AN APPRAISAL OF MARKETING MIX APPLICATION IN RETAIL BUSINESSES

ABSTRACT

        This research work shall determine whether or not the principles of marketing as being taught theoretically is applied in the retail Business and to what extent. In order to effectively and efficiently carryout an appraisal of marketing mix application in retail industry that would be a reflection of the entire retail business in Auchi town, some selected retail business was used as a case study where questionnaires was administered. The data collection techniques used was primary and secondary sources of information. My greatest limitation in this endeavour was the smallness of research-based evidence and some inaccessible publications, despite this and other obstacles spurred me on and I try to make the best use of an otherwise bad situation. This work is divided into five chapters. Chapter one focuses on Background of the study, statement of research problems, purpose of the study, research questions, research hypothesis, significance of the study, scope of the study, limitation of the study and operational definition of terms. Chapter two (2) build on literature Review by looking at an overview of marketing and marketing mix elements, Retailing as a  marketing function, nature and importance of Retailing, marketing mix application in retail business, retail price and pricing strategy, promotional mix, distribution as a marketing mix element and an appraisal of the marketing concept in Retail businesses. In chapter three (3) reflected on research methodology where research design, population of the study, sampling procedure, methods of data collection, data analysis, validation of instrument, cut-off point and decision rule was discussed in chapter four (4), questionnaires were structured and administered to respondents, their responses were analysed and hypothesis tested while in chapter (5), it discussed summary of findings, conclusion and recommendation. Conclusively, the marketing mix element should not be seen as a more marketing too for activities but a veritable market tool for achieving an organizations goals and objectives in the long-run.