Consumerism: A Contradiction to the Marketing Concept the Nigerian Experience.
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Department of Business Administration 2005 Bayero University Kano-Nigeria
Abstract
Description
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.
Keywords
H Social Sciences (General)