EFFECT OF MARKETING CONCEPT ON ORGANIZATIONAL PERFORMANCE (A STUDY OF MAIDUGURI FLOUR MILLS LIMITED)

ABSTRACT This study critically examined the Effect of Marketing Concept on Organizational Performance using Maiduguri Flour Mills Limited as a case study. The primary objective was to evaluate how customer-focused strategies influence key performance indicators such as productivity, profitability, customer loyalty, and market share. To achieve this, a survey research design was adopted, involving 55 respondents drawn from different departments of the organization. Data were collected using structured questionnaires complemented by secondary sources, and analyzed using descriptive statistics and the Chi-square test to ensure accuracy and reliability of findings. The results revealed that understanding and effectively addressing customer needs, wants, and demand significantly improve service delivery, staff efficiency, customer satisfaction, and overall organizational growth. It was further observed that customer-centered practices help organizations strengthen their market position, enhance brand reputation, and achieve sustainable profitability. The study concludes that a strong customer orientation is not merely a marketing tool but a strategic necessity for achieving operational excellence and long-term success. Therefore, it recommends that Maiduguri Flour Mills Limited should continually assess customer preferences through research, customize its products and services to suit changing demands, train employees to enhance customer service, adopt innovative marketing and technology-driven engagement tools, and integrate sustainability and corporate responsibility into its operations to maintain competitiveness and ensure enduring growth in today’s dynamic business environment.