CONSUMER GOODS
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CONSUMER GOODS
ABSTRACT
The purpose of this research is to determine the impact of retailing on the marketing of fast-moving consumer goods. The respondent’s data was collected through a field investigation.
The first chapter is an introduction, which includes the history of Chi Retail Farmshop, a statement of problem, a statement of hypotheses, the objective of the study, the scope of the investigation, the limitations of the study, and a definition of terms.
The second chapter is a review of the literature on retailing, including the roles of retail businesses in Nigeria, the characteristics of retailers, the reasons for starting a retail business, the different types of retail outlets, the mode of distribution and logistics, and the basic marketing strategy commonly used in retailing.
The third chapter discusses study technique, which includes research design, population identification, data collection methods, questionnaire assumptions, questionnaire design, sample size, questionnaire administration, reliability, and validity testing.
The fourth chapter focuses on the interpretation of raw data acquired by the questionnaire, as well as hypothesis testing using questionnaire analysis.
The fifth and final chapter focuses on a summary of the write-up’s findings and recommendations.Chapter one
INTRODUCTION
1.0 Background of the Study
Retail is one of the most important sectors of distribution. Retailing is a distribution activity that makes goods available to final consumers. It encompasses all activities directly related to the sale of goods or services to end consumers. It entails selling to customers who purchase things for personal and non-business purposes.
This interpretation of retailing implies that any organisation (producing, wholesaling, or retailing) that sells something to end users for non-business purposes is making a retail sale.
Retailing businesses range from roadside fruit sellers to multimillion-naira corporations. Retailing can also be defined as the action of selling goods or services to the end consumer.
According to Levision (1998), retailers purchase fast-moving consumer items with different life expectancies. Product life expectancy influences consumer opinions of what the whole product offering should be. Furniture, appliances, and automobiles are examples of long-lasting commodities that can be used repeatedly.
Retailers selling durable items, particularly those that perform ongoing functions such as autos and dishwashers, should be conscious that customers are not simply purchasing a “thing” but also meeting a long-term demand.
Non-durable goods are those that consumers use only once or twice. Food, spirits, tobacco, and personal care items such as medicine and cosmetics are examples; although durable things are acquired infrequently, nondurable commodities are purchased on a regular and often habitual basis.
Fast moving consumer goods are products that consumers acquire on a regular basis. A consumer’s typical purchase behaviour includes purchasing cigarettes once a day, soft drinks once a week, birth control pills once a month, and autos once every five years. Frequency refers to the number of purchases a person makes during a given time period.
Consumers typically purchase toothpaste, foods, alcoholic beverages, tobacco, household furnishings, equipment, automobiles, gasoline, accessories and personal care items, recreational equipment, reading and educational resources, and any other bitter discover money commodities that consumers make on a regular basis.
1.1 Historical Background
Chi Limited is a subsidiary of Tropical General Investment (TGI) Limited, a well-known firm established by European investors. TGI is a diverse group with operations in Nigeria, Benin, and Ghana in agriculture, manufacturing, and trading.
TGI operates and invests in medicines across the African continent under the name and style of CHI Pharmaceutical Limited. Roomson Oilfield Services Limited provides offshore oilfield services. ORC Fishing and Food Processing Limited specialises in deep-sea industrial fish trawling.
ORC is a major exporter of prawns and other sea goods into Europe. Comart (Nigeria) Limited manufactures, imports, and distributes specialised chemicals and perfumes.
West Africa Cotton Company Limited handles cotton ginning and agrochemicals, while Univision Nigeria Limited, Nigeria’s sole agent for Microsoft Navisions, specialises in ERP and software solutions.
Chi Limited, formed on March 18, 1980, is TGI’s FCMG arm. Chi Limited manufactures and markets high-quality consumer products such as Chivita – 100% premium fruit juices, Chi Exotic Nectar,
which is available in astonishing liquids and has the potential to transform the way people think about juice. Chi Limited holds the sole licence for Capri-Sonne in Nigeria from Capri-sun AG, Zug, and Switzerland.
Chi Limited is also the manufacturer and marketer of the Superbrand Hollandia. Hollandia represents quality, affordability, nutrition, and taste bundled together. Hollandia Milk Powder is renowned for its exceptional quality and price. Hollandia Evaporated Milk, available in revolutionary 70g and 215g packets, has caused a stir in Nigeria, with the 70g pack being acclaimed as the most inventive pack of 2005 in the food industry.
Hollandia Yoghurt made with natural fruit juices has caught the nation by storm and is here to stay as a nutritious and delicious drink at a reasonable price. Hollandia-flavored milk revolution in Nigeria.
Hollandia UHT milk has propelled the milk revolution with its unparalleled quality. Chi Teddies Chocolate Cream has added a new dimension to chocolate eating and is quickly becoming a popular among children.
Chi Snacks, a cutting-edge bakery business, creates ready-to-eat snacks using fully automated machines that do not require human intervention. The collection includes Beefie, ChopOne, MrBeans, and Chokobite muffins, which have been perfected by Muff the Muff to world-class standards.
Chi Chicken and Chi Sausages are renowned for their market leadership and excellence. Chi Limited has also implemented backward integration and operates a captive juices concentrating plant.
Poultry breeding, farming, and research and development in agriculture are all carried out at Ajanla Farms. Chi also owns a chain of retail stores that exclusively sell Chi quality products at factory prices under the name and style of Chi shops.
Chi Limited was the first to introduce the nation to the motto “Be Nigerian, Buy Nigeria.” Not only that, but Chi Limited instilled in fellow Nigerians a sense of value in Nigerian products, which are among the best in the world and sold to many nations. Chi Limited is an ISO 9001:2000 certified corporation, and the Chi House represents quality.
1.2 PURPOSE OF STUDY
The goals and objectives of this study are to investigate and elicit how the impact of retailing is felt throughout society, particularly in the market for transporting consumer products.
(i) The study also seeks to understand how merchants sell consumer products.
(ii) Make the government contribute to the growth and administration of retailing businesses in Nigeria.
(iii) Learn about the national supermarket’s promotion and expert policy in terms of consumer product marketing.
1.3 Research Questions
The research often provides answers to the following questions.
(i) Does retailing influence the marketing of consumer products?
(ii) Do the types of promotional tools influence customer behaviour?
(iii) Do pricing have an impact on customer behaviour?
(iv) Does a competitive product mix increase customer satisfaction?
(v) Does access to retail outlets boost customers’ traffic?
1.4 Formulation of Hypotheses
The following hypotheses are formulated tentatively and will be tested throughout the investigation.
Ho: Retailing has an impact on the marketing of consumer products.
Ho: The type of promotional tools determines customer patronage.
Ho: Prices have an impact on customers’ patronage.
Ho: The whole product mix leads to client satisfaction.
Ho: Having access to retail shops increases customer traffic.
1.5 Scope of Study
The scope of this research project’s topic is to investigate the elements that influence how consumers make product choices. It will discuss the advertising and promotional strategies employed by consumable product makers, as well as some of the obstacles or difficulties experienced while promoting fast-moving consumer products, with a focus on Chi Retail Farmshop and Supermarket.
1.6 Limitations of Study
The study’s limitations will be focused on how the impact of retail business has been felt in our society, particularly in the promotion of rapid moving consumer goods, as well as customer responsiveness. Again, time limits and the researcher’s financial resources would limit the study endeavour, which could have covered enormous areas.
Furthermore, the questionnaire used in this research is limited because the study is only conducted at Ajao Estate, Apakun, Oshodi, Lagos State.
Aside from the limitations mentioned above, the research findings and recommendations will be based only on the questionnaire responses, observations, and oral interviews.
1.7 Operational Definition of Terms
1. Advertising is a method of communication through media about items, services, or ideas paid for by an identifiable sponsor.
2. Marketing: is the management technique that is appropriate for discovering, predicting, and serving consumer needs while being profitable.
3. Ultimate Use: Also known as the ultimate customer, these are the potential buyers of a specific product or service.
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