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 f marketing research significantly aid marketing decision making , to ascertain if marketing research impacts positively on the profit of the organization ; to determine f marketing research contributes much significantly to product quality 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 positively 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 continuously aid the marketing managers decisions towards competitiveness in this ever changing and dynamic globalized economy, that marketers strive to remain afloat through customer delight.