ABSTRACT

This study was focused on marketing research as a tool for increased profitability in soft drink industry, a case study of Nigerian bottling company plc Owerri. The main objective of any business organization is to produce goods and service that will satisfy the needs of its customers at a profit. It is truism that no business organization can survive without information. The objectives set for this study was; to determine if marketing research significantly aid marketing decision making ; to ascertain if marketing research impacts positively on the profit of the organization ; to determine if marketing research contributes much significantly to product qaulity improvement in the firm. The population of the study is 100 which consist of the staff of Nigerian Bottling Company Plc Owerri. The sample size is 80 which forms the bases upon which the analysis was carried out. The respondents were surveyed by means of questionnaire that was self administered. The primary data gathered by means of the survey conducted were analyzed through frequency tables. The chi-square statistical tool and correlation test were later employed to examine the statistical significance of the relationship studied. The results of the findings from the analysis carried out shows that marketing research impacts positvely on the firms´s profit, aids marketing managers in decision making; contributes significantly to customer satisfaction and improves the firm´s product qaulity as well. In view of this findings, the researcher also recommend the retainance of competent personel to carry out marketing research that will continously aid the marketing managers decisions towards competitiveness in this ever changing and dynamic globalized economy, that marketers strive to remain afloat through customer delight.  

TABLE OF CONTENTS

Title i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents ix

List of tables x

Abstract xi

CHAPTER ONE

1.0 INTRODUCTION 1

1.1 Background of the study 1

1.2 Statement of problem 4

1.3 Objectives of the study 6

1.4 Research questions 6

1.5 Research hypothese 7

1.6 Significance of the study 7

1.7 Scope of the study 8

1.8 Limitations of the study 8

1.9 Operational definition of terms 9

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE 11

2.1 Introduction 11

2.2 Nature of marketing 14

2.3 Marketing research 15

2.3.1 Types of marketing research 17

2.3.2 Forms of business research 19

2.3.3 Roles of marketing research 20

2.3.4 Objectives of marketing 22

2.3.5 Importance of marketing research 22

2.3.6 Marketing research methods 23

2.3.7 Sources of marketing research information 25

2.3.8 Steps in marketing research 26

2.3.9 Limitations of marketing research 29

2.4 Marketing research instruments 30

2.5 The role of marketing research department in soft 

drink industry 31

2.6 Historical background of the Nigerian bottling

 company plc, (NBC) 33

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 35

3.1 Introduction 35

3.2 Research design 36

3.3 Area of study 36

3.4 Population of the study 36

3.5 Sample size 36

3.6 Sources of data 37

3.7 Instruments of data collection 38

3.8 Methods of data analysis and presentation 38

CHAPTER FOUR

4.0 DATA PRESENTATION AND ANALYSIS 39

4.1 Questionnaire distribution 39

4.2 Socio-economic data 40

4.3 General data 43

4.4 Test for hypothesis 46

CHAPTER FIVE

5.0 SUMMARY OF FINDINGS, CONCLUSION 

AND RECOMMENDATION 56

5.1 Summary of findings 56

5.2 Conclusion 57

5.3 Recommendation 58

REFERENCE

APPENDIX