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Abstract
The study has examined the role of marketing in the purchase of made in Nigeria goods. The survey design was employed since the study was to ascertain the role marketing in the purchase of made-in-Nigeria goods. The population of this study constitutes all customers of made Nigeria goods sold in Ariaria International Market, Aba, Abia State which was unknown. The sample size of this study is judgmental sample of 42 respondents. In this study both the primary and secondary data were used. A self-designed questionnaire on the role of marketing in the purchase of made-in-Nigeria goods was used for the collection of data. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS). The statistical test used in the analysis of the data collected was Pearson Product Moment Correlation Coefficient. Finding amongst others reveal that product strategies are associate with the purchase of made in Nigeria goods and pricing strategies is associated with the purchase of made in Nigeria goods. Based on the finding of the study, we recommended that manufacturers should adopt sustainable product strategies that will enhance the performance of their product and service and manufacturers should maintain a stable price that will compel customers buy locally made products.
Table of Contents
Title Page i
Cover Page ii
Declaration iii
Certification iv
Dedication v
Acknowledgements vi
Abstract viii
Table of Contents ix
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of Problem 2
1.3 Objective of the Study 3
1.4 Research Questions 4
1.5 Research Hypotheses 4
1.6 Significance of the Study 5
1.7 Scope of the Study 6
1.8 Limitation of Study 6
1.9 Definition of Terms 7
CHAPTER TWO 8
REVIEW OF RELATED LITERATURE 8
2.0 Introduction 8
2.1 Conceptual Framework 8
2.1.2 Concept of Marketing Strategies 9
2.1.2 Dimension of Marketing Strategies 10
2.1.3 The Concept of Made in Nigeria Goods 15
2.1.4 The Attitude of Consumers Towards Nigerian Manufactured Goods 17
2.1.5 Concept of Consumer Purchase 18
2.1.6 Measures of Customer Purchase 20
2.1.7 Consumer Decision-Making Process 23
2.1.8 Determinants of Consumer Brand Choice 25
2.1.9 Major Factors Influencing Consumer Buying Behaviour 26
2.1.10 Work and Social Groups 27
2.1.11 Marketing and Promotion of Made in Nigeria Goods 28
2.2 Theoretical Framework 30
2.2.1 Porter’s Five Forces of Competitive Position Analysis 30
2.3 Review of Related Empirical Studies 31
2.4 Summary of Literature Review 32
CHAPTER THREE 33
RESEARCH METHODOLOGY 33
3.1 Introduction 33
3.2 Research Design 33
3.3 Population of the Study 33
3.4Sampling Techniques Used 34
3.5 Sample Size 34
3.6 Source of Data 34
3.6.1 Primary Source (s) of Data 34
3.6.2 Secondary Source of Data 34
3.7 Research Instrument for Data Collection 35
3.8 Validity and Reliability of Instrument 35
3.9 Techniques for Data Analysis 36
CHAPTER FOUR 37
DATA PRESENTATION AND ANALYSIS 37
4.1 Data Presentation and Analysis 37
4.2 Presentation of Question/Items in the Questionnaire And Analysis of Responses 37
4.3 Hypotheses testing 43
4.4 Discussion of Findings 45
CHAPTER FIVE 47
SUMMARY, CONCLUSION AND RECOMMENDATION 47
5.1 Introduction 47
5.2 Summary 47
5.3 Conclusion 47
5.4 Recommendation 48
References 49
Appendix I 56
Appendix II 57
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Any developing country seeking to achieve economic growth should reduce importation and utilize resources. In Nigeria for instance, those products that are manufactured locally are referred to as “made-in-Nigeria goods”. Marketing activities play important role in the growth and survival of any business organization and the economy at large. In recent times, marketing activities in the world today have been posing serious problems to the retail organizations because of the competitive nature and increase in the number of organizations and other manufacturing industries. A successful marketing operation must rest on careful thought and plan.
Marketing is the direct way in which an organization tries to reach its public. This is performed through the five elements of the marketing mix. With the growing importance of the financial sector, pressures are escalating for more effective marketing management of the financial services. Effective marketing strategies are the key to frontline sales. Among the best practices of those with highly successful sales programs is having the marketing strategies provided to management and front line staff at all branches that describes tools and processes in detail, helping to ensure that everyone involved in sales, no matter how remotely, operates on a coordinated basis(Mbagwu, 1993).
The important role of marketing in determining the success or otherwise of any organization cannot be over-emphasized notwithstanding the size of such an organization. Research into the secret of the development of some Modern day corporations which could be regarded as industrial giants, showed that aggressive marketing made them what they are today (Mbagwu, 1993). The increasing competition from a lot of new entrants into the market, dwindling consumer purchasing power, increasing awareness on the part of the consumers and a renewed emphasis by the consumers on the need to have values for their money have made new initiatives imperative in the Nigerian market that is saturated with all sorts of imported products (Kotler, 1984).
Manufacturers of locally manufactured goods are therefore faced with a situation where product differentiation in terms of price and quality, customer needs and company capabilities, interest in a competitive context since these factors converge to form the customers’ definition of value (Akingbola, 1999). Opportunities equally abound to compare the locally made goods with some imported ones available in the market (smuggled or otherwise) which are meant to satisfy similar purposes (Oladele, 2006). From the foregoing therefore, the study seeks to evaluate the role of marketing in the purchase of made in Nigeria goods.
1.2 Statement of Problem
Nigerian manufacturing sector is assailed by powerful forces, which have been threatening its existence. Factors internal and external impend its survival. Indeed, it is no exaggeration that most of Nigerian manufacturing capacity may cease to exist unless urgent steps are taken to reverse the visible progressive decline, in absolute terms of the manufacturing mix (Sobowale, 1997). Increasing globalization of world trade liberalization has encourage dumping of foreign goods in the country thereby making marketing of home made goods not only difficult but in some cases almost impossible. Over the last decade, Nigeria manufacturers have been enmeshed in a dilemma, borne out of ensuring long-term survival in an atmosphere of ever increasing product cost and ever decreasing consumer purchasing power (Akomolede and Oladele, 2008). While other business functional areas are busy with immediate responsibilities cost reduction, increased productivity, financial discipline. The marketing manager must formulate and implement effective marketing strategies that will improve the competitiveness regardless of the turbulent and unpredictable nature of our business environment. Previous studies have also shown that Nigerians have unfavorable attitude toward home made goods (Aire, 1973; Kaegha, Okechukwu & Soyele 1983). It is based on the above that. This study determined to examine the role of marketing in the purchase of made in Nigeria goods.
1.3 Objective of the Study
The main objective of the study is to examine the role of marketing in the purchase of made in Nigeria goods. The specific objectives are as follows:
- To examine the relationship between product strategies and the purchase of made in Nigeria goods.
- To examine the relationship between the pricing strategies and the purchase of made in Nigeria goods.
iii. To examine the relationship between distribution strategies and the purchase of made in Nigeria goods.
- To examine the relationship between promotional strategies and the purchase of made in Nigeria goods.
1.4 Research Questions
In line with the objectives of the study, the following questions will be answered.
- Do product strategies relate with the promotion of made in Nigeria goods?
- To what extent does pricing strategies influence the purchase of made in Nigeria goods?
iii. What the relationship between the distribution strategies and the purchase is of made in Nigeria goods?
- Do promotion strategies influence the purchase of made in Nigeria goods?
1.5 Research Hypotheses
The following research hypotheses were formulated to guide the researcher:
HO1: There is no significant relationship between product strategies and the purchase of made in Nigeria goods.
HO2: There is no significant relationship between pricing strategies and the purchase of made in Nigeria goods.
HO3: There is no significant relationship between distribution strategies and the purchase of made in Nigeria goods.
HO4: There is no significant relationship between promotion strategies and the purchase of made in Nigeria goods.
1.6 Significance of the Study
The significance of the study cannot be over emphasized. It can be seen from the problem statement that major difficulties are identified with marketing strategies. It is hoped that the study will help retail organizations, managers, marketing managers on the field of study to adopt better marketing strategies that will improve the overall performance for the organizations and help them realize set goals and objectives.
The recommendations made in this study if applied would provide initial steps in major decision on the determination of the present marketing strategies that can be used to improve promotion of made in Nigeria goods.
The study will also help the reader to know that the success of an organization especially retail organizations depends on a good marketing strategy so that it will present good image and increase their sales revenue. It will also widen the researcher’s knowledge about the various strategies available and how they can be applied to the marketing firms and manufacturing industries.
Above all, the study will also help the people to know the value of marketing strategies and how it can be used to attract new market customers from existing market.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship between marketing and the purchase of made in Nigeria goods. The dependent variable is Consumer purchase measured by sales growth, profit margin and customer retention. While independent variable is marketing strategies measure by product strategies, price strategies, distribution strategies and promotion strategies.
Geographical Scope: This study is limited to Port Harcourt Rivers State with references to some selected made in Nigeria Product in Ariaria Market.
Unit of Analysis: The unit of analysis in this research involves both consumers and retailers of made in Nigeria products in Ariaria Market.
1.8 Limitation of Study
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work was difficult and this limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 Definition of Terms
MARKET: Market is people or organization that has money, they ready and willing to spend their money for the product of choice during a marketing plan.
MARKETING MIX: The marketing mix refers to the set of actions or fact that the company uses to promise its bound or product in the market.
MARKETING: Marketing is the process of planning and executing the consumption pricing, promoting and distribution of ideas goods and services to create exchange that satisfy individual and organizational objective.
STRATEGY: Is an ability of person skilled or planning things, or a plan designed for a purpose.
PERFORMANCE: Performance comprises the actual output or results of an organization as measured against its intended outputs.