THE IMPACT MARKETING RESEARCH ON THE MARKETING .

THE IMPACT MARKETING RESEARCH ON THE MARKETING PERFORMANCE OF SOFT DRINK IN NIGERIA. (A CASE STUDY OF 7 UP PLC ABA ABIA STATE)

ABSTRACT

This work is based on finding out the impact of marketing research on the marketing of soft drink in 7 up bottling company. Chapter one which is the introduction revealed the background of the study, statement of the problems objectives of the study and some of theses objectives were to determine whether marketing research is a better way of satisfying the customer needs to ascertain if research study is necessary for marketing of the soft drink in 7 up company etc. abia research questions statement of hypothesis significant of study were stated in this chapter. Chapter two discusses literature review which showed the definition of marketing and customer needs marketing concept, importance of marketing research. Chapter three discusses the research methodology which showed the methods and procedures used in the gathering information for the study. The following element were shown which include research, design area of study population of the study, determination of sample size sampling techniques the data was collected using questionnaire which were distributed to the respondents. The collected data was analyzed using the sample percentage method. The formulated research hypothesis was tested using chi- square statistical techniques. Chapter four is the data presentation and analysis, the collected questionnaire which was completing filled by the respondents was analysis to determine the expressed that 73% of the respondents revealed that the effective marketing research has an effect to the company’s product quality. Again 86% of the respondent showed that customers do not complain about the company’s product 96% of the respondents showed that marketing research help the company in achieving its goals and objectives.

From the two hypothesis tested the result showed that:

There is a significant relationship between marketing research and company goals and objectives.
chapter five showed the summary, conclusion and recommendation. The company should continue with its effective marketing. Resrach since it enable them in achieving its goals and objectives. The company should carry out marketing survey in order to discover any change in customer needs and wants.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgment

Abstract

Table of content

Chapter one

introduction
- background of the study
- statement of the problem
- Objectives of the study
- Research questions
- Statement of hypothesis
- Significant of the study
- Scope of the study
- Limitation of the study
- Definition of terms

Chapter two

literature review
- introduction
- ( other functions of topic )

Chapter three

research methodology

3.1 introduction

3.2 research design

source /methods of data collection
population and sample size
sample techniques
validity and reliability of measuring instrument
method of data analysis

chapter four

presentation and analysis of data
- introduction
- presentation of data analysis data
- test of hypothesis
- interpretation of result(s)

chapter five

summary, conclusion and recommendations
- introduction
- summary of findings
- conclusion
- recommendations

References

Appendix

CHAPTER ONE

INTRODUCTION

From the definition of marketing which says that marketing the performance of business activities that direct the flow of goods and services from the point of production to the point of consumption with combination of the definition that says it is the identification, anticipation and at a profit to the firm.

To achieve the above stated objectives and goals of marketing, there must be effective marketing research to enable the marketing to actualize his/her objectives.

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