INTRODUCTION

Marketing can be defined as the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customer and society at large. The above definition was approved by the American marketing Association Board of Directors on July 2013.

The above definition implies that all the business organization should create value for customers and society at large by knowing their needs and wants and strive to satisfy them thereby making their profit(Emeka, 2010).

According to ijeoma(2011) Consumers who are not sophisticated in their behavior as to what should be their proper choice feels that they have little or no control over the product or services they get as a result, are frustrated in their role as consumers, as they are becoming more and more aware of their right or roles as consumers, they often feel abused or even insulted.

From observation, serious questions have been raised about the extent to which the marketing concept has been adopted to achieve business objectives and goods by fast firms in Awka (Mr. Biggs and Crunchies), which is clear evidence that marketing concept has been inadequately effective to the point that the concept no longer holds truth. Most people misinterpret the use of marketing concepts. Most marketing managers believed that adopting the marketing concept which is giving the consumer anything desired prices below cost, for example, could lead to bankruptcy.