CONSUMER GOODS

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CONSUMER GOODS

(A CASE STUDY OF CHI RETAIL FARMS

ABSTRACT

The aim of this research work is to know the impact of retailing on the marketing of fast moving consumer goods. A field study was used to collect data from the respondent.

The first chapter is the introductory chapter containing the introduction, history of chi retail Farmshop, statement of problem, statement of hypotheses, purpose of study, scope of study, limitation of study and definition of terms.

The second chapter which is the review of literature that retailing entails, roles of retail business in Nigeria, characteristics of retailer, reason for the establishment of retail business, types of retail outlet, mode of distribution and logistics, basic marketing strategy commonly used in retailing.

The third chapter deals with the research methodology which include research design, identification of population, data collection method, questionnaire assumption, questionnaire design, sample size, administering the questionnaire, reliability, validity test.

The forth chapter is on the interpretation of raw data collected using the questionnaire and the testing of hypothesis using the analysis of questionnaire.

The fifth chapter, which is the last chapter, is on the summary of the write-up conclusion and recommendation.

TABLE OF CONTENTS

                                                                                                                                                                                                                                                                                                                                                            Pages

Title Page                                                                                                       i

Certification                                                                                                  ii

Dedication                                                                                                     iii

Acknowledgment                                                                                         iv

Abstract                                                                                                         v

CHAPTER ONE

1.0       Introduction                                                                                      1

1.1       Historical Background of Chi Retail Farmshop                          2

1.2       Statement of Problem                                                                      4

1.3       Formulation of Hypothesis                                                             4

1.4       Purpose of the Study                                                                       4

1.5       Scope of Study                                                                                 5

1.6       Limitation of Study                                                                          5

1.7       Operational Definition of Terms                                                   6

            References                                                                                        7

CHAPTER TWO

2.1       Retailing                                                                                            8

2.2       Roles of Retail Business in Nigeria                                               10

2.3       Characteristics of Retailer                                                              11

2.4       Reasons for the Establishment of Retail Business                      12

2.5       Types of Retail Outlets                                                                   14

2.6       Mode of Distribution and Logistics                                              17

2.7       Basic Marketing Strategy Commonly Used in Retailing            20

CHAPTER THREE

3.1       Research Methodology                                                                   24

3.2       Research Design                                                                               24

3.3       Identification of Population                                                                       25

3.4       Data collection Method                                                                  26

3.5       Questionnaire Assumption                                                             26

3.6       Questionnaire Design                                                                      27

3.7       Sample Size                                                                                       27

3.8       Administering the Questionnaire                                                  29

3.9       Reliability                                                                                         29

3.10    Validity                                                                                              31

            Reference                                                                                          33

CHAPTER FOUR

4.1       Data Analysis and Interpretation                                                   34

4.2       Data Presentation and Analysis                                                     35

CHAPTER FIVE

5.0       Summary                                                                                           51

5.1       Recommendation                                                                             53

5.2       Conclusion                                                                                        55        Bibliography