ABSTRACT

This is an explanatory research which sought to determine the factor that influence, the adoption of undifferentiated (Mass) marketing strategy in the luxury bus transport industry with particular reference to ABC and Chisco transport. The problems facing the luxury bus transport include; high cost of acquisition and maintenance, bad road network and poor management system etc. Also the major objective include; to find out the external and internal environment conductive to the adoption of undifferentiated (mass) marketing strategy. Also, to find out whether they engage in marketing research before carrying out these service and the extend it has helped in achieving their objectives. Data collected were based on some specific objective and these hypotheses were formulated for the study. Instruments used were questionnaire and personal interview for data collections. Judgmental sampling technique was used. Also a sample size of 196 for the commuters and 35 for the staffs were determined. In addition, the chi-square(X2) was used for the testing of the hypotheses. The major findings from the study were that the customers were satisfied with ABC and Chisco transport company with the fare charged, comfort, and safety of their services. Also the companies engaged in an effective market research which gave an edge over other competitors. However from the findings, I recommended that in other to improve on their marketing research programme which will enable them to employ specialist who will enhance their customers satisfaction and patronage. Also should have a strong marketing department to ensure that the needs, of their customers are researched upon. In nutshell, to apply this strategy, market research is often needed to ensure that we provide what customers really wants and not what we think they want. Therefore, the study of customer behaviour helps firms and organization to improve their market strategy.