MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY IN SERVICE INDUSTRY

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.