ABSTRACT
This study was designed to assess and investigate “Product concept and consumers’ satisfaction”. The research area of this study was conducted in Uyo Local Government Area of Akwa Ibom State. The population of the study consisted of six thousand (6,000) both consumers and marketers of detergent products. Three hundred consumers were randomly selected and used for the study, questionnaire was the instrument used for data collection. The responses obtained were subjected to statistical analysis through the use of independent t-test including mean (X), standard deviation (SD), t-cal and t-crit. The decision rule was to reject the hypothesis if the mean (X1) of one variable is greater than the mean (X2) and standard deviation (SD1) is greater (>) standard deviation (SD2). Subsequently, when calculated-t is (>) critical-t at 0.05 level of significance. The result revealed that product concept features which are: core, actual, and augmented features records a high level of influence on consumers’ satisfaction. A summary was made, conclusion drawn and some recommendation offered was:
– Every marketer should decide on their
marketing concept before engaging their product in the market-field, to
motivate consumers’ and to encourage repeat purchase. It is the belief of the researcher that if
this recommendation is followed strictly, ”product concept and consumers’
satisfaction” in Uyo Local Government Area as well as the entire Akwa Ibom
State would be enhanced.
CHAPTER ONE
1.1 Background Knowledge
Prio to the creation of Akwa Ibom State in September, 23, 1987, Uyo was one of the Local Government area headquarters in the then Cross River State. The political, economic and social life pattern of the people was restrictive.
In Uyo, transport network was under-developed there were fewer business operators while social life was dull due to massive unemployment and low business activities. Uyo was dominated by small scale ventures like supermarkets, provision stores, hawking and local markets operatives. There were fewer schools and government ministries and, this situation could not create a vibrant environment for effective economic development of the state.
The attitude of consumers in Uyo then, towards certain products needed a change. People were not motivated to buy goods and services for a whole host of economic, social and psychological reasons.
In 1987, Akwa Ibom State was created. As a result, there appeared to be a steady take over from doom to boom, consumers’ attitude towards certain goods increased positively. Depots for various goods including detergents sprang up every where in Uyo and these, called for a corresponding increase of economic and political opportunities to meet the demands of the teaming population.
Crimes such as robbery, 419, house breaking and prostitution were on the increase, introduction of action film and pornography brought with them a moral pollution that significantly diluted the stringent cultural taboo of the people in Akwa Ibom State.
There apparently occur situations where consumers of some goods and services are not satisfied with a product as a result of fake products that now flood our markets.
It is for this reason, therefore, that the researcher wishes to conduct a study on “product concept and consumers’ satisfaction in Uyo with a view to finding out aspects of product concept particularly in detergents that create dissatisfaction, causes of poor product concepts and to propose possible solution to this economic problem.
1.2 Statement of the Problem
Marketers face serious challenges because, consumers lack confidence in some of the products, which lead to poor patronage and complaints.
Therefore, this study seeks to find out, access determined how and whether product concepts feature such as core, actual and augmented features can bring about satisfaction in consumers.
