CHAPTER ONE
INTRODUCTION
1.1
INTRODUCTION
TO THE STUDY
The aims of producer or marketer is to maximize
profit, attain reasonable growth have more market share and to be compete
favourable with competition in the market
The above mentioned object can be achieved when
there is acceptability as a product or service they render or offer by the
producer. Therefore, when production is about two take off the target market
must be put into consideration
despite the modern life that we are used to today,
consumer still element of culture such as more, convention and custom have
significant influence on the consumers behaviours towards or against a
particular product in order to ensure the smooth running of production, culture
is worth of study for the market in order to developed appropriate product that
will mach the cultural background of the target market.
Every producer must adopt the concept of marketing
which holds that key to achieving goals consist needs and more effectively and
efficiently than the competitors.
A consumer culture determined the overall properties
he pr she attached to different product or service. It also determined the
success or failure of specific product and service. A product that provides a
consistent with those desires by member of a culture and any point in time has
a better chance of attaining acceptance in the market place.
However people of Nigeria still prefers foreign
textile to Nigeria made can one say that the culture of Nigeria takes to consideration
in foreign textile industry or Nigeria textile industry failed in
identification of Nigeria culture.
The pilot study revealed that people prefer to use
other cloths rather than Aso-oke for marriage chieftaincies and other important
events.
The
belief is matter in this study and culture and belief are group together.
It
is a belief of people that foreign goods better than home made goods? Or the
impact of promotion that change the real belief of the people in Nigeria.
For
one many want to know that.
1.2
STATEMENT
OF PROBLEM
The following statement of problem shall be looked
into since it is realize that culture has a significance influence upon
consumer buying behavour, the concern is what could be affected of the culture
upon the sale of a product
Also, to what extent can culture affect the sale of
any product?
What are the marketing strategies to be put in place
to match the culture of a particular target market and what are the
expectations of marketing executive toward culture of a particular market? The
fact that culture play crucial role in influence the consumer buying behaviour
cannot be ignore, consumer chose goods that is in line with their culture.
Therefore, the producer should analysis the culture
of their market environment to know what to be produced to suit their culture
setting.
This
research work will enable producer of Aso-oke or Aso-ofi” to knowhow to
manipulate his or her strategy to segment it market based on their cultural
setting the question that come to mind are.
How
does culture influence buying behavior?
Is
there any influence group that dictates what to buy?
Does
the product relate to the segment of the market?
Does
the producer know the sub-culture that exists with in the culture?
Does
the producer knows or discovered the social class in which its target belongs
to?
1.3 AIMS AND OBJECTIVE OF THE STUDY
The
aims and objective of the study are:
-to
examine the influence of culture or people (philological condition) on buying
behavior.
–
To examine the extant to which culture affects the sales system on individual
in a given society.
–
to examine all other factor that determines individual or consumers buying
behavior.
–
Culture may not affect many consumers in marketing buying decision because of
today modern development.
–
Consumer irrespective of their culture would bargain the price of their product
the same way.
–
Consumer may less attention to price bargaining because of the way they are
conversant with the price.
Therefore,
there is no need to understand the way in which culture influence people in the
buying pattern in the area of pricing.
Basically,
the study will examine the three basic cultures in Nigeria.
1.3
SIGNIFICANCE
OF THE STUDY
The study would be of great use and importance to
many people the importance would include the following
This research work will be useful to heritage centre
where series of traditional cloths i.e “Aso-oke or aso-ofi” made as case study
of the research.
The
research will also be a useful material to entire industries that are engage in
production of traditional cloths i.e. “Aso-oke or Aso-ofi”
The
research work will not be only useful to the industry but also to many
marketers who might be interesting in carrying out the research in the similar
area.
The research work will not be only useful to the
industries.
The
research will assist entire society in identify the impact of culture on
consumer buying behavior.
It
is also significant to the researcher because it is required as partial
fulfillment for the word of the higher national diploma in marketing.
It
also exposes the research and widening my knowledge about the influence of
culture towards a particular product.
1. Significance
to government: a government governs the state for the people as representative
of the people as an indirect way buy the people for the welfare of the society.
A government becomes autonomous once elected to power
2. significance
to industry: agricultural and food production is an important economic
contributor to the British Columbia economic there are very many people in
British Columbia involved in producing food and –food for people who live have
and in other parts of the world.
3. there
are a lot of people besides farmer who
works in British Columbia who are involved in the food industry truckers,
requirement dealers machinery manufacture scientist, carton /package supplies
restaurant workers, food store worker and money other these people are all
around you.
4. Significance
to research: the development of researcher it encourages the researcher to know
more about some other thing he/she has knowledge or experience about it add
more skills to the researcher.
5. significance
to market: owing a successful business is a difficult dream to realize for most
business
Entrepreneurs. One need to acquire
talent and master numerous disciplines in order to makes a profitability and
reputable business.
There are quit a few people who have a natural fair
for
Commercial, but most of us seek a way to simply lean
how to become proficient in business. The first thing to considered is the
money sub-streams in business such as marketing, sales, people management,
planning, financial management, customer and diet relationship management.
1.4
SCOPE
OF THE STUDY
Although consumer’s wants and desire are many and
they tend to accept the product that will satisfy their needs, cultural
influence play major role on buying behavior of consumers on Nigeria made
goods.
Scope simply means the area of coverage of a
particular field at study.
CONCEPTUAL SCOPE
This research cover mainly the influence of culture
on consumer buying habit, the impact and effect of culture on consumer behavior
in their buying decision
GEOGRAPHYCAL SCOPE
The study was limited to consumer of Aso-Oke”
product in Ilorin metropolis being the area of focus.
INDUSTRIAL SCOPE
The industrial scope based on Aso-Oke industry the
local textile industry that is producing Aso-oke or Aso-ofi.
TIME SCOPE
The
time scope of the study covers three years back i.e. 2007-2009. All data
collected are use in this study were limited to years between 2009-2010-2011.
1.5
LIMITATION
AND CONSTRANT OF THE STUDY
The non-challant attitude of some of the people
target from whom dependable data could be generated is a major problem that
constraints this project.
This project involved huge amount of money to go
round different people of the diverse culture for data collection and
unavailable of require materials of this project work are serious factor that
limited the scope of this research.
However, another serious problems encountered was
that of language barrier. Nigeria as a country is a multi-language, country in
which people of different culture speak different language and this discourages
effective communication with the same of the people.
Another problem encountered in the constraints,
there is no enough time to visit area of diverse cultural background where
relevant data can be gathered.