THE IMPACT OF MARKETING RESEARCH ON THE MARKETING

THE IMPACT OF MARKETING RESEARCH ON THE MARKETING OF SOFT DRINK IN NIGERIA (A Case Study of Seven-Up Plc Aba, Abia State)

ABSTRACT

This work is based on finding out impact marketing research in marketing of soft drinks in 7up bottling company. Chapter one which is the introduction revealed the background of the study, statement of the problem objectives of the study and some of these objectives were to determine whether marketing of the ascertain if research study is necessary for marketing of the soft drinks in 7up company etc. Also research questions statement of significant of the study scope of the study and limitation of the 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 determination of sample size sampling techniques etc data was collected using questionnaires which were 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 completely filled by the respondents was analysis to determine the findings of the result some of the findings expressed that 73% of the respondent revealed that the effective marketing research was an effect to the company’s product quality. Again 86% of the respondent showed that customers do not complain about the company’s. products, 96% of the respondents showed that marketing research help the company in achieving its goals and objective from the hypothesis tested the result showed that there is a significant relationship between marketing rearch and customer satisfaction. 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 research since it enables them in achieving its marketing goals and objective. The company should carry out marketing survey in order to discover any change in customer needs and wants.

TABLE 0F CONTENTS

Title page – – – – – – – –

Approval page – – – – – – –

Dedication – – – – – – – –

Acknowledgement – – – – – –

Abstract – – – – – – – –

Table of contents – – – – – –

CHAPTER ONE

Introduction – – – – – –

1.1 Background of the Study – – – –

1.2 Statement of the Problem – – –

1.3 Objective of the Study – – – –

1.4 Research Questions – – – – –

1.5 Statement of Hypothesis – – – –

1.6 Significance of the Study – – – –

1.7 Scope of the Study – – – – –

1.8 Limitation of the Study – – – –

1.9 Definition of Terms – – – – –

CHAPTER TWO

Literature Review – – – – –

2.1 Meaning of Marketing – – – –

2.2 Marketing and Consumer Need – –

2.3 Marketing Concept – – – – –

2.4 Importance of Marketing Research – –

2.5 Basic Approach of Marketing Research –

2.6 Research Problem – – – – –

2.7 Meaning of Marketing Research – – –

CHAPTER THREE

Research Methodology – – – –

3.1 Introduction – – – – – –

3.2 Research Design – – – – –

3.2 Population of the Study – – – – –

3.3 Method of Data Collection of the Data

Collection – – – – – – –

3.4 Population and sample size – – –

3.5 Sampling Techniques – – – –

3.6 Validity and Reliability of Measuring

Instrument – – – – – –

3.7 Method of Data Analysis – – – –

CHAPTER FOUR

Presentation, Analysis and Data – –

4.1 Introduction – – – – – –

4.2 Presentation of Data – – – –

4.3 Analysis of Data – – – – –

4.4 Interpretation of Result – – – –

CHAPTER FIVE

Summary of Finding, Conclusion and Recommendation – – – – –

5.1 Introduction – – – – – –

5.2 Summary of Findings – – – –

5.3 Conclusion – – – – – –

5.4 Recommendation – – – – –

Bibliography – – – – – –

Appendix – – – – – – –

Questionnaire – – – – – –

CHAPTER ONE

INTRODUCTION

The aim of marketing is to create value for customers and to capture value in returned. The impact of marketing research on the marketing performance of soft drinks industry in Nigeria is to understanding customer needs, create good relationship with the customer understand consumer behaviour and provide efficient satisfaction of consumer as a profit to the firm marketing is said to be the performance of business activities that direct the flow of goods and services from the point of production to the point of consumption

Therefore what is marketing research before answering the question let me first stated that the success of any give firm in the saturated marketing depends to a large extent on the ability to provide want satisfying products. The extent of the ability of the producer to understand what the customer actually needs, marketing research therefore provide the answers through which the needs and wants of the customer can be studied on satisfied. Marketing research gives the information on what to product as well as the best segment of the market that offers the best opportunity. Hence through research firms identify viable segments that it can profitable cultivate. Onuoha J. Kelechi. Marketing management (2007:109).

Perhaps a better understanding of the meaning of marketing research should start with a proper appreciation of the words, marketing and research. Marketing has been defined above as student of marketing; we know that marketing has to do wit the prediction, pricing distribution and promotion of gods and services such away that the interest of both the production and satisfied. The Longman’s dictionary of contemporary English gives the following meanings to research.

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