Presented To

Department of Marketing


This research looked into the marketing problems and prospects of the bakery industry in Enugu metropolis with references to Ify bread industry.

To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral materials. The respondents of the study comprised customers, distributors, management and relevant staff of ify bread industry. The size was determined using bourley’s formular and also top man’s formula.

In organizing and presenting data collected table frequencies and percentages were used from the data collected and analyzed, the researcher made some findings among which are:

1. That the case organization does not literally involve in extensive promotion and this is hampering the effective functioning of the firm.

2. That the increase in the price of the product is as a result of raw material scarcity and high cost of production.

3. That Enugu state has underdeveloped market that bakery can identify and satisfy.

Based on these finding, the research made recommendation among which are:

i. The Ify bread industry should adopt effective promotional strategies for it customers, distributors as well as the employed of the firm such as awards, training discounts and allowances and so on.

ii. That bakery industry should embark more on marketing research to find out more of its prospect.

iii. The operations of public facilities such as electricity, transportation and so on should improve on their cost of production and distribution.

The conclusion of this is that ify bread industry has a good prospect but can only benefit from it if prosper measures are taken among which are mentioned in the recommendation of his research.


Title page ii

Approval page iii

Dedication iv

Acknowledgement v

Abstract vi

Table of content viii


1.1. Background to the study 1

1.2. Statement of the problem 4

1.3. Objectives of the study 6

1.4. Research question 7

1.5. Significance of the study 8

1.6. Scope of the study 9

1.7. Limitation of the study 10

1.8. Definition of terms 11


Literature review 12

2.1. Overview of marketing 12

2.2. The marketing mix variables 17

2.3. Marketing problems of the baking industry 23

2.4. Marketing prospects of the baking 32

2.5. Ify bakery and the marketing problem. 33

2.6. Ify bakery and the marketing prospect. 34


Research methodology 36

3.1. Sources of data collection 36

3.2. Population of the study 36

3.3. Determination of sample size 37

3.4. Sampling techniques 39


4.1. Data presentation, analysis and interpretation 40

5.0. Summary of findings, recommendations and conclusion 59

5.1. Summary of findings 59

5.2. Recommendations 61

5.3. Conclusion 62

Bibliography 64

Appendix 66

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