CHAPTER ONE
1.1   INTRODUCTION
Marketing has probably been with us ever since serpent tempted eve to consume a certain apple. But in its more scientific professional firm, marketing is of more recent growth to industry in general from a simple to a more complex form of production and distribution of goods and services.
The initial stage of development was that, of barter. The producer of a commodity supplied the consumer of it directly face-to-face and was paid for it with another commodity which the consumer had produced in his turn.
The most major stage was that of professional production wishing on intermediary as distributor and employing the mechanism of money and not barter that is a retailer emerged paid in cash and probably was the dominant figure in the transaction following the industrial revolution a further stage of evolution occurred with the development of mass production of goods and services new factories produced standardization commodities for new urban communities unable to produce their own requirement. Along with standardization want branding i.e. a standard name. But this stage was probably production oriented or production domination.
There come a time when mass production became common place and more than one brand of a particular type of product emerged become available to .purchase competitive branded product. In this situation, its essential to get more distribution more shop display, better retailer support them the competitor in this phase the company salesman become the key figure, the period was sale dominated.
As a consumer income increased and consumer attitude developed great sovereignty of choose emerged Sheer availability in the store sheer production display was not enough the consumer to be turn over. At a time when the  consumer  becomes  the  dominant  force,  the marketing concept truly emerged. This is the phase we are   in   now,   that   is   to   say   marketing   emerged   in conjunction   with   a   variety   of  force   from   which   it   is inseparable:
1.    The consumer
2.    Free availability of competitive products
3.    Free choice
4.    Consumer discrimination
This governs what marketing is and does.
1.2 STATEMENT OF THE PROBLEMS
The complex or general problem this research paper will be investigating is how marketing concept can be applied in our local market. Its primary aim is to throw More   light on the marketing   concept  in  the  traditional market.
The objective of this which is the determination of relationship of marketing concepts in the retailer market.
1.3 OBJECTIVE OF THE STUDY
The first task of the producer is to meet its aims and objectives the responsibility is a two way affair in return for a decent product at a decent price the consumer may be reasonable respected to provide a reasonable returning for their labour so the key task wholesaler is to formed the 'point of balance between a reasonable profit on one side and reasonable consumer offer on the other with this neither party should have cause to complain.
Therefore, the objective of the study is to identify individual consumer or users to whom marketing efforts are directed marketing mix is tailored to suit the specific target consumers or users of product.
1.4   IMPORTANCE OF THE STUDY
It is imperative at this stage to appreciate fully the vital importance of sound marketing concepts policy in the traditional market.
Therefore, it is an important result of the use of the marketing concept the co-operation in the local market is possible that is the producer effort is well coordinated. Every middleman in working towards a common goal.
The association of market woman has the responsibility of seeing that all sellers ere acting in accordance with the marketing concept one way of doing this is by convincing the producers of the importance of the marketing concept and placing someone with marketing background at head of the association of marketing women is helpful in this regards. In addition this people can also act as consumer spokesman 'within the market.
The marketing concept is the most important and matching multiple operations in the guest for equitable profit in commerce and industry today.
1.5   SCOPE OF THE STUDY
The study looks only at those factors that are considered before marketing concept is used or determined in the retailing activities. Therefore, the researcher will not over look the marketing concept of the manufacturer of the producers. To do this a different research is required. It should also be noted that the marketing concept setting in the supermarket and should not be compared. This research will not cover anything about the purchasing power and consumer behaviour.