CHAPTER ONE
1.1
BACKGROUND
OF THE STUDY
Retailing activities
involves in the sales of goods or services to ultimate consumer for personnal
or non-personnal use any one selling to the ultimate consumer is performing the
function of a retailer gardless. Retailing is not a new concept in nigeria, it
is a common business among the people in nigeria from time to immemorial
retailing activiies, are comm9on in open market and surrounding e.g OJA OBA
market in (ILORIN), ALABA MARKET in (LAGOS) and DUGBE MARKET in (IBADAN).
A
retailer purchase goods or product in large quantities from manufactureers
directly or through a wholesale and then sells smaller quantities to the
consumer for a profit. Retailer is all activities involve in selling goods and
services directly to final consume for their personal and non-personal use.
Retailing alos cover services rendered
by lawyers, doctor, driver and lecturers. Anyone who market to the ultimate
consumer by whateever name is in the business of retailing e.g vendor food
seller, cigarette seller and barbers.
Hospital is retail to patient as college
and retailers of education.
We
also have types of retailing organistion and they may be categorized based on
the following factors.
i.
Ownership e.g
independent and cooperative. A independent majority of shops are owner by
individual in
e.g JMK supermarket and GOMOLA group. They but in large quanntity either from
wholesale or producers and sell in unit to final consumer. Some specialize
while some sell variety of item. In Nigeria today the individual shops are
increasing in food canteen and raw food. This types of retail covers all sorts
of goods and srevices range from hair style salon, barbing salon and bag e.t.c
ii.
Coroperative society: a
cooperative society is defines as a co-operative retailing organisation trading
on cooperative principle afflicted to the national cooperative through
cooperative union.
iii.
Range of merchandise:
some retail organisation offer a wide range of goods. E.g variety stores
supermarket and departmental stores which JMK supermarket and GOMOLA belong to.
iv.
Size: the average size
of the organisation numbers of branches it has made them different from the
firms.
v.
Pricing policy: some
firms may deliberately focus at low price, low margin and high turnover
operation e.g discount store.
vi.
Location: due to the
continued increase in cost of location in town entire and traffic conjuction,
many firms prefer to stay on in the center of the town.
1.2
STATEMENT
OF THE STUDY
The success of retails outlets depend greatly on the
stability of it location. Location is reffere to the actual place in which the
store or supermarket is sited.
The rent or cost of the building
represents a major cost to the retail. Even if the other tenants of retaining
is observed and retail outfit is poorly sited. A good location enables the
retailer to make use of all the merchandizing plans as drawup, provision of
sample parking space and sufficient marchandise supply with competitive price
and altenative display enhance the success of the store. Display is also of
paramount important to get exposure for all the items of merchandize becaues
most consumers trend to just move on perimeter of the store and if all the
goods are not well exposed him might not buy.
Research has also shown that majority of
the purchases made by consumers are done an impulse and all items should be
properly display so that customer will be allowed proper view of all displays
as unseen goods are usually unsold.
1.3
AIMS
AND OBJECTIVES OF THE STUDY
The aims and objectives of this project work
includes the following
i.
it is the aim of this project work is
to find out how the retailers carryout their activities and the function they
rendered to both wholesalers and consumers.
ii.
The aim of this project is to examine
the different types of retailers and how each type performs the marketing
function.
iii.
This research is aimed at finding out
how effective retailers are in the distribution of essential commodity in Nigeria.
iv.
It is also the aim of this research
to identify the nature and various types
of merchandising carried out by the different retailers.
1.4
SIGNIFICANT
OF THE STUDY
the research attempts to examine and prove answers
to the questions on understanding of the concept of location, serving, pricing
display of goods and services by supermarket and store operator and the
application of the concept their advantages.
It attempts to find out the feeling of
consumer about the activities of the retails.
It also attempts to find out what roles
that retails play in the making of goods and srevices, to the consumer
especially operation of stores and supermarket.
1.5
SCOPE
OF THE STUDY:
This reaearch
work is carried out within the JMK supermarket in Ilorin metropolis. Therefore,
this research work is focused principally on the evaluation of retailing
activities stores in Ilorin metropolis and prospective area to limit my work,
getting necessary data needed for this project is the manager of the
superrmarket. It would be very difficult to get everybody contracted as regards
to data needed in carrying out the research.
1.6
LIMITATIONS
AND CONSTRAINT
Various form
of disturbance was encountered during the course of this research work. Data
collection which almost frustrates the efforts of the research.
The
limitation and constraint for this research work are:
i.
finance
ii.
time
iii.
acess to data
i.
Finance: finances is
greatly affected the researcher in the course is to carrying out the research
work and the high cost of research material make it difficult. As a student who
manages the little amount gather from parent and relative to arrive at a
conclusion stage.
ii.
Time: time was not
sufficient for the researcher to carryout the work as student who stays in
school from Monday to Friday receiving lecture and can only spend Saturday
together the relevant information and analysis in meaniful in written material
presented to the supervisor for examine firm and approval.
iii.
Access to data: data
collection is another constraint of this research work which alsmost frustrate
the effort of the researcher and the non-response, lukewarm, non-chalet
attitude of some of the respondents in the society.