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This study was carried out to investigate marketing problems and prospect of mass services in Enugu State using Peace Mass Transport Company Limited, Enugu. To achieve this objective, three research questions and two research hypotheses were formulated to guide the study. The data was collected from both primary and secondary sources. The primary data were collected with the help of a well-structured questionnaire of two sections administered to the respondents in Peace Mass Transport Company Limited, Enugu. The collected data were analyzed with tables and simple percentages to analyze the research questions while Chi-square statistical method was used to test research hypotheses using SPSS statistical package. The study reveals that marketing channel of Peace Mass Transport Company Limited enhance their services and there are factors influencing the marketing strategies adopted by Peace Mass Transport Company Limited. The study concluded with some recommendations that the condition of the buses should be improved. This should be achieved by embracing maintenance culture of higher order to avoid mismanagement of the past and present and buses should not be allowed to be grounded before they are given adequate repair.
1.1 BACKGROUND OF THE STUDY
An efficient transportation system is universally recognised as an essential ingredient for socio-economic development of any country. This has become one of the major challenges confronting the modern urban centres or regions since the vitality of an urban area relates directly to the quality of its transportation services (Bruton, 2016). It is in recognition of the importance attached to an efficient mass transportation system that (Okpala, 2015) asserted that a city is said to be only as big as its transportation facilities enable the people to go about their business, move and distribute their goods. Hence, an American national transportation policy study commission described this as supporting fundamental economic and social activities. It involves the movement of persons, goods and services to bridge the gaps in time and space.
Transport is, therefore pervasive, influencing structure and location and allowing alternative consumer choices - alternative schools, shopping center and places for recreation and entertainment. Improvement in efficiency of transportation permits more participation in community services, better communication with others located anywhere in the world, and more stimulation and enlightenment resulting from travel.
This transportation challenge appears to have its premise in mass transit system. Mass transit systems are receiving increasing emphasis as the preferred mode of urban transportation. Mass transit is normally referred to as any transportation system in which a great number of passengers are moved at a time. It equally involves operations regulated by time-table, fixed routes and stops (Okpala, 2017).
Mass transit systems comprise mainly of the rail system (consisting of subways, underground railways, metros or rapid transit lines), trainways and of course bus system. This study focuses on the development of bus system. It has been recognised that given our technological development and management problems, bus services should be given priorities (Okpala, 2017; Umeh, 2008). The bus system is emphasized because its equipment is relatively the easiest and simplest to procure, operate and maintain of all other mass transit system. Its capital cost is lowest too and it needs less investment in its infrastructure. In fact, given the above attributes, one can conclude “that if bus system cannot be implemented successfully and efficiently, it will be open to question whether we can implement and operate any of the other systems”.
Mass transit has in recent times become a pressing problem among the rising population of commuters all over the country. According to (Idife, 1996), official input into improving the position seems like a drop of water in the ocean. A critical analysis shows that unless the government and transportation agencies address the core issues involved and tackle them courageously, the on - going sufferings of commuters in the country will continue unabated. In addressing the core issues, it is therefore becoming increasingly important to determine the factors that underlie the essentials of an efficient mass transit in the study area. A meaningful result could best be attained through behavioural responses from the public. Hence, transit planning requires a high level of input from the public (T.R.B, 1976).
1.2 STATEMENT OF THE PROBLEM
The need for improved transportation system prior to the establishment of the federal urban mass transit programme is still apparent. The need to tackle this problem becomes more glaring when we realize that public owned corporations and agencies that have attempted to get involved in mass transit activities have become liquidated a few years after their inception.
It is obvious that non-availability of necessary information or data base affects the attainment of an efficient mass transit system greatly. Unfortunately, this vital aspect is grossly neglected in the nation's approach and efforts to improve the mass transportation system. There is therefore, a need for evaluation of the mass transit
programme and to carry out a research into specific issues of concern that are essential in controlling the transportation system in the country. These essentials of an efficient transportation system include speed, adequacy, safety, frequency of service, regularity, capacity, cheapness, comfort, reliability, etc. The extent of commuters’ satisfaction of the above basic attributes affect their choice of a particular transport company and invariably their patronage.
1.3 OBJECTIVES OF THE STUDY
The main objective of this study is to investigate marketing problems and prospect of mass services in Enugu State. The specific objectives are to find out the following:
1) To examine the marketing channel of Peace Mass Transport Company Limited enhance their services.
2) To investigate factors influencing the marketing strategies adopted by Peace Mass Transport Company Limited.
3) To identify the problems facing Peace Mass Transport Company Limited.
4) To make useful recommendations based on the findings of this study.
1.4 RESEARCH QUESTIONS
The following research questions were stated to guide this study:
1) Does marketing channel of Peace Mass Transport Company Limited enhance their services?
2) Are there any factors influencing the marketing strategies adopted by Peace Mass Transport Company Limited?
3) Are there any the problems facing Peace Mass Transport Company Limited?
1.5 RESEARCH HYPOTHESES
The following research hypotheses were formulated to guide this study.
H0: Marketing channel of Peace Mass Transport Company Limited does not enhance their services.
H1: Marketing channel of Peace Mass Transport Company Limited enhance their services.
H0: There are no factors influencing the marketing strategies adopted by Peace Mass Transport Company Limited.
H1: There are factors influencing the marketing strategies adopted by Peace Mass Transport Company Limited.
1.5 SIGNIFICANCE OF THE STUDY
The study when completed will go a long way to assist existing mass transit companies in Nigeria by improving the quality of their services, while also helping potential investors in mass transit companies to know where to concentrate effort in marketing in order to enhance quality services to customers.
Also the study will be of immense use to managers in mass transit companies, investors and government agencies encouraging the growth of mass transit services.
This study will also help to serve as literature (reference source) to students, individuals or corporate bodies into what to carry out on further research on the similar topic.
1.7 SCOPE OF THE STUDY
The study is concerns about investigate marketing problems and prospect of mass services in Enugu State using Peace Mass Transport Company Limited, Enugu.
1.8 LIMITATION OF THE STUDY
There is no study undertaken by a researcher that is perfect. The imperfection of any research is always due to some factors negatively affecting a researcher in the course of carrying out research. Therefore, time constraint has shown no mercy to the research. The limited time has to be shared among many alternative uses, which includes reading, attending lectures and writing of this research, also distance and its attendant costs of travelling to obtain information which may enhance the writing of this study was a major limitation.
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