The Impact Of Marketing Practice On The Performance Of Public Utilities In Nigeria (A Case Study Of Nipost, Umuahia)

ABSTRACT

This research work focused on the impact of marketing practice on the performance of public utilities in iNigeria witn specmnc rerers:..., tc NIPOST, Umuahia. The objectives of the study include investigating into the impact of marketing practices on government· enterprises, to investigate to what extent do NIPOST makes use of marketing practices, to· find out if the price of NIPOST services commiserated with the quality offered. To have answers to these problems, the researcher used both primary and .secondly sources of data collection. A questionnaire was structured to gather data. related to the research topic while chi-square statistical tool was used for testing of the hypothesis at O.QS level of, significance. The discoveries were that NIPOST do not effectively utilized marketing practices and that the quality of services rendered does not commensurate with the price of the service. Among the · recommendations are that NIPOST should endeavour to adopt marketing practice such as advertisement, sales promotion and personal selling to enhance the service rendered and that they should try to improve on the quality of their product in order to increase their customers base.