Marketing Strategies and the Execution of Poverty Alleviation Programmes in Nigeria
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Marketing Strategies and the Execution of Poverty Alleviation Programmes in Nigeria

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– Marketing Strategies and the Execution of Poverty Alleviation Programmes in Nigeria –

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Abstract

Poverty reduction, no doubt, is an integral part of development which in this context, refers to meeting of basic human needs and improvement in total quality of life.

Since the satisfaction of basic human  needs and  wants is critical for development, poverty alleviation policymakers and implementers will contribute towards meeting these basic  human  needs by formulating, designing and implementing effective social and macromarketing-driven poverty alleviation policies and programmes, based on detailed knowledge and inputs from the beneficiaries.

Based on the above background, the study sought to achieve the following objectives: to determine the extent to which policymakers and implementers applied marketing strategies in the poverty alleviation programmes’ design, implementation and campaigns.

To find out whether poverty alleviation policy formulation and campaigns were based on information and inputs from the beneficiaries and stakeholders; to determine the level of poverty alleviation programmes awareness among the poor beneficiaries.

To find out the extent of beneficiaries participation in the designing and implementation of poverty alleviation programmes and campaigns, and to determine whether the poor beneficiaries had easy and unhindered access to poverty alleviation programmes in Nigeria.

Introduction

The World Bank (2000)  World Development Report defines poverty as  an unacceptable deprivation in human well-being that can comprise both physiological and social deprivation.

Physiological deprivation involves the non-fulfillment of basic material or biological needs, including inadequate nutrition, health, education and shelter. A person is considered poor if he or she in unable to secure the goods and services to meet these basic material needs.

Social deprivation widens the concept  of  deprivation to include risk, vulnerability, lack of autonomy,  powerlessness and lack of self-respect.

Poverty is a worldwide-recognized problem that afflicts more than one billion people (Adeyemo and Alayande, 2001:1).

It is said to exist when one or more persons fall short of a level of economic welfare deemed to constitute a reasonable minimum, either in some absolute sense or by the standard of a specific society (Lipton and Ravallion, 1995).

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