MARKETING ACTIVITIES OF SMALL-SCALE BUSINESSES IN BENIN CITY (A CASE STUDY OF PEAK HEIGHT VENTURES LTD)
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TABLE OF CONTENT: CHAPTER ONE INTRODUCTION 1.1
Background of the Study 1.2
Statement of the Research Problem 1.3
Objectives of the Study 1.4
Significance of the Study 1.5
Research Questions 1.6
Research Hypothesis 1.7
Conceptual and Operational Definition 1.8
Assumptions 1.9
Limitations of the Study CHAPTER TWO LITERATURE REVIEW 2.1
Sources of Literature 2.2
The Review 2.3
Summary of Literature Review CHAPTER THREE RESEARCH
METHODOLOGY 3.1
Research Method 3.2
Research Design 3.3
Research Sample 3.4
Measuring Instrument 3.5
Data Collection 3.6
Data Analysis 3.7
Expected Result CHAPTER FOUR DATA ANALYSIS AND
RESULTS 4.1
Data Analysis 4.2
Results 4.3
Discussion CHAPTER FIVE SUMMARY AND
RECOMMENDATIONS 5.1
Summary 5.2
Recommendations for Further Study Bibliography |
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CHAPTER
ONE |
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INTRODUCTION BACKGROUND OF THE
STUDY A
product includes all the peripheral factors that contribute to a consumer
satisfaction i.e. when you eat in a restaurant, the product is more than just
the food, it includes the quality of the service and the atmosphere (Mauser
and Schwartz 1982). Hence
is purchasing a product, a consumer would desire it to be or expect it to be
of good quality, in order to meet his needs, expectation and for his ultimate
satisfaction. Fine quality products leads to
consumer’s good will and satisfaction that manifest themselves in the form of
repeat sales, loyal to customers and clients and testimonial to prospective
customers or clients (Donnely, Gibson and Ivancevich 1987). Therefore it is
up to the producer or manufacturer to maintain that quality to ensure
consumers satisfaction. Generally, Nigeria-made products that
are often referred to as being inferior and of low quality. This has
drastically reduced the demand for local products and has further discouraged
private entrepreneurs from investing in some local industries. It has been
observed over the years that many companies are either folding up or carrying
out mass retrenchment due to lack of patronage of their products. For any
business to continue to exist it must have a market to satisfy and this means
that it must provide product and service which have quality standard, it is
necessary for firms to adopt quality control measures which will help them to
produce quality goods and services that will satisfy the ultimate users. In
order for Nigerian to develop economically, firms have to produce goods of
high quality content by adopting total quality control method to all aspects
of their production activities. This will help in flushing out substandard
goods, which are presently in existence in the country. Small scale business in the
cornerstone of any nation’s industrial and economic growth. It is in the view
of the importance of small scale business to a nation’s well being that
successive federal government come out with policies to encourage the
development and growth of small scale business. For any organization to be successful
in its business there must be a way in which goods and services produced are
distributed to those who need them. The process where by goods are produced
and distributed is know as marketing. According to Kotler (1986) “marketing is a social process by
which individuals and groups obtain what they need and want through creating
and exchanging products and value with other”. With this definition above we see that
marketing involves the process of exchange of goods and services for other
values. For any one to engage himself in marketing, he or she must take the
4ps (Marketing mix) into consideration i.e. product, price, promotion and
place. The 4ps are the general activities which
make up marketing. The product which is the most important among all the
market mix is the nerve-centre of the business as other activities cannot
take place without the product, also the price of the product must be
determined, the place where the product will be sold must also be decided and
finally the product must be promoted so that consumers will be aware of the
presence of the products. These will be discussed more or details in later
chapters. In the past most writers focused on lack of or in adequacies of
fiancé as the greatest problem military against the development and growth of
small scale business in Nigeria. This research will be focusing on the
problems and prospects of marketing activities of small scale business. PURPOSE OF THE
STUDY This
research work has the primary purpose of carrying out survey of
marketing activities if small scale business in Benin city. The marketing
activities have been a serious concern to enterprises and organization. The issues of prices, product,
promotion, place, buying and selling consumer satisfaction, standard product
are some of the marketing activities of small scale business which
enterprises, marketing managers and organization engaged on. The main purpose
of this research work, therefore is to carryout a survey of marketing
activities of small scale business. STATEMENT OF THE
RESEARCH PROBLEM/ RESEARCH QUESTION The need to make profit is the main
driving force in a mixed oriented economy such as that of Nigeria. The level
of profit is a measure of the degree of success. It is know that some organization do
not plan well before going to market their product and even some
organizations have know market target i.e. the particular group of people to
satisfy before engaging in the production of goods which make the marketing
of the product a serious problem. In spite of all these small scale
businesses posed the following research questions? 1.
What are the measures to be adopted
to achieve quality control on production of small scale businesses. 2.
What amount will place on production
of small scale business? 3.
What kind of promotion should be
adopted by small scale businesses? 4.
How can small scale businesses
achieve it profit? 5.
What are the importance of marketing
activities to small scale businesses under study? 6.
What are the extent to which
marketing activities of small scale businesses led in achieving marketing
objective? 7.
what are factors small scale business
understudy consider most important in their marketing activities and
implementation process? 8.
what are the plan small scale
businesses adopt in other to achieve market target? 9.
what are the problems currently faced
by small scale businesses? OBJECTIVES OF THE
STUDY The
objectives of the study are: 1.
To identify the marketing problems
currently faced by small scale businesses. 2.
To determine how small an medium
scale business secure and sustain adequate patronage of goods and services of
small scale businesses at acceptable price. 3.
To find out how marketing activities
contribute to the turnover of small scale businesses. 4.
To identify the marketing channels
available to small scale businesses 5.
To determine the promotion activities
of small scale businesses SIGNIFICANCE OF THE
STUDY The study when completed will go a
long way to assist existing small scale businesses by improving the quality
of their product, while also helping potential investors in small-scale
businesses to know where to concentrate effort in marketing in order to make
a maximum profit. Also the study will be of immense use
to managers in small-scale businesses, investors, government agencies
encouraging the growth of small-scale businesses and to every one interested
in the management of small-scale businesses. Furthermore, the study will seek for
the problem been encountered by producer in trying to market their product,
keep a check and balance to the extent which they apply the marketing mix
i.e. product, price, promotion and place. The study therefore aims to see how
the improvement can be achieved in marketing the product. The benefits of the study will include better operation and
profitability of small scale businesses and ultimately provide room for
expansions which will eventually provide more jobs and better services to the
public at reduced cost. SCOPE OF THE STUDY This
work seeks to investigate the marketing activities associated with
product of small scale businesses and how it affects marketing of the product
and extent to which the firm adopt adequate measure and method of quality
control. It is a well know fact that small
scale businesses involved in series of marketing activities and such
activities are very important to the small scale businesses. Although, emphasis will be laid on
marketing of product of small scale businesses. However, for the purpose of
comparison, reference could be made to industries located outside the area. |
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