ABSTRACT
Customer satisfaction and profitable business practices has become a prime focus in the domain multinational. Firms and small scale enterprises. This motivated the researcher to carry out an analysis application of making concept and growth of communication retail enterprise. In the research process, the researcher adopted a population of 100 respondents. While a sample size of 80n was computed through a Yaro Yamene probability sampling method or plan. The researcher designs some questionnaire to elicit opinion of respondent in the primary data collection process. Simple percentage were use to analyze the primary data which ere later presented on tables. The research hypotheses were tested using probit model. The researcher however, concluded that the application of marketing concept enhances organizational growth in the communication retail enterprises. Thus marketing concept principles and practices should be taken seriously by communication retail enterprises in Aba metropolis.
TABLE OF CONTENTS
Title Page - - - - - - - - - i
Declaration - - - - - - - - - ii
Certification - - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement - - - - - - - - v
Table of Contents - - - - - - - - vi
List of Tables - - - - - - - - ix
Abstract - - - - - - - - x
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study - - - - - - - 1
1.2 Statement of the Problem - - - - - 2
1.3 Objectives of the Study - - - - - - 3
1.4 Research Questions - - - - - - 4
1.5 Research Hypothesis - - - - - - 5
1.6 Significance of the Study - - - - - - 5
1.7 Limitations of the Study - - - - - - 6
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction - - - - - - - - 8
2.2 The Nature and Concept of Marketing - - - 9
2.3 Customer Orientation towards Marketing Concept - - 12
2.4 The Role of Marketing in an Economy - - - 13
2.5 Constraints to the Adoption and Practices of Marketing Concept - 17
2.6 The Growth of Marketing Concept to Retail Enterprise - 19
2.7 The Need for marketing Concept in Nigeria (Aba) - - 20
2.8 Concept of Retailing - - - - - - 26
2.8.1 Kinds of Retailing - - - - - - - 23
2.8.2 Functions of Retailing - - - - - - 25
2.8.3 Problems of Retail Enterprise in Nigeria - - - 26
2.9 Challenges to Retail Marketing in a Deregulated Economy 28
2.10 Future of Retail Marketing in the Era of Technological Development 29
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design - - - - - - - 31
3.2 Area of the Study - - - - - - - - 31
3.3 Population of the Study - - - - - - 32
3.4 Determination of Ample Size - - - - - 32
3.5 Method of Data Collection - - - - - 33
3.5.1 Administration - - - - - - - 3 4
3.6 Sampling Technique - - - - - - 35
3.7 Method of Data Analysis - - - - - - 35
3.8 Validity and Reliability - - - - - - 37
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND HYPOTHESIS TESTING
4.1 Questionnaire Distribution - - - - - 38
4.2 Socio-Economic Data - - - - - - 38
4.3 General Data - - - - - - - 41
4.4 Hypotheses Testing - - - - - - 46
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary - - - - - - - - 50
5.2 Conclusion - - - - - - - - 51
5.3 Recommendations - - - - - - - 51
References - - - - - - - - - 53
Glossary
Questionnaire
LIST OF TABLES
Table 4.2.1: Gender of respondents - - - - - 38
Table 4.2.2: Age of respondents - - - - - 39
Table 4.2.3: Marital status of respondents - - - - 39
Table 4.2.4: Educational qualification - - - - 40
Table 4.2.5: Household size of respondents - - - 40
Table 4.3.1: Practice of marketing concept: Questions 7 & 8 - - 41
Table 4.3.2: The extent of success achieved by the enterprise
as a result of marketing concept: Questions 10 & 11 - 41
Table 4.3.3: Problems encountered as a result of the
application of marketing concept: Question 12 - 42
Table 4.3.4: Whether the problems affect the business
growth: Question 13 - - - - - 42
Table 4.3.5: Strategies adopted in solving the problems:
Question 14 - - - - - - 43
Table 4.3.6: Estimation of monthly sales as a result of the
application of marketing concept: Question 16 & 17 43
Table 4.3.7: Estimated percentage monthly increase in sales
and profitability: Question 18 - - - - 44
Table 4.3.8: Estimated marketing cost of the application of
marketing concept: Question 19 - - - 44
Table 4.3.9: Whether the enterprise should continue in their
application of marketing concept: Question 19 - 45
Table 4.3.10: Product assortment, customer satisfaction, sales
and profitability - - - - - - 45
Table 4.3.11: Identification and satisfaction of customer
needs and business growth - - - - 46
Table 4.4.1 : Summary table of regression results - - - 48
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Modern marketing concept is a philosophy of business which states that the customers’ needs and want is the economic and social justification of firm’s existence. Consequently, all company activities in production, engineering and finance as well as in marketing must be devoted first to determining what customer’s needs and wants are and then to satisfy them while still making a reasonable profit (Kolter, 1980).
Retailers in Nigeria, especially in Aba metropolis expect that whatever is stocked will be purchase or brought by consumers. In order words, retailers in Abia state markets (stores) believe strongly in the selling concept rather than marketing concept. Consumers who are not sophisticated in their buying behaviour as to what should be their proper choice feel that they have little control over the products and services they get and as a result are frustrated in their role as consumers.
Marketing is the way in which an organization-retailers match its own human financial and physical resources with the wants of its customers. Since many retailers continue in business over relatively long period of time, it is necessary for them to plan both the particular human and physical resources they offer and the particular customer that wants to serve. According to Gordon et al. (1980), the need to look ahead and to develop products (services and goods) for customer normally requires all medium or large organization – even the retailers.
The failures of the retailers (like in the Aba environment) not to dictate the want of their consumers leads to the failure or constraints with the retailers in Aba face as not to satisfy their consumer in their needs may be attributed.
(a) The retailers product assortment
(b) Nature of the market served
(c) Types of stores (Bert, 1978)
Due to the fact that retailer which our case study do not apply and adhere to marketing concept in their retail enterprises in Abia state, this brought about the failures of our business of retailing.
1.2 Statement of the Problem
The marketing concept paid little attention to whether the product actually was needed, the goal simply was to beat the competition to the sale with little regard to customer satisfaction.
The heightened competition is coming from all directors from global competitors eager to grow sales in new markets from on-line competitors seeking cost efficient ways to expand distribution; from private labour and retails
As a result of increased competition being witnessed in the communication retail enterprises. Most retailers in Aba metropolis seeks to reposition itself in the face of heightened competitions through the adoption of marketing concept.
This marketing philosophy according to Philip Kotler seeks to achieve organizational goals by knowing the needs and wants of the target markets and delivering desired satisfactions better than competitors. This marketing management orientation is particularly suited to the increasingly competitive environment on communication retail enterprises.
1.3 Objectives of the Study
Given the saddening faces of communication retail enterprises in Aba environment and the increasing human needs and desire that need to be satisfied lucratively, it therefore becomes imperative that a research of this nature is conducted. Retailers cannot afford a stagnation of their business and a continue lose of their customer which subsequently amounts to lose of their hard earned capital.
The specific objectives of the study include to:
i. determine the effect of marketing concept practices on the growth of communication retail enterprises;
ii. identify the problems facing communication retail enterprises in the retail business;
iii. determine the role of proper marketing mix elements in enhancing retail enterprises;
iv. determine the efficacy of marketing concept and its application in competitive environment;
v. ascertain the effect of government policies on retail business in Nigeria.
1.4 Research Questions
In the work, the following questions are to guide:
1. What are the causes of retail enterprises failure in Aba environment?
2. What are long effects of business failure of communication retail enterprises as regards to retail enterprises who cannot meet the customers need?
3. Are there solution to the problem of retail business failure especially given the satisfaction of customers’ needs and wants and to be in business?
4. What are the information contents of marketing concept to communication retailers and their business?
5. Of what effect are stores locations and assortment of goods to the customers?
6. How can communication retail enterprise in Aba metropolis face competitors without running out of business?
7. What facts are of vital consideration by retailers in marketing concept analysis?
8. How do marketing ideas work for smaller organizations?
9. How would their retailers become more customer-oriented?
1.5 Research Hypothesis
In the course of this work, the following null hypothesis were tested and proved to show their validity or otherwise.
H01: There is no significant relationship between application of marketing concept and growth in communication retail enterprises.
H02: Business failure is not caused by inability to identify and satisfy consumers’ needs.
H03: Inadequate funds for operation does not affect product assortment in retail enterprises.
1.7 Significance of the Study
The relevance of this work given the role of communication retail enterprise to any society cannot be over-emphasized. The beneficiaries of this work would include; the business firms, government, the consumers and the academia.
Business firm: The retailers will find this work interesting, as it will avail them the opportunity of analyzing their business problems and finding ways to go about them. It will also provide them with alternatives of blending their marketing mix so as to catch-up the consumers continuous changing tastes and preference.
The Government: This will be an eye opener to policy makers in all of the government, educating them on the best way of ameliorating the complexities involved in retail enterprise in Nigeria. And will also afford them the insight of assessing the impact of certain policies and regulations on business.
The consumers: The relationship that exists between the seller and the buyer will be cordial as the consumer needs and tastes will be better met in an environment where harmony is a watch-word. Increase in the utility of the consumer is also assured given that the retailer will stand in a better position to providing them with what they need.
The Academia: This work will serve as reference material to the research students who are conducting research in the area of the topic at present and it will also expose them to the basic knowledge of retail business.
1.8 Limitations of the Study
The research at hand is e very critical issue and therefore requires diligence, ample time, huge financial back-up, to ensure a result oriented work, for the success of this research work. The researcher is expected to go to different places in search of data/information relevant for this work. This entails going to the companies or area of the case study for such information at the same time is expected as a matter of obligation for fulfill other requirement needed for the completion of the first degree course in marketing.
Furthermore, the economic state of the country now high price to goods and services, therefore, the cost of transportation/logistics would affect the movement of the researcher to the areas needed for the collection of relevant and adequate data for this work.
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