ABSTRACT
This
project is aimed at enlightening the general public on the EVALUATION OF
RETAILING ACTIVITIES IN A BUSINESS ORGANIZATION. The research focused on
evaluating the retailing activities and its impact on business organization in
ilorin metropolis. The aim of the researcher is to identify the nature and
various type of merchandize carried out by different retailers. The research
study is of significance to the researcher and the company chosen as case study
in the sense that it will enable them to know how retailing activities is
necessary and the role it plays to an organization. The research employed the
questionnaire method of collecting data relevant to the study, 135 respondents
were sampled out from the total population in which the questionnaire were been
administered to. Based on the report and analysis, it was concluded that
Retailing activities plays a vital role in business organization.
TABLE OF
CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vi
CHAPTER ONE: Introduction 1
1.1
Ownership 1
1.2
Statement of problems of the study 3
1.3
Aim and objectives of the study 4
1.4
Significance of the study 5
1.5
Scope of the study
6
1.6
Limitations and constraints to the study 6
CHAPTER TWO: Literature Review 8
2.1
The concept of retailing 8
2.2
Types of retail outlets 9
2.3
Retail pricing 14
2.4
Challenges of retailing activities 14
2.5
Design and layout in retail store 16
CHAPTER THREE: Research methodology 21
3.1
Research Design 21
3.2
Data Presentation and analysis techniques 24
3.3
Sampling procedures 26
3.4
Definition of population 27
CHAPTER FOUR: Data Presentation and analysis
summary
conclusion and recommendation 30
4.1
Brief history of case study 30
4.2
Data presentation and analysis 32
4.3
Summary 41
4.4
Conclusion 42
4.5
Recommendation 46
References
CHAPTER ONE
1.1 INTRODUCTION
Retailing activities involved in the
sales of goods or services to ultimate consumer for personal or personal use. Anyone
selling to ultimate consumer is performing the function of a retailer
regardless of what he/she calls himself / herself.
Retailing is not a new concept in Nigeria.
It is common business among the people in Nigeria from time immemorial.
Retailing activities are common in open market and surroundings, e.g. Ipata
Market (Ilorin) and Alaba Market (Lagos) and Dugbe Market (Ibadan).
Charles (1987) defines retailing as
all activities undertaken by intermediaries whose primarily function is to sell
good and service to ultimate consumers.
Kotler (1980) define retailing as all
the activities involved in selling goods and services directly to final
consumer of their personal and non-personal use.
The two definitions explain more
saying that take place in our market and will designed stores.
Retailing also covers service rendered
by lawyers, drivers, doctors and lecturers. Anyone who market to the ultimate
consumer by what ever name, is in the business of retailing e.g. vendors, food
seller, Barbers, cigarette seller and hawkers cobber.
Hospital is retailers to patient as
college are retailers to education.
We also
have types of retailing organisation and they maybe categorize based on the
following factors.
1.1 OWNERSHIP
E.G. INDEPENDENT AND COOPERATIVE
A. Independent
majority of shops of any kind are owned by individual in Nigeria e.g. JMK Supermarket. They
buy in large quantity either from wholesale or, producers and sell in unit to
final consumers. Some specialize while some sell variety of items. In Nigeria
today the individual shapes are increasing in the food canteen and raw food.
This
type of retail covers all sorts of goods and services ranging from barbing
saloon, hair style saloon shoe and bag etc.
B. Co-operating
society: A co-operative society is defined as a co-operative retailing
organisation trading on cooperative principle afflicted to the national
cooperative through co-operative union.
ii) Range of Merchandise: Same retail organisation offer a wide
range of goods e.g. variety stores, super market and departmental stores which
JMK supermarket.
iii)
Size: The
average size of the organisation numbers and branches it have made them differs
form other firms.
iv)
Pricing
Policy: Same firms may deliberately focus on low price, low margin
and high turnover operation e.g. discount store.
v)
Location: Due to the
continued increase in cost of location in town etive and traffic conjunctions,
many firms prefer the out skirts of the town, while same still prefer to stay
on in the centre of towns.
1.2 STATEMENT
OF PROBLEMS OF THE STUDY
The success o retail outlets depends
greatly on the stability of its location. Location is referred to here as the
actual place in which the store or supermarket is sited.
The rent of cost of building
represents a major cost to the retail. Even if the other tenants of retailing
are observed and retail out fit is poorly sited, this may cause failure, for
instance, a store located at sited which will be more of inconvenience than
comfort to consumer, is going to lack patronage. A good location enables the
retailer to make use of all the merchandizing plans as draw up, provision of
sample parking, space and sufficient merchandise supply with competitive prices
and alternative display enhance the success of the store.
Display is also of paramount
importance to get exposure for all the items of merchandise because most
consumers tend to just move on perimeter of the store and if all the goods are
not well exposed he might not business.
Research has also shown that majority
of the purchases made by consumers are done on impulse and so all items should be properly displayed
so that customers will be allowed proper view of all displays as unseen goods
are usually unsold. Another area of problem is, if retailer is the service
rendered by stores and supermarket service as a source of income, a builder, or
reputation of the firms and a long term attraction and maintenance of customer
relation.
1.3 AIMS AND
OBJECTIVE OF THE STUDY
The aims and objective of this project
work include the following.
It is the aims of this project work to
find out how the retailers carryout their activities and the function they
render to both whole sales and consumers.
It also the aims of this term research
to identify the nature and various types of merchandising carried out by
different retailer, so also the aim of this project is to examine the different
types of retailers and how each type perform the marketing function.
Furthermore, this research is aimed at finding out how effective retailers are in
the distribution of essential commodity in Nigeria.
1.4 SIGNIFICANCE
OF THE STUDY
This research attempts to examine and
provide answers to the question on understanding of the concept of location,
servicing, pricing, display of good and services by supermarket and store
operator and the application of the concept to their advantages. It also
attempts to find out what roles that retails play in the marking of goods and
service, to the consumer especially operator of stores and supermarket.
Also, to attempts to find out the
felling of consumer about the activities of the retails.
1.5 SCOPE OF
THE STUDY
This research work is carried out
within the Business Organisation and
super market in Ilorin
metropolis.
Therefore, this research work is
focuses principally on the evaluation of retailing activities in Business
Organisation the evaluation of retailing activities in Business Organisation in
Ilorin and
prospective area to limit my work in getting necessary data need for this
project is the manager of supermarket. It would be very difficult to get every
body contracted as regards to data need in carrying out the research.
1.6 LIMITATION
AND CONSTRAINT TO THE STUDY
Various forms of disturbance were
encountered during the course of this research work, data collection which
almost frustrates the effort of the research.
First of such constraints was
financial which greatly affected the researcher in the course of carry out the research work and the high cost of
research materials made it difficult. As a student managing the little amount
gathers from parent and relatives to arrive at a conclusion stage was not easy.
Another constraints is time which was not enough for the to carryout the work
as student who stays in school from Monday to Friday receiving lectures and can
only spend Saturday together within the relevant information and analysis, in
meaningful and written material present to the supervisor for examine firm and
approval. Also it is believed that lack of relevant research work of this
nature of study is not available because special recognition is not given to
this nature of study. Lastly was the non-response and like warm, non-chalet
attitude of same of the respondents in the society.
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