The Impact of Marketing Research on the Marketing Performance of Soft Drink in Nigeria (A Case Study of 7Up Plc Aba Abia State)
This work is based on finding out the impact of marketing research on the marketing of soft drinks in 7 up bottling companies. Chapter one which is the introduction revealed the background of the study, statement of the problems objectives of the study, and some of these objectives were to determine whether marketing research is a better way of satisfying the customer needs to ascertain if a research study is necessary for the marketing of the soft drink in 7 up company, etc. Abia’s research questions statement of hypothesis significance of study were stated in this chapter. Chapter two discusses the literature review which showed the definition of marketing and customer needs marketing concept, the importance of marketing research. Chapter three discusses the research methodology which showed the methods and procedures used in gathering information for the study. The following element was shown which include research, design area of the study population of the study, determination of sample size sampling techniques the data was collected using a questionnaire that was distributed to the respondents. The collected data was 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 filled by the respondents was analyzed to determine the expressed that 73% of the respondents revealed that effective marketing research affects the company’s product quality. Again 86% of the respondent showed that customers do not complain about the company’s product 96% of the respondents showed that marketing research helps the company in achieving its goals and objectives.
From the two hypotheses tested the result showed that:
1. There is a significant relationship between marketing research and company goals and objectives.
2. Chapter five showed the summary, conclusion, and recommendation. The company should continue with its effective marketing. Research since it enables them in achieving their goals and objectives. The company should carry out a marketing survey to discover any change in customer needs and wants.
TABLE OF CONTENT
Table of content
1.1 background of the study
1.2 statement of the problem
1.3 Objectives of the study
1.4 Research questions
1.5 Statement of hypothesis
1.6 Significant of the study
1.7 Scope of the study
1.8 Limitation of the study
1.9 Definition of terms
2.0 Literature review
2.2 (Other functions of the topic)
3.0 research methodology
3.2 research design
3.3 source /methods of data collection
3.4 population and sample size
3.5 sample techniques
3.6 validity and reliability of measuring instrument
3.7 method of data analysis
4.0 presentation and analysis of data
4.2 presentation of data analysis data
4.3 test of hypothesis
4.4 interpretation of result(s)
5.0 summary, conclusion, and recommendations
5.2 summary of findings
The definition of marketing says that marketing is the performance of business activities that direct the flow of goods and services from the point of production to the point of consumption with a combination of the definition that says it is the identification, anticipation, and at a profit to the firm.
To achieve the above-stated objectives and goals of marketing, there must be effective marketing research to enable the marketing to actualize his/her objectives.
Therefore, our concern in this chapter is to know what marketing research is how to actualize sales, to know who our market target is, what they want and when they want, and make it available for them at the appropriate time.
1.1 BACKGROUND OF THE STUDY
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. It is the identification, anticipation, and efficient satisfaction of consumers at a profit to the firm. In the achievement of the above-stated objectives and goals of marketing. Marketing can not be achieved without marketing research.
Therefore, what is marketing research? Before answering the question let me first state that the success of any given firm in the saturated market depends to a large extent on the ability to provide a want satisfying product. The extent to which a product satisfies a consumer is based on the ability of the producer to understand what the consumer needs.
Marketing research, therefore, provides the avenues through which the needs and satisfied. Marketing research gives the information on what to produce as well as the best segment of the market that offers the best opportunity. Hence through research firms identify visible segments that can be profitably cultivated. Onuoha. J. Kelechi.
Marketing management (2007:109).
Perhaps a better understanding of the measuring of marketing research should start with a proper appreciation of the words, marketing, and research. Marketing has been defined above as a student of marketing; we know that market has to do with the production, pricing, distribution, and promotion of goods and services in such a way that the interest of both the producer and consumer are satisfied. Longman’s dictionary of contemporary English gives the following meaning to research.
- service study of a subject that is interested to discover new facts or testing new ideas.
- the activity of finding information about something that you are interested in or need to know about.
- to study the subject in detail, especially to discover new facts or test new ideas.
- to supply all the necessary facts and information about something.
The marriage of the meaning of two words gives a clear and better understanding of the term marketing research. Ezirim Aloy Chinedu 2004:12).
Marketing research is finding out who the customers are and what they want (modern A R 1987:35) from the definition one can observe that market research aims to identify the customers and what they likely want in the future. The function of conducting marketing research is that of the marketing department to the organization to avoid bias firm is asked to employ the service of independent marketing consultants or jointly carry out the information gathered through market research can be useful in making an informed decision.
The areas where (Okafor 1998: 32-33) felt that information from market research can be applied include the following:
- who and where are the customers located and what are they like?
- who are the organization’s non –buyers and what are their reasons for not buying?
- how many producers are in the particular industry?
- what is the size of the market?
- How viable is the market?
Several definitions have been put forward on this concept. According to Paterson R.A (1982:47) marketing research is an objective formal process for systematically obtaining analysis and interpreting data to provide actionable information for marketing decision making. To Onuoha J. kelechi and Bassi BP (2004:16) marketing research is the systematic acquisition of data and its analysis to solve marketing problems.
Perhaps the simplest way of explaining the difference between marketing research and marketing research could be seen from their coverage as shown below Wilmshurst John (1978:123) indicated that profit-oriented firms conduct marketing research in the following areas:
Product research: new product screening, product acceptance, packaging, pricing.
Sales operation research: sales forces effectiveness, sales territories, the channel of distribution, oracle attitude, sales statistics sales forecasting.
User market research: the size of the market, market potential trends within the market, market share analysis.
Economic and Business research: economic trends and forecast, business trends and forecast political trends and forecast social trends and forecast competitive intelligence, inter-company/ inter-industry comparisons. Onuoha J Kelechi (2007: 112). The American Marketing Association defines marketing research as the systematic gathering, recording, and analysis of data about problems relating to the marketing of goods and services” this is a broad definition starting, in effects, that marketing research includes investigation of market segments, product differentiation, channel relationship, the effectiveness of salesmen and advertising, pricing product and so forth. The point to emphasize is that marketing research is not restricted to research the major type of marketing problem but applies to every phase of marketing.
The essential purpose of any marketing research is to provide data that will facilitate the identification of marketing problems for solutions to be proffered.
1.2 STATEMENT OF PROBLEMS
Naturally, every business exists to achieve its objectives which is principally making a profit but before such profit could be made the organization has to run into problems that may hinder the effectiveness of such a company.
Therefore, the research is in doubt whether poor research work has any effect on the product quality.
It is also unclear to the research if the use of marketing research is the better way of satisfying the customer needs.
Furthermore, it is also doubtful to research whether the research study is necessary for the marketing of the soft drink using 7 up the bottling company as a case study.
1.3 OBJECTIVES OF THE STUDY
- To determine whether poor research work has any effect on the product quality.
- To find out if the use of marketing research is the better way of satisfying the customer’s needs.
- To ascertain if a research study is necessary for the marketing of soft drinks.
- To determine whether marketing research has any marketing implication to the soft drink.
- To find out whether marketing research increases the sales volume of the company product.
- To know whether marketing research help to achieve the firm’s goals and objectives.
- To find out the types of marketing research budget they set whether is in line with the firm objectives.
1.4 RESEARCH QUESTIONS
The research during his study asked some questions that are to say in the course of this research, the following questions would be addressed:
- Is there any useful contribution which the 7 up a bottling company in particular and the soft drink in general made in the development Nigeria economy?
- Does poor research work affect the product quality?
- Is the use of marketing research a better way of satisfying the customer’s needs?
- Does research study necessary for the marketing of soft drinks?
- Does marketing research have any marketing implication to the soft drink?
- Does marketing research help the company in achieving its goals and objectives?
1.5 STATEMENT OF HYPOTHESIS
The following hypothesis is formulated.
Ho: there is no significant relationship between effective marketing research and increased sales volume.
Hi: there is a significant relationship between effective marketing research and increased sales volume.
Ho: there is no significant relationship between marketing research and the company’s goals and objectives.
Hi: there is a significant relationship between marketing research and the company’s goals and objectives.
1.6 SIGNIFICANCE OF THE STUDY
The research study would be of benefit to 7 up a bottling company in particular and to other soft drink in general who are in the same line of product. This study is important to the researcher in that it will enable him to acquire more knowledge in the area of marketing research. It acts as a guide to the case study and other firms in carrying out marketing research for their products.
To the research, it is the requirement for the award of a Higher National Diploma certificate. Also, other scholars and students will use this research work for researching similar topics.
The study is important because it will increase the body of academic knowledge available as a research study.
It is also relevant in the sense that it will serve as a reference problem. It will also benefit the investors in their area of business, the government will benefit from this study.
1.7 SCOPE OF THE STUDY
The emphasis of this study is the impact of marketing research on the marketing of soft drinks in 7 up plc Aba. And information is gotten from the staff of the 7 up bottling company Aba. This research work shall be limited to 7 up plc in Aba personal interviews shall be conducted with senior staff of the company. Also actual and potential customers shall be interviewed concerning his topic.
1.8 LIMITATION OF THE STUDY
In the course of carrying out this research work the researcher encountered some constraints which include;
- financial constraint
- time constraints
- non-research etc.
1.9 DEFINITION OF TERMS
- IDENTIFICATION: the process of showing proving or recognizing who or what some only or something is
- ANTICIPATION: the fact of seeming that something bad is happening in the future and controlling it now.
- SATISFACTION: the good feeling that you have achieved what you want to achieve
- SATURATED: to full somebody completely with to add any more.
- SEGMENT: a process of separating something from each other.
- NEEDS: this is the innermost desire of a human
- WANT: These is things human being desire to have when the opportunities call.
- VIABLE: that can be done, that will be successful.
- BIAS: a strong feeling in favor of or against one group of people
- ACQUISITION: the act of getting something, especially knowledge of skin
- DIVERSIFICATION: to develop a wider range of products interest skills to be more successful or reduce risk.
- FORECAST: a statement about what will happen in the future based on information that is available now.
- PROFFERED: a solution or advice offered to somebody.
- SYSTEMATIC: done according to a plan in a determined way.
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