CHAPTER ONE
INTRODUCTION
BACKGROUND TO THE STUDY
In dealers market of the post second world war period, products were in short supply, with the re-emergency of a buyers’ market, it becomes implemented that producers should study their market to ensure that products would satisfy the specific needs of customers. This leads to adoption of marketing concepts by firms.
Marketing concepts is a business philosophy that holds the key to achieving organizational goals, consists in determine the needs and wants of the target and delivering the desired satisfaction more effective and efficiently than the competitors. This is different from the selling concept which stress is on the modification and reshaping of consumers needs to submit the farms product. Selling concept strives to sell what they produce rather than producing what they sell.
Marketing has been defined variously by different authorities. It can be designed as the management process responsible for identification, anticipating profitably. Marketing concept as a marketing strategy is accepted with the fact that a customers goods judgment cannot be brought but can be freely gain in responds to gifts of value from the products. Etc.
The growth of competition has structural the concept to embrace the important of adoption or repeated purchase of the product. Consequently, the consumer disposition towards a
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