THE EFFECT OF PRICING STRATEGIES ON THE MARKETING OF AGRICULTURAL PRODUCTS IN ENUGU STATE (A CASE STUDY OF UDI L. GOVT. COUNCIL)
ABSTRACT
These study on the effect of pricing strategies on the marketing of agricultural products in Enugu State. With particular attention to Udi L. G. A Council was carried out with the some for the following objectives.
To evaluate the possible means of reducing or removing entirely the activities of middlemen to remove the problem of heading.
To appreciate the channel of information flow which will help bridge the communication gab which exist in the rice market in the State.
To evaluate the best possible means or best strategy to be used in making the product (Rice) available in the Urban town and Cities thereby eliminating the problem of price variations.
To recommend based on the findings possible ways of activating the problem effecting rice marketing (pricing and strategies in Enugu State).
TABLE OF CONTENTS
CHAPTER ONE
Introduction
1.1 Statement of the problem
1.2 Objectives of the study
1.3 Formulation of the hypothesis
1.4 Significance of the study
CHAPTER TWO
Literature review
2.1 Distribution system in Nigeria
2.2 Choosing a channel of distribution
2.3 Pricing – meaning and strategy
CHAPTER THREE
3.0 research methodology
3.1 Sources of the data
3.2 Method of investigation
3.3 Questionnaire design
3.4 Sample
3.5 Population size
3.6 Validation of instrument
CHAPTER FOUR
Presentation and analysis of data
4.1 Test of hypothesis
CHAPTER FIVE
Summary of findings, recommendation and conclusion.
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
Bibliography
CHAPTER ONE
INTRODUCTION
Today, the mentioning of the word marketing has a lot of things and meanings to send to a lay man. The word marketing has to be understood and interpreted by any lay man as meaning the same things as trading. But to a professional, marketing is starts before production and ends after consumption. We also talk about societal marketing concept which puts the entire society into consideration when doing any thing unlike trading which emphasizes on selling.
In an attempt to define the term marketing, it is good to look at some definition given by some authorities and professionals in the field. It should also be noted that there is no generally accepted definition of marketing rather each person tries to took at marketing to reflect the functions performed by him therefore we would not make mistakes if we say that there are as many definitions of marketing as there are many marketer.
According to Philip Kotler (1980), marketing is “Human activity directed at satisfying needs and wants through exchange process.” This definition has some key words as the operative words, such as needs, wants and exchange, Needs, this defined as a state felt deprivation in person. Wants are the expression of human needs as they are sharped by a person, culture and individual development. And want must be backed with money for it to be meaningful to the marketer Exchange is obtaining a desired object from some one offering in return something of value.
Nwokoye (1981) defined marketing a s the “ set of activities that facilitate exchange transaction involving economic goods and services for the ultimate purpose of satisfying human needs. The activities here includes product development, production, packaging, branding, transportation, storage, promotion, distribution, pricing and so on.
Ifezue (1990) define marketing as’ a process which identifies, anticipates and satisfies consumes needs and wants through conception, promotion mutual exchange and physical distribution of economic goods and services.
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THE EFFECT OF PRICING STRATEGIES ON THE MARKETING OF AGRICULTURAL PRODUCTS IN ENUGU STATE (A CASE STUDY OF UDI L. GOVT. COUNCIL)
