IMAGE ENHANCEMENT PROGRAMME AS A STRATEGIC GROWTH TOOL FOR SUPERMARKETS: A CASE STUDY OF LEVENTIS STORES PLC AND BANADEEN STORES, ZARIA
IMAGE ENHANCEMENT PROGRAMME AS A STRATEGIC GROWTH TOOL FOR SUPERMARKETS: A CASE STUDY OF LEVENTIS STORES PLC AND BANADEEN STORES, ZARIA
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Date
1992-11
Authors
ADETUYI, Samuel Ayodele
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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.
Description
A RESEARCH PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL
AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
Keywords
IMAGE,, ENHANCEMENT,, PROGRAMME,, STRATEGIC,, GROWTH,, TOOL,, SUPERMARKETS,, CASE STUDY,, LEVENTIS,, BANADEEN,, STORES,, ZARIA