MARKETING ACTIVITIES OF SMALL-SCALE BUSINESSES IN BENIN CITY (A CASE STUDY OF PEAK HEIGHT VENTURES LTD). A RESEARCH PROJECT MATERIAL ON MARKETING

ABSTRACT

This research project is aimed at examining the marketing activities of small-scale businesses as a whole but the manufacturer in a particular.

During the course of this study it was discovered that the competitors in small and medium scale firms are in very large quantity, which in turn has been found to have a devastating impact on the growth and survival of the small and medium scale businesses.

The activities of small-scale businesses face by the producer was found to include high cost of raw material, high cost of the product, low rate of sales and the circulation of the local market with their product.

It was also revealed in this study that among the 85 manufacture that responded only four (4) of them make their sale within and outside the country, which make the rate of sales to be very poor. This is where the manufacturers should take into consideration, as the expansion.

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

A product includes all the peripheral factors that contribute to a consumer satisfaction i.e. when you eat in a restaurant, the product is more than just the food, it includes the quality of the service and the atmosphere (Mauser and Schwartz 1982).

Hence is purchasing a product, a consumer would desire it to be or expect it to be of good quality, in order to meet his needs, expectation and for his ultimate satisfaction.

Fine quality products leads to consumer’s good will and satisfaction that manifest themselves in the form of repeat sales, loyal to customers and clients and testimonial to prospective customers or clients (Donnely, Gibson and Ivancevich 1987). Therefore it is up to the producer or manufacturer to maintain that quality to ensure consumers satisfaction.

Generally, Nigeria-made products that are often referred to as being inferior and of low quality. This has drastically reduced the demand for local products and has further discouraged private entrepreneurs from investing in some local industries. It has been observed over the years that many companies are either folding up or carrying out mass retrenchment due to lack of patronage of their products. For any business to continue to exist it must have a market to satisfy and this means that it must provide product and service which have quality standard, it is necessary for firms to adopt quality control measures which will help them to produce quality goods and services that will satisfy the ultimate users. In order for Nigerian to develop economically, firms have to produce goods of high quality content by adopting total quality control method to all aspects of their production activities. This will help in flushing out substandard goods, which are presently in existence in the country.

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MARKETING ACTIVITIES OF SMALL-SCALE BUSINESSES IN BENIN CITY (A CASE STUDY OF PEAK HEIGHT VENTURES LTD). A RESEARCH PROJECT MATERIAL ON MARKETING