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Consumerism: A Contradiction to the Marketing Concept the Nigerian Experience.

Kehinde, O.J. and ADEGBUYI , O. A. and Odularu, G.O (2005) Consumerism: A Contradiction to the Marketing Concept the Nigerian Experience. In: Corporate Survival, Competitiveness and Customer Satisfaction in Nigerian Industries. Department of Business Administration 2005 Bayero University Kano-Nigeria, Kano-Nigeria, pp. 187-203. ISBN 978-37417-8-0

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The marketing concept starts with a firm's target customers through the identification of the needs and wants of these esteemed customers. It goes ahead with a . coordinated set of products and programmes to serve their needs and wants. It finally derives profit by ensuring total customer satisfactions. The objectives of this paper include (i) To x-ray the ideals of the marketing concept and find out if Nigerians sellers have been following the ideals. (ii) To find out how this consumerism influence manufacturers, and seLlers especially food and drug products in Nigeria and (iii) to find out whether the activities of and regulatory agencies have had positive impact, or improvement on made in Nigeria products, especially food and drug products, amongst others. The paper employs two hypotheses and three research questions. The hypotheses were tested with the aid of chi-square test statistics, while logical answers were provided to the research questions. As regards findings of the paper, it is pathetic to note that the ideals of the marketing concept have been ignored by many manufacturers and sellers in their pursuit of profit. Nigerian case is no exception to the phenomenon being experienced world-wide. The paper draws logical conclusion, and offers useful policy recommendations, which if faithfully implemented would make many manufacturers live up to the ideals of the marketing concept, and to take the interest and satisfaction of consumers a priority.

Item Type: Book Section
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Dec 2014 12:02
Last Modified: 16 Dec 2014 12:02

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