APPLICATION OF THE MARKETING CONCEPT IN THE PETROCHEMICAL INDUSTRY: A STUDY OF KADUNA PETROCHEMICAL COMPANY LIMITED
Abstract
This research study was carried out with the intention of unearthing the extent to which the petrochemical industry understand the marketing concept, the degree to which they have adopted it and its impact on their overall operations. The industry of recent has become one of the major sectors of the entire Nigerian economy, and hence its level of performance is of great interest to the entire Nigerian population. Also, the trend of economic events in Nigeria, clearly shows that, it is only companies with good strategies can survive the anticipated future competition. Therefore, the industry must formulate and implement strategies that will help it survive now and in the future. To achieve this, the marketing function offers strategic moves that businesses need to adopt. In order to achieve this, objectives, marketing orientation has to be applied to the organization. The study intends to verify the application of the marketing concept in the petrochemical industry, using the Kaduna Petrochemical as a case study, and make possible recommendation on where there is need for such. The extent of the application of the concept will also be verified, then finally, the relevance of the concept will be exposed. The study is divided into five chapters. The first is the introduction, followed by chapter two, which is the review of related literature. Chapter three contains the research methodology used. Chapter four has the data presentation and analysis along with testing of the hypothesis. The last chapter, that is chapter five gives the summary, conclusion and recommendations.
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
APPLICATION OF THE MARKETING CONCEPT IN THE PETROCHEMICAL INDUSTRY: A STUDY OF KADUNA PETROCHEMICAL COMPANY LIMITED
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