ABSTRACT
In recent times,
priority has been to marketing strategies in any business organization, in
order for the firm to have or acquire the market share targeted and eventually
having success. The need for this study arose of confectionery products in
Nigeria on in any business organization.
This work is
aimed at knowing the impact of confectionery products on consumers and to know
how profitability can help to achieve the organizational goals.
Consequently,
data collected and analyzed formed the basis for arriving at the conclusion.
TABLE OF CONTENT
Title
Certification
Dedication
Acknowledgement
Abstract
Table of Contents
Chapter One
Introduction
1.1 Background of the Study 1
1.2 Statement of the Problem
2
1.3 Purpose / Objectives
of Study 2
1.4 Research Questions 3
1.5 Research Hypotheses 3
1.6 Definition of Terms 4
1.7 Scope and Limitations of Study 4
1.8 Significance of Study and Justification for Investigation 5
1.9 Historical Background of O.K Foods Ltd. 5
References 6
Chapter Two
2.1 Introduction 7
2.2 Current Literature Based on Such of the Relevant Variable of
the
Model 8
2.3 Summary of the Chapter 17
References 18
Chapter Three
3.1 Introduction 19
3.2 Restatement of Research Questions and Hypotheses 19
3.3 Research Method and Design 19
3.4 Data Collection Methods 19
3.5 Characteristics of the Study Population 20
3.6 Sampling Design and Procedures 20
3.7 Description of Data Collection Instrument 21
3.8 Administration of Data Collection Instrument 21
3.9 Limitations of Methodology 21
Chapter Four
4.1 Introduction 23
4.2 Respondents Characteristics and Classification 23
4.3 Presentation and Analysis of Data,
According to Research Questions 29
4.4 Presentation and Analysis of Data, According to Research
Hypotheses 30
Chapter Five
5.1 Summary or Synopsis of the Study Including Chapter by
Chapter and Comprehensive Summary of Findings 35
5.2 Conclusions Drawn from the Findings 35
5.3 Recommendation Based on the Conclusions 36
5.4 Limitations and Suggestions for Further Studies 37
Bibliography 38
Questionnaire 40
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing
remains a relevance discipline, an indispensable role in any organization can
be said to have products and customers for company to survive the intense of
competition; it must map out marketing strategies that will ensure the
achievements of the company objectives and set of goals.
Marketing
concept is important tools in the achievements of company goals, which will
invariably yield positive results. The essence of marketing is to make consumer
behaviour into consideration in order to sell successfully a product must give
real satisfaction.
Before now,
confectionary products are seen as sweets, chew gum and biscuits but recently
there has been a lot of changes in the taste and expectation of consumers.
Nowadays, a
sweet varies for different occasions likewise chew gum, biscuit change in the
most pronounced among the confectionaries. The change in the confectionary
products is not limited to physical attributes but also changes in government
administrative techniques in all sectors of Nigeria economy.
There has been
great change in the outlook of international business as it relates to all
Nigeria business sectors, the impact of this development require new
contemporary technique to be device not only for maintenance of standard and
profitability but also for survival.
The research
project is an empirical study on the marketing of contemporary products in Nigeria with OK Foods Limited as the case
study.
Conclusively, it
is hope that the findings that will emanate from this study help introducing
the marketing introducing the marketing mobility of many forms within the
industry and elsewhere due to the fact that successful marketing action are the
result of management information and applied commonness.
1.2 STATEMENT OF PROBLEM
Marketing of
confectionary products in Nigeria is aimed at finding out the following
challenges:
1. To what
extent has confectionary company been affected by dilapidating economy of the
country?
2. How will
the company sustain and increase their market share to ensure maximization of
profit to meet company's objectives?
3. How has the
company (OK Foods Ltd) been able to cope with competition?
4. Liability
to cope with the high cost of promotional company and effective distribution
channel?
1.3 PURPOSE/
OBJECTIVES OF STUDY
The main objective
of this project is to examine how the use of marketing concept can be used to
enhance the profitability of OK Foods product in Nigeria market.
The research
comes in a way so as to offer recommendation on the means of achieving
profitability sales of the company's products particularly in Nigeria market.
However, the
research work is an activity set to the following:
Ø To determine the
extent of the application of marketing concept to the sales confectionary sales.
Ø To examine the
effect of distribution deficiency in the marketing of confectionery product.
Ø To determine the
effect on demand for confectionary product.
Ø To determine the
pricing policy for the marketing of confectionary product
Ø To examine the
role of promotion in the marketing of confectionary products with emphasis on
advertisement.
1.4. RESEARCH
QUESTIONS
Research
questions to be used are as follows:
1. Do channels of distribution affect sales?
2. Does product affect demand?
3. Does promotion affect demand?
4. Does product attributes affect sales?
1.5 RESEARCH
HYPOTHESIS
Ho: Good pricing strategies do riot attract more customers
towards buying homemade confectionary product
H1: Good pricing strategies attract more customers towards
buying homemade confectionary product.
Ho: Competitive activities particularly by foreign
confectioner do not affect the sales of homemade confectionary products
H1: Competitive activities particularly by foreign
confectioner affect the sales of homemade confectionary products.
Ho: Inadequate promotions effort does not affect consumer
preference towards the company's products
H1: Inadequate promotions efforts affect consumer preference
towards the company's products.
Ho: Ineffective
distribution channel does not affect sales of homemade confectionaries products
H1: Ineffective distribution channel affect sales of home
confectionaries products.
Ho: Products
quality or attributes does not affect sales of home trade confectionary goods
H1: Products quality or attributes affect sales' of home
trade confectionary goods;
1.6 SCOPE
AND LIMITATION OF STUDY
The scope of the
study is the impact of marketing strategies on the profitability of
confectionary products in Nigeria, in Lagos for the detail study analysis.
The study was
conducted by the use of questionnaire and face - to - face interview, most of
the staff of the organization where unwilling to disclose vital and useful
information because of possible leaking of such fact.
There is secrecy
not to reveal their secret to other rural confectionery knowing fully that they
are in a competition.
The unwillingness
of the respondents to return most of their questionnaire before the study also
hindered the researcher from going further and completing the study.
Confectionery is
another limitation as the researcher was not buoyant enough to frustrate its movement
around Lagos for the getting of useful information towards the success of the
project.
1.7 SIGNIFICANCE OF STUDY
The study is
aimed at highlighting the importance of marketing in confectionery product. The
study with afford OK Food Limited the opportunity to know whether to tap its
fill potentials. The company would also know why consumers prefer its products.
The findings
with also suggest measures aimed at raising consumers' level of satisfaction.
Through the study the consumers will know how the company has taken them into
consideration in marketing sure that the products are within their reach with
regards to price and place. The study will be of great benefit to future
confectioners.
1.8 HISTORICAL OF OK FOODS LIMITED
OK Group of
Company started in 1989 to manufacture plastics using the name OK plast. Today
OK plast is the best in the market. The sale of OK plast was encouraging and
with the encouragement, the company decided to invest in confectionery
products. Marketing research was done and the result was that consumers were not
satisfied with what was in the market then, hence the company of OK Foods. O.K
Foods started in 1994, OK Foods Limited products over metric tons of biscuit
per annum in its factory which is situated along 18010 expressway. Today, the company has 'various biscuits such as
O.K Stars, O.K Football, O.K Jungle, O.K Banana, O.K Wafers, O.K all butter
biscuits. The products of O.K Foods Ltd can be found all over the country. The
biscuits can be bought in large quantities from any of the major distribution
in Lagos, Ibadan, Warrl, Calabar, Kano, Kaduna, Aba, Port Harcourt etc. The
company has a staff strength of about three hundred workers who are committed
to high quality for which O.K group of companies are known for corporate
responsibility O.K Foods Ltd. Upholds the belief that business does operate for
the betterment of all those concern with it but also for community in which
generates. Hence the company sponsors children funfair.
1.9 DEFINITION
OF TERMS
Marketing is the
process of identifying, analyzing, anticipating and satisfying consumer needs
and wants profitability. Marketing can be defined as human activity directed at
satisfying needs and want through exchange process. Marketing can also be defines
as process charged with the responsibility of making a profit which the
business units hopes to achieve its marketing expenditure level.
Marketing
Concept: Marketing concepts are the business philosophy that
bases decisions on objective appreciation of consumers need and preference.
Marketing concept adopts "we start with the consumer and his needs,
continue with finding a product or service to satisfy these needs and arrange
for this product.
Confectionery Product: Confectionery products are sweets, chocolates, pies and
pasting.
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