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The Project File Details
1.1 Background Of The Study
Marketing can be defined as the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customer and society at large. The above definition was approved by the American marketing Association Board of Directors on July 2013.
The above definition implies that all the business organization should create value for customers and society at large by knowing their needs and wants and strive to satisfy them thereby making their profit( Emeka, 2010).
According to ijeoma(2011) Consumers who are not sophisticated in their behavior as to what should be their proper choice feels that they have little or no control over the product or services they get as a result, are frustrated in their role as consumers, as they are becoming more and more aware of their right or roles as consumers, they often feel abused or even insulted.
From observation, serious questions have been raised about the extent to which the marketing concept has been adopted to achieve business objectives and goods by fast firms in Awka (Mr. Biggs and Crunchies), which is clear evidence that marketing concept has been inadequately effective to the point that the concept no longer holds truth. Most people misinterpret the use of marketing concepts. Most marketing managers believed that adopting the marketing concept which is giving the consumer anything desired prices below cost, for example, could lead to bankruptcy.
To the best of my knowledge and personal experience, the best and possible consumer items of agricultural products are rice, beans, garden egg, plantain, fruits etc.
Most times, consumers of local products have complained of the quality, functionality, durability, safety and availability of goods and services. In order to improve the selling effectiveness, fast food firms have focused their attention on a true knowledge of the consumers, his needs and buying behavior. This approach is expensive because it requires extensive approach, research and skillfully executed marketing programmers( kuti,2009). But the aim has been the idea that profitable sales will bee rewarded of skillful satisfaction of wants, deliver3ed to the consumers in cheerful manner.
Theoretically, the research defines and talks about the basic elements, components and evolutions of the marketing concept. It focuses on some challenges for fast food firms in Nigeria and Awka in particular.
1.2 Statement Of The Problem
The researcher, as the work was going on observed these problems, that fast food firms in Awka, Anambra State (Mr. Biggs and Crunchies Awka) are bound to fail if it pays little or no attention to the adoption of marketing concept for service improvement especially on the excuse that marketing concept that the consumer is the “king” i.e consumer determines where to produce, how to produce, when to produce, what to produce even the price of the product or services. Marketing concept might be regarded as the life blood in business and its inadequacy or mismanagement is the leading cause of business failure. But “organization that holds the belief readily acknowledge that customers are the driving force behind their business are likely to survive even in a stiff competitive environment because they recognized the customers’ needs and wants and strive to satisfy them” Udemy Blong 2016.
Therefore, the fast food firms have been generating below capacity. This situation can be attributed to as many problems which could be inability to use the marketing concept effectively. There have not being able to identify the needs and wants of all consumers and as well as not being able to satisfy all the consumers. Against this backdrops this study therefore examines adoption of marketing concept for service improvement among fast food firms.
1.3 Objective Of The Study
The main objectives of the study focues on adopting marketing concept for services improvement among fast food firms. Other specific objectives are
1.4 Research Questions
The researcher during the research work posed the following as a guide to the study.
1.5 Significance of The Study
The study is of importance for the investigation of certain activities performed by fast food firms and analysing the problems and prospects involved in the implementation of the concept with particular references to Mr. Biggs and Crunches in Awka.
The study will therefore be of benefit to the following:
1.7: Scope of The Study
The research will cover some guidelines of marketing concept and on how fast food firms can be consumer oriented on their programmes. The major in this research on how adoption of marketing concept/strategies improve services among fast food firms in Awka, Anambra State (A study of Mr. Biggs and Crunchies). Also how important for other business organizations outside fast food firms to apply marketing concept to apply it for their survival.
1.8 Limitation of The Study
This study is limited to sale and other marketing activities of institution as well as these individuals whose primary activities or vocations are retailing. The idea is not to give complete picture of the following factors.
1.9 Definition of term
Service Kolter (1991) defines service as any act of performance that one party offer to another that is essentially intangible and does not result in the ownership of anything.
Consumer: A person(s) who buys goods product or services. In addition, consumer are household or other users of goods and services for ultimate consumption.
Firms: A business partnerships the name under which it trades.
Concept: it is an idea underlying a class of things or general notion about a particular philosophy.