THE EFFECTIVENESS OF MARKETING CONCEPT ON BUYER’S BEHAVIOUR OF CONSUMER PRODUCT

CHAPTER ONE

1.0 INTRODUCTION

In today’s business world, it in recognized that business organization in based on generating profit both in the short run and long run. The aim of such business organization can be best achieved by adopting marketing concept orientation.
Since business organization, the business activities; identifying the idea of principle being of marketing in their business activities by identifying, anticipating and satisfying the needs and wants of their target consumer at profit.
More is a focus on the marketing at profit.
More so, as business people being the needs to realize the idea of principle of marketing in their business activities. The marketing concept cannot be over looked. Thus W. J. Stanton (2002) defined “marketing as a philosophy of business that state that the consumer’s want satisfaction is economic and social justification for a firm’s existence”
Also, E. Jerome, Mc Carthy and Stanley J. Shapere, that “the marketing concept states that firm should focus all its efforts on satisfying its consumers at a profit” There three basic element that are implied in the definition of marketing concept.
– A customer orientation
– An integrated company effort
– Profit rather than sales, as a goal of the firm.
Implementing the marketing concept, therefore mighty require three changes.
– Changes in management attitude
– Changes in the firm organization structure
– Changes in its management method and procedure change in all three area would probably be require. If the firm really wanted to adopt the marketing concept, otherwise its would only be paying up service to the idea.
In modern days Nigeria, there are lots of consumer goods produced by deferent companies, Cadbury Nigeria Plc is among these companies and the range of their consumer goods includes Bournvita, Tom Tom, Goodygoody, Malta etc.
The aim of this project work is to export the ways in which Cadbury Nigeria Plc utilize the idea of marketing concept in presenting its product to the market. What are the effort of the company in identifying, anticipating and satisfying the needs and wants of the consumer and how it satisfied its own goals?
In addition, the project also intend to analysis how the marketing mix, element of product, price, place and promotion are also manipulated and employed by company on buyers behavior of consumer product.
In conclusion the aim of this project is to have successful highlighted the effectiveness of marketing concept on buyer’s behaviour of a consumer product.

1.1 BACKGROUND OF THE STUDY

Cadbury Nigeria Plc was incorporated as a public limited company on January 1965 for the purpose of manufacturing and marketing a wide range of beverages food and confectionaries. The Cadbury Schweppes Group which provides the company with technical services under services agreement hold 40% of the issue capital while the Nigeria public holds the balance of 60%.