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THE PROBLEMS OF MARKETING FURNITURE IN ONDO STATE: A CASE STUDY OF NIGERIAN-ROMANIAN WOOD INDUSTRIES LIMITED, ONDO
AABSTRACT
Furniture is both a consumer and an industrial good. The numerous Federal and State governments’ projects of the 1970s and the affluence extended to the generality of the people led to increased demand for many luxury goods, including furniture,, The need to satisfy this demand for furniture encouraged an influx into the industry by both incorporated large manufacturers and numerous small-scale ones. The economic recession which followed later, coupled with the proliferation (?) in the industry manifested in low sales volume and decrease in profit contribution. This situation makes it necessary for furniture marketers to approach the market with new marketing strategies that will increase their profitability through better customer satisfaction. Thus, the relevancy of this study, taking the Nigerian-Romania Wood Industries Limited, OndO as a case study. This study aims at identifying: (i) Customers’ perception of the product vis-a-vis the company’s; (ii) marketing problems culminating in low sales turnover; (iii) the company!s strengths and weaknesses in the market; and (iv) then proffer recommendations that are strategic to successful marketing of furniture0 The current supply of furniture into the market is unlike some other products which are in short supplies. Moreover, it is a shopping good whose decision buying process requires some nationality. It becomes certain therefore, that only those (furniture marketers) that satisfy the consumers best through the application of appropriate marketing strategies will continue to receive adequate patronage from the market and survive the test of time.
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