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Full Project – EFFECTIVE AND EFFICIENT MARKETING OF POULTRY PRODUCTS IN ENUGU STATE

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CHAPTER ONE.

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

In dealers market of the post second world was period, products were in short supply, with the re-emergency of a buyers market, it becomes implementative that producers should study their market to ensure that products would satisfy the specific needs of customers. This leads to adoption of marketing concepts by firms.

Marketing concepts is a business philosophy that holds the key to achieving organizational goals, consists in determine the needs and wants of the target and delivering the desired satisfaction more effective and efficiently than the competitors. This is different from the selling concept which stress is on the modification and reshaping of consumers needs to submit the farms product. Selling concept strives to sell what they produce rather then producing what they sell.

Marketing has been defined variously by different authorities. It can be designed as the management process responsible for identification, anticipating profitably.

Marketing concept as a marketing strategy is accepted with the fact that a customers goods judgment cannot be brought but can be freely gain in responds to gifts of value from the products. Etc.

The growth of competition has structural the concept to embrace the important of adoption or repeated purchase of the product. Consequently, the consumer disposition towards a product brand and trademark determines the success or otherwise of the product in the market. Stretching this the most valuable asset in the world. Therefore whatever the company can do to sustain that judgment will eventually be to the company’s benefit.

Alpha deed mille are producers of feeds milling industries in Enugu metropolis. Alpha feeds are located at emene.

It has a staff strength of sixty (60) personnel with Mr Okeke as the managing director.

The company has been in business for ten (10) years.

Enugu metropolis has been witnessing an increase in number of feed milling industries. This having to been competition this doubt have affected the sale of poultry products.

In view of the above, one can ask how can the company improve their performance through a well designed effective and efficiency marketer. This is in this study the researcher examines in topic.

1.2 STATEMENT OF THE PROBLEMS.

The alpha feed mill is performing below expectation. That is does meet the sales volume expected from it. Although most customers prefer the feed products to other feeds products. The company is facing marketing problems. One may be their problem.

A part from being selling oriented it is as a result of non application of effective and efficient marketing strategies and competition with in the industry. This and other related problems informs the focus of this research work.

1.3 OBJECTIVE OF THE STUDY

The objectives of the study are:-

1. to find out if quality of alpha feeds is satisfying the consumers.

2. to determine whether alpha products is available to the consumers in Enugu metropolis.

3. To determine if alpha feed mill promotion creates customers awareness.

4. to find out the man factor considered before consumers patronize a particular brand of poultry products.

5. to know the effective and efficient marketing strategies impact on the companies profitability.

6. to suggest ways the company can be better its strategies.

7. to determine and maintain a better means of distribution channel with Enugu state effective and efficiency.

4.1 FORMULATION OF HYPOTHESES

The following assumption, which are subject to testy, where made for the purpose of this research work. To determine if the prices of alpha products leads to customers patronage.

HYPOTHESIS ONE

HO:- The poultry farmers do have sound marketing skills for marketing of poultry products.

The above hypothesis is tested with question 25 of personnel questionnaire.

HYPOTHESIS TWO

HO:- Consumers are satisfied with the quality of poultry products.

HYPOTHESIS THREE

There is no positive correctation between promotional activities and consumption of poultry products in Ujodo L.G.A Enugu area. H3

Alpha products are not readily available.

There is positive correlation between promotional activities and consumption of poultry products in Ujodo area.

H3 Alpha poultry are readily available.

HYPOTHESIS FOUR:

Step = HO

There is no positive correlation of between the price of feeds and price of fowls and eggs.

Marketing strategy adopted by alpha mill for its poultry product does not impact positive on the profit of the company.

1.4 SIGNIFICANCY OF THE STUDY

This study is very relevant, based on the fact that all hand are on deck to enhance the economy of Nigeria. The researcher strongly believes the study will be of immense benefit to the farmers, consumers, and customers as well the public, if the recommendations put forward are carefully studied and implemented.

In addition, the study will determine the reasons for increase in price of poultry products and the reasons for peoples reaction towards its occasional uses. Through this investigation’s there fore, the farmer’s chance of effective and efficient marketing.

1.5 SCOPE OF STUDY.

The scope of this study very wider if it has to be carried out in all the local government areas of enugu state. Therefore, the study is limited based on the fact that there is no time and material resources to see to the whose state to Ujudo local government area and the finding may not reflect the situation in the whole state. These findings may not be valid of the whole poultry farms in enugu state but by and large what happens in poetry farms in enugu local government area can be said to apply to other farms in the state.

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