ASSESSMENT OF THE APPLICATION OF MARKETING CONCEPT TOWARDS IMPROVED STANDARD OF LIVING FOR THE POOR IN NIGERIA (Published)
The study undertook a situation analysis of the application of Marketing Concept as a tool for improving the standard of living of the poor in Nigeria. This was motivated by the continued report of massive poverty amongst the populace. The specific objective sought was to: determine the effect of marketing concept on the provision of infrastructural facilities to the citizens; and the effect of application of marketing concept on the creation of employment for the teeming youths in the country. Survey research design was employed. The sample size of the study was 400 and the cluster sampling technique was adopted in the study. The findings of the study were that: The level of application of marketing concept was not significant for citizens’ awareness of the poverty alleviation programmes in South-South, Nigeria; and also was not significant for the creation of employment for the poor in South-South, Nigeria. It was then recommended that government and relevant agencies should employ marketing concept researches, principles and practices in determining the actual needs of the people and in meeting them adequately
Keywords: Marketing Concept, Nigeria, Poor Citizens, Standard of Living