ABSTRACT
This research study focused on Impacts
of Effective Communication on Organizational Performance in Manufacturing
Industry with reference to Global Soap and Detergent Company.
Primary
and secondary data were used in this study. A total of one hundred and fifteen
(115) questionnaire copies were administered while eighty three (83) were
returned but only eighty (80) copies were valid for analysis in this study.
Statistical tools used in analyzing the data collected includes simple
percentage analysis and Analysis of Variance with the aid of Statistical
Package for Social Sciences (SPSS).
During the course of
the research it was discovered
that effective communication has significant impacts on volume of sales of
Global Soap and Detergent. The study also revealed that effective communication contributes positively to
organization’s productivity and that communication has a significant role to
play in the success of a business organization.
The
study concluded that effective communication can result to high level employee’s turnover or
productivity. The study recommended that
organization should endeavour to avoid or minimize miscommunication around the
working environment, in other to achieve and maintain good relationship and
mutual co-existence, between the top level management and lower level employees
and management should also adopt the scope of motivation in Global Soap and
Detergent Company.
TITLE
PAGE I
CERTIFICATION II
DEDICATION III
ACKNOWLEDGEMENT IV
ABSTRACT V
TABLE
OF CONTENTS VI
CHAPTER ONE:
INTRODUCTION
1.1 BACKGROUND TO THE STUDY 1
1.2 RESEARCH PROBLEM 3
1.3 OBJECTIVES OF THE STUDY 4
1.4 RESEARCH QUESTIONS 5
1.5 RESEARCH HYPOTHESES 5
1.6 SIGNIFICANCE OF THE STUDY 6
1.7 SCOPE AND LIMITATION OF THE STUDY 6
1.8 DEFINITION OF TERMS 7
CHAPTER TWO:
LITERATURE REVIEW
2.1 INTRODUCTION 9
2.2 CONCEPTUAL FRAMEWORK ON COMMUNICATION 11
2.3 THEORETICAL FRAMEWORK OF COMMUNICATION 34
2.4 COMMUNICATION EFFICIENCY 37
2.5 COMMUNICATION FLOW IN INDUSTRY 48
2.6 PRODUCTIVITY IN THE MANUFACTURING ORGANIZATION 51
2.7 PROFIT
MAXIMIZATION IN THE MANUFACTURING
ORGANIZATION 54
2.8 THE EFFECT OF COMMUNICATION ON CONSUMER BEHAVIOUR 56
2.9 BRIEF OVERVIEW ON GLOBAL SOAP AND DETERGENT 57
CHAPTER THREE
RESEARCH METHODS
3.1 INTRODUCTION 59
3.2 RESEARCH DESIGN 59
3.3 POPULATION OF THE STUDY 60
3.4 SAMPLE SIZE AND SAMPLING TECHNIQUES 60
3.5 METHOD OF DATA COLLECTION 61
3.6 DATA COLLECTION INSTRUMENT 61
3.7
RELIABILITY
OF INSTRUMENT 62
3.8 VALIDITY OF INSTRUMENT 62
3.9 METHOD OF DATA ANALYSIS 62
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 INTRODUCTION 64
4.2 ANALYSIS AND INTERPRETATION OF DATA 64
4.3 TESTING OF HYPOTHESES AND INTERPRETATION 79
4.4 DISCUSSION OF TESTED HYPOTHESES 81
CHAPTER FIVE:
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 INTRODUCTION
82
5.2 SUMMARY OF
FINDINGS 82
5.3 CONCLUSION 83
5.4 RECOMMENDATIONS 83
5.5 SUGGESTIONS
FOR FURTHER STUDIES 84
REFERENCES 85
QUESTIONNAIRE 88
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO
THE STUDY
One of the uniqueness of
the human person is the ability to objectify his thoughts and ideas through
language. With the social evolution of language, especially speech language,
man was able to widen the gap between him and the rest of the animal kingdom.
Thus, language can be seen as a system of sounds, symbols and words for
purposes of communication.
Communication touches
every aspect of human activity. Business communication is any communication
used to promote a product, service or organization, with the objective of
making sale.
The impact of effective communication
in every human organization cannot be over emphasized. It is reminiscent to the
function of blood within the human physiology. This is because it is a process
of creating, transmitting, disseminating and interpreting ideas, facts,
messages, opinions, feelings and information between one person and the other.
In fact, it is not an error of over claim to contend that the standard of an
organization’s productivity and efficiency is directly and indirectly related
to the standard of the communication system and networks.
According to Andersen (2001),
enhancement of an organization's communication capabilities may influence
performance through improved strategic decision making, better coordination of
strategic actions and by facilitating learning from strategic initiatives. The
power of communication approaches is further stressed by Juslin and Petri
(2003) who studied the impact of communication of emotions in vocal expressions
on music performance.
In other words, communication is a
process that is essentially a sharing one - a mutual interchange between two or
more persons that would ensure that the entire system functions as an organic
whole (Hybel and Weaver II, 2001). It consists of the content which can be the
factual information, discussion points, formal notices as well as the form of
communication which are the memos, reports and bulletins, just to mention
three. The media which can be face to face, written reports/memos, e-mail, fax,
telephone, audio (radio) and audio-visual which is the TV sets are also
crucial. In fact, in broadcasting, the medium is often said to be the message.
This is to underlie the role and importance.
Alexander
Ode (2009); defines communication as a process that makes common to two or
several what was the monopoly of one or some. It is also defined as the process
by which an individual (the sender) transmit stimuli to modify the behaviour of
other individual (the audience).
Many organization today
have capsized, some rapidly diminished, while some does not achieve the
intended sales level because they do not have a good communication system.
1.2 RESEARCH
PROBLEM
The promotion and improvement in the
communication system of manufacturing industry is the sine qua non for its
strength of character, ability to withstand competition, flexibility and profit
maximization.
Further to this is the observation of
Andersen (2001) that enhancement of an organization's communication
capabilities may influence performance through improved strategic decision
making, better coordination of strategic actions and by facilitating learning
from strategic initiatives.
The primary aim of
business organization is survival, so to survive, business organization must
not only design an effective communication techniques or system but must also
make a substantial profit which Drucker (2000) refers to as “the cost of
staying in the business” in making sufficient sales volume, a business
organization must device a sound communication system which will be used to
evaluate their sales performance.
Therefore against this
background, this research intends to undertake and examine the impact of effective
communication on organization performance in manufacturing industry using
Global Soap and Detergent as a case study.
1.3 OBJECTIVES OF
THE STUDY
The objective of this
study is to critically examine the impact of effective communication on organization
performance of manufacturing industry in Nigeria with reference to Global Soap and
Detergent, Ilupeju, Lagos. The objectives of this study are as follows:
1.
To
examine the relationship between effective communication and sales volume in
the manufacturing industry.
2.
To
determine how effective communication assists manufacturing organization to
achieve organizational goals and objectives in dynamic business environment.
3.
To
examine how effective communication affects profit maximization of manufacturing
company.
4.
To
determine the contributions of effective communication on the organization’s
productivity.
5.
To
examine how effective communication improves the manager-employee relation.
6.
To
determine the importance of effective communication in influencing employees to
perform better.
1.4 RESEARCH
QUESTIONS
These are the research
questions for this study:
1.
How
does effective communication assists an organization increase its sales volume?
2.
To
what extent does communication assists manufacturing organization to achieve
its goals and objectives in dynamic business environment?
3.
Does
effective communications has significant effect on profit maximization of
manufacturing company?
4.
How
does effective communication contributes to organization productivity?
5.
To
what extent does effective communication improves the manager-employee
relation?
6.
Does
effective communication influences employees to perform better?
1.5 RESEARCH HYPOTHESES
H0: Effective communication does not have positive impacts on sales
volume of Global Soap and Detergent.
H1: Effective communication has significant impacts on sales volume
of Global Soap and Detergent
Ho: Effective communication does not contribute positively to
organization’s productivity.
H1: Effective communication contributes positively to organization’s
productivity.
Ho: Effective communication does not have significant impacts on organization
profit maximization.
H1: Effective communication has significant impacts on organization
profit maximization.
1.6 SIGNIFICANCE
OF THE STUDY
The ultimate aim of
communication is to develop management in pursuit of excellent. More over the
outcome of this study could be employed both in manufacturing industries and
service sector, which will enable them to device a good communication system that
will foster their sales volume and enhance their sales output.
Effective communication
will also be of great importance to business organization by enabling them to
determine whether their sales performances are up to expected target. It will
also be of advantage to academics, as it will serve as foundation toward
greater in-depth and critical evaluation of effective communication in an
organization.
1.7 SCOPE AND LIMITATION OF THE STUDY
The scope of this study
focused on the impacts
of effective communication on organizational performance in Global Soap and Detergent,
Ilupeju, Lagos. This project also covered
the concept of effective communication and its elements, conceptual framework
on communication, theoretical framework of communication, communication
efficiency, communication flow in the industry and benefits of sound
communication.
This study could have
included other aspects of communication but there was limited time available on
the part of the researcher to carry out an extensive investigation and high
cost of acquiring needed materials. Another constraint which served as limiting
factor was the unwillingness of the executives in the organization to release
their vital information without the approval of the management.
1.8 DEFINITION OF TERMS
The researcher compiled
some key terms used in this study which may be distinct from their conventional
meaning.
Communication: The process by which ideas, feeling and information is
expressed from one person to persons or between person to persons.
Effective: Adequate to accomplish a purpose; producing the intended or
expected result.
Efficient: Performing or functioning in the best possible manner with
the least waste of time and effort.
Conflict: This can be defined as emotional or physical struggle when two or more
people are competing for the same resources, activities or goals which only one
of them can achieve expense of other.
Sales: is defined as the pinnacle activity involved in selling product or
services in return for money or other compensation. It is an act of completion
of a commercial activity.
Employees: Longman dictionary of contemporary English (2001) sees employees
as those who are paid to work for someone else.
Management: It is an act and science of getting things done through
others.
Performance: Armstrong (2001) sees performance as the record of outcomes
achieved.
Manufacturing: The process of converting raw materials, components, or parts into finished goods that meet
a customer's expectations or specifications. Manufacturing commonly employs a man-machine setup with division of labor in a large scale production.
Industry: A basic category
of business activity. The term industry is sometimes used to describe a very precise business
activity (e.g. semiconductors) or a more generic business activity (e.g. consumer durables). If a participates in multiple
business activities, it is usually considered to be in the
industry in which most of its revenues
are derived.
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