MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY ENUGU)

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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

Title page

Approval page

Dedication

Acknowledgement

Table of contents

List of table

Abstract

CHAPTER ONE

INTRODUCTION

1.4Scope and delimitation of study

1.5Research question

1.6Hypothesis

1.7Significance of the study

CHAPTER TWO

LITERATURE REVIEW

2.1Benefit of marketing research

2.2Contributions of marketing research

2.3Problems facing marketing research

2.4Effect of marketing research

2.5Impact of a marketing research on the company

2.6Marketing research as a tool for increased profitability

2.7Summary of related literature review

CHAPTER THREE

METHODOLOGY

3.1Research design

3.2Area of study

3.3Population of study

3.4Sample and sampling procedure

3.5Instrument for data collection

3.6Validation of instrument

3.7Reliability of the instrument

3.8Method of data collections

3.9Method of data analysis

CHAPTER FOUR

Discussion, recommendation and conclusion

4.1Summary of findings

4.2Conclusions

4.3Recommendations

4.4Suggestion for further research

4.5Limitation of the study

References

Appendix

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MARKETING RESEARCH AS A TOOL FOR INCREASED PROFITABILITY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY ENUGU)

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