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IMAGE ENHANCEMENT PROGRAMME AS A STRATEGIC GROWTH TOOL FOR SUPERMARKETS: A CASE STUDY OF LEVENTIS STORES PLC AND BANADEEN STORES, ZARIA ADETUYI,
ABSTRACT
Despite the popularity of the marketing concept which regards the customer as the king and the proliferation of retail outlets like markets, shops, supermarkets etc., all over the country, there seems to be an ever-increasing gap between the yearnings of customers on one hand with regards to obtaining satisfaction from each business transaction and the ability of these retail outlets on the other hand, to cope with these need satisfactions. The tenents of the marketing concept which makes the customer the king, are applied almost everywhere in this country, more in the breach than in observance. Customers are exploited and treated with a kind of take-it-or-leave-it approach due to the limitation in choice which is a common feature in a seller’s market forced on consumers as a result of our culture characterised largely by shortages. However, only less-sighted business organisations will imagine that this ugly trend would continue for ever. Supermarkets as business organisations cannot operate in a vacuum. Rather, they are surrounded by a complex environment involving many factors. Of course, these factors present opportunities and threats to the successful business operations. Therefore, supermarkets’ survival and growth can be positively related to the extent to which they enjoy their customers’ continous patronage. Thus the importance of the customer to the achievement of organisational goal cannot be over-emphasised. This Research Project therefore attempts to critically assess the performance of supermarkets in Nigeria along the line of customer satisfaction by taking a look at the operations of Leventis Stores Pic, and Banadeen Stores, Zaria. Thereafter appropriate recommendations based on the findings would be made as to why and how supermarkets as retail outlets can adopt image enhancement programmes in their business operations to improve their competitive position thereby enhancing their survival and growth.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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