ABSTRACT
This research work was carried out to study the marketing
strategies of bakery firms in the South-Eastern states. The
Eastern state mentioned comprises- Enugu State, Ebonyi State,
Anambra State, Imo State and Abia State.
The researcher used
the survey research method in carrying out the research. A
total of two hundred and four (204) questionnaires were
distributed, out of which one hundred and ninety two (192)
were duly completed and returned. In this study, two
hypotheses were formulated which include among others that
there is a relationship between products shapes or nature and
business success and there is a relationship between
distribution modes and levels of sales. These hypotheses were
tested and analyzed and their results were extensively
discussed. Chi-square was also used to test these hypotheses.
Several findings were made in this research works, which
includes that the media houses were highly under utilitized by
bakery firms in the South Eastern states in promoting their
product and poor distributing network also contributes to poor
sales performance.
In response to the findings made, the following
recommendations were made. They includes increased use of
media houses in the promotional and advertising strategy by
these bakery firms and improved effective and efficient
distribution system should be encouraged, further research
were also recommended especially on the dominance of bread
production over other bakery product in the South-Eastern
states should be looked into.
Attention should also be shifted to this last point.
