Key Features:
- No of Pages: 79
- No of Chapters: 05
Introduction:
Abstract
It has always been said that the consumer is the king and will remain the king in the market place-meaning that the success or failure of any product/service depends on the attitude of consumer towards it. The consumer attitude may be positive in which case the product/service enjoys consumer’s acceptance or negative attitude, which will result in rejection of the service/product, and various factors could be responsible for each situation.
This means that public utilities have to be aware of the consumers’ ideas, opinions and interest towards the companies’ services, type of services and if possible, factors responsible for such attitude. Therefore, it is in the light of the above that the researcher went into to determine what attitude towards the public utilities that exist in the mind of the consumers. The study is aimed at determining the extent to which people regard NEPA as a corporate body and the confidence imposed on the provision of efficient and quality power supply. Chapter one, as the introductory segment, determines the attitude of consumer towards public utility especially NEPA. Chapter two deals with the concept of consumer behaviour. Chapter three looks at the methodologies used in carrying out the research work. Actual Data presentation and findings were presented in chapter four. While chapter five and the concluding segment looks at the implications, discussions of result and recommendations.
Table of Content
CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Delimitation of the Study
1.5 Research Questions
1.5 Significance of the Study
1.6 Definition of terms
CHAPTER TWO
2.0 Review of Literature
2.1 Marketing application of Consumer Behaviour
2.2 How measure Attitude
2.3 Promotional Communication
2.4 Concept of Public Utilities
2.5 Summary of the related Reviewed Literature
CHAPTER THREE
3.0 Research Methodology
3.1 Research Design
3.2 Area of Study
3.3 Population of Study
3.4 Sample / Sampling Procedure
3.5 Instrument for Data Collection
3.6 Validation of the Research Instrument
3.7 Reliability of Research Instrument
3.8 Method of Administration of Research Instrument
3.9 Method of Data Analysis
CHAPTER FOUR
4.0 Data Presentation and Results
4.1 Summary of Results / Findings
CHAPTER FIVE
5.0 Discussion, Implications, Recommendation
5.1 Discussion of Results
5.2 Conclusion
5.3 Implication of the Result
5.4 Recommendation
5.5 Suggestions for further Study
5.6 Limitations of the Study
References
LIST OF TABLE
1. Research Question One: Does services, price and quality Commensurate with Consumers.
2. Does Consumers’ past experience lead to attitude formation?
3. Does the Concept of reference group lead to the demand of NEPA Services?
4. What are the attitudes of Consumers towards NEPA Services?
Introduction
1.1 BACKGROUND:
This research work is aimed at determining the attitude of Consumers towards public utilities Nigeria Government’s policy on the development of Public Corporations was clearly defined in the 1970 /74 second National Development Plan document as follows
“Statutory Corporations and State owned companies have become important tools for public intervention in the development process.
Their primary purpose is to stimulate and accelerate National Economic Development under conditions of capital scarcity and structural defects in private Business organizations. There are also basic considerations arising from the dangers of leaving vital whims of the private sectors often under the direct and remote control of foreign large scale industrial companies, public corporations are these crucial in Nigeria’s quest for the National Economic Independence and self- reliance”.
The National Electric Power Authority (NEPA) being one of the statutory corporations in a household name presently, companies are actually bringing a lot of re-thinking into the minds of Nigeria’s entrepreneur both private and public firms making them to actually appreciate the modern marketing concept.
A management orientation which holds that the key task of the organization to determine the need and want of target marketers and to adopt the organization to deliver the desired satisfaction, services more effectively and efficiently than competitions.
Meanwhile, one of the implications of the concept is that, the consumer, in any market segment will favour the offer of the organization which comes close to satisfying the consumer’s particular needs and wants. Therefore, it is necessary for and organization to seek and understand customer’s preface habits, behaviours and criticism, and to do this, the organization has consumers’ interest and influences their behaviours.
Moreover, setting up an organization for the purpose mentioned before, an organization should better hold it responsible the attitude of the consumer, towards the organization and it’s product and services.
However, the main priority of the management of NEPA in Enugu metropolis is to identify which of their variable services possess greater influence on the attitude of consumers towards the organization, the knowledge of variables, the consumers’ opinion, feeling and ideas about their services will help management of the marketing mix in order to achieve their objectives. Also, it will enhance growth, expansion and ensure greater rate of returns in public utilities. NEPA as a monopolist service industry, recognizes these multi-national variables and even exploring other means of providing better services.
Discussions on NEPA features regularly on the pages of the dailies and periodicals, as well as on the Radio and television programmes. The frequency at which the Newspapers and magazines publish Material on NEPA tends to portray the importance of the electricity industry as a surveyor or catalyst in the National Economic Development.
This research work is a conscious effort towards X- raying the overall customers’ attitude in relation to productive and efficient power supply of electricity often referred to as the “heart beat of the Nation”.
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