IMPORTANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING COMPANY
The research work examines the IMPORTANCE of marketing research in enhancing the service level of manufacturing firm and to achieve the purpose. Past contributions and the opinions at experts were reviewed. The research design adopted in carrying out this research work is quas – experimental design and the primary data was collected with the aid of questionnaire from ten (10) respondents draw from three small scale firm in Owerri. The data was subsequently analyzed using frequency table and percentages via analysis of variance solution software package (SPSS). After critically analyzing the data, the following were the findings that there is a significant relationship between marketing research and the service level of manufacturing firm and secondly moderating factors do interfere in the relationship between marketing COMPANY and recommendations were made, that firm should be enlightened on the IMPORTANCE of marketing research and how it attest marketing performance positively, adapt in order to have an edge over technological tools to suit current market situation. The IMPORTANCE of marketing research in enhancing the service level of manufacturing firm (A case study of some selected manufacturing firm in Owerri Metropolis).
- BACKGROUND OF THE STUDY
The Nigerian economy for long has been characterized with little wonder, Nigeria is often known as a reseller market. The few manufacturing firm still operating are either muiti-national cooperation or government establishment. This scenario has adversely affected the Nigeria economy to an extend. It has become dumping ground for other countries.
Although a lot of economics reform programms were initiated in Nigeria to make the manufacturing industry vibrant and allow infant industries to grow, such programms were never sustained to the later due to political instability and mismanagement of funds by stakeholders. Nevertheless, the recent programmes of the federal government has given hope to the manufacturing COMPANY or industry as small and medium scale manufacturing firm are gradually emerging everywhere.
However, due to mildness and inexperience of the infant manufacturing firm, there has been a continuous cry of out consumers of low quality products and service. The major reason for this poor performance has been attributed to the lack of marketing research by large cooperation in Nigeria.
Marketing research plays a vital role in the success of every business entity. Expect believe that marketing research is the main pilot of commercialization.