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 organisation’s requirements, and one of such
tools in marketing research.
Marketing research according to Philip Kottler in Journal of
marketing is the systematic design, collection, analysis and reporting of data
and findings relevant to a specific marketing situation facing the
company. Also American Marketing Association (2004:4) defined marketing
researcher as the formation that links the consumer, customer and public to the
marketer through information used to identify and define marketing opportunities
research as the “use of scientific method, to collect information relevant to
the marketing of goods and services marketing research concerns itself with
co-coordinating responsibilities comparing actual sales volume with forecasted
sales volume and acting upon result to achieve maximum profit. The
universal application of marketing organization and other fields of human
endeavour cannot be over emphasized and the Nigerian Bottling Company is not an
exception in this direction.
As already stated that
in the Nigerian context, the sellers market rather than the buyers market had
been obtainable, this is a situation where whatever sellers of products of
goods and services offered to the market must be sold. This situation
emanated from the fact that the country is experiencing production crises which
has led to crises of short supply and always satisfy their consumers adequately.
This situation has been
worsened by the non existence of consumerist activities in Nigeria which has
made it impossible for the Nigerian consumers to influence governments’
legislation to protect their rights, the very few attempts which government had
made to protect the consumers had been recklessly flouted by the business
sector. Consumerism is beneficial firstly to consumers and manufacturers
alike because such association will provide a “go ahead” to manufactures which
have what the consumers need and approves, and this can only be achieved
through marketing research.
The Nigerian Bottling
Company first came to Nigeria in 1953 and established it’s first bottling plant
in Lagos. This was to be the beginning of growth and development in 1956,
two other plants were established in Kano, and Jos respectively. The
opening of the Ibadan plant followed in 1961, the next was that of 1970.
The Enugu plant at 9th mile corner Ngwo was established
in 1975. in all, there are about 21 bottling plants in several parts of
the country. In some states where bottling plants are non existents,
large depots are always maintained to serve the growing demand for the products
by consumers in those areas.
The Nigerian Bottling
company plc are sole markers of several brands of soft drinks in Nigeria.
Their products include cocoa-cola, fanta orange, fanta tonic water, fanta
ginger Ale, fanta chapman, fanta lemon, five alive, fanta soda, Eva water
sprite and krest bitter lemon.
The Nigerian Bottling
brought with it the development of number of allied establishments all
contributing to the growth of the Nation. Some of the establishments are
the Delta Glass company at Ugheli, Delta State that supplies the Nigerian
bottling company with the millions of bottles they used, the crown products
factory at Ijebu-Ode, Ogun State and Kano state respectively, which manufacture
the metal cork used in sealing the bottles, the Benin plastic company, which
make the creates for carrying the products.
The Nigeria Bottling
Company as the leader in soft drink production in Nigeria employs more than
60,000 Nigerians in all fields of it’s operation. The company has
immensely helped in the development of sport and sporting activities mainly
through sponsorships and promotions.
1.2 STATEMENT OF THE PROBLEM
A company may have good innovation well equipped
plant and office facilities strategically located and good promotion activities
but if it has no place for effective marketing research which will bring about
customers satisfaction, then the whole effort used in putting the other factors
in place has been wasted. Some of these areas, the study will look into
for improvement of this study are.
1. The need to improve the product quality offered
to the customers.
2. Effect of production and supply crises.
3. Low profitability on the side of the producer
4. Lack of interest in the customers satisfaction.
1.3 PURPOSE OF STUDY
1. To determine to what extent marketing research
can improve product quality.
2. To curb production and supply crises through
marketing research programme.
3. To find out the extent to which marketing
research can increase profitability.
4. To ascertain the extent to which marketing
research can effect customers satisfaction.
1.5 RESEARCH QUESTION
To guide this project work, three research
questions were formulated to ensure charity.
1. To what extent has marketing research improved
product quality.
2. To what extent has marketing research results
been used to curb production and supply crises.
3. To what extent has marketing research affected
customer satisfaction.
1.6 NULL HYPOTHESIS
H0:1 - There will be no
significant difference at the
profitability level of 05(P<05) between the mean perception of
senior and junior staff of Nigerian Bottling Company Enugu on how marketing
research improved product quality.
Ho2 - There will
be no significance difference (p<05)
(at the probability level of 05) between a mean perception of
senior and junior staff of Nigerian Bottling Company Enugu on how marketing
research results is been used to curb production and supply crises.
Ho3 - There will
be no significance difference (p<05)
(at the probability level of 05) between a mean perception of
senior and Junior staff of Nigerian Bottling Company Enugu on how marketing
research increased profitability.
Ho4 - There will
be no significance between (p<05)
(at the probability level of 05) between a mean perception of
senior and junior staff of Nigerian Bottling Company Enugu on how marketing
research affected customers satisfaction.
1.7 SIGNIFICANCE OF THE STUDY
The benefits of this study are speeded to every body including the
company, competitors, readers and myself with the customers. The
significant of this study should not be left out because without marketing
research the organization like the one mentioned in our introduction will not
be moving forward.
The company will be benefiting through the means of knowing where
they are lacking and where they are to improve when we talk about the
competitors, of course, they gain by knowing to challenge or compete, with the
competitors, also about the readers of this particular project, the research
will benefit the readers in the aspect of selecting or knowing the best mineral
company they should go for and this will include the customers also because
some times readers night be one of their customers. So the significant of
this research to the researcher is a lot, although I went through a lot of
stress but eventually I got what I wanted, so I benefited by knowing how they
produce their products and how they’ve been talking with their competitors and
have more understanding about the above company.
Department | Marketing |
Project ID Code | MKT0143 |
Chapters | 5 Chapters |
No of Pages | 71 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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