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THE RELEVANCE OF MARKETING IN SMALL SCALE INDUSTRIES ADEDIRAN, PRECIOUS BABATUNDE
ABSTRACT
This project is concerned with the nature and scope of
solving some of the numerious problems faced by small scale
industries with Nigerian Marble Industry, Igbeti as a case
study.
In this research effort has been made at:
(a) Finding out the state of art as far as the carrying out
of two major functions viz — Distribution and
Advertisement are concerned, with the aim of determining
the effective and efficient Management of these
functions.
(b) Studying the distributors (Dealers) perception of the
company with respect to the functional management of
these factors.
(c) Investigating what constitutes major bottlenecks in the
area of marketing and distribution by small industries.
The study is of an exploratory nature; this being so
coupled with the fact that it focuses on one company, the case
study method has been used. The approach used in conducting
the study is descriptive and analytical with the important
data obtained from the primary and secondary sources.
The collection of information and data analysis from this
study resulted in a recommendation that: in order to alleviate
some of the problems of small scale industries there is the
need for their adoption of modern marketing techniques such as
marketing research, product planning, publicity advertisement
vi
and promotional activities.
Commercial banks should also make bold move by
encouraging and ensuring the operation of marketing
departments in these industries while providing credit
facilities to small scale industries.
Similarly, research centres and Institutions of higher
learning should help to conduct marketing research on small
scale industries, collect adequate data and disseminate them
to small firms.
It is pertinent to emphasize the need for the
establishment of Small Scale Industrial Advisory Services
(SSIAS) in different locations (preferably all State Capitals)
to assist and monitor the activities of Small Scale
Industries.
There is also the need for Small Scale firms to engage
the services of trained staff and professionals, with the
encouragement in the formation at the local levels, trade
associations and possibly their ultimate acceptance into
Chambers of Commerce and Industries to enhance adequate
exposure and acquisition of relevant experience on the long
run .
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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