A STUDY ON THE PROBLEMS AND PROSPECTS OF MARKETING INDUSTRIAL PRODUCTS

A STUDY ON THE PROBLEMS AND PROSPECTS OF MARKETING INDUSTRIAL PRODUCTS

 

ABSTRACT

This work is aimed at a study of the problems and prospects of marketing industrial products in Nigeria. Marketers in the industrial sector are no longer in doubt as whether there are problems facing industrial products in the market. But the major problem facing them now, is knowing how to solve these problems. This leads to whether lack of effective marketing communication, has any negative impact on the product patronage. How do users of industrial products know about new products and what industrial marketers do to reduce this low product patronage. The purpose of this study was to determine the problems hinder marketing industrial product in Nigeria, as well as making necessary recommendations, in view of the findings. In realizing the purpose of the study, 322 respondents from selected industrial product manufacturing firms in Enugu were studied using questionnaires. Their responses were also analysed using statistical tools. Based on the data collected and analysed the following findings among others were made: Price of industrial products does not have significant impact on the product patronage. Product preference by users has no strong influence on the product patronage. Lack of effective marketing communication has significance influence on products patronage. Sequel to the findings, the following recommendations were made: Industrial marketers should be carrying market research periodically, to ascertain the areas that require improvement. And also since lack effective marketing communication has a significant influence in marketing industrial products in Nigeria, industrial marketers should engage in more market to know exactly what the situation in the market place is.

TABLE OF CONTENTS

Title page –

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i

Declaration

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ii

Certification

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iii

Dedication

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iv

Acknowledgement

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Abstract  –

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Table of Contents

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vii

CHAPTER ONE

INTRODUCTION

1.1

Background of the Study

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1

1.2

Statement of Problems

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6

1.3

Research Questions –

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1.4

Objectives of the Study

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7

1.5

The Significance of the Study

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8

1.6

Research Hypotheses-

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1.7

Scope of the Study

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9

1.8

Limitations of the Study

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9

1.9

Definition of terms

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10

References

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12

CHAPTER TWO

LITERATURE REVIEW

2.1

Industrial Market Classification by Product

Categories –

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14

2.2

The Neglect or the Negligence of Agricultural

Sector in Nigeria

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18

2.3

Definition of Salesperson/Salesmanship

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31

2.4

Salesmanship

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32

2.5

Information gathering Function of Sales

Person for effective Marketing

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34

2.6

Business Orientation in Nigeria –

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36

2.7 Problems that Hindered the Marketing of

Industrial Products

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39

2.8 Prospects of Marketing Industrial

Products in Nigeria-

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43

References   –

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47

CHAPTER THREE

RESEARCH METHODOLOGY

3.1

Brief Outline the Chapter –

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49

3.2 Restatement of the Research

Questions and Hypothesis

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49

3.3

Research design

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50

3.4

Characteristic of the Study population

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51

3.5

Sampling design or Plan

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51

3.5.1

Sampling Element or Unit –

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51

3.5.2

Sample Size

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51

3.5.3

Sampling Instrument

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53

3.5.4

Design and Administration of the

Questionnaire 54

3.6

Allocation of the data Collection Instrument 55

3.7

Procedure for Processing and Analyzing Data 56

References 56

CHAPTER FOUR

Presentation, analysis and Interpretation

4.1

Data Presentation 63

4.2

Data Analysis 68

4.3

Testing of three Hypotheses 74

4.4

Results 84

CHAPTER FIVE

SUMMARY, CONCLUSION, AND RECOMMENDATION

5.1

Summary of Findings 82

5.2

Conclusion 84

5.3

Recommendation  85

Bibliography

Questionnaire

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

This research work is on the topic: problems and prospects of marketing industrial products in Nigeria. This work is centered on some selected production companies in Enugu metropolis. The researcher decides to use Emenite Nigeria Limited, Alo Aluminum and Ozomac Company as her case study. These manufacturing companies specialized in the production of roofing materials and other building materials. These companies are located in Enugu urban of Enugu State.

 

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A STUDY ON THE PROBLEMS AND PROSPECTS OF MARKETING INDUSTRIAL PRODUCTS