This research project is aimed at examining the marketing
activities of small-scale businesses as a whole but the manufacturer in a
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.
TABLE OF CONTENTS
1.1 Background of the Study
1.2 Purpose of the Study
1.3 Statement of the Research Problem/
1.4 Objectives of the Study
1.5 significance of the Study
1.6 Scope of the study
1.7 Limitations of the Study
1.9 Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Determining the Promotional Activities of
Small and Medium Scale Businesses
2.2 Problem of Identifying the Marketing
Channels Available to Small Scale Businesses
2.3 To Determine How Small and Medium Scale
Businesses Sustain Patronage of their
Goods and Services
2.4 To Find out how Marketing Activities Contribute
to the Turnover of Small and Medium Scale
2.5 To Determine the Cost of Raw Materials for
Small and Medium Scale Businesses
CHAPTER THREE: METHODOLOGY
2.2 The Population and Sample of Study
2.3 Data Collection Methods
2.4 Research Hypothesis
2.5 Sources of Data
2.6 Research Instrument
2.7 Data Analysis Method
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.2 Research Findings
FIVE: SUMMARY OF
FINDINGS, CONCLUSION AND RECOMMENDATION
5.2 Summary of Findings
5.3 Discussion of Findings in Relation to the
5.4 Policy Implication of Findings
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.
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.
Small scale business in
the cornerstone of any nation’s industrial and economic growth. It is in the
view of the importance of small scale business to a nation’s well being that
successive federal government come out with policies to encourage the development
and growth of small scale business.
For any organization to
be successful in its business there must be a way in which goods and services
produced are distributed to those who need them. The process where by goods are
produced and distributed is know as marketing.
According to Kotler
“marketing is a social process by which individuals and groups
obtain what they need and want through creating and exchanging products and
value with other”.
With this definition
above we see that marketing involves the process of exchange of goods and
services for other values. For any one to engage himself in marketing, he or
she must take the 4ps (Marketing mix) into consideration i.e. product, price,
promotion and place.
The 4ps are the general
activities which make up marketing. The product which is the most important
among all the market mix is the nerve-centre of the business as other
activities cannot take place without the product, also the price of the product
must be determined, the place where the product will be sold must also be
decided and finally the product must be promoted so that consumers will be
aware of the presence of the products. These will be discussed more or details
in later chapters. In the past most writers focused on lack of or in adequacies
of fiancé as the greatest problem military against the development and growth
of small scale business in Nigeria. This research will be focusing on the
problems and prospects of marketing activities of small scale business.
1.2 PURPOSE OF THE STUDY
This research work has the primary purpose of carrying
out survey of marketing activities if small scale business in
Benin city. The marketing activities have been a serious concern to enterprises
The issues of prices,
product, promotion, place, buying and selling consumer satisfaction, standard
product are some of the marketing activities of small scale business which
enterprises, marketing managers and organization engaged on. The main purpose
of this research work, therefore is to carryout a survey of marketing
activities of small scale business.
1.3 STATEMENT OF THE RESEARCH PROBLEM/ RESEARCH
The need to make profit
is the main driving force in a mixed oriented economy such as that of Nigeria.
The level of profit is a measure of the degree of success.
It is know that some
organization do not plan well before going to market their product and even
some organizations have know market target i.e. the particular group of people
to satisfy before engaging in the production of goods which make the marketing
of the product a serious problem.
In spite of all these
small scale businesses posed the following research questions?
1. What are the measures to be adopted to achieve
quality control on production of small scale businesses.
2. What amount will place on production of small
3. What kind of promotion should be adopted by
small scale businesses?
4. How can small scale businesses achieve it profit?
5. What are the importance of marketing activities
to small scale businesses under study?
6. What are the extent to which marketing
activities of small scale businesses led in achieving marketing objective?
7. what are factors small scale business understudy
consider most important in their marketing activities and implementation
8. what are the plan small scale businesses adopt
in other to achieve market target?
9. what are the problems currently faced by small
1.4 OBJECTIVES OF THE STUDY
The objectives of the study are:
1. To identify the marketing problems currently
faced by small scale businesses.
2. To determine how small an medium scale business
secure and sustain adequate patronage of goods and services of small scale
businesses at acceptable price.
3. To find out how marketing activities contribute
to the turnover of small scale businesses.
4. To identify the marketing channels available to
small scale businesses
5. To determine the promotion activities of small
1.5 SIGNIFICANCE OF THE STUDY
The study when
completed will go a long way to assist existing small scale businesses by
improving the quality of their product, while also helping potential investors
in small-scale businesses to know where to concentrate effort in marketing in
order to make a maximum profit.
Also the study will be
of immense use to managers in small-scale businesses, investors, government
agencies encouraging the growth of small-scale businesses and to every one
interested in the management of small-scale businesses.
Furthermore, the study
will seek for the problem been encountered by producer in trying to market
their product, keep a check and balance to the extent which they apply the
marketing mix i.e. product, price, promotion and place. The study therefore
aims to see how the improvement can be achieved in marketing the product.
The benefits of the
study will include better operation and profitability of small scale
businesses and ultimately provide room for expansions which will eventually
provide more jobs and better services to the public at reduced cost.
1.6 SCOPE OF THE STUDY
This work seeks to investigate the marketing activities
associated with product of small scale businesses and how it
affects marketing of the product and extent to which the firm adopt adequate
measure and method of quality control.
It is a well know fact
that small scale businesses involved in series of marketing activities and such
activities are very important to the small scale businesses.
Although, emphasis will
be laid on marketing of product of small scale businesses. However, for the
purpose of comparison, reference could be made to industries located outside
A hypotheses is a tentative statement of the relationships Between
two or more variables (Spiegel, 1992). In this research study, three hypotheses
are to be tested in the null that there is no significant difference between
the observed and the expected frequencies.
1. Ho: Whether marketing
activities of small scale businesses are of great importance to the organization.
2. Ho: Whether marketing
activities of small scale businesses ensures smooth assess of product to the
3. Ho: Whether marketing
activities of small scale business helps in identifying marketing problems
currently faced by small scale businesses.
1.8 DEFINITION OF TERMS
This is the total package of benefits that customers receive when making
purchasing. It could be tangible (such as a car) or intangible (such as
The amount of money and or products needed to acquire some combination of
another product and its accompanying services.
This is the satisfactory conformance to specification and design such that the
product gives customers satisfaction, dependable service and reliability to
satisfy stated or implied needs.
This is defined as any accepted model or criteria against which comparisms can
A broad plan of action by which an organization intend to reach its objectives.
The element in an organizations marketing mix that is used inform, persuade,
and remind the market regarding the organization and or its products.
This is said to people or organization with wants to satisfy, money to spend,
and willingness to spend it.
This is said to be goods or service produce within an area and is been consume
in that same area where it was produced.
This refers to the inspection of production being used on the final assembly
line and the inspection of partly assembled products on the line.
A total system of business activities design to plan, price, promotion and
distribute want satisfying product to target markets in order to achieve
Small Scale Business: This
defined as firms with asset (including) working capital but excluding 1 and)
not exceeding #750,000 Small scale business
are now defined on the basis of employment that is:
Micro/cottage industries – 1 and 10 workers
Small scale industries – 11 and 100 workers
Medium scale industries – 101 and 300 workers
Large scale industries – 301 and above
Small scale business can also be classified base on the market
Are small businesses which are heavily dependent on one large customer to buy a
high proportion of their output
Are small firms which serve markets which large firms do not find economical to
Are small enterprises that compete in the same or similar markets as large
TERMS AND CONDITIONS APPLY
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