusades[
e)
Door to door ministration [
]
]
]
]
]
9) Do you think that marketing is being employed in the rendering of church
services?
a) Yes [
]
b) No
[
]
10) Do the services the church renders to her members satisfy them?
a) Yes [
]
b) No [
]
11) To what extent do members appraise the services rendered?
a)
Great extent [
]
b) Considerable extent [
c)
12)
Moderate extent [
]
]
To what extent does the message preached corroborates with what the
members wants to hear?
a) Great extent [
]
b)
Considerable extent [
c)
Moderate extent [
]
]
57
13) What part of the service do you think attracts the members most?
a)
Praise section [
b) Worship [
c)
]
]
Preaching [
]
14) Men of God, takes church advertising as an important marketing variable.
a) True [
]
b) False [
]
15) Do you have prophets in your ministry?
a) Yes
[
]
b) No [
]
SECTION B
QUESTIONNAIRES FOR MEMBERS ON “MARKETING AND THE
CHURCH IN A CONTEMPORARY SOCIETY”
1) Sex
a) Male
[
]
b) Female [
2) Educational qualification
a)
Primary school leaving certificate [
b) SSCE/GCE/OL [
]
c)
OND/HND
d)
University degree [
e)
Professional degree [
]
]
58
]
]
3) What is your age bracket
a) 17-25 [
]
c)36-45 [
]
4) Marital status [
a) single
b) 26-35 [
]
d) 46 and above [
]
]
[
]
c) divorced [
]
b) married [
]
5) How do you consider the relationship between the members and the leaders of
your church?
a) very good [
c) bad [
]
b) good [
]
]
d) very bad [
]
6) Does the church provide the necessary services to its members?
a) Yes
[
]
b) No [
]
7) Does the church offer its members satisfactory services ?
a) strongly agree [
]
c) disagree
]
[
b) agree [
]
d) strongly disagree [
8) For how long have you been worshipping in your church?
a) below 3years [
]
c) 5years and above [
b) 3years [
]
9) What department do you belong to in your church?
a) protocol department [
]
59
]
]
b) musical department [
c) drama department [
d) floor members [
10)
]
]
]
Since the time of your worshipping with the church, have you been
encountering any problem with the mode of services rendered?
a) Yes [
11)
]
b) No [
]
If your answer to the above question is yes, what are the things you think
would be responsible?
a) language [
]
b) lack of interest [
c) noise [
]
]
d) lack of in depth knowledge on the part of the pastors [
12)
If language is the problem, which of these do you recommend?
a) English language [
b)Igbo language [
c) Latin [
]
]
]
d)pidgin English [
13)
]
]
If the pastors are not knowledgeable enough, do you suggest further
training?
60
a) Yes [
14)
]
b) No [
]
If your answer is yes, what are the solutions?
a) supplying the necessary amenities needed [
b) studying the topics to preach [
c) make necessary research [
]
]
]
d) preaching the gospel exactly as it is [
]
15) What are the causes of having so many churches?
a) financial problems [
]
b) misunderstanding [
c)spiritual teaching [
]
]
16) Do you believe in miracles and prophesy?
a) Yes [
]
b) No [
61
]