The use of marketing concept and performance on small scale business in nigeria
Table Of Contents
Chapter ONE
INTRODUCTION
- 1.1Introduction
- 1.2Background of Study
- 1.3Problem Statement
- 1.4Objective of Study
- 1.5Limitation of Study
- 1.6Scope of Study
- 1.7Significance of Study
- 1.8Structure of the Research
- 1.9Definition of Terms
Chapter TWO
LITERATURE REVIEW
- 2.1Overview of Marketing Concepts
- 2.2Importance of Marketing in Business
- 2.3Marketing Strategies for Small Scale Businesses
- 2.4Performance Measurement in Small Scale Businesses
- 2.5Relationship between Marketing Concepts and Business Performance
- 2.6Challenges of Implementing Marketing Concepts
- 2.7Success Stories of Small Scale Businesses Using Marketing Concepts
- 2.8Impact of Digital Marketing on Small Scale Businesses
- 2.9Marketing Concept Adoption Trends in Nigeria
- 2.10Comparative Analysis of Marketing Strategies in Small Scale Businesses
Chapter THREE
RESEARCH METHODOLOGY
- 3.1Research Design and Methodology
- 3.2Sampling Techniques
- 3.3Data Collection Methods
- 3.4Data Analysis Tools
- 3.5Questionnaire Design
- 3.6Case Study Approach
- 3.7Ethical Considerations
- 3.8Limitations of the Research Methodology
Chapter FOUR
DATA PRESENTATION AND ANALYSIS
- 4.1Overview of Research Findings
- 4.2Analysis of Marketing Concepts Implementation
- 4.3Impact of Marketing on Performance
- 4.4Factors Influencing Marketing Success
- 4.5Comparison of Marketing Strategies
- 4.6Recommendations for Small Scale Businesses
- 4.7Implications for Future Research
- 4.8Managerial Implications
Chapter FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
- 5.1Summary of Findings
- 5.2Conclusion
- 5.3Contributions to Knowledge
- 5.4Practical Implications
- 5.5Recommendations for Further Study
Thesis Abstract
This project is directed towards investigating what marketing concept entails, its use, and performance among small scale business because there seems to be insufficient knowledge of its use. A case study of Fast Food Restaurants in Kano Metropolis. The ultimate objective of the marketing concept holds that, the key to achieving the organizational goals consist of determining the needs and wants of target customers by delivering the desired satisfaction profitably more effective and efficient than competitors. The objective of this research work is to take a critical and positive look, and analyze in details the general use of marketing concept and performance on small scale business, Primary and Secondary data were used to collect the needed information. The findings of this study were done through in-depth interview which shows that not all owner/manager really understood what marketing concept was and for those that did, implementation was a challenge. The investigation also revealed that most fast food restaurants in Kano metropolis applies marketing concept in its operations in terms of researching into customers’ needs. From the findings, solutions and recommendation were made with the hope that if properly implemented would yield better results and enable small businesses to achieve its goals and objectives effectively.
Thesis Overview
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