MARKETING RESEARCH AS A STRATEGIC TOOL FOR ACHIEVING ORGANIZATIONAL SALES OBJECTIVES IN THE MANUFACTURING INDUSTRY (A STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT

This study focuses on marketing research as a strategic tool for achieving organizational sales objective in the manufacturing industry. The study was carried out in Unilever Nig. Plc Lagos. The specific objectives of this study include to examine how marketing research increases sales growth and the tool used for this study is Pearson Product moment correlation and a total number of 146 employee of Unilever Nig. Plc Lagos was used during this study. Based on the objectives of this study, data analysis and discussion of findings and field work information, the following findings were summarized that marketing research increase sales growth.

TABLE OF CONTENTS

Title page                                                                                                           i

Declaration                                                                                                         ii

Certification                                                                                                       iii

Dedication                                                                                                          iv

Acknowledgement                                                                                             v

Table of contents                                                                                                vi

Abstract                                                                                                              ix

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study                                                                        1

1.2     Statement of the Problem                                                                         2

1.3     Objectives of the Study                                                                            3

1.4     Research Question                                                                                   4

1.5     Hypothesis                                                                                               4

1.6     Significance of the Study                                                                         4

1.7     Scope of the Study                                                                                   5

1.8     Limitation Study                                                                                      5

1.9 Definition of Technical Terms                                                                     5     

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1.    Conceptual Framework                                                                            6

2.2 Review of related literature                                                                          8

2.2.1 Increasing sales growth in an organization                                              8       

2.2.2  Marketing research and product development                                         16

2.2.3 Application of marketing research in enhancing effective

product planning and development                                                          20

2.2.4 The role of marketing research on sales and profit                                   24     

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research design                                                                                       27     

3.2     Study Area                                                                                               27

3.3     Source of Data and Method of data Collection                                       27     

3.4     Population of the Study                                                                           27

3.5     Sampling Procedure and Sample Size                                                     28

3.6     Validity of the Instrument                                                                        29

3.7     Reliability of the Instrument                                                                    29

3.8     Method of Data Analysis                                                                         29

3.9     Model Specification                                                                                29

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 data presentation                                                                                          31

4.2 Data Analysis                                                                                               34

4.3 Test of hypothesis                                                                                        36

4.4 Discussion of findings                                                                                  39

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary of findings                                                                                    41

5.2 conclusions                                                                                                   41

5.3 recommendations                                                                                         42

Reference

Appendix

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Research has been described in various ways by different persons depending upon different orientations. According to Fred (2004), scientific research is a systematic controlled, empirical and critical investigation; hypothetical propositions about the presumed relations among the natural phenomenon. According to Wolf and Pant (2005) Research activities are designed to discover knowledge aid in answering specific question or issues. Research is a systematic investigation to find solution to a problem. (Kothari 2002)

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large,(American Marketing Association,2013)

According to American Marketing Association (2004) Marketing research is the function that links the consumer, customer, and public to the marketer through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

Prof. Gilies (2002) has rightly pointed out that, the basic objective of marketing research is to supply management with information which will lead to a further understanding of the distribution habits and attitudes of present and potential buyers and users, the their reactions to products, packaging, selling and advertising methods”.

Unilever Nigeria Plc, formally  known as Lever Brothers Nigeria was established  on 11th April, 1923 by Lord Leverhulme and incorporated as a private company in 1924. The industry started with lifebuoy soup as its first product and was distributed throughout the country by circulating it to its various branches in other States. In 1973, it became a public Limited company. In 2001, the company changed its name to Unilever Nigeria Plc. The Company is principally involved in the manufacture and marketing of fast moving consumer products. Its manufactories for home, personal care products in Lagos. Today, through proper implication of marketing research after about 81 years of detergent, foods, soap experience, the company has many additional products namely key or bar soap, Pears baby soap, Omo multi-action, close-up, Lipton yellow tea, home cup tea etc.

1.2     Statement of the Problem

Many companies in Nigeria have failed due to sales decline resulting from poor adoption of marketing research, low productivity as well as incessant increase in sales decline and this has posed a serious problem to industries in Nigeria which makes them not to take advantage of their potentials thereby hindering them from reaching sales greatness. This problem can also be attributed to lack of data and some basic information that will make the companies fully tap the potentials of the products. Unilever is, manufacturing company and thus is susceptible to the challenge facing the manufacturing businesses in Nigeria. These include epileptic power supply, the country’s deficient infrastructure credit squeeze, and low purchasing power high financing cost in the financial market among others. This study is focused on the increase in sales decline in the manufacturing industry. It will also evaluate the effective and efficient marketing research management in contributing to the profitability of an organization and the application of marketing research to increase product development. This study will also examine how marketing research can be applied to achieve increased sales and profit.

1.3     Objectives of the Study

The general objective of this study is to examine marketing research as a strategic tool for achieving organizational sales objective. However, the specific objectives include; to.

i.               examine how marketing research increases sales growth.

ii.             examine how marketing research can be applied to achieve increased product development; and

iii.           examine how marketing research can be applied to achieve improve sales and profit.

1.4     Research Question

This study is expected to help in answering the following research questions.

i.               How does marketing research help to increase sales growth?

ii.             How can marketing research be effectively applied for product development?

iii.           How does marketing research increase profit?

1.5     Hypothesis

H0₁:   There is no significant relationship between marketing research and sales growth.

H0₂:   There is no significant relationship between marketing research and product development.

H0₃:   there is no significant relationship between marketing research and profit

1.6     Significance of the Study

This study will be beneficial to the following:

Organization: this study will help the organization to increase sales profit, solve their marketing problems and gather valuable information which will enable the organization to get more precise and attainable goals. It will also help the organization to know who their customers are, what they want, and what their competitors are doing, if they are to make sound decisions.

Customer: this study will help the consumers in receiving information about the product.

Public: this study will help the public to receive satisfactory services.

1.7     Scope of the Study

This study focuses on marketing research as a strategic tool in achieving organizational sales objectives in the manufacturing industry. Unilever will be used in the course of the study.

1.8     Limitation Study

The limitation of the study is that the researcher perceived some setbacks while carrying out the research. More so, the researcher being a student, were faced with the following problems: Financial constraints, time, respondents behavior and material sourcing

1.9 Definition of Technical Terms

Systematic investigation: An investigation which takes into account all known aspects of a problem, and produces a result with no 'loopholes'

Marketing opportunity: Newly identified need, want, or demand trend that a firm can exploit because it is not being addressed by the competitors.

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