ABSTRACT
This work is aimed at a study of the problems
and prospects of marketing industrial products in
Nigeria.
Marketers in the industrial sector are no longer in
doubt as whether there are problems facing
industrial products in the market. But the major
problem facing them now is knowing how to solve
these problems. This leads to whether lack of
effective marketing communication, has any
negative impact on the product patronage. How do
users of industrial products know about new
products and what industrial marketers do to
reduce this low product patronage. The purpose of
this study was to determine the problems hinder
marketing industrial product in Nigeria, as well as
making necessary recommendations, in view of the
findings. In realizing the purpose of the study, 322
respondents from selected industrial product
manufacturing firms in Enugu were studied using
questionnaires. Their responses were also analysed
using statistical tools.
Based on the data collected and analysed the
following findings among others were made: Price of
industrial products does not have significant
impact on the product patronage. Product
preference by users has no strong influence on the
product patronage. Lack of effective marketing
communication has significance influence on
products patronage.
Sequel to the findings, the following
recommendations were made: Industrial marketers
should be carrying market research periodically, to
ascertain the areas that require improvement.
And also since lack effective marketing
communication has a significant influence in
marketing industrial products in Nigeria, industrial
marketers should engage in more market to know
exactly what the situation in the market place is.
