THE EXTENT OF IMPLEMENTATION OF MARKETING CONCEPT PHILOSOPHY BY THE NIGERIAN MANUFACTURING COMPANIES IN ANAMBRA AND ENUGU STATES

Odike, Maryrose N. and Chibuike, V.C (2019) THE EXTENT OF IMPLEMENTATION OF MARKETING CONCEPT PHILOSOPHY BY THE NIGERIAN MANUFACTURING COMPANIES IN ANAMBRA AND ENUGU STATES. Godfrey Okoye University, Enugu.

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Abstract

The major purpose of this study was to determine the extent of implementation of marketing concept by the Nigerian manufacturing companies in Anambra and Enugu States of Nigeria. The population consisted of 360 respondents made up of 180 general managers and 180 marketing managers of 180 registered Nigerian manufacturing companies in Anambra and Enugu States of Nigeria. The entire population was studied. Three research questions and three hypotheses were formulated for study. A structured questionnaire was the main data-gathering instrument. The computation of data collected was done with Statistical Packaging for Social Sciences (SPSS) version 10.0. The reliability of the instrument after face validation was established using Cronbach Alpha (∞) formula. The reliability coefficient of the entire instrument is 0.85. The data were analyzed using mean with standard deviation. The t-test statistics was used in testing the two null hypotheses formulated. The findings to the study revealed that the companies studied determined consumer wants needs and preferences prior to product development. Their products were acceptable to consumers but not highly acceptable. It was recommended that Nigerian manufacturing companies in Anambra and Enugu States, which are not yet fully committed to the practice of marketing concept, should do so as this will enable them to meet the needs and wants of the consumers and also achieve and maintain long-term profitability

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
Divisions: Faculty of Arts > Faculty of Law > Faculty of Management and Social Sciences > Faculty of Education
Depositing User: miss ifeoma agbo
Date Deposited: 25 Apr 2019 11:08
Last Modified: 25 Apr 2019 11:08
URI: http://eprints.gouni.edu.ng/id/eprint/1281

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