THE IMPACT OF CONSUMER BEHAVIOUR ON THE MARKETING OF CONSUMER PRODUCTS

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THE IMPACT OF CONSUMER BEHAVIOUR ON THE MARKETING OF CONSUMER PRODUCTS

(A case study of United Africa Company Foods Plc)

ABSTRACT

The topic of this research work is The Impact of Consumer Behaviour on the Marketing of Consumer Products in Nigeria, a case study of United Africa Company Foods Plc. Abuja. This project work tries to review in details the understanding of how consumers generally behave towards products. To make this research, complete data were collected through the use of questionnaire. The sample used for this research was fifteen (15) respondents randomly choosing from United Africa Company Foods. One hypothesis was formulated. The hypothesis was tested using chi-square Y² = (O-E)² at 0.05 level of significance. The study of reveal that consumer buying behaviour has a lot of marketing implication for firms. Therefore, the researcher recommended that marketer should focus their marketing programmes on the specific needs of certain group that will help yield optimal result.

CHAPTER ONE

INTRODUCTION

1.0   Introduction

The aim of marketing is to meet and satisfy target consumer need and want then consumer behavior studies how individuals, group and organization select, buy, use and dispose good, services, ideas, or experience to satisfy their need desires.

Consumers make many buying decisions every day. Must large companies research consumer buying decision in great details to answer question about what consumer buy behavior is not so easy because consumer may say one thing but do another , this is because the action and reaction of nature and this has accounted for different experiences in the market. In understanding consumer behavior one has to note nature and acts of purchasing itself. Purchasing activities are quite, complex and consumers not only collect information and determine the selection criteria but also reach decision concerning the attribute of the production, styles, size, and retail agents.

The study of consumer behavior is so complex that even the behavioural scientist has divergent view in this regard viz;

The economist: The economist uphold the notion that individual act rationally to maximize their benefits (satisfactions) in the purchase of good and services. Buyers are primarily concerned with the cost and value.

Psychologist: They suggest that the emotional reasons actually influence purchase decisions.

Sociologist: The pressure of social group and family habits remain important factor to be considered in reaching purchasing decision.

Anthropologist: Trace the reason for choice of a particular brand to the consumer cultural background and ethic group.

The propounding a single theory of explaining consumer behaviour, an attempt to really understand how consumer behave, suggest that marketers must have working knowledge of the occupant of the market and how individuals make decision to spend their available resources, (time, money, effort, ) on consumption related items. The buying behaviour of consumer depends on some factors as rate of consumption, seasonality of the said production. How consumers generally buy remains the key task facing the marketer. 3 to enable them design effective marketing programme.

1.1   Historical background of the case study

United African company (UAC) food were incorporate in 18 countries, known as royal Niger company and later it was change to UCA. In early, 19 century still partly owned by British and some Wealthy African. The transferring operation was to assist the bourgeoisies that is, the British owner in transferring cash crop such as palm oil, timer etc. to the British Empire. Subsequently, in 1973 the indigenization decree gave room to many Nigeria to be part owner of the conglomerate thereby making it public liability company with no restriction with the cash capital. The company’ co-operate headquarter which is still been known as Niger house stated in the heart of Lagos.

After the indigenization decree, the new management gave room for additional division such as the African timer and palm wood (ATP), kings way stores, kings way radio, tractor and equipment, known as General Motors (GM) Perabin (Pan Electrical Refrigeration and Air-condition) other subsidiaries such as Grand Cereal and mill Nigeria Limited (GCMNL) Chemical and Allied Product Limited (CAPL) Private Pharmaceutical Products (IP&P) Prudent Bank. Fully owned UAC foods are Mr. Bigg’s, General Motors (GM) B, Ikogosi Warm Spring Water (Agossy Water) UPDC (Property Division). All of the above are owned by UAC Nigeria out of this divisions, some have pack up due to poor performance and financial difficulties and other resold.

United African Company (UAC) core business areas include food processing and production, motor vehicles assembling, air conditioning maintenance banking service & marketing of all the produce. United African Company have companies scattered around Nigeria viz;

1. Ice-Cream Plant Onitsha
2. Gala Factory Ojot
3. Meat Factory Lanlate (Ewura) Oyo stateIkongosi Warm Spring Water Ekiti State
4. Grand Cereal & Swan Water Both in Jos

1.2   Statement of problem

Consumer buyer behaviour imposes numerous problems to marking firms. These difficulties stem from the fact that firm in a bid to market products services must strive to understand the buyer patterns consumers. These problems from the entire trust of this project work.

The expectation is that at the end of this work, firms would adjust marketing pattern to accommodate the ever changing pattern of consumers. These problems include.

1. The problem of understanding who the occupants of the market are.
2. What consumer generally buys, how, where and why they even buy
3. The problem of knowing the influencers in the consumer buying decision.
4. The problem generated by various areas in the consumer buying environment.

Again, this project work is embarked upon to provide soution to these problems.

1.3   Objective of the syudy

The objective of the study holds great interest to consumers and marketers. It is important for us as marketers to recognize why and how individual Make their consumption and factor that influences their buying behaviour. This project work will help marketers that have knowledge about consumer buying behaviour and also doubt, markets who understand consumer behaviour have great competitive advantage in the market place.

1.4   Signification of the study

The topic seems to be of relevance to marketers, organizations and individuals. This research work would benefit prospective readers and future researchers who may wish to use this as reference point in understanding why and how individuals make their consumption decision.

The research work also has immense benefits to an organization because understanding the consumer behaviour contribution to the entire planning process. It becomes imperative therefore that study consumer behaviour for the following reasons:

1. It allows for the understanding of consumers need and wants and how they could be satisfied.
2. It allows for the establishment of marketing objectives
3. It is crucial in defending, analyzing and understanding of market segments.
4. It has well enable a firm measures the of its strategies

1.5   Scope of the study

The research work is carried out as to understand the buying behaviour of the consumer as well as factor influencing the extraction, but due to the time and financial constraint, the researcher limit itself to United African Company as the case study of this research work.

1.6   Limitation of the study

In the course of making this research work, the researcher experienced the following constraints.

1. Secrecy: The secrecy of the organization was a constraint because not all organization will agree to give out required information because of the fear they have against competitors.
2. Time and financial constraint: Were the greatest obstacles to this research work, no time for gathering information as required for the project therefore the researcher make of limited resources, cost of materials, cost of transportation to respondents and company under investigation are also problems.

1.7   Statement of hypothesis

The hypothesis serves as a guide toward the realization of the aim and objectives of this work. The researcher has these basic facts which he will put to test. The facts shall be donated by:

H_o:   Firms can survive without the understanding of consumer behaviour.

H_i:    Firms cannot survive without the understanding of consumer behaviour.

1.8   Definition of key terms

Consumer behaviour: Is the buying behaviour of final consumers, individuals and households, who buy goods and services for personal consumption.

Consumer: One who buys and uses goods or services for personal or household wants rather for sale or for uses. Consumer is also that person that ultimately uses the product or services or the end user of a product.

Product: Is anything that can be offered to a market for attention acquisition, use or consumption that might satisfy a wants or needs.

Marketing: Is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services or values with other.

Marketing segmentation: As the act of dividing a market into distinct groups of buyers who might require separate product or marketing mix.

Marketing strategies: Is the tactics or plan with which an organization put in place in order to achieve its marketing objective.

Motivation: Refers to the drives, urges, wishes or desires which initiate the sequence of event known as behaviour.

Marketing targeting: Is the process of evaluating each market segment attractiveness and selecting one or more segments to enter.

Adoption process: A product adopt process refers to how potential customers learn about new products, try them and adopt or reject them.

Adoption: The stages where the customers decide to make full and regular use of the product.

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