The increase in demand for cosmetics products and other consumer goods in Nigerian have made manufacturing industries to show less concern for adoption of marketing concept in their establishment. However, many of them have been growing despite this orthodox approach.

The country experienced a boom in her economy in recent past. This lasted for just a short period before the recession sets in. austerity and economic emergency have brought harder condition to many business organizations. Due to acute shortage of material needed for industrial production, the entire economy is experiencing production problem which is resulting to either close down of the factories or retrenchment of workers.

In order to maintain competitive advantage in this hard period, customers and competitors, social and even legal factors that might affect her performances. This is the essence of marketing research. The key task of any organization should be to determine the needs and wants of her target markets and adopt the marketing system to deliver the desired satisfaction more effectively and efficiently than its competitors.

Kotler, emphasizing the importance of marketing concept pointed out that “marketing is a relevant discipline for all organizations in so far all organization can be said it have customers and products. It follows therefore that firms should emphasize the marketing concept in order to survive from his hard time and the on slight of competitors. A critical look on the marketing team policy strategies and general management operational policy that will ensure the achievement of the firms objective and set out goals should be adequately maintained.

In fact, continuous existence of Industries will depend largely on how marketers handle the challenges of the economic emergency and the general recession. Effective application of the marketing mix to company’s goals will invariably yield positive results.

1.1 BACKGROUND INFORMATION OF THE STUDY

Cosmetics are substances especially prepared to improve, beautify and generally increase the attractive of an individual cosmetics preparations are therefore intended to enhance the beauty of skin, hair, hands, lip and even the nails.

The issue of cosmetics trade in Nigerian has been a long time experience starting from when the products were manufactured locally. From herbs, fruits, plaints, in sects and even clay used in body decorations. Today almost everyone uses one form of cosmetics which include body creams and pomades, lip sticks, cutex, weaveon deodorants or perfumes, wigs, powders, and many others. During seasonal periods and especially during harmattan, one notices very high demand for the cosmetics products. This quickly explains the extent of its markets.

Essien in his work on cosmetic Industry in Nigerian said up to three hundred million naira (N300m) is spent every year on cosmetics. He described the industry as one of the fastest growing industries in the country.

In fact a local consulting firm has advised Nigerian investors and Industries to turn their attention to cosmetics.

According to this firm the estimated demand for cosmetics in 1985 was 48,900 tones but the actual available cosmetics fell below 50% of the demand. At moment most of the local cosmetics producing plants are operating at about 25% capacity.

Imported cosmetic which constituted nearly a third of the total cosmetics available in the Nigerian market in normal times has now been stopped completely. “In 1984 the share of import in the total cosmetics available in Nigeria markets fell from 33.3% to 15% local production of cosmetic also fell an estimate of 24,800 tones to a production volume of 18,850 tonnes i.e. a fall of 24.6%. It could be safely said that demand cannot still be adequately met.

Nigeria Institute of social and Economic Research (NISER) Ibadan estimates the average per capital cosmetics consumption in Nigerian at N12.60 and points that it grows with the standard of living or per capital GND

Nigeria at present has many cosmetics producing organization with PZ industries leading. AZ steward, a division of UAC of Nigeria (UACN) in the second position Haco; a company in John Holt.