THE IMPACT OF MARKETING RESEARCH AS AN AVENUE FOR PROFITABILITY: A CASE STUDY OF COCA-COLA NIGERIA PLC

THE IMPACT OF MARKETING RESEARCH AS AN AVENUE FOR PROFITABILITY: A CASE STUDY OF COCA-COLA NIGERIA PLC

ABSTRACT

The study reviews the need for marketing research in a business organization set to make profit. The company under study Coca-Cola Nigeria Plc do state, prove to be one that have imbibe the culture of the marketing research. The general statistics from data gathered indicated that the staffs of the company are aware of the benefit derivable from marketing research. The data also shows that the company presently embarks on research effort, not depending on government assistance. The strategies are steam from findings got from marketing research made. The various types of research were also rewarded in the study. The fact that marketing research may be disadvantageous under some situation was also considered. 

TABLE OF CONTENT

CHAPTER ONE  

Introduction

Background of the study

Statement of the problem

Purpose of the study

Basic assumption

Hypothesis

Significance of the study

Limitation of the study

Definition of terms

CHAPTER TWO 

Literature Review

CHAPTER THREE        

Research design

Population of the study

Sample of the study

Sampling techniques adopted

Validation of instrument

Method of data collection

Method of data analysis

CHAPTER FOUR

Presentation of data and discussion of results

CHAPTER FIVE

Summary, Conclusion, and Recommendations

REFERENCES    

APPENDIX

CHAPTER

INTRODUCTION

1. BACKGROUND TO THE STUDY

Over the years, the field of marketing had proven to be a dynamic one. Its transformation from the simple act of buying and selling to a complex system which is regarded as the success of an organization word… is evident to that effect. Marketing is very important to any organization since its success would depend largely on the scale of product of service. Marketing research is of immense importance in the management of business enterprise for centuries.

Although, its development was accelerated by the industrial revolution, marketing research remained crude, minor over the centuries. It did not become common a significant part of a firms marketing strategy, until the advent of the technological revolution after World War II, which included a proliferation of new and more complex consumers and product, increased economic of scale, new markets and encouraged the geographical expansion of business operations. One result of this post war development has been an increase in the number of business failure and the cost of bad divisions.

THE IMPACT OF MARKETING RESEARCH AS AN AVENUE FOR PROFITABILITY: A CASE STUDY OF COCA-COLA NIGERIA PLC