TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.1
Introduction
1.2
Statement
of the problems
1.3
Objective of the study
1.4
Importance
of the study
1.5
Scope
of the study
1.6
Limitation
of the study
CHAPTER TWO
2.1 Literature
review
2.2 Nature and scope of
marketing
2.2.1 Importance of marketing
2.4 RetailingRetailing mix
2.5 The
concept of marketing in retailing
2.6 The difference between marketing and retailing
concepts
2.7 Hypothesis formulation
CHAPTER THREE
3.1
Research
Methodology
3.2 Method of survey
3.3
Population
3.4 Sampling method
3.5 Sampling and sampling selected
3.6 Techniques for analysis
CHAPTER
FOUR
4.1 Data presentation
4.2
Data analysis
4.3
Historical background of the study
CHAPTER FIVE
5.1
Summary Of Findings
5.2
Conclusion
3.1
Recommendations
Appendix
REFERENCES
ABSTRACT
Application
of the marketing concept in
our local market sparked Offa a deal of concern to the
research that will undertake this study aiming at surveying
the importance of the marketing concepts in
relation to retail marketing.
We felt that caring on this project in Owode
Market, Offa will bring out meaningful result since there
are 'many retailers in that market.
For easy analysis and understanding the study
as being put into five chapters.
Chapter one throws light on what has a brie
history of the topic and state constraint encountered
while carrying out the research, the importance of th-'i study, scope
of the study, statement of the problem. In chapter two,
a detailed literature review of some books, journal,
CHAPTER ONE
1.1
INTRODUCTION
Marketing has probably been with us ever since serpent tempted eve to
consume a certain apple. But in its more scientific professional firm, marketing is of more recent growth to industry in general from a simple
to a more complex form of production
and distribution of goods and
services.
The
initial stage of development was that, of barter. The producer of a commodity supplied the consumer of it directly face-to-face and was paid for it with
another commodity which the consumer
had produced in his turn.
The
most major stage was that of professional production wishing on intermediary as distributor and employing the
mechanism of money and not barter that is a retailer emerged paid in cash and
probably was the dominant figure in the
transaction following the industrial revolution a further stage of evolution occurred with the development of mass production of goods and
services new factories
produced standardization commodities for new urban
communities unable to produce their own requirement.
Along with standardization want branding i.e. a standard name. But this stage was probably production
oriented or production domination.
There
come a time when mass production became common place and more than one brand of a particular type of product emerged become available to
.purchase competitive branded
product. In this situation, its essential to get more distribution more shop display, better retailer support them the competitor
in this phase the company
salesman become the key figure, the period was sale dominated.
As a consumer income increased and consumer
attitude developed great sovereignty of choose emerged Sheer availability in the store sheer
production display was not
enough the consumer to be turn over. At a time when the
consumer becomes the
dominant force, the marketing concept truly emerged. This is the phase we are
in now, that
is to say
marketing emerged in conjunction with a
variety of force
from which it
is inseparable:
1. The consumer
2. Free availability of competitive products
3. Free choice
4. Consumer discrimination
This
governs what marketing is and does.
1.2 STATEMENT OF THE PROBLEMS
The complex or general problem this research
paper will be investigating is how marketing
concept can be applied
in our local market. Its primary aim is to throw More light on the marketing concept
in the traditional market.
The objective of this which is the determination of relationship of marketing
concepts in the retailer market.
1.3 OBJECTIVE OF THE STUDY
The first task of the producer is to meet its aims and objectives the
responsibility is a two way affair in return for a decent product at a decent
price the consumer may be reasonable respected to provide a reasonable returning for their labour so the
key task wholesaler is to formed the 'point of balance between a reasonable profit on
one side and reasonable consumer offer on the
other with this neither party should
have cause to complain.
Therefore, the
objective of the study is to identify individual consumer or users to whom marketing efforts are directed marketing mix is tailored to
suit the specific target
consumers or users of product.
1.4
IMPORTANCE OF THE STUDY
It is imperative at this stage to appreciate fully the vital importance of sound marketing concepts policy in
the traditional market.
Therefore, it is an important result of the use of the marketing concept the co-operation in the local market
is possible that is the producer effort is well
coordinated. Every middleman in working towards a common goal.
The
association of market woman has the responsibility
of seeing that all sellers ere acting in accordance
with the marketing concept one way of doing this is
by convincing the producers of the importance of the
marketing concept and placing someone with marketing
background at head of the association of marketing
women is helpful in this regards. In addition
this people can also act as consumer spokesman 'within
the market.
The marketing concept is
the most important and matching multiple
operations in the guest for equitable profit in commerce and industry today.
1.5
SCOPE OF THE STUDY
The study looks only at those factors
that are considered before
marketing concept is used or determined
in the retailing activities. Therefore, the researcher will not over look the marketing concept of the
manufacturer of the
producers. To do this a different research is required. It should also be noted that the marketing concept setting in the supermarket and should not be compared. This research will not cover
anything about the purchasing power
and consumer behaviour.
1.6 LIMITATION OF THE STUDY
Normally in any research work of this
nature problems are bound to be
encountered some of the limitation encountered in
the course of the study include:
TIME
There was no enough time to obtain the
necessary data needed. This is due to the fact that the
studies were carried out mostly during the week days.
LANGUAGE
This is
the second serious
contrail to the
study because of the composition of the people that
are found in e local markets, Yoruba, Hausa, Nupe an other minor languages
in the market place. The ability to internet the questionnaire
is problem.
COST
The high cost incurred by visiting owode market at Offa made it very difficult for us to visit as frequent
as possible in order to collect all the
distributed questionnaires.
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