This research looked into the marketing problems and prospects of
the bakery industry in Enugu metropolis with references to Ify bread industry.
To solve the research problem both primary and secondary data were collected.
The research instruments used in collecting the data were questionnaires and
oral materials. The respondents of the study comprised customers, distributors,
management and relevant staff of ify bread industry. The size was determined
using bourley’s formular and also top man’s formula.
In organizing and presenting data collected table frequencies and percentages
were used from the data collected and analyzed, the researcher made some
findings among which are:
That the case organization does not literally involve in extensive promotion
and this is hampering the effective functioning of the firm.
That the increase in the price of the product is as a result of raw material
scarcity and high cost of production.
That Enugu state has underdeveloped market that bakery can identify and
Based on these finding,
the research made recommendation among which are:
The Ify bread industry should adopt effective promotional strategies for it
customers, distributors as well as the employed of the firm such as awards,
training discounts and allowances and so on.
That bakery industry should embark more on marketing research to find out more
of its prospect.
The operations of public facilities such as electricity, transportation and so
on should improve on their cost of production and distribution.
The conclusion of this is that
ify bread industry has a good prospect but can only benefit from it if prosper
measures are taken among which are mentioned in the recommendation of his
TABLE OF CONTENT
Background to the
Statement of the
Objectives of the
Significance of the
Scope of the
Limitation of the
The marketing mix
Marketing problems of the baking
Marketing prospects of the
Ify bakery and the marketing
Ify bakery and the marketing
Sources of data
Population of the study
Determination of sample
4.1. Data presentation, analysis and
5.0. Summary of findings, recommendations and
TO THE STUDY
With the population Conesus of 1991 as a yardstick one can easily
assert without any prejudice that Enugu metropolis is one of the density
populated areas of the federal republic of Nigeria.
The population density of the state is synonymous wit its great market
potential especially in the area of food items. At this point, the researchers
have say that marketing in the state is still that of a developing economy with
such characteristics of scarcity of products and raw material low completion, low
rate of product exchange and lot of others. Most business in Enugu metropolis
and the nation as a whole operates in the seller’s market, that is offering
whatever product they have, without considering consumer’s satisfaction. It is
this approach that describes marketing as a selling concept.
It is pertinent therefore at this point to say that marketing is not just
selling as it is often misinterpreted to be. Marketing is not only much broader
in scope than selling but strictly encompasses the enter business and its drive
to achieve its goal and objectives.
Whereas selling is a distributive process, marketing according to the institute
of marketing, London [1983:17] as the identification, anticipation and
efficient satisfaction of the wants and requirements of the customer at a
profit to the form.
Also marketing as a social and managerial process by which individuals and
groups obtain what they need and want though creating offering and
exchange products of value with others Ekotter, 1994:13] it then means that
marketing goes far beyond pushing the product or service for sale.
The consumption of bread in Enugu metropolis and Nigeria as a whole has
increased immensely. Surveys have shown that consumption of bread has spread
even to the rural areas. In the words of Ukwu (1988) bread was introduced into
Lagos in the 1630 by returning exclaves from Brazil. Bread consumption quickly
spread among urban communities, first at the ports then inlands along the river
and raul routes and finally to cities and villages.
Bread is categorized as a convenience good with a very low unit value and as
such as deemed that consumers make purchase with deliberation and without much
planning and for thought. Bread can also be termed an impulse good, since it
does not require special knowledge and effort to purchase.
To be profitable, such a convenience good as bread must be sold in
as stores and locations possible in most cases, consumers seeking bread knows
what type of bread or brand that they want.
However, the most important product characteristics of bread are that of
freshness, softness and colour of bread and these varies among various brands.
Consumers sincerely have shown that consumers develop audient loyalty to a
particular brand of bread they feel is of high quality and good taste.
But, it as a known fact that price plays an important role in the
consumer demand for a product, Queen bread. This means that no matter the
extent a consumer sticks his neck to a particular brand of bread that a kobo
off or on can’t shake the consumer it will either cause the consumer to buy
more or less or even change brand.
This present, research is devoted strongly to identifying the various marketing
problems and prospects of the bakery industry in Enugu
metropolis with a particular reference to Ify bakery. Many of the
bakeries has failed or is at the edge of facture because they have failed to
take cognizance of the marketing problems inherent in bakery industry.
A greater percentage of the bakery owners are totally ignorant of
the marketing function and some deliberately neglect the necessity of a
programmed marketing activities. Quite often these entrepreneur appear goody
optimistic about sales. They do not seem to know that even the best product
still needs stimulants to be able to sell well. As of now, the identification
of the re-current problems and prospects in the marketing efforts of the bakery
industry and its solutions still remain a puzzle to many bakery entrepreneurs
in Enugu metropolis.
The organization of Ify bakery industry is made up of the managing Director,
with the production manage and sales. Manager finance manager and sales manager
reporting directly to the managing director.
1.2 STATEMENT OF
There has been a rapid growing popularly of what products
particularly bread, so has there risen problems in the bakery industry. The
expanding demand for what coupler with the economic depression and constant
devaluation of the Naira is passing a big problem to the bakery industry in
Enugu metropolis. This is no doubt have effectcted the performance of the
company, in this research, the researcher examines problems and prospect
of bakery industries in Enugu metropolis with particular interest on Ify Bakery.
A critical analysis of the predicaments of the bulky industry in
addition to the economic constraints facing business reveal absolute ignorance
of the importance of the marketing concept. It also shows total neglect of the
necessity for a well programmed marketing activities. Generally most bakery
forms like any other small scale business still have the negative optimistic
that consumers will always buy if a product is of a high quality. They fail to
realize that consumers need to be stimulated with invectives and even
information in order to purchase more.
Ify bakery experienced a lot of marketing problems. The total
neglect of a complete marketing arrangement is creating up its share of
the marketing. Also, competition from new bakeries in the industry is becoming
stiff and strong. If bread that used to be one of the most patronized brand is
losing it’s prestige title by little. This is because the firm has not
considered a complete marketing arrangement which include effective and
efficient distribution, consumer oriented business approach, proper matching of
the product with the market proactive salesmanship and other promotional
effort. These problems and to other and the center to focus in this study.
1.3. OBJECTIVES OF THE STUDY
The major objectives of this study is to proceed and our view of
marketing problems and prospects of the bakery industry in Enugu methropolis
with particular reference to Ify bakery Enugu. It also aims at
identifying how far these problems affect the efforts and activities of this
The researchers therefore have the following set objectives to
enable achieve the aim of this research work.
1. To find out the marketing problems and prospects
inherent in the bakery industry in Enugu metropolis.
2. To find out how consumers feel and what they think
as regards the product quality and availability of Ify bread industry.
3. To find out whether consumers are satisfied with
the price of Ify bakery product.
4. To investigate and analyze the distributive
channel used by Ify bakery and their limitations.
5. To find out the promotional strategy
adopted by ify bakery in marketing it’s product of bakery products in
6. To evaluate the extent to which poor marketing
activities affect the effective and efficient running of the Ify bakery.
1.4. RESEARCH QUESTION
1. Are consumers in Enugu metropolis satisfied with
the quality of Ify bread?
2. Are consumers in Enugu metropolis satisfied with
the price of Ify bakeries?
3. Does Ify bread available in Enugu metropolis?
4. Are consumers in Enugu metropolis aware of Ify
5. Does marketing activities of Ify bakeries lead
to increase profit to the organization?
1.5. SIGNIFICANCE OF THE STUDY
This research is very timely especially now that the economy is
experiencing a state of depression and flux-considering the important role
played by various bakeries in Enugu metropolis as an memo generally avenues for
their proprietors, as very good sauces of employment opportunities for the
teeming population of Enugu metropolis. This study will therefore be of use to
the following individual(s) .
1. The proprietor of Ify bakery: The
proprietor of ify bakery stands to gain from this study. This can be achieved
if the recommendations of this study are implemented by the management of Ify
2. Competitors and other bakers: Competitors
can also benefit from this study by properly analyzing and implementing the
3. Customers: customers
of Ify bakery with also benefit from this research.
4. Government: Government
will benefit from this study analyze the particular marketing problem facing
5. Readers and Research: This
study will be of benefit to other researchers in related and similar profession
as it will stand as a reference material and guide to further research.
6. The researchers will not have anything to loose
but rather will gain more experience for further research work.
1.6. SCOPE OF THE STUDY
This study was arrived out in Enugu metropolis it was further
divided into sex zones to make it easier for the researchers to study. The
study used Ify bakery as a case study.
The articled of the responses was that of reluctance.
Marketing has been defined by kotter (1994:13) as a social managerial process
by which individuals and groups obtain what they need and want through
creating, offering and exchange products of values with others.
A product is anything that can be offered to customers to arrest
their attention for their acquisition, use consumption and satisfaction of
needs or wants (OLAKUNORI,1991:163)
Ozor et al. (1999:25) defines
problems to be unanswered question, a missing link, an imbalance in the system
or unsatisfactory state of affairs.
TERMS AND CONDITIONS APPLY
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