THE PRACTICE OF CORPORATE SOCIAL RESPONSIBILITIES IN THE BREWERY INDUSTRY (A CASE STUDY OF THE NIGERIAN BREWERIES AMA ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING
The research is on the practices of corporate social responsibilities in the Brewery industry. (A case study of the Nigerian Breweries Plc Ama Enugu).
Primary and secondary data were collected to solve the research problem. Questionnaires were used as research instrument. The population of the study comprised the customers, management and relevant staff of Nigerian Breweries Plc in Enugu metropolis.
In order to carry out the work effectively the following objectives were formulated.
1) To determine whether Nigerian Breweries Plc Ama socially responsible in its operation.
3) To determine whether Nigerian Breweries Plc came about the environment which it operates.
In organizing and presenting the data collected, tables, frequencies and percentages were used while the hypotheses tested with chi – square. Based on this, the researcher recorded the following findings.
Customers in Enugu metropolis indicated that Nigerian Breweries Plc contributes to social causes.
Marketers should not only think of customers satisfaction as the key to profitability. The marketer operates in an environment. Where several forces are in a state of dynamic tension and these forces must never be under estimated by the marketer. Socially responsible marketing recognizes that the organization is part of a larger society and as a result should be accountable to that larger society for its actions.
Okonkwo (2000:128) noted that social possibilities is the concerted efforts of business operators to initiate, formulate and implement policies and decision concerning the well being of the society by studying how their business actions and inactions affect the numbers of the society and taking corrective measures.
In the view of Adirika, Ebue and Nnolim (2001:29 – 292) some scholars argue that the responsibility of business is to make profit. By doing so, the society benefits and peoples material needs are met. However, other scholars are the opinion that the responsibility of a business is to satisfy the society. Te firm belongs to the people and thus has an obligation to the different section of the society, suppliers, consumers, stock brokers, employees, local community, government and the general public. The social responsibility of business is a logical extension of the societal marketing concept and social marketing.