ABSTRACT
The success or failure of product or service depends on
the attitude of consumers towards it. That is why the research instrument I
used was questionnaire and interview. The questionnaire was drawn and randomly
distributed within the indicated area of study. The research also made use of
oral interview to supplement questionnaire.
Data was
collected from seven zones such as New Heaven, Asata, Achala-Layout, Ogui
Urban, Ogui New Layout, Ogbete (Camp)
and Agabni Road.
Bourley was
used to determine the sample size.
Also,
chi-square was used to analyze the hypothesis and know also when to accept or
reject the null and alternative hypothesis.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgment
Abstract
Table of contents
CHAPTER ONE
1.0
Introduction
1.1 Background
of the study
1.2
Statement of the problems
1.3
Objective of the study
1.4
Scope of the study
1.5
Limitation of the study
1.6
Research hypothesis
1.7
Significance of the study
CHAPTER TWO
2.0
Literature review
2.1 consumer
behaviour
2.2
Marketing application of consumer behaviour theory
2.3
How to measure attitude
2.4
Concept of public utilities
References
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.0
Introduction
3.1 Research
methodology
3.2 Instrument
of data collection
3.3 Area
of coverage
3.4 Population
of the study
3.5 Sample
size determination/procedure
3.6
Validity of instrument instruments
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND
DISCUSION OF FINDINGS
4.0 Data
presentation and analysis
4.1 Data
presentation result summary and findings
4.2 Testing
of hypothesis
CHAPTER FIVE
5.0 Summaries of finding,
recommendation s and conclusion
5.1
Summary of finding
5.2
Recommendations
5.3
Conclusion
Reference
Bibliography
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
This
research work is aimed at determine attitude of consumers towards public
utilities.
The power
holding company (formally called NEPA) was established by Decree No 24 of 1st
April 1972 with the amalgamation of Electricity corporation of Nigeria (ECN)
and Niger Dan Authority (NDA). Power
Holding Company formerly called NEPA was empowered to maintain an efficient
coordinated and economic system of Electricity supply to all the Nooks and
Crannies of the nation. Major power
stations namely Yola, Delta and Afam thermal power station of Kanji power
station serving more than two million customers nationwide. They propelled the nations technological and
industrial growth, Power Holding Company formerly called NEPA has become the
fastest and biggest growing electricity industry in Africa and in deed the
developing world with impending condition like he ever-rising consumers debts
vandalization of NEPA installation, high cost of maintenance inadequate gas
supply, low water level at the hydro power station, high cost of foreign
exchange and the abysmally low tariff regime.
Power
Holding Company formerly called NEPA has always striven to meet its
distribution and marketing of stable electricity to its numerous residential
commercial and industrial customer against all odds. Inspite of some of its familiar operational
shortcomings, PHC has made gaint – strides in the production and marketing of
Electricity to the nation and beyond. A
principal beneficiary of PHC. Extended electricity programme is the Republic of
Niger under agreement with NIGELEC (Niger Electric Company) that country’s
electricity monopoly.
Similarly,
in Sept 1996 an undertaking was signed between PHC and commercial Electrique Du
Benin(CEB) which is responsible for the production transportation of electric
energy in the Republic of Benin and Togo.
Nigeria Government Policy on the development of public corporation was
clearly defined in the year 1970/1974 Second National Development Plan document
as follows:
“Statutory
corporation and state owned company have become an important tools to public
entertainment in the development process.
Their primary aim is to stimulate and accelerate national scarcity and
structural defects in private business organization. There are also basic consideration arising
from the dangers of leaving vital sectors of the national economy to the wimps
and caprice of the private sector often with the direct and remote control of
foreign large scale industrial companies.
Public corporation are therefore crucial in Nigerians quest true
National economic independence and self reliance. The Power Holding Company formerly called
NEPA being one of the statutory corporations is a household name.
Presently,
the corporation is gradually bringing a lot of re-thinking into the minds of
Nigerian entrepreneur both private and public from making them to actually
appreciate the modern market concepts, a management
orientation
which hold the key task of the organization to deliver the desired satisfactory
service more effectively and efficiently.
Meanwhile,
one of the implication of the concepts is that the consumers in any market
segment will favour the offer of the organization who come close to satisfying
the consumer’s particular needs and wants.
Therefore, it is necessary for an organization to seek to understand
customers preference, habits behaviour and criticism and to do this, the
organization has to research into those things that attract consumers interest
and influence their behaviour.
Moreover,
setting up an organization for the purpose mentioned before, an organization
should better hold it responsible that survival of the organization depends
much on the attitude of consumers towards the organization and its product or
services.
However the
main priority of the management of Power Holding Company formerly called NEPA
at Enugu metropolis is to identify influences on the attitude of consumers
towards the organization the knowledge of variables, the consumers opinions,
feelings and ideas about their services will help management of the marketing
mix in other to achieve their objective. Also, it will enhance growth,
expansion and to ensure greater rate of returns in public utilities. PHC. As a monopolist service industry
recognize the important variable and even exploring other means of providing
better services. Discussions on PHC
features regularly on the pages of the periodical and dallies as well, as on
the Radio and Television Programme. The
frequency at which the newspaper and margarines publish materials on PHC tends
to portrary the importance of electricity industry economic development.
Finally,
this research work is a conscious effort towards X- raying the overall
customers attitude in relations to productivities and efficient power supply of
electricity often referred to as heart beat of the nation.
1.2
STATEMENT OF PROBLEM
This study is intended to find out the attitude of
consumers towards
Public utilities.
The growth and survival of an organization such as NEPA is
paramount. This positive growth
achievement of organizational goal is anchored on the effective performance of
the organization.
The problem is to determine the people’s response to
price of public utilities positively or negatively. They respond negatively
when PHC give much bills to consumers, which they did not expect.
Determine consumers view about
Power Holding Company formerly called NEPA and also determine the extent to
which public demand PHC services.
1.3
OBJECTIVES OF THE STUDY
The persistent public out cry over the authority’s erratic
power supply juxtaposed with the numerous excuse offered by the Authority, some
of which tends to expose the consumers to blame for the cause of the matter
while the consumer accuses PHC of inadequate service and the Authority also
make counter accusation on the consumers for what it describes as their non
co-operative attitude.
It is in
the face of this controversy that the researcher embarked on this project with
the following.
1. To determine the ideas, attitude and
consumers view about PHC at Enugu metropolis.
2.
To determine the extend to which service of PHC is
demanded compared to other public utilities
3.
To find out the impression consumer have about the
price of organization service on relations to its quality.
4.
To analyse ways of wining consumers favourable
attitude and there improve the share among other service.
1.4
SCOPE OF THE STUDY
This study is limited to
finding out how consumers rate or regards services rendered by public corporation
with special reference to Power Holding Company formerly called NEPA Enugu
office.
1.5
LIMITATION OF THE STUDY
During the course of writing the project topic the
research encountered some problem associated with finance, time and data
collections.
FINANCE: Finance is the background of every
plan going by the present economic hardship facing the entire country, I have
limited finance which will not also found it difficult to purchase much of my
requirement so I could only carry out the research works much, my purpose could
carry me.
TIME: One of the greatest shortcoming was time
factor for the mere fact that I am a student taking recognizance of the
academic region facing me as a final year student and it is incumbent on me to
attend classroom lectures carryout assignment, writing of term papers. Therefore I could not find it convient in
completing such until this task, particularly in the area of field survey,
which involves going out in Enugu metropolis.
Data collection.
DATA
COLLECTION: Collection
of information of a several from actual users may not be willing to give
reasons, why they use it, where as some will not want to disclose their income
level of relevant information about the information themselves in cost case,
the deflect appointment.
1.6
RESEARCH HYPOTHESIS
Hypothesis
according to Webster means “A presentation put forward
a
basis for reasoning a sub-position formulated from proved data and presented as
a temporary explanation of occurrence as science in order to establish a basis
for future use.
Ho: Power Holding Company formerly called NEPA,
service, price and quality are not
acceptable to consumer.
H1: Power
Holding Company formerly called NEPA, service, price and quality are acceptable
to consumer.
Ho: Consumer
attitude towards the service of Power Holding Company formerly called NEPA are
not favourable.
H1: Consumer
attitude towards the service of Power Holding Company formerly called NEPA are
favourable.
1.7
SIGNIFICANCE OF THE STUDY
It will also be seen as a reference point for
students who might be carrying out research
on similar or related topic. It
will also help the government to assess the services ability of Power Holding
Company formerly called NEPA and know whether to constitute similar or parallel
organization. It will help the Power
Holding Company Management to identify areas that they are lacking and
effective ways of increasing performance for customer satisfaction.
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