MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY IN SOFT DRINK INDUSTRY, (A STUDY OF NIGERIAN BOTTLING COMPANY PLC. OWERRI)

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 ﾿