CHAPTER ONE
1.1 INTRODUCTION
Marketing has probably been with us ever since serpent tempted eve to
consume a certain apple. But in its more scientific professional firm, marketing is of more recent growth to industry in general from a simple
to a more complex form of production
and distribution of goods and
services.
The
initial stage of development was that, of barter. The producer of a commodity supplied the consumer of it directly face-to-face and was paid for it with
another commodity which the consumer
had produced in his turn.
The most major stage was that of professional production wishing on intermediary as
distributor and employing the mechanism of money and not barter that is a
retailer emerged paid in cash and probably was the dominant figure in the transaction following the industrial revolution a further stage of evolution
occurred with the development
of mass production of goods and services new factories produced standardization
commodities for new urban communities
unable to produce their own requirement.
Along with standardization want branding i.e. a standard name. But this stage was probably production
oriented or production domination.
There come a time when mass production became common place and more than one brand of a
particular type of
product emerged become available to .purchase competitive branded product. In this
situation, its essential
to get more distribution more shop display, better retailer support them the competitor
in this phase the
company salesman become the key figure, the period was sale dominated.
As a consumer income increased and consumer attitude
developed great sovereignty of choose emerged Sheer availability in the store sheer
production display was
not enough the consumer to be turn over. At a time when the
consumer becomes the
dominant force, the marketing concept truly emerged. This is the phase we are
in now, that
is to say
marketing emerged in conjunction
with a variety
of force from
which it is inseparable:
1. The consumer
2. Free availability of competitive products
3. Free choice
4. Consumer discrimination
This
governs what marketing is and does.
1.2 STATEMENT OF THE PROBLEMS
The complex or general problem this research
paper will be
investigating is how marketing concept can be applied in our local market. Its primary aim
is to throw More light on the
marketing concept in
the traditional market.
The objective of this which is the determination of relationship of marketing
concepts in the retailer market.
1.3 OBJECTIVE OF THE STUDY
The first task of the producer is to meet its aims and objectives the
responsibility is a two way affair in return for a decent product at a
decent price the consumer may be reasonable respected to provide a reasonable
returning for their labour so the key task wholesaler is to formed the ‘point of balance
between a reasonable profit on one side and reasonable consumer offer on the other with this neither party should have cause to complain.
Therefore,
the objective of the study is to identify individual consumer or users to whom marketing
efforts are
directed marketing mix is tailored to suit the specific target consumers or users of product.
1.4
IMPORTANCE OF THE STUDY
It is imperative at this stage to appreciate
fully the vital importance of sound marketing concepts
policy in the traditional market.
Therefore, it is an important result of the
use of the marketing concept the co-operation in the
local market is possible that is the
producer effort is well coordinated. Every middleman in
working towards a common goal.
The association of market woman has the responsibility of seeing that all sellers ere
acting in accordance with the marketing concept one way
of doing this is by convincing the producers of the
importance of the marketing concept and placing someone with
marketing background at head of the
association of marketing women is
helpful in this regards. In addition
this people can also act as consumer spokesman ‘within the market.
The
marketing concept is the most important and matching multiple operations in the
guest for equitable profit in commerce and industry today.
1.5
SCOPE OF THE STUDY
The study looks only at
those factors that are considered before marketing concept is used or determined in the
retailing activities. Therefore, the researcher will not over look the marketing concept of the
manufacturer of the
producers. To do this a different research is required. It should also be noted that the marketing concept setting in the supermarket
and should not be compared. This research
will not cover anything about the
purchasing power and consumer behaviour.
1.6 LIMITATION OF THE STUDY
Normally in any research
work of this nature problems
are bound to be encountered some of the limitation encountered in the course
of the study include:
TIME
There was no enough
time to obtain the necessary data
needed. This is due to the fact that the studies were carried out mostly during
the week days.
LANGUAGE
This is the
second serious contrail
to the study because of the composition of the people that are found in
e local markets, Yoruba, Hausa, Nupe an other minor languages in the market place. The ability to internet
the questionnaire is problem.
COST
The high cost incurred by visiting owode
market at Offa made it very difficult for us to visit
as frequent as possible in order
to collect all the distributed questionnaires.