MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY ENUGU)

MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY ENUGU)

 ABSTRACT

This project work is meant to examine marketing research as a tool for increased profitability.

A case study of Nigerian Bottling Company Enugu.

The main objectives of this study include:

–                      Determination of the extent marketing research can improve product quality.

–                      To find out how marketing research can increase profitability.

–                      To ascertain the extent to which marketing research effect customer satisfaction.

The researcher used structured questionnaire and personal interviews to elicit responses from members of the WBC.T-test, percentage and mean cluster mean and standard deviation were used in analyzing and interpreting data collected.

The interpretations and results of hypothesis, testing formed the core findings of this project.

1.           NBC improved the quality of its product through marketing research.

2.           Marketing research increased their profitability.

3.           NBC does not have a separate research department apart from the central one.

4.           The engage in field research more than other types of research.

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

1.1    Background of study

1.2    Statement of the problem

1.3    Purpose of study

1.4    Scope and delimitation of study

1.5    Research question

1.6    Hypothesis

1.7    Significance of the study

1.8    Limitation of the Study

CHAPTER TWO

LITERATURE REVIEW

2.1    Benefit of marketing research

2.2    Contributions of marketing research

2.3    Problems facing marketing research

2.4    Effect of marketing research

2.5    Impact of a marketing research on the company

2.6    Marketing research as a tool for increased profitability

2.7    Summary of related literature review

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1    Research design

3.2    Area of study

3.3    Sample and sampling procedure

3.4    Instrument for data collection

3.6    Validation of instrument

3.7    Reliability of the instrument

3.8    Method of data collections

3.9    Method of data analysis

CHAPTER FOUR                                                          Discussion, recommendation and conclusion                  4.1    Summary of findings

4.2    Conclusions

4.3    Recommendations

4.4    Suggestion for further research

Appendix                                                            Questionnaire

Appendix

CHAPTER ONE

1.0    INTRODUCTION

1.1    BACKGROUND OF THE STUDY

        The mineral water industry is slightly transforming into a buyers bither hitherto to a sellers market, which it had been for a very long time.  This draft may be attributed to the several new entrants into the industry.  This situation had made the several industries to strive to survive and hence what?

The need for effective marketing tools for survival or for attainment is the watchword of every business organization, therefore organizations always work very hard towards the attainment of their objective of set of objectives.  In trying to do this, the organization has to imply some of the laid down scientific or modern techniques.  Business today should be formulated and demand that planned and defined systems and tools be formulated and adopted to meet organizations requirements, and one of such tools in marketing research.

MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY ENUGU)