The mixed methodology approach is a research design in which different forms of research methods can be used in one study. For the purpose of the dissertation the qualitative historical research approach was used for the literature review of while a different format was carried out to gather information and data about the UTC Plc company and its operations in Nigeria.
A qualitative research using survey based questionnaires was used for gathering information from UTC Plc about their current marketing strategy, the marketing campaigns that they have launched and the type of marketing initiatives they have taken to position themselves in the market. The in depth interviews were also used to get specific information about the marketing strategy of the UTC Plc Nigeria The reason for the use of the different method for this research was because limited information was available on the retail market in Nigeria and it was difficult to get hold of the UTC Plc management to conduct face to face interviews.
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