PROBLEMS AND PROSPECTS OF MARKETING IN SMALL-SCALE BUSINESS IN NIGERIA (A CASE STUDY OF AQUA RAPHA, GOD’S HEALING WATER IN ENUGU)

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.

1. i)             That Aqua Rapha Company should adopt and practice marketing concept.
2. 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.

1. 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 technical 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.

PROBLEMS AND PROSPECTS OF MARKETING IN SMALL-SCALE BUSINESS IN NIGERIA (A CASE STUDY OF AQUA RAPHA, GOD’S HEALING WATER IN ENUGU)