Impact of Marketing Environment in an Organization: a Study of Burdillion Mall, Auchi

ABSTRACT
This research study is on Impact of Marketing Environment in an Organization, using Burdillion Mall, Auchi as a case study. The main objective of this study is to examine the Impact of Marketing Environment in Burdillion Mall, Auchi, to examine the factors affecting marketing environment in Burdillion Mall, Auchi. The primary, objective of business organizations is to make profit, grow and survive in the environment in which it operates. The environment in which business organizations operate is a complex, multi-focus dynamic and has a far reaching effect on the marketer that work in such organization. Marketing environment is essential to marketers since it assists them to identify with the needs of their customers, especially regarding how consumers make decisions when purchasing products. The population of the study was 75, which consists of staffs strength 30 and customer’s strength 45 of Burdillion Mall, Auchi. The sample size of both staffs and customers selected were 50. The survey method was used to collect data. Questionnaires were used. Data was collected from primary and secondary source. The simple percentage was used to analyze the data to determine the relative importance of each of the questionnaires items, while the Chi-square statistical techniques was used to test the Research Hypotheses. It was found that there is significant Impact of Marketing Environment in Burdillion Mall, Auchi. The researcher concludes that Impact of Marketing Environment (i.e., customer satisfaction and competitive advantage) on organizational performance was not only positive but statistically significant. It was therefore recommended that marketers need to monitor the political change since it can affect a firm’s marketing plan.