ABSTRACT

The main aim of this research work is to find out or emphasis on the impact of marketing in achieving organizational profitability. The essence of this study is to find out customers demands, that is finding out their want and satisfying them. The organization should sale what the customer need. This work addresses the issue of profitability from the conceptual framework of the marketing concept and it has the problem statement in the research which is "price changes affects the demand for product. Lack of marketing concept leads to organizational failure. This study also went further with the objective of the study which is to determine if marketing concept has anything to do with consumer needs and satisfaction. To determine if profit comes from consumers and to examine the factors militating against the application of marketing concept. This work also deals with the research methodology which seeks to establish the existence of relationship between the marketing concept and the consumer needs. To know if profit comes from the consumers or not. This research used both primary and secondary sources of data for this work, oral interview and questionnaire method of data collection are employed in collecting the primary data while secondary data are source from text books, articles, journals and the company's record. The sample size of this work is 54 drawn at random from the population of the study which is 135. Limitation of data collection is also recorded. This work also deals with data presentation and analysis. Different tables of data are presented based on the answers given by the respondents through the oral interview and questionnaire. In the data analysis, chi-square (X2). Lest for independent used as a test which discussion is made on the result. Decisions are taken based on the comparison of the calculated x2 value and tabulated X2value. The findings was based on the fact that consumer satisfaction are reached by providing them what they want as determined be careful research. Also the best way of indicate the consumers need and want are through their demand pattern for product. And finally, my recommendation was conferred on the f3ct that the company must fully imbibe the marketing concept in order to effectively understand the needs and wants 0ç the consumers and therefore effect the satisfaction of the nds and wants.