THE IMPACT OF MARKETING INFORMATION SYSTEM ON SALES PERFORMANCE

ABSTRACT

A marketing information system (MIS) is an orderly procedure for the regular collection of raw data both internally and externally and the conversion of these data into information for marketing decisions.  This research project studies the impact of marketing information system on sales performance of Peugeots Automobile Nigeria (PAN) Limited Kaduna. The study covers five chapters. The problem of the study is to determine the adequacy of the marketing information system on sales performance of Peugeot.  Survey research design was adopted for the study. 150 people was chosen as sample size out of the 1,185 population using simple random sampling techniques. Relevant research questions were formulated and used for gathering of data with its qualitative instrument questionnaire. The survey to the research question have produce a number interested findings. One of the important findings shows that one basic ways of gathering information by the Peugeot Automobile Nigeria Limited. (PAN) Kaduna. was through their internal records (information). Which is to say, information is given by the stock control unit. The study conclusively discovered that adequate attention should be given on their marketing mix (price, promotion, place and product) effective distribution of quality products are very paramount in Peugeot Automobile Nigeria Limited (PAN) Kaduna marketing. It is thus recommended that the relationship between the sales department marketing information department and production department should be greatly  improved.

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TABLE OF CONTENTS

Title page        -           -           -           -           -           -           -           -           -           i

Declaration      -           -           -           -           -           -           -           -           -           ii

Approval page             -           -           -           -           -           -           -           -           iii

Dedication      -           -           -           -           -           -           -           -           -           iv

Acknowledgement      -           -           -           -           -           -           -           -           v

Abstract          -           -           -           -           -           -           -           -           -           vi

Table of contents        -           -           -           -           -           -           -           -           vii

CHAPTER ONE: (Introduction)

1.1              Background of the Study       -           -           -           -           -           -           1

1.2        Statement of the Problems -   -           -           -           -           -           -           3

1.3              Objective of the Study           -           -           -           -           -           -           3

1.4              Significance of the Study       -           -           -           -           -           -           4

1.5              Research Question      -           -           -           -           -           -           -           4

1.6              Scope of the Study     -           -           -           -           -           -           -           4

1.7       Limitation       -           -           -           -           -           -           -           -           5

CHAPTER TWO: (Literature Review)

2.0       Introduction                -           -           -           -           -           -           -           6

2.1       Conceptual framework of Marketing Information System    -           -           7

2.2       Definition of Marketing Information System -           -           -           -           13

2.3       Objective of Marketing Information System -           -           -           -           15

2.4       Functions of Marketing Information System -           -           -           -           17

2.5       Limitation of Marketing Information System            -           -           -           18

2.6       Sales Promotion          -           -           -           -           -          -           -           19

2.7       Contribution of Marketing Information System in Nigeria    -           -           22

CHAPTER THREE: (Research Methodology)

3.1       Introduction    -           -           -           -           -           -           -           -           26

3.2       Area of the Study       -           -           -           -           -           -           -           26

3.3       Research Design         -           -           -           -           -           -           -           26

3.4       Sampling Techniques  -           -           -           -           -           -           -           27

3.5       Population of the Study          -           -           -           -           -           -           27

3.6       Sample Size     -                       -           -           -           -           -           27

3.7       Data Collection and Instruments        -           -           -           -           28       

CHAPTER FOUR: (Data Analysis and Interpretation)

4.0       Data Presentation and Analysis          -           -           -           -           30

4.1       Characteristics of the respondents      -           -           -           -           30

4.2       Data presentation and Interpretation- -           -           -           -           38

4.3       Test of Hypothesis      -           -           -           -           -           -           39

4.4       Research Findings       -           -           -           -           -           -           39

CHAPTER FIVE: (Summary, Conclusion and Recommendation)

5.0              Introduction    -           -           -           -           -           -           -           42

5.1              Summary         -           -           -           -           -           -           -           42

5.2              Conclusion      -           -           -           -           -           -           -           44

5.3              Recommendations      -           -           -           -           -           -           46

Bibliography:  -           -           -           -           -           -           -           48

Appendix A: Letter of Introduction

Appendix B: Questionnaire