The Application of Marketing Concept for Enhanced Poverty Alleviation Programmes in Akwa Ibom State, Nigeria

Benedict Ejikeme Odigbo, Joshua Kajang and Juliet Alfred Ufot

International Journal of Management Sciences, 2015, vol. 5, issue 9, 650-659

Abstract: The study was a critical appraisal of the application of Marketing Concept for enhanced Poverty alleviation programmes in Akwa Ibom State of Nigeria. The objective of the study was to explore the workability of the application of marketing concept as a tool towards successful poverty reduction campaigns in the country. This was motivated by the failure of such programmes in the country over the years, despite government’s laudable intentions. Survey research design was employed. The sample size of the study was 400 and the cluster sampling technique was adopted in the study. Among the findings of the study were that marketing research assist in proper identification, anticipation and satisfaction of basic needs of the citizens for enhanced poverty reduction deliveries to them; that marketing concept will enhance proper allocation of resources to the poor in line with their research-identified needs; and that marketing concept will discourage the fraudulent diversion of the poverty alleviation resources meant for the poor by the rich in the country. Based on these, the study recommended that government and relevant agencies should conduct intensive marketing research on the needs and wants of the people before the planning and implementation of any poverty alleviation project for the people.

Keywords: Marketing concept; poverty alleviation; marketing research; consumers’ needs; Nigeria. (search for similar items in EconPapers)
Date: 2015
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