ABSTRACT

Customer satisfaction and profitable business practices has become a prime focus in the domain multinational. Firms and small scale enterprises. This motivated the researcher to carry out an analysis application of making concept and growth of communication retail enterprise. In the research process, the researcher adopted a population of 100 respondents. While a sample size of 80n was computed through a Yaro Yamene probability sampling method or plan. The researcher designs some questionnaire to elicit opinion of respondent in the primary data collection process. Simple percentage were use to analyze the primary data which ere later presented on tables. The research hypotheses were tested using probit model. The researcher however, concluded that the application of marketing concept enhances organizational growth in the communication retail enterprises. Thus marketing concept principles and practices should be taken seriously by communication retail enterprises in Aba metropolis.

TABLE OF CONTENTS

Title Page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - ix

Abstract  - - - - - - - - x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - 2

1.3 Objectives of the Study - - - - - - 3

1.4 Research Questions - - - - - - 4

1.5 Research Hypothesis - - - - - - 5

1.6 Significance of the Study - - - - - - 5

1.7 Limitations of the Study - - - - - - 6

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction - - - - - - - - 8

2.2 The Nature and Concept of Marketing - - - 9

2.3 Customer Orientation towards Marketing Concept - - 12

2.4 The Role of Marketing in an Economy - - - 13

2.5 Constraints to the Adoption and Practices of Marketing Concept - 17

2.6 The Growth of Marketing Concept to Retail Enterprise - 19

2.7 The Need for marketing Concept in Nigeria (Aba) - - 20 

2.8 Concept of Retailing - - - - - - 26

2.8.1 Kinds of Retailing - - - - - - - 23

2.8.2 Functions of Retailing - - - - - - 25

2.8.3 Problems of Retail Enterprise in Nigeria - - - 26

2.9 Challenges to Retail Marketing in a Deregulated Economy 28

2.10 Future of Retail Marketing in the Era of Technological Development 29

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - - 31

3.2 Area of the Study - - - - - - - - 31

3.3 Population of the Study - - - - - - 32

3.4 Determination of Ample Size - - - - - 32

3.5 Method of Data Collection - - - - - 33

3.5.1 Administration - - - - - - -      3 4

3.6 Sampling Technique - - - - - - 35

3.7 Method of Data Analysis - - - - - - 35

3.8 Validity and Reliability - - - - - - 37

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND HYPOTHESIS TESTING

4.1 Questionnaire Distribution - - - - - 38

4.2 Socio-Economic Data - - - - - - 38

4.3 General Data - - - - - - - 41

4.4 Hypotheses Testing - - - - - - 46

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS 

5.1 Summary - - - - - - - - 50

5.2 Conclusion - - - - - - - - 51

5.3 Recommendations - - - - - - - 51

References - - - - - - - - - 53

Glossary 

Questionnaire

LIST OF TABLES

Table 4.2.1:  Gender of respondents - - - - - 38

Table 4.2.2:  Age of respondents - - - - - 39

Table 4.2.3: Marital status of respondents - - - - 39

Table 4.2.4:  Educational qualification - - - - 40

Table 4.2.5:  Household size of respondents - - - 40

Table 4.3.1:  Practice of marketing concept: Questions 7 & 8 - - 41

Table 4.3.2:  The extent of success achieved by the enterprise 

        as a result of marketing concept: Questions 10 & 11 - 41

Table 4.3.3:  Problems encountered as a result of the 

   application of marketing concept: Question 12 - 42

Table 4.3.4: Whether the problems affect the business 

  growth: Question 13 - - - - - 42

Table 4.3.5:  Strategies adopted in solving the problems: 

   Question 14 - - - - - - 43

Table 4.3.6:  Estimation of monthly sales as a result of the 

                     application of marketing concept: Question 16 & 17 43

Table 4.3.7:  Estimated percentage monthly increase in sales 

       and profitability: Question 18 - - - - 44

Table 4.3.8:  Estimated marketing cost of the application of 

       marketing concept: Question 19 - - - 44

Table 4.3.9:  Whether the enterprise should continue in their 

   application of marketing concept: Question 19 - 45

Table 4.3.10: Product assortment, customer satisfaction, sales 

    and profitability - - - - - - 45

Table 4.3.11: Identification and satisfaction of customer 

    needs and business growth - - - - 46

Table 4.4.1 : Summary table of regression results - - - 48