Abstract:
The major purpose of this study was to determine the extent of utilization of marketing mix as used by producers and marketers of locally-made cloths (Aso-oke) operating in Lagos state. The study adopted a survey research design. The population of the study consisted of 634 respondents made up of 561 producers and 73 marketers drawn from the three commercial centres of Lagos state. A sample size of 317 made up of 281 and 36 producers and marketers respectively was used for the study. A 4- point rating scale made up of 42 structured questionnaires were used for collecting data for the study. The reliability coefficient of the instrument for the study was 0.85 using Kuder-Richardson KR-21 reliability test while 3 research experts carried out face validation. Four research questions and six hypotheses were answered and tested at 0.05 level of significance in the study. Mean scores and standard deviation were employed to answer research questions while ANOVA statistics was used to test all the null hypotheses. Major findings of the study confirmed that all the 4 P’s (i.e. product, place, pricing and promotion) activities were inadequately utilized in product development and marketing of locally made cloths (Aso-oke). It was concluded that producers and marketers must agreed on better methods of handling the product to make it more attractive and marketable. It was recommended that constant marketing shows and exhibitions be organized and that producers of locally made cloths should persuade Lagos/state government to establish price regulatory body to regulate locally- made cloths (Aso-oke) transactions in the state. Suggestions were made for further studies.
