Marketing can be defined as the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customer and society at large. The above definition was approved by the American marketing Association Board of Directors on July 2013. The above definition implies that all the business organization should create value for customers and society at large by knowing their needs and wants and strive to satisfy them thereby making their profit (Emeka, 2010).  According to ijeoma(2011) Consumers who are not sophisticated in their behaviour as to what should be their proper choice feels that they have little or no control over the product or services they get as a result, are frustrated in their role as consumers, as they are becoming more and more aware of their right or roles as consumers, they often feel abused or even insulted.  From observation, serious questions have been raised about the extent to which the marketing concept has been adopted to achieve business objectives and goods by fast firms in Awka (Mr. Biggs and Crunchies), which is clear evidence that marketing concept has been inadequately effective to the point that the concept no longer holds truth. Most people misinterpret the use of marketing concepts. Most marketing managers believed that adopting the marketing concept which is giving the consumer anything desired prices below cost, for example, could lead to bankruptcy. To the best of my knowledge and personal experience, the best and possible consumer items of agricultural products are rice, beans, garden egg, plantain, fruits etc.  Most times, consumers of local products have complained of the quality, functionality, durability, safety and availability of goods and services. In order to improve the selling effectiveness, fast food firms have focused their attention on a true knowledge of the consumers, his needs and buying behaviour. This approach is expensive because it requires extensive approach, research and skillfully executed marketing programmers (kuti, 2009). But the aim has been the idea that profitable sales will be rewarded of skillful satisfaction of wants, deliver3ed to the consumers in cheerful manner.  Theoretically, the research defines and talks about the basic elements, components and evolutions of the marketing concept. It focuses on some challenges for fast food firms in Nigeria and Awka in particular.

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