Rural And Urban Marketing In Nigeria Environment
Ifediba Emmavitalis Emeka Ph.D.,
Marketing Department' Madonna University Nigeria, Okija Campus.
Anumege Sebastian Chibunna. Ph.D,
Marketing Department' Madonna University Nigeria, Okija Campus.
Keywords: Rural Marketing, Urban Marketing, Integrative Functions
Abstract
Nigeria is vast country with a population of over 200million. It is certain that a country like Nigeria will have distinct range of marketers and consumers. This study examined the Comparative Analysis of Rural and Urban Marketing Strategy in Nigeria Economy. The study employed the use of descriptive statistics while hypothesis was tested using The Pearson product moment correlation coefficient. A total number of two hundred (200) copies of questionnaire were administered to two rural market villages and two urban market namely; Ihiala and Nkwere representing rural markets, Onitsha and Nnewi representing urban markets in Anambra State. One hundred and fifty (150) were used for analysis. After cleaning and sorting the copies of the accepted questionnaire they were fed into the statistical package for social science (SPSS). The questionnaire was structured in line with the research objectives, questions and hypothesis of the study. The findings indicate that there is a significant difference between rural and urban marketing which is attributed to many external factors existing between marketing environment socio-cultural environment. The differences can be appreciably and reasonably closed up if public policy makers take the rural and urban marketing interactions and linkage into account to provide a comprehensive and sustainable approach to improving the welfare of the people.
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