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ABSTRACT
Marketing concept holds that the key to achieving organizational goal is being more effective than competitors in creating, delivering and communicating superior customer value to your chosen target markets. The main objective of this study is to examine the impact of marketing concept adoption on sales performance of a selected fast food eateries in port Harcourt. To achieve the objectives of the study, the researcher took extensive review of related literature. 60 copies of questionnaire were distributed to fast food eateries in Port Harcourt. Out of the 60 copies of questionnaire distribution, 50 were retrieved. Simple percentage and frequency distribution tables were used to analyze the data. The research was guided by four (4) research questions. In an attempt to answer these questions, four (4) hypotheses was formulated and tested, using the Pearson Product Correlation Coefficient statistical tool. It was found that there are influences of target market on profit orientation. There are significant relationship between customer needs and customer satisfaction. Integrated marketing does not increase competitive advantage. There are significant relationship between profitability and organizational growth. Based on the findings, the researcher recommended that; Organizations should strive to satisfy their consumers by creating a convenient complain opportunity for customers since most dissatisfied customers hardly complain so as to know when and how to provide better products and services. Organizations should have a close relationship with their customers to enable them work on their complaints and needs in order to maintain their customers. It will also be a way of attracting new prospects by showing their commitment in listen to their complaints needs.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing concept emerged in the mid-1950’s and has long been a central doctrine in the practice of marketing. Like other dogma, business executives have been asked to accept its usefulness and applicability as an article of faith despite its pitfalls (Houston, 1986). Instead of a product-centered business philosophy whose facet simply entails “make-and-sell”, businesses shifted their focus to a customer-centered, “sense-and-respond” philosophy. According to Kotler and Keller (2009), marketing concept holds that the key to achieving organizational goal is being more effective than competitors in creating, delivering and communicating superior customer value to your chosen target markets. The job is not to find the right customers for their product, but to find the right products for your customers. Samson et al., (2013) found that companies that embrace the marketing concept achieve superior business performance and this was evidently demonstrated by companies practicing reactive market orientation-understanding and meeting customers’ expressed needs.
However, some scholars say this means companies develop only very basic innovations. However, Narver, et al. (2004) argued that more advanced, high-level innovation is possible if the focus is on customers’ latent needs. Narver et al. (2004) call this a proactive marketing orientation. As a result, companies such as Hewlett Packard and Nokia have made a practice of researching latent needs through “probe – and-learn” process (Kotler & Keller, 2009). Companies that practice both a reactive and a proactive marketing orientation are implementing a total market orientation and are likely to be most successful.
The marketing concept can be seen as a guide to ensure the satisfaction of customer needs and wants. The marketing concept is based on the principle that individuals who do not have a need or desire for the products which the firm is selling will simply not purchase it. Ibidunni (2012) argued that marketing concept is the management orientation that holds the key in achieving organizational goals. Peter and Donnelly (2004) holds that the concept of marketing means that organizations should try as much as possible to strive to be profitable by serving the needs of customers. Kotler and Keller (2009) argue that marketing is often known to be “the art of just selling products, and the truth is that many people are shocked to find out that selling is just the tip of the marketing iceberg. According to pioneer management theorist Peter Drucker, marketing make selling superfluous by understanding consumer needs very well before product can be made.
Adoption of marketing concept therefore became necessary in Fast Food Eatery Industry as they are service oriented, operating in a competitive industries and profit motivated Fast Food Eatery Industry need to offer service that will meet their customers’ needs and wants but before this is made possible, the Fast Food eatery have to embark on a research of the type of services the customers required; distribution and promotion the service of marketing service depends upon knowing the buyer well and servicing his/her needs. This means treating each client as an individual product segment it important that a firm should decide as an important matter of policy what type of customers is required. However, in lieu to this background, the researchers deem it necessary in discussing the impact of marketing concept on sales performance of Fast Food Eatery Industry Port Harcourt.
1.2 STATEMENT OF THE PROBLEM
Marketing concept adoption over the years has played tremendous roles in enhancing the sales performance of numerous industries particular the fast food eatery industry in Port Harcourt. Market concept is an orientation that emphasizes on the need to achieving organizational goals is in first understanding the needs and wants of target markets and then adapting itself to delivering the product or service satisfactory, more efficiently and effectively than its competitors. It has being noticed that consumer needs are numerous and cannot be easily satisfied. But inspite of these impacts, the fast food eatery industry in Port Harcourt is still faced with some challenges which range from issues about food safety concern and hygiene relating to sanity and contamination. The marketing concept possibly sidesteps the potential conflicts among consumer wants, consumer interest, and long-run societal welfare. The fast food eatery industries in Port Harcourt and generally offers tasty buty unhealthy foods, with high fat and starch content so in satisfying consumer wants. These fast food eateries in Port Harcourt may be hurting consumer’s health and causing environmental problems which if not quickly intervened may result to wide spread of health issue on consumers. That may result to drop in their sales performance. It is against this background, this study research aim at filing this gap by studying the impact of marketing concept adoption on sales performance of selected fast food eatery in Port Harcourt.
1.3 OBJECTIVE OF THE STUDY
The objective of this study is to examine the impact of marketing concept adoption on sales performance of fast food eateries in Port Harcourt. Other specific objectives include;
- To determine the effect of target market selection on sales performance.
- To examine the relationship between customer orientation and sales performance
- To examine the relationship between integrated marketing effort and sales performance
- To determine the relationship between profitability and sales performance
1.4 RESEARCH QUESTIONS
- To what extent does target market selection impact on sales growth?
- Is there any relationship between customer orientation and customer satisfaction?
- Is there any relationship between integrated marketing effort and sales growth?
- Is there any relationship between profitability and market share?
1.5 RESEARCH HYPOTHESIS
Ho1. There is no significant relationship between target market selection and sales growth
Ho2. There are no significant relationship between customer orientation and customer satisfaction
Ho3. There is no significant relationship between integrated marketing effort and sales growth
Ho4. There are no significant relationship between profitability and market share
1.6 SIGNIFICANCE OF THE STUDY
This study will be beneficial to the followings:
– The operators: The fast food eatery operator in Port-Harcourt will find this very beneficial as, it will afford them the opportunity of identifying the best measure to adopt that will enhance their sales performance and customer satisfaction
– It will also be beneficial to academicians in this field of study, as it will serves as a source of material to other researchers that may embark on related study.
1.7 SCOPE OF THE STUDY
The scope of this research is limited to the Fast Food Eatery operators and managers in Port Harcourt metropolis. The content scope of this work is limited to the impact of marketing concept adoption on sale performance of fast food eatery.
1.8 LIMITATION OF THE STUDY
The researcher encountered some problems in the course of carrying out this study. These are:
FINANCIAL CONTRAINTS: The researcher has not enough money with which to carry out the study. It was difficult for them to provide the researcher with sufficient funds and this affected the research work.
TIME CONSTRAINT: The time given for the submission of the research work coupled with academic work was too short.
LACK OF RELEVANT MATERIAS: There was scarcity of materials on the area of study.
1.9 DEFINITION OF TERMS
Target Market: A target market is the market a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts.
Customer Orientation: Is an approach to sales and customer-relations in which staff focus on helping customers to meet their long-term needs and wants.
Integrated Marketing Effort: Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force.
Profitability: Is the financial factors that affect a company’s ability to make money after subtracting overhead costs like employee salaries, rent and equipment.
Sales Performance: Any company that sells products to customers uses a form of sales performance measurement to evaluate an employee’s quality of work and help pinpoint development areas.