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- No of Pages: 123

- No of Chapters: 05

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Introduction:

Abstract

Marketing as a profession and an academic discipline has undergone a rebirth which has made it’s principles more embracing and positive in it’s everyday application in improving product innovation. The main aim of this project is to known the impact of “marketing mix” in the accomplishment of organization objectives. Over the years, unfective marketing communication has had a negative effect on marketing mix, which makes is ask question. How much is marketing communication (promotion) appreciation in enhancing the positive outcome of other marketing variables. Marketing communication itself is the effort by a firm or company to design and disseminate information about it product existence, feature turns and the benefits to the target markets, using different medium. This study is expected to throw more light on how effective marketing mix (product, price, promotion, and place) can help accomplish organization objectives.

Table of Content

CHAPTER ONE



INTRODUCTION



1.1 Background of the Study 1



1.2 Statement of the study



1.3 Objectives of the Study



1.4 Hypothesis/ Research Questions



1.5 Significance of the study



1.6 Scope/ Delimitation of the study



1.7 Definition of terms



1.8 Limitation of the study



CHAPTER TWO



REVIEW OF RELATED LITERATURE



2.1 Scope of Consumerism



2.2 Perspective on Consumerism



2.3 The Nigeria Context



2.4 The Need for Consumer Protection in Nigeria



2.5 Basic For Consumer Protection Policy in Nigeria



2.6 Perspective on Consumer Protection



2.7 Consumer Laws in Nigeria



2.8 The Consumer Profile



CHAPTER THREE



RESEARCH METHODOLOGY



3.1 sources of Data



3.2 Research Instrument Used



3.3 Population of the study



3.4 Sample Size for Consumer



3.5 Sample Size for Producers



3.6 Questionnaire Distribution



3.7 Pattern of Questionnaire Distribution



3.8 Questionnaire Distribution



3.9 Problems Encountered



CHAPTER FOUR



PRESENTATIONS AND ANALYSIS OF DATA



4.1 Presentation and Analysis Of Data



4.2 Test of Hypothesis



CHAPTER FIVE



DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION



5.1 Summary of Findings



5.2 Recommendations



5.3 Conclusion



Bibliography



Appendix

Introduction

1.1 BACKGROUND OF THE STUDY



Marketing practices in the early sixties have its way through satisfying the manufacturer and his goals without considering the consumers position in the product.



Nwaneri (1981), noted that the social orientation in marketing of these early times challenges and changes or cultural values and socio-economic conditions that give rise to consumers dissatisfaction and grievances against marketing activities. Therefore, one would say that consumerism is a protest against marketing malpratices and or any endeavour to eradicate marketing injustice and malady.



Consumerism, with its emphasis on the consumers right is increasingly becoming a crucial topic in marketing scence with a lot of implications, for business.



According to Assael (1984) consumerism is the set of activities of independent organization government and business a like, designed to protect the consumer the primary concern is to ensure the consumers rights in the process of exchange.



These rights include the rights to information, to be told the truth, to be given the necessary and adequate alternatives, and to be assured of his health and safety in the process of consumption.



Basically, business accepts the marketing concepts of consumer sovereignty, which enjoying that the consumer is the focal point of the economic system this is done through the operation of the market system the consumer not only determine, but also directs the flow of goods and service. To this extent, he is supreme in the market place and did not need further protection. On the other hand, the government argues that consumer, supremacy is a mischievous trick played on for a joke and their it has a constitutional obligation to protection the citizens who are consumers’ in one way or the other.



Baker, (1979), while examining the concept of marketing suggested that if economic are comprised of people and we are endeavouring to allocate scarce resources, in order to maximize satisfaction, then it is the satisfaction of people which we are aiming at.



This being so essential that we determine first, What the people want and then allocate our resources, accordingly. In this respect, how ever, the government should come in, in the market system to affect control over business through legislative and regulating processes, which in the middle of the controversy. The consumer in the face of many products with increasing complexities has remained a helpless victim. It is important to not here that consumption has not been very much pursued with regard to developing the countries like Nigeria.



However, certain developing countries under certain measure to demonstrate government effect in the direction of consumption in Nigeria Onah (1979).



The measure include:-



i. The rent decree / edict



ii. The enactment of price control decree of 1970



iii. The promulgation of the food and drug decree of 1974



Generally, in this regard, the consumer protest rest on balancing the manufacturers profit motives with the consumers satisfaction. It is clearly stated that the main cause of consumer discontent with the business enterprise is marketing since it is only part of the consumers. However, it is obvious that the consumers dissatisfaction and any attempt to remedy thus arise from the relationship an organization has with the consumer.