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
