ATTITUDE OF CONSUMERS TOWARDS PUBLIC UTILITIES
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ATTITUDE OF CONSUMERS TOWARDS PUBLIC UTILITIES
Chapter one
1.0 Introduction
1.1 Background:
This research work aims to determine the attitude of consumers towards public utilities. The Nigerian government’s strategy on the growth of public corporations was clearly defined in the 1970-74 second National growth Plan document, as follows:
“Statutory corporations and state-owned enterprises have emerged as important tools for public participation in the development process.”
Their major goal is to stimulate and expedite national economic development in the face of capital scarcity and structural faults in private business organisations. There are also basic considerations arising from the dangers of leaving vital whims of the private sectors often under the direct and remote control of foreign large-scale industrial companies; public corporations are critical in Nigeria’s quest for national economic independence and self-reliance.”
The National Electric Power Authority (NEPA), as one of the statutory corporations, is currently causing a lot of rethinking in the minds of Nigeria’s entrepreneurs, both private and public, causing them to appreciate modern marketing concepts.
A management attitude that maintains that the organization’s primary responsibility is to identify the needs and desires of target marketers and adapt the organisation to give the desired satisfaction and services more effectively and efficiently than competitors.
Meanwhile, one of the consequences of the notion is that the consumer in any market sector will choose the offer of the organisation that comes closest to meeting the consumer’s specific needs and desires. ‘
As a result, an organisation must seek and understand customers’ preface habits, behaviours, and criticism, and in order to do so, the organisation must be interested in and influence consumers’ behaviours.
Furthermore, when establishing an organisation for the aforementioned goal, the organisation should hold itself accountable for the consumer’s attitude towards the organisation and its products and services.
However, the primary goal of NEPA management in Enugu metropolis is to determine which of their variable services has the greatest influence on consumer attitudes towards the organisation.
Knowledge of variables, as well as consumers’ opinions, feelings, and ideas about their services, will aid marketing mix management in achieving their objectives. It will also promote growth and expansion of public utilities, resulting in higher rates of return.
NEPA, as a monopolist service industry, recognises these multi-national elements and is even investigating other methods of providing better services.
Discussions about NEPA appear on the pages of newspapers and periodicals, as well as on radio and television broadcasts. The regularity with which newspapers and magazines publish NEPA-related material reflects the importance of the electrical business as a pillar or catalyst in national economic development.
This research is a purposeful effort to X-ray the total customer attitude towards productive and efficient power supply of electricity, often known as the “heart beat of the nation.”
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