CONSUMER PROTECTION POLICY IN NIGERIA (A CASE STUDY OF SURVEY OF CONSUMERS IN ENUGU STATE). A RESEARCH PROJECT MATERIAL ON MARKETING

CONSUMER PROTECTION POLICY IN NIGERIA (A CASE STUDY OF SURVEY OF CONSUMERS IN ENUGU STATE). A RESEARCH PROJECT MATERIAL ON MARKETING

ABSTRACT

Marketing as a profession and an academic discipline has undergone a rebirth which has made it’s principles more embracing and positive in it’s everyday application in improving product innovation.  The main aim of this project is to known the impact of “marketing mix” in the accomplishment of organization objectives. Over the years, unfective marketing communication has had a negative effect on marketing mix, which makes is ask question.  How much is marketing communication (promotion) appreciation in enhancing the positive outcome of other marketing variables.  Marketing communication itself is the effort by a firm or company to design and disseminate information about it product existence, feature turns and the benefits to the target markets, using different medium. This study is expected to throw more light on how effective marketing mix (product, price, promotion, and place) can help accomplish organization objectives.

CHAPTER ONE

1.0       INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Marketing practices in the early sixties have its way through satisfying the manufacturer and his goals without considering the consumers position in the product.

    Nwaneri (1981), noted that the social orientation in marketing of these early times challenges and changes or cultural values and socio-economic conditions that give rise to consumers dissatisfaction and grievances against marketing activities.  Therefore, one would say that consumerism is a protest against marketing malpratices and or any endeavour to eradicate marketing injustice and malady.

Consumerism, with its emphasis on the consumers right is increasingly becoming a crucial topic in marketing scence with a lot of implications, for business.

  According to Assael (1984) consumerism is the set of activities of independent organization government and business a like, designed to protect the consumer the primary concern is to ensure the consumers rights in the process of exchange.

These rights include the rights to information, to be told the truth, to be given the necessary and adequate alternatives, and to be assured of his health and safety in the process of consumption.

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CONSUMER PROTECTION POLICY IN NIGERIA (A CASE STUDY OF SURVEY OF CONSUMERS IN ENUGU STATE). A RESEARCH PROJECT MATERIAL ON MARKETING