PROBLEMS AND PROSPECTS OF MARKETING IN SMALL-SCALE BUSINESS IN NIGERIA
(A CASE STUDY OF AQUA RAPHA, GOD’S HEALING WATER IN ENUGU)
ABSTRACT
This research work is centered on the Problems and Prospects of Marketing in Small-Scale Business in Nigeria. The study was aimed at identifying and examining the problems militating against the effective operations of small-scale business. Also the study was focused on analyzing and assessing the marketing activities of small-scale business, with a special reference on Aqua Rapha (God’s Healing Water) Company.
The data for the study were collected using questionnaires and oral interviews.
The hypotheses of the study were tested using chi-square. After analyzing and testing the hypothesis, the researcher made the following findings:
· Firstly, that Aqua Rapha (God’s Healing Water) Company practices marketing concept.
· That Aqua Rapha (God’s Healing Water) Company does not carryout marketing research. It was also discovered that the company promotes their product through personal selling.
· Furthermore, the researcher discovered that the customers of Aqua Rapha (God’s Healing Water) Company are satisfied with their distribution systems.
· Based on the findings the researcher made the following recommendations.
i) That Aqua Rapha Company should adopt and practice marketing concept.
ii) That the firm should always-carryout marketing research.
iii) That it is imperative for the company to carryout a proper blending of the marketing mix.
iv) That Aqua Rapha should employ a marketing professional.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of Problems
1.3 Objective of the Study
1.4 Statement of Hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 The Meaning of Marketing
2.2 An Over view of Small-Scale
Industrial Development in Nigeria.
2.3 Definition and Characteristics of Small-Scale Enterprise.
2.4 The Importance of Small-Scale Industries for Economic Development
2.5 The Strategy for Marketing in
Small-Scale Business
2.6 General Problems Encountered by Small-Scale Business in Nigeria
2.7 The Practice of Marketing Concept in Small-Scale Business.
2.8 Prospects and Viability for Promotion
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Source of Data
3.3 Population of the Study
3.4 Research Instrument used
3.5 Sample Size Determination
3.6 Sample Technique
3.7 Method of Data Treatments and Analysis
CHAPTER FOUR: DATA PRESENTATION AND INTERPRETATION
CHAPTER FIVE: SUMMARY OF FINDING
5.1 Recommendations
5.2 Conclusion
BIBLIOGRAPHY
QUESTIONNAIRE
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
After about a decade and a half of adopting an industrialization strategy based on large-scale industries, mostly of the assembly type, which were set up, tended to be capital intensive and in appropriate, given the country resources endowment their capital equipment and techaical manpower have continued to be largely imported, As a result, the triple objective of setting up large-scale industries namely:
1. Achievement of high level employment
2. Local sourcing of raw materials.
3. And saving of foreign exchange acquisition materialized.
In response to the weakness of large-scale manufacturing, government has sought to promote small-scale industries as a strategy for self-reliant industrialization. In Nigeria economy, attention has been drawn to the fact that small-scale enterprises have received very little attention where as it is providing employment for approximately triple the number engaged in large-scale manufacturing as well as playing their role which is crucial importance to our developing economy.
This is why it is important to reconsider the problem hindering the growth of this sector. Such problems the researcher has classified into managerial and financial inhibitions as well as some of the government policies, which do not favour small-scale industries.
The aqua rapha(god’s healing water) was established on 15th December 2004, by it’s sole owner Rev. father Ejike Mbaka.
His ability to generate money out of little or nothing and his interest in small business as while made him engage in small business partnership dealing on the distribution of house hold goods.
The owner made the feasibility study. the report is not too far from what becomes the reality.
The feasibility study was good only that there were few under and over estimations due to the on- going inflationary trend in the country and reforms in the economic system of the country.
The factory is located at 9th mile corner opposite Ama Brewearer plc in Enugu state. The factory is located in this area because if it’s proximity to the source of the raw materials used in the productions. The major raw materials used in the production of sachet/ packaged water are sourced locally. The manufacture employs the services of different professionals in manufacturing of the packaged water.
These professionals from different field/department work together to ensure the success of desired quantities that will ensure the company’s targets, objectives and goals. The purchasing department plays its role by getting all the necessary requirements for the production.
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