THE MARKETING STRATEGIES OF BAKERY FIRMS IN THE SOUTH-EASTERN STATES

THE MARKETING STRATEGIES OF BAKERY FIRMS IN THE SOUTH-EASTERN STATES

ABSTRACT

This research work was carried out to study the marketing strategies of bakery firms in the South-Eastern states. The Eastern state mentioned comprises- Enugu State, Ebonyi State, Anambra State, Imo State and Abia State. The researcher used the survey research method in carrying out the research. A total of two hundred and four (204) questionnaires were distributed, out of which one hundred and ninety two (192) were duly completed and returned. In this study, two hypotheses were formulated which include among others that there is a relationship between products shapes or nature and business success and there is a relationship between distribution modes and levels of sales. These hypotheses were tested and analyzed and their results were extensively discussed. Chi-square was also used to test these hypotheses. Several findings were made in this research works, which includes that the media houses were highly under utilitized by bakery firms in the South Eastern states in promoting their product and poor distributing network also contributes to poor sales performance. In response to the findings made, the following recommendations were made. They includes increased use of media houses in the promotional and advertising strategy by these bakery firms and improved effective and efficient distribution system should be encouraged, further research were also recommended especially on the dominance of bread production over other bakery product in the South-Eastern states should be looked into. Attention should also be shifted to this last point.