ATTITUDE OF CONSUMERS TOWARDS PUBLIC UTILITIES (A STUDY OF ENUGU ELECTRICITY DISTRIBUTION COMPANY, EEDC)
ABSTRACT
The study was on the Attitude of Consumers towards Public Utilities: A Study of EEDC Enugu. Among the objective are: to determine the ideas, attitude and consumers view about EEDC at Enugu metropolis, to determine the extent to which services of EEDC is demanded compared to other public utilities and to find out the impression consumer have about the price of organization services in relation to its quality. this was divided into five chapter. The chapter one contained the introductory part of the project. Literature review, research design, data presenting and analysis, conclusion and recommendation made up other four chapters.  The researcher made use of both primary and secondary data, structured questionnaires were the methods used for the collection of primary data, and secondary data were also collected from textbook and various research materials.  The researcher used population of 18464 selected randomly from staff and resident of Enugu town. But using Taro Yamani, a sample size of 399 was used.  In chapter four table and Chi-square was used as a statistical tool for analyzing the data. The study found out that  the constant epileptic power supply witnessed over time is as a result of improper attitude of consumers towards the electricity facilities of EEDC and  there is a great effect attitude of consumers has on the performance of EEDC in fulfilling their policy mandate, which can be seen in the areas of delay in service delivery, Ineffectiveness and Loss of confidence by the public. And therefore recommended that Public utilities should try to educate consumer to enhance their cooperation entice and by taking cognizance of perception towards their services and , the management of our public utilities especially EEDC  should try as much as possible to increase the number of their services in many more locations. It is always said that if the desirable is not available, the available becomes desirable.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION                            
Background to the Study                       
Statement Of Problem                         
Objectives of the Study                   
Research Questions                         
Significance of the Study                     
Scope of the Study                           
Definition of Terms                          
CHAPTER TWO
LITERATURE REVIEW                      
Introduction                                    
Consumer Behaviour (An Over View)             
Marketing Application Of Consumer Behavior Theory  
Attitude                              
How to Measure Attitude                
Promotional Communication                
Price/Quality Relationship                   
Concepts Of Public Utilities              
Public Utilities In Nigeria                       
Sources Of Fund For Enugu Electricity Distribution
Company (EEDC) Formerly               
Problems Affecting Productivity Efficiency of the Organization      
Promotional Activities Of Enugu Electricity Distribution
Company (EEDC)                              
Empirical Study                             
CHAPTER THREE
RESEARCH METHODOLOGY `                  
Research Design                              
Area of the Study                          
Sources of Data                        
Population of the Study                       
Sample Size Determination                     
Sampling Procedure                                
Methods Of Data Collection                     
Validity of the Instrument                    
Reliability Of The Instrument                
Method of Data Analysis                      
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS            
Data Presentation and Analysis                
Testing Of Hypotheses               
CHAPTER FIVE
DISCUSSION OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
Discussion of Findings                 
Conclusion                               
Recommendation                       
Suggestion for Further Studies                
Limitations of the study                     
REFERENCES
APPENDICES
CHAPTER ONE
INTRODUCTION
Background of the Study
  This research work is aimed at to determine attitude of consumers towards public utilities and fulfillment of policy mandate. This revolves around the review of public corporations by determining the consumer’s attitude to the services rendered by this corporation, which will help to determine the fulfillment of their policy mandate. Enugu Electricity Distribution Company (EEDC) was established by Electricity Reform Act of 2005, which unbundled Enugu electricity Distribution Company (EEDC) into 11 Distribution companies, 1 Trans-mission company, and 6 Generation companies. Adoshum, (1993),This reform Act gave birth to Enugu Electricity Distribution Company.  Enugu Electricity Distribution Company was empowered to maintain an efficient coordinated and economic system of Electricity supply to all the Nooks and Crannies of the five (5) South Eastern States of Nigeria. EEDC is well equipped and determined to provide and maintain steady power supply to its numerous customers.   This they have worked to maintain over the years though not without impending condition like the ever-rising consumers debts, vandalization of EEDC installations, high cost of maintenance, inadequate gas supply, low water level at the hydro power station, high cost of foreign exchange etc.     Enugu Electricity Distribution Company EEDC has always striven to meet its distribution and marketing of stable electricity to its numerous residential commercial and industrial customers against all odds, this is to ensure the fulfillment of their policy mandate. Allport, (2006).
     Nigeria Government Policy on the development of public corporation was clearly defined in the year 1970/1974 Second National Development Plan document as follows: “Statutory Corporation and state owned company have become important tools to public intervention in the development process.  Their primary aim is to stimulate and accelerate national economic development under the conditions of capital scarcity and structural defects in private business organization.  Public corporation is therefore crucial in Nigerians quest for true National economic independence and self reliance.  Enugu Electricity Distribution Company being one of the statutory corporations is a household name.
Presently, the corporation is gradually bringing a lot of re-thinking into the minds of Nigerian entrepreneur both private and public from making them to actually appreciate their services in the area of Electricity distribution and management operation which hold the key task of the organization to deliver the desired satisfactory service more effectively and efficiently. Meanwhile, one of the implications of the above is that the consumers in any market segment will favor the offer of the organization that come close to satisfying the consumer’s particular needs and wants.  Therefore, it is necessary for an organization to seek to understand customer’s preference, habits behavior and criticism and to do this, the organization has to research into those things that attract consumer’s interest and influence their behaviour. Cannon, (2001).
       Moreover, setting up an organization for the purpose mentioned before, an organization should better hold it responsible that survival of the organization depends much on the attitude of consumers towards the organization and its product or services.
However the main priority of the management of Enugu Electricity Distribution Company EEDC, at Enugu metropolis is to identify influences on the attitude of consumers towards the organization the knowledge of variables, the consumer’s opinions, feelings and ideas about their services will help management in other to achieve their objective. Also, it will enhance growth, expansion and to ensure greater rate of returns in public utilities.  EEDC as a monopolist service industry recognize the important variable and even exploring other means of providing better services. Discussions on EEDC feature regularly on the pages of the periodical and dailies as well, as on the Radio and Television Programme.  The frequency at which the newspaper and margarines publish materials on EEDC tends to portray the importance of electricity industry economic development.
  Finally, this research work is a conscious effort towards X- raying the overall customer’s attitude in relations to productivities and efficient power supply of electricity often referred to as heart beat of the nation.

Statement of Problem
    The persistent public outcry over the authority’s erratic power supply juxtaposed with the numerous excuse offered by the company, some of which tends to expose the consumers to blame for the cause of the matter while the consumer accuses EEDC of inadequate service and the company also make counter accusation on the consumers for what it describes as their non co-operative attitude.  
    This study is intended to find out the attitude of consumers towards Public utilities and fulfillment of the policy mandate. The growth and survival of an organization such as EEDC is paramount.  This positive growth achievement of organizational goal is anchored on the effective performance of the organization.
The problem is to determine the people’s response to price of public utilities positively or negatively. They respond negatively when EEDC give much bills to consumers, which they did not expect and to determine consumers view about Enugu Electricity Distribution Company and also determine the extent to which public demand EEDC services.
Objectives of the Study
The research work has been designed to look into the attitudes of consumers towards public utilities with Enugu Electricity Distribution Company as a case study. Specific objectives of the study have been discussed as follows:
1.   To determine the ideas, attitude and consumers view about EEDC at Enugu metropolis.
2.    To determine the extent to which services of EEDC is demanded compared to other public utilities
3.    To find out the impression consumer have about the price of organization services in relation to its quality.
4.    To analyze ways of wining consumers favorable attitude and there improve the share among other service.
Research Question
The following research questions were formulated from the objectives;
1.   To what extent is the ideas, attitude and consumers view about EEDC at Enugu metropolis affect their services?
5.    To what extent is the services of EEDC is demanded by consumers to compared to other public utilities
6.    Of what impression do consumers have about the price of organization services in relation to its quality?
7.    What are the ways of wining consumer’s favorable attitude and to improve their share among other service?
Significance of the Study
    The study has a lot of significance in that it present a symbol of academic achievement as having contributed to the already records of research in social science. Again the study shall be useful to the colleagues of the researchers and the entire student in the field of management sciences as they shall resort to their various works on the same topic of study in future.
         It will also be seen as a reference point for students who might be carrying out research on similar or related topic.  It will also help the government to assess the services ability of Enugu Electricity Distribution Company and know whether to constitute similar or parallel organization.  It will help the Enugu Electricity Distribution Company Management to identify areas that they are lacking and effective ways of increasing performance for customer satisfaction.
Scope of the Study
The study covers the attitude of consumers towards public utilities with particular focus on Enugu Electricity Distribution Company.
 Definition of Terms
-    Attitude: Attitude means position, deposition, state or mindset, feeling, with regards to a person or thing.
-    Consumer: A consumer is a person or organization that uses economic service or makes use of electricity.
-    Utilities: Utilities refers to the set of service provided by these organization consumed by these organization consumed by the public. Electricity generation, electricity retaining.
-    Public: Public are group of individuals, people that consume electricity.
-    EEDC:  Enugu Electricity Distribution Company.