MICHAEL OKPARA UNIVERSITY OF AGRIC ULTURE, UMUDIKE APPRAISAL OF THE MARKETING AND DEVELOPMENT OF LAUNDRY AND DRY CLEANING INDUSTRY (A STUDY OF SELECTED FIRMS IN ENUGU, ENUGU STATE).

ABSTRACT

The study is the marketing and the development of laundry and dry cleaning industry, a case study of selected firms.  The specific objectives include to determine level of customer satisfaction on the availability of product.  To determine impact of charges on the patronage of dry cleaning services, to determine whether laundry and dry cleaning services are available in the area.  To determine whether marketing activities of laundry and dry cleaning services lead to increased profit, to determine the impact of Ulthro Clean Services promotional strategy on customers awareness of their services, to recommend efficient and effective ways of marketing laundry and dry cleaning services; purpose of sampling techniques was used to sample respondents upon which to respondents from the selected laundry and dry cleaning firms were chosen thus well structured questionnaire served as a source of primary data and secondary data came from a field survey conducted in the laundry and dry cleaning firm, journals, textbooks, magazines and newspapers etc.  Therefore, data were analyzed using the descriptive analysis methods which entail the use of tables tabulated to alternative response frequencies and percentages.  The chi-square (x²) text will be used for the hypothesis of generated because we want to reveal the research of the data collected.  This work also contains recommendations for checking the plight.

TABLE OF CONTENT

Project Assessment

Declaration

Certification

Dedication

Acknowledgement

Table of Content

List of Tables

Abstract

CHAPTER ONE

1.1 Background of the Study

1.2 Statement of the problem

1.3 Objectives of the study

1.4 Research questions

1.5 Research hypothesis

1.6 Significance of the study

1.7 Scope of study

1.8 Limitations of study

1.9 Definitions of terms

CHAPTER TWO

2.1 Overview of marketing

2.2 An overview of service

2.3 Characteristics of service

2.4 Service marketing premises and strategy

2.5 Planning and developing service

2.6 Quality control needs for service firm (dry cleaning and laundry service)

2.7 Production in dry-cleaning and laundry firm

2.8 Strategy in the marketing of laundry and dry-cleaning

CHAPTER THREE

3.1 Research Design

3.2 Area of the Study

3.3 Population of the study

3.4 Determination of the sample size

3.5 Method of Data Collection

3.6 Sampling Technique

3.7 Data Analysis

3.8 Validity and Reliability

CHAPTER FOUR

4.1 Presentation and Analysis of Data

4.2 Testing of Hypothesis

CHAPTER FIVE

5.1 Summary of Finding

5.2 Recommendation

5.3 Conclusion

Bibliography

Appendix

LIST OF TABLES

1. Responses on the nature of services required by them from the firm

2. Response on what promoted their choice of firm

3. Response on how long customers have patronized the firm

4. Respondents rating on what triggered their reaction

5. Response on what account from their loyalty

6. Response on whether the firm advertises its services

7. Response on the advertising media used by the firm

8. Respondents rating on the price charged by the firm

9. Response on the type of people that patronize the firm

10.  Response on the channels available to customers in sending their service needs.

11.  Response on whether they have a marketing department in the firm

12.  Respondents rating on whether the firm advertises its services

13.  Responses on if the firm uses other promotional activities

14. Responses on if the firm provides the firm the pooling customer facilities

15.  Responses on whether they have suggestion or customer complaint box

16.  Response rate of the relationship between the staff/customers of the organization

17.  Response on the other promotional activities used by the firm

18.  Response on whether the customer have cause to complain

19.  Response on why they have changed firm

20.  Response on whether they are satisfied with the quantity of services rendered by the firm

21.  Response on whether the advert of the company create awareness of their services

22.  Customer response on the availability of their services

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study

It is usually said that cleanliness is next to godliness.  The importance of dry cleaning services is buttering.  This fact cannot be over emphasized.  However, the extent to which dry cleaning services practice marketing in their activities call for urgent acceleration.

According to Kotler (1997:7) marketing is a social and managerial process by which individuals and group obtain what they need and want through creating effort and exchange products of value with others.  In the view of Kotler, the key task of the organization is to determine the needs, wants and value of target market and adapt the organization to deliver the desired satisfaction more effectively and efficiently than its competitions.  It is the duty of marketing to yield the firm into generating only those high promotion, service pricing and distribution that is from the customer point of view and continue to do so at a profit or simply put, materialize the doctrine acting, the marketing right and everything else comes right, get the marketing view and the problem comes.  Furthermore, Kotler (1984:19 states that firms must (i.e.) market themselves in a way that the customers will not just be satisfied with their product and services in fact be delighted. Therefore, it is necessary for laundry services operators within the nation and Enugu in particular to seek and understand consumer, preferences research into these things that will reduce the effect of ineffective marketing practices.  As laundry and dry cleaning workers rely on the market for its survival and profitability.  It is inevitable that should resilience adapted to changing economic needs, the environment and the requirement of its customers.  Marketing also involve the total evaluation of the company’s strength and weakness in order to know where to specialize or where to eliminate, proper marketing implies providing the right service at the right time, at the right price to the right customers and in the right place.  Applying the concept of marketing, the laundry and dry cleaning services as would be satisfying customers with their services.  It is because of the dry cleaning services that the researcher critically look at its marketing using Ulthro Kleen Services as a case study.

1.2 STATEMENF OF THE PROBLEM

Marketing has been discovered to be the bedrock which business services and marketing of laundry and dry cleaning services have complained about the low availability of most of these firms.  The firms that perform below expectation is to say they do not meet the expectation level required from them considering the opportunities available for them for exploitation to think that the reason for the low performance is not ineffective application of marketing principle, some other reasons may be non-availability of the services.  These and many more form the focus of this study.

1.3 OBJECTIVES OF THE STUDY

The broad objective of this study is to determine marketing and the development of laundry and dry cleaning function.  The specific objectives include:

i. To determine the level of customer satisfaction on the availability of the product

ii. To determine the impact of charges on the patronage of dry cleaning services

iii. To determine whether laundry and dry cleaning services are available in Enugu

iv. To determine whether marketing activities of laundry and dry cleaning services lead to increased profit

v. To determine the impact of Ulthro Kleen Services promotional strategy on customers’ awareness of their services

vi. To recommend efficient and effective ways of marketing laundry and dry cleaning services.

1.4 RESEARCH QUESTIONS

This study has raised certain questions in the heart of the researcher.  The questions are as follows:

i. Are these firms’ charges on high side?

ii. Is it as a result of non-co-ordinated effective promotional strategy?

iii. Are the customers satisfied with the fare charged by laundry and dry cleaning firms?

iv. Does the laundry and dry cleaning firms face challenges?

1.5 RESEARCH HYPOTHESIS

Ho: There is no customer satisfaction towards the quality of services rendered by the firm.

Hi: There is customer satisfaction towards the quality of services rendered by the firm.

Ho2: There is no availability of laundry and dry cleaning services in Enugu.

H2: There is availability of laundry and dry cleaning services in Enugu.

Ho3: There is no impact of Ulthro Kleen Services promotional strategy on customer’s awareness of their services

H3: There is impact of Ulthro Kleen Services promotional on customer’s awareness of their services.

Ho4: Customers are not satisfied with fare charged by the laundry and dry cleaning services.

1.6 SIGNIFICANCE OF STUDY

The study is significant due to the large benefits and importance in the context of a

problem being studied, which we serve as a reference guide for new up-coming  firm for setting

up of better marketing functions and enhanced understanding of marketing in the laundry and dry cleaning firm supposes better resources of allocation to be different marketing functions and how monitored.  Assisting on the identification and service of customers thus enhancing greater profit margin for the firm.

1.7 SCOPE OF STUDY

The research work is intended to cover a wide geographical area in Nigeria but because of the areas to be covered is too vast; the researcher has decided to delimit scope of her study to Enugu metropolis and Ulthro Kleen operation within the area.

1.8 LIMITATION OF STUDY

In line with most research carried out within the academic environments by students this research work was subject to basic constraints viz:

Time:    It was not easy for the researcher to combine with that of carrying out this research and meeting up with other academic engagements.

Funds:  Insufficient funds affect work of this nature.  Also, this non-cooperative attitude some of the officials and customers of the firm interviewed.  Difficulty in getting reliable data in relation to this study, as a result of lack of relevant and appropriate texts, fact relating to the topic under study.  The study entails marketing and development of laundry and dry cleaning services with Ulthro Kleen Laundry and dry cleaning firm as the case study.

1.9     DEFINITION OF TERMS

Laundry:  The business or place where clothes and other items are washed, dried and pressed.

Dry Cleaning:  Process of cleaning clothes, material items, etc without using water.  No soaking, dipping or actual washing of an item using water.

Marketing:  This is the management process responsible for identifying, anticipating and satisfying customer requirements

Profitability: It involves all those set of activities that facilitate exchange transactions of economic goods and services.

Service:  A service is defined as any activities, benefit or satisfaction that is offered for sale, if it is essentially intangible; its production may or may not be tied to a physical product.

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