ABSTRACT

This project is directed towards investigating what marketing concept entails, its use, and performance among small scale business because there seems to be insufficient knowledge of its use. A case study of Fast Food Restaurants in Kano Metropolis. The ultimate objective of the marketing concept holds that, the key to achieving the organizational goals consist of determining the needs and wants of target customers by delivering the desired satisfaction profitably more effective and efficient than competitors. The objective of this research work is to take a critical and positive look, and analyze in details the general use of marketing concept and performance on small scale business, Primary and Secondary data were used to collect the needed information. The findings of this study were done through in-depth interview which shows that not all owner/manager really understood what marketing concept was and for those that did, implementation was a challenge. The investigation also revealed that most fast food restaurants in Kano metropolis applies marketing concept in its operations in terms of researching into customers’ needs. From the findings, solutions and recommendation were made with the hope that if properly implemented would yield better results and enable small businesses to achieve its goals and objectives effectively.