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.
TABLE OF CONTENTS
Background of the Study
Statement of the study
Objectives of the Study
Hypothesis/ Research Questions
Significance of the study
Scope/ Delimitation of the study
Definition of terms
Limitation of the
REVIEW OF RELATED LITERATURE
Scope of Consumerism
Perspective on Consumerism
The Need for Consumer Protection in Nigeria
Basic For Consumer Protection Policy in Nigeria
Perspective on Consumer Protection
Consumer Laws in Nigeria
The Consumer Profile
sources of Data
Research Instrument Used
Population of the study
Sample Size for Consumer
Sample Size for Producers
Pattern of Questionnaire Distribution
PRESENTATIONS AND ANALYSIS OF DATA
Presentation and Analysis Of Data
Test of Hypothesis
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
Summary of Findings
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
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
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.
Basically, business accepts the marketing concepts of consumer sovereignty,
which enjoying that the consumer is the focal point of the economic system this
is done through the operation of the market system the consumer not only
determine, but also directs the flow of goods and service. To this extent,
he is supreme in the market place and did not need further protection. On
the other hand, the government argues that consumer, supremacy is a mischievous
trick played on for a joke and their it has a constitutional obligation to
protection the citizens who are consumers’ in one way or the other.
Baker, (1979), while examining the concept of marketing suggested that if
economic are comprised of people and we are endeavouring to allocate scarce
resources, in order to maximize satisfaction, then it is the satisfaction of
people which we are aiming at.
This being so essential that we determine first, What the people want and then
allocate our resources, accordingly. In this respect, how ever, the
government should come in, in the market system to affect control over business
through legislative and regulating processes, which in the middle of the
controversy. The consumer in the face of many products with increasing
complexities has remained a helpless victim. It is important to not here that
consumption has not been very much pursued with regard to developing the
countries like Nigeria.
However, certain developing countries under certain measure to demonstrate
government effect in the direction of consumption in Nigeria Onah (1979).
The measure include:-
The rent decree / edict
The enactment of price control decree of 1970
The promulgation of the food and grug decree of 1974
Generally, in this regard, the
consumer protest rest on balancing the manufacturers profit motives with the
consumers satisfaction. It is clearly stated that the main cause of
consumer discontent with the business enterprise is marketing since it is only
part of the consumers. However, it is obvious that the consumers dissatisfaction
and any attempt to remedy thus arise from the relationship an organization has
with the consumer.
1.2 STATEMENT OF THE PROBLEM
Generally, inspite of the
outside intervention in the market mechanism, there are still complains of
discontent. These are however, reflection in incessant journalistic,
exposition of unethical business practices, business insensitivity to the
aspiration of the consumer. These have been seen in the expression of
concern about the image of corporate sector in Nigeria. consumers have
always suffered in the wrath of productive errors and marketing aggrandizement.
From the foregoing, the question that arises hings on whether in fact, the
Nigeria consumer need protection by way of more governmental legislation; is he
aware of the operating consumer laws and to what extent has he coursed to them
when ripped off in the market place?
Would he had been better protected through extra government machinery like
personal and group mobilization, or through vigorous consumer protection,
movement? What have actually contributed to consumers’ lack of interest,
inertia or apathy in fighting for their rights when in fact there are
legislative or government bodies to protect them in Nigeria? Does it
means that these consumer protection policy objectives are fast shifting
grounds, are they fast becoming obsolete in Nigeria environment? What
have actually become of some consumer, protection policies in Nigeria such as
standard organization of Nigeria act of 1976, National Agency for Foods and
Drugs Administration Control (NAFDAC) counterfelt and take drugs (MISC,
Provision) Decree of 1989, National Drug Law enforcement Agency act of 1989.
1.3 OBJECTIVES OF THE STUDY
The following objectives of
this research study are listed below:
To explore other forms of consumer protection other than direct government
To determine the desirability or otherwise of more consumer protection
legislative in Nigeria.
To draw out critically the marketing implication of consumerism to the Nigeria
To carefully examine the subject matter of consumerism as certaining the extent
of consumer protection in Nigeria.
To ascertain also, the extent of consumer awareness of consumer protection laws
1.4 HYPOTHESIS / RESEARCH
Based on the objective
specltout above, the following, formulation of hypothesis/research questions
are below listed:
consumers are not sensitive to their rights in the market place.
Alternative (HA): Nigeria consumers are sensitive to their rights in the
of Nigeria consumers’ are unaware of major consumer protection laws in Nigeria.
Alternative (H0): Nigeria consumers are aware of major consumer protections
law in Nigeria.
concept of consumer sovereignty cannot ensure adequate protection of Nigeria
Alternative (Hn): The concept of consumer sovereignty, cannot ensure adequate
protection of Nigeria consumers.
1.5 SIGNIFICANCE OF THE STUDY
To the business
organization, this is practically and particularly crucial having accepted in
principle that corporate profitability depend on how logical advances in recent
years have changed the entire complexion of the market place. It has
become increasingly impersonal complex, confusing and most importantly
frustrating to the consumer.
Business must realize that consumer protection, can lead to actions which can
in the short run, erode the manufacturers profit in the long run lead to the
The entrepreneurial by word of “caveat enptor” (the buyer beware is no longer
relevant today) hence business must riser to the challenges of awakening
consumer interest. The result will be shown but also in respect of
purchases and brand loyalty which of course are eh hall mark of the satisfied
Moreso, this study is to limited to production companies alone, but it extends to
the service organization such as school (whether private or public). The
government agencies / bodies such as the police force, customs, army, post
office, hospital and even the general attitude of the government towards her
Therefore, the extent of consumerism is not just limited to the scope of the
production and marketing organization alone. It makes a great deal of
sense for business to recognize that it has concern with the consumer interest.
The most important things about a firm is not its physical assets which an
become valueless over rights without customers.
The major assets of company has in the long run is the loyal customer.
Loyalty of the customer, means a continuous patronage, stable market and this
in effect means the stability of the firm in term of profit, survival and
growth (Kolter 1974) the company’s survival and growth even personal
satisfaction are only possible with continuous and increased sales of the
company’s rather than the orientation of its physical assets.
1.6 SCOPE / DELIMITATION OF THE STUDY
For the purpose of drawing a
fairly representative, sample the survey was carried out in Enugu and Mgbowo in
Enugu and Agwu local government areas of Enugu state respectively. The consumers
included in this study are those between 18 and 80 years.
SIDE VIEW OF ENUGU
Enugu is the capital of Enugu
State. The town has been the seat of government since Nigeria’s
independence in 1960’s Enugu is compliant in nature mainly inhabited by public
servants and private businesses. One can boast of infrastructure,
facilities like pipe –born water, goods road electricity, telecommunication
services, there are many educational institutions such as two polytechnics,
federal polytechnics Uwana and Institute Of Management and Technology projected
population was about 535, 428 , 1988.
For part of the questionnaire, Enugu was zoned into two components Enugu South
and North. For the North, it comprise of Enugu urban which is the local
government headquarter, Enugu Ugwuaji and Nike while the South comprise of
Akwuke Amechi Awkunanaw, and Uwani which is the headquarter of the local
The town with the population of
about 20, 690 as per Enugu state population statistical document No. 3 of 1985
and is located in Agwu local government of Enugu state. The town is about
40 kilometers from Enugu.
It has five villages Aliechera, Inyi, Ezioha Amada, and Imama. It is bounded in
the North by Neriwe in South by Awgu in the East by Ndeaboli and in the West of
It has Ekemgbowo as its market, occupation of the people is mainly trading and
farming. In terms of infrastructure, this electricity, postal agency no pipe
born water and the maternity.
There are all privately owned with the exception of Enugu Port Harcourt express
road, the road leading to the town is dilapidated.
1.7 DEFINITION OF TERMS
1. Consumer: Hoyer and maclnnis (1997:3) noted that the
consumers are the people acting as individuals, or groups who purchase goods
and services to satisfy their personal and household consumption needs.
According to Kotler put simply consumer is an organized movement of concerned
citizens and government to enhance the right and power of buyer in relation to
(1969:25) described brand name as that product that differ it from others,. In
other word if is a name terms, sign, symbol or design or a combination of them,
intended to identify the good and services of one seller or group of seller and
to identify them from those of their competitions.
iii. Publicity: According to the Adirika, Ebue, and
Nnolim(1996:90) stated the various ways, in which publicity can appear which
are. It could be press relation, (that is placing news worthy items in the news
media) product publicity (e.g launching a new product) lobbling (that is
fighting indesirable government policies and legislation or promoting and
supporting the desirable, consumer protection policy.
(1989:5) noted that the consumer protection is the way of government argue that
consumer supremacy is a mischievous trick played on for a joke and that, it has
a constitutional obligation to protect the citizens who are the consumer is one
way or the other.
v. Advertising: Udeaha (1999:182) added that
advertising unlike personal selling is non personal or public mode of
communication. The message is transmitted simultaneously to a large
Adirika (1996:88) view
advertising as any paid form of non-personal presentation and promotion of
ideal, goods and servicing by an identified, sponsor, involves the use of mass
medium. These mass medium (media) include; radio, television, neither
paper, magazine, out door displays such as posters and signs direct mail etc.
TERMS AND CONDITIONS APPLY
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