ABSTRACT
This work is aimed at a study of the problems and prospects of marketing industrial products in Nigeria.
Marketers in the industrial sector are no longer in doubt as whether there are problems facing industrial products in the market. But the major problem facing them now is knowing how to solve these problems. This leads to whether lack of effective marketing communication, has any negative impact on the product patronage. How do users of industrial products know about new products and what industrial marketers do to reduce this low product patronage. The purpose of this study was to determine the problems hinder marketing industrial product in Nigeria, as well as making necessary recommendations, in view of the findings. In realizing the purpose of the study, 322 respondents from selected industrial product manufacturing firms in Enugu were studied using questionnaires. Their responses were also analysed using statistical tools.
Based on the data collected and analysed the following findings among others were made: Price of industrial products does not have significant impact on the product patronage. Product preference by users has no strong influence on the product patronage. Lack of effective marketing communication has significance influence on products patronage.
Sequel to the findings, the following recommendations were made: Industrial marketers should be carrying market research periodically, to ascertain the areas that require improvement.
And also since lack effective marketing communication has a significant influence in marketing industrial products in Nigeria, industrial marketers should engage in more market to know exactly what the situation in the market place is.
| Project details | Contents |
|---|---|
| Number of Pages | 111 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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