1.1 BACKGROUND 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..