ABSTRACT
This research looked into the marketing problems and prospects of the bakery industry in Enugu metropolis with references to Ify bread industry.
To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral materials. The respondents of the study comprised customers, distributors, management and relevant staff of ify bread industry. The size was determined using bourley’s formular and also top man’s formula.
In organizing and presenting data collected table frequencies and percentages were used from the data collected and analyzed, the researcher made some findings among which are:
1.That the case organization does not literally involve in extensive promotion and this is hampering the effective functioning of the firm.
2.That the increase in the price of the product is as a result of raw material scarcity and high cost of production.
3.That Enugu state has underdeveloped market that bakery can identify and satisfy.
Based on these finding, the research made recommendation among which are:
i.The Ify bread industry should adopt effective promotional strategies for it customers, distributors as well as the employed of the firm such as awards, training discounts and allowances and so on.
ii.That bakery industry should embark more on marketing research to find out more of its prospect.
iii.The operations of public facilities such as electricity, transportation and so on should improve on their cost of production and distribution.
The conclusion of this is that ify bread industry has a good prospect but can only benefit from it if prosper measures are taken among which are mentioned in the recommendation of his research.
TABLE OF CONTENT
Title pageii
Approval pageiii
Dedicationiv
Acknowledgementv
Abstractvi
Table of contentviii
CHAPTER ONE
1.1.Background to the study1
1.2.Statement of the problem4
1.3.Objectives of the study6
1.4.Research question7
1.5.Significance of the study8
1.6.Scope of the study9
1.7.Limitation of the study10
1.8.Definition of terms11
CHAPTER TWO
Literature review12
2.1.Overview of marketing12
2.2.The marketing mix variables17
2.3.Marketing problems of the baking industry23
2.4.Marketing prospects of the baking32
2.5.Ify bakery and the marketing problem.33
2.6.Ify bakery and the marketing prospect.34
CHAPTER THREE
Research methodology36
3.1.Sources of data collection36
3.2.Population of the study36
3.3.Determination of sample size37
3.4.Sampling techniques39
CHAPTER FOUR
4.1.Data presentation, analysis and interpretation40
CHAPTER FIVE
5.0.Summary of findings, recommendations and conclusion59
5.1.Summary of findings59
5.2.Recommendations61
5.3.Conclusion62
Bibliography64
Appendix66
