The use of marketing concept and performance on small scale business in nigeria
Table Of Contents
Chapter ONE
1.1 Introduction1.2 Background of Study
1.3 Problem Statement
1.4 Objective of Study
1.5 Limitation of Study
1.6 Scope of Study
1.7 Significance of Study
1.8 Structure of the Research
1.9 Definition of Terms
Chapter TWO
2.1 Overview of Marketing Concepts2.2 Importance of Marketing in Business
2.3 Marketing Strategies for Small Scale Businesses
2.4 Performance Measurement in Small Scale Businesses
2.5 Relationship between Marketing Concepts and Business Performance
2.6 Challenges of Implementing Marketing Concepts
2.7 Success Stories of Small Scale Businesses Using Marketing Concepts
2.8 Impact of Digital Marketing on Small Scale Businesses
2.9 Marketing Concept Adoption Trends in Nigeria
2.10 Comparative Analysis of Marketing Strategies in Small Scale Businesses
Chapter THREE
3.1 Research Design and Methodology3.2 Sampling Techniques
3.3 Data Collection Methods
3.4 Data Analysis Tools
3.5 Questionnaire Design
3.6 Case Study Approach
3.7 Ethical Considerations
3.8 Limitations of the Research Methodology
Chapter FOUR
4.1 Overview of Research Findings4.2 Analysis of Marketing Concepts Implementation
4.3 Impact of Marketing on Performance
4.4 Factors Influencing Marketing Success
4.5 Comparison of Marketing Strategies
4.6 Recommendations for Small Scale Businesses
4.7 Implications for Future Research
4.8 Managerial Implications
Chapter FIVE
5.1 Summary of Findings5.2 Conclusion
5.3 Contributions to Knowledge
5.4 Practical Implications
5.5 Recommendations 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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