ABSTRACT
The
aim of this research work is to know the impact of retailing on the marketing
of fast moving consumer goods. A field study was used to collect data from the
respondent.
The
first chapter is the introductory chapter containing the introduction, history
of chi retail Farmshop, statement of problem, statement of hypotheses, purpose
of study, scope of study, limitation of study and definition of terms.
The
second chapter which is the review of literature that retailing entails, roles
of retail business in Nigeria, characteristics of retailer, reason for the
establishment of retail business, types of retail outlet, mode of distribution
and logistics, basic marketing strategy commonly used in retailing.
The
third chapter deals with the research methodology which include research
design, identification of population, data collection method, questionnaire
assumption, questionnaire design, sample size, administering the questionnaire,
reliability, validity test.
The
forth chapter is on the interpretation of raw data collected using the
questionnaire and the testing of hypothesis using the analysis of
questionnaire.
The
fifth chapter, which is the last chapter, is on the summary of the write-up
conclusion and recommendation.
TABLE
OF CONTENTS
Pages
Title
Page i
Certification ii
Dedication iii
Acknowledgment iv
Abstract v
CHAPTER ONE
1.0 Introduction 1
1.1 Historical Background of Chi Retail
Farmshop 2
1.2 Statement of Problem 4
1.3 Formulation of Hypothesis 4
1.4 Purpose of the Study 4
1.5 Scope of Study 5
1.6 Limitation of Study 5
1.7 Operational Definition of Terms 6
References 7
CHAPTER TWO
2.1 Retailing 8
2.2 Roles of Retail Business in Nigeria 10
2.3 Characteristics of Retailer 11
2.4 Reasons for the Establishment of Retail
Business 12
2.5 Types of Retail Outlets 14
2.6 Mode of Distribution and Logistics 17
2.7 Basic Marketing Strategy Commonly Used in
Retailing 20
CHAPTER THREE
3.1 Research Methodology 24
3.2 Research Design 24
3.3 Identification of Population 25
3.4 Data collection Method 26
3.5 Questionnaire Assumption 26
3.6 Questionnaire Design 27
3.7 Sample Size 27
3.8 Administering the Questionnaire 29
3.9 Reliability 29
3.10 Validity 31
Reference 33
CHAPTER FOUR
4.1 Data Analysis and Interpretation 34
4.2 Data Presentation and Analysis 35
CHAPTER FIVE
5.0 Summary 51
5.1 Recommendation 53
5.2 Conclusion 55 Bibliography 56
Letter of introduction 59
Questionnaire 61
CHAPTER ONE
INTRODUCTION
1.0 BACKGROUND TO THE STUDY
Retailing
is one of the most significant sectors of distribution. Retailing is a
distributive activity that makes goods available to the ultimate consumers. It
includes all the activities directly related to the sale of goods or services
to the ultimate consumers. It involves selling to consumers who are acquiring
goods for personal and non-business uses.
This
view of retailing therefore connotes that any firm (manufacturing, wholesaling
or retailing) that sells something to ultimate consumers for their non-business
uses is making a retail sale. Retailing business ranges from the roadside fruit
seller to the multimillion naira corporation. Retailing can be equally view as
the activity of selling goods or services to the final consumer.
According
to Levision (1998) retailers buy
fast moving consumer goods that have varying life expectances. Product life
expectancies affect consumer perceptions of what the total product offering
should be. Durable goods last a long time and survive many uses examples are
furniture, appliances and automobiles. Retailers of durable goods, especially
those that perform continuous function such as automobiles and dishwashers,
should be aware that consumer are not only buying "thing" but also
satisfying a need over a long period of time. Retailing of nondurables goods
are product that people consume in one or a few uses. Examples are food,
liquour, tobacco and personal care items such as medicine and cosmetics;
whereas durable goods are bought infrequently, nondurable goods are purchased
regularly and often routinely.
Fast
moving consumer goods are some product that consumer consistently purchases on
a regular basis. Consumers buying cigarettes one a day, soft drink once a week,
birth control pill per month and automobiles once every five years are examples
of regular purchase behavior of a consumer. Frequency refers to the number of
purchase a person moves out some time period. Consumers usually buy toothpaste
frequently, foods, alcoholic, beverages, tobacco, house furnishing, equipment,
automobiles gasoline, accessories and personal care item recreational equipment
reading and educational materials and all bitter find money goods that
consumers produce on a regular basis.
1.1 HISTORICAL
BACKGROUND
Chi
Limited is subsidiary of Tropical General Investment (TGI) Limited, a reputed
group founded by European investors. TGI is a diversified group with Agro
Allied, Manufacturing and Trading Operation in Nigeria, Republic of Benin and
Ghana.
In
the African Continent TGI have activities and interests in pharmaceuticals
under the name and style of CHI Pharmaceutical Limited. Offshore oilfield
service is looked after by Roomson Oilfield Services Limited. Deep sea
Industrial Fish Trawling is carried out by ORC Fishing and Food Processing Limited.
ORC is a major exporter of shrimps and other sea products to Europe. Comart
(Nigeria) Limited is a manufacturer, importer and distributor of specialized
chemicals and fragrances. Cotton ginning and Agro Chemical is carried out under
West Africa Cotton Company Limited, Univision Nigeria Limited, exclusive agent
in Nigeria for Microsoft navisions, deals in ERP and software solutions.
Chi
Limited incorporated on 18th March, 1980 is the FCMG arm of TGI. Chi
Limited carries out manufacturing and marketing of quality consumer product
range includes Chivita - 100% premium fruit juices, Chi Exotic Nectar in the
country, available in sensational juices and combination change the way juice
is looked into. Chi Limited is the exclusive license of Capri-Sonne for Nigeria
from Capri-sun AG, Zug, and Switzerland.
Chi
Limited is also the manufacturer and marketers of the Superbrand Hollandia.
Hollandia stand for quality, affordability, nutrition and taste packaged together. Hollandia Milk Powder is
known for its unmatched quality and affordability. Hollandia Evaporated milk,
in an innovative 70g and 215g packs, has created a flutter in Nigeria and 70g
pack was hailed as most innovative pack of 2005 worldwide in food products.
Hollandia Yoghurt with real fruit juices has taken the nation by storm and has
come to stay as a nutritiously delicious drink at affordable prices. Hollandia
flavoured milk revolution in Nigeria. Hollandia UHT milk has taken milk
revolution ahead with its unmatched quality. Chi Teddies Chocolate Cream has
given a new dimension to chocolate consumption and is fast emerging hot favourite
amongst children.
Chi
snacks, a state of art bakery division produces ready-to-eat snacks by complete
automated machine, untouched by human hands. The range includes Beefie,
ChopOne, MrBeans and Chokobite, Muffin has been refined by Muff the Muff
world-class quality muffins.
Chi
Chicken and Chi Sausages are known for its market leadership and quality. Chi
Limited has also gone into backward integration and has a captive juices
concentration plant. Poultry breeding, farming and R&D un agriculture is
carried out at its location at Ajanla Farms. Chi also own chain of retail shops
exclusively selling Chi quality products at Factory Prices, under the name and
style of Chi shops.
Chi
Limited was the first to give nation the slogan -Be Nigerian, Buy Nigeria, Not
only that, Chi Limited ignited a sense of price among fellow Nigerians that
Nigerian products are amongst the best in the world and are exported to many
countries. Chi Limited is an ISO 9001:2000 company and the house of Chi is an
assurance of quality.
1.2 PURPOSE OF STUDY
The
aims and objectives of this project is to examine and elicited how the impact
of retailing is felt among the society especially on market of that moving
consumer goods.
(i)
The study also intends to know how
retailers market consumer product.
(ii) To
make the government contributes to the development and management of retailing
business in Nigeria
(iii) To
find out about the promotion and expert policy of the nation supermarket as
regards the marketing of consumer production.
1.3 RESEARH QUESTIONS
The
research tends to provide answers to the following questions.
(i) Does retailing has effect on the marketing
of consumer product?
(ii)
Do the type of promotional tools
determined customer patronage?
(iii)
Do prices have impact on customers' patronage?
(iv)
Does compete product mix brings about
customer satisfaction?
(v)
Does access to retail outlets improve
customers' traffic?
1.4 FORMULATION OF HYPOTHESES
The
following hypotheses are formulated tentatively and will be tested during the
course of the study
Ho: That retailing has effect on the marketing of
consumer product
Ho: That the type of promotional tools determines
customers' patronage
Ho: That prices have impact on customers'
patronage
Ho: That complete product mix brings about
customers' satisfaction
Ho: That access to retail outlets improve
customers' traffic.
1.5 SCOPE OF STUDY
The
scope of the nature of the topic for this research project tends to study the
factors that influence how consumer makes their choice of products. It will
relate to advertising and promotional strategy used by the manufacturers of the
consumable product and some of the problems or difficulties that are
encountered in course of marketing fast moving consumer product with a
particular reference to Chi Retail Farmshop and Supermarket.
1.6 LIMITATION OF STUDY
The
limitation of the study would be based on how the impact of retail business has
been felt in our society especially on the marketing of fast moving consumer
goods and responsiveness of the consumer will be noted. Again, the time
constraints and the financial strength of the researcher will restrict the
research exercise, which could have covered large areas.
Furthermore,
the questionnaire administered in carrying out this research work is limited
because the research is limited to Ajao Estate Apakun Oshodi, Lagos State where
the research is been carried out.
Apart
from the above limitation, the findings and recommendation of the research will
be based merely on the answer given in the questionnaire, observation and the
oral interview.
1.7 OPERATIONAL DEFINITION OF TERMS
1. Advertising:
Is
a form of communication through media about products, services or ideas paid
for by an identifiable sponsor
2. Marketing:
is
the management process reasonable for identifying, anticipating and satisfying
consumer requirement profitability.
3. Ultimate Use: they
are otherwise known as the ultimate consumer these are the potential buyer of a
particular product or services.
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