research work treats marketing research as instrument in the success of
small-scale enterprises. The statement of problem of this study deems it fit to
verify and investigate application of marketing research. Concept in
small-scale enterprises. This project also wants to look at marketing research
if it can serve as tools effectively and efficiently and also if there is any
room for improvement. The objective of the study is endeavoured to examined the
problem involved in application of marketing research in small-scale enterprises.
research methodology of this study is based on primary and secondary data, the research
at the Global Soap and Detergent Industries covers all the departments in the
organization, the population size comprises 75 workers and only 40 staff Sample
size was selected, this study adopts simple percentage technique to present and
data gathered via questionnaire, the test and re-test method was also employed
in the study to determine the reliability of the data collected from the
on the findings, the study has empirically investigated marketing research as a
variable in small-scale enterprises; it reveals that marketing research has an
advisory role in the organization.
can be used to acquire and analyze information and to make recommendation as to
know how marketing problems can be solved the information received has enabled
the management to evaluate and appraise the performance of the enterprises.
from the information gathered and received from the research, it was discovered
that marketing research is very essential as a tool, which can bring about the
successful of small-scale enterprises.
of Contents v
Background of the Study 1
Statement of the Problem 2
Objective of the Study 3
of the Study 4
1.5 The Significance of the study 5
limitations of the study 5
Background of Global Soap and Detergent 6
1.8 Definitions of terms 9
Brief History of Marketing 10
Marketing Research in Perspective 11
Sources of Marketing Research
The Importance of Marketing
Barriers to the Use of Marketing
Meaning of Small-Scale Enterprises 19
Types of Small-Scale Enterprises 20
Problems of Small-Scale
2.9 Measures taken by Government to Enhance
Small-Scale Enterprises 24
2.10 Procedures of Market Research and Small- Scale Enterprises 25
Some Areas of Marketing Research 34
Limitation of Marketing Research 36
3.2 Methods of Data Collection 39
Population Size 41
Population Sample 42
Method of Data Analysis 43
3.6 Validity and Reliability of Research
Instrument Used 43
ANALYSIS AND INTERPRETATION
of the Response by the Staff of Global
Soap and Detergent Industries Limited 46
4.2 Test of Hypothesis 56
CONCLUSION AND RECOMMENDATIONS OF THE STUDY
5.1 Summary of the Study 60
5.3 Recommendations 62
1.1 BACKGROUND OF THE STUDY
world of business today is rapidly changing and only a fast growing
organization and individual keeps pace with these changes.
the complexity involved in business activities technological changes makes
business executives or individual to go to bed late and wake up early. As such
for survival and growth of small-scale enterprises, specialist and experts work
extremely, using research on marketing as a source of collecting vital
information which will lead to the success of small-scale enterprises.
respect of information gathered, research also analyzes channels of distribution
and making communication net. In addition, the economic crisis have created ken
completion among enterprises have to consciously adjust to the changing need of
research is a fact-finding process logical and essential for successful
marketing in good decision making and adaptability.
1.2 STATEMENT OF
is important for small-scale enterprises to understand and fully appropriate
the importance of the principles of marketing research.
From experience small-scale enterprises are
provided to suit the need of customers by providing a service and products that
are desired by the customers.
This can be properly achieved through
marketing research. in practice, there is virtual neglect of the customers who
should be their focal points of satisfaction.
Is the application of marketing research
to small-scale enterprises effective and efficient in identifying area where
bad policy and bad decision are taken?
Is there any specific or significant
difference on the level of product in Global Soap and Detergent Nigeria Limited
and other small-scale enterprises?
Is there room for improvement on the
performance of Global Soap and 1etergent Production and or the manner in which services
Will marketing in which research
information and initiative on small-scale enterprises are applied be able to
identify the present desire of the customers, such that the enterprises will
keep pace with changes, grow and develop very well.
1.3 OBJECTIVE OF THE STUDY
this end, the main objectives are to examine marketing research as a variable
used for the success of small-scale enterprises and objectives of this study
are as follows:
examine the probe involved in application of marketing research in small-scale
examine the relationship between decision-making and marketing research.
examine the scales of activities whether if conforms with the existing
companies target market and also an aspect of marketing research.
examine the external environment of small-scale enterprises within which it
operated and also putting into consideration economic environment at present
To examine the prices and output of
small-scale enterprises in different market situation.
OF THE STUDY
scope of this research work is to highlight the importance of marketing
research as a variable for a successful small-scale enterprise. It also dwells
extensively on the relationship between decision making, marketing research is
applied to small-scale enterprises with reference to Global Soap and Detergent
Industry Limited, Ilorin, Kwara State.
this research also study the external environment and its operation in a highly
competitive Nigerians up coming small-scale enterprises and the effect of those
competitive action on small-scale enterprise. a. To examine the probe involved
in application of marketing research in small-scale enterprise.
1.5 THE SIGNIFICANCE OF THE STUDY
importance of this study is as follows: it will help small-scale enterprises to
produce or offer services that are desired by customers. This study will give
information that is important for the development of small-scale enterprises.
study will identify the strength and weakness of enterprises and to know its
threats and opportunities.
study also gives a financial planning procedure with an effective feedback
mechanism for an organization to accomplish its
1.6 LIMITATIONS OF THE STUDY
carry out a research work successfully is a great achievement, because it is
faced with several constrains or set back. Some of the problems encountered are
attitude of some workers in the reception were insulting and frustrating just
to see the manager to discuss our mission to the organization.
receptionist will look at you scornfully and ask you to sit and wait for the
distributing the questionnaire and to the point of collection it tool is many
weeks and even we could not retrieve all.
despite our letter of introduction and the presentation of our identification
cares to them as final year students carrying out a research works, some of the
staff could not release vital information for the fear that it would get to the
hand of their rivals or competitors.
large proportion of time was taken away by lecturers and other important
assignment in school, which limited the tithe that would have been used in
concentrating on the research work.
the most important problems was finance due to the distance of the enterprises
chosen as a case study, a lot of amount was spent on transportation.
1.7 HISTORICAL BACKGROUND OF GLOBAL SOAP AND
Soap and Detergent Industry Limited, Ilorin, Kwara
was incorporated as a limited liability company in 1984 under the chairmanship
and managing director of Prince Samuel Adedoyin. It has its factory located
along Asa Dam Road Industrial Layout in Ilorin township.
company started its building early i 1984 and had It completed around October
1985 and its first production was out in December, 1985. It is one of the
companies in the Doyin Group of Companies which has for many years been
championing the course of indigenous technology within the country.
operation of this factory has a total capital investment of over
N200,000,000 ( N200 million) and fully owned and managed by full-blooded
the industry has provided infrastructures enhancement for the state. It has
provided employment opportunities for over 1500 Nigerians and business
opportunities for many Nigerians as well.
it one factory and a pioneer staff strength of about 40 in 1985, the companies
five factories mainly;
A 5.0 tone per hour detergent plant.
A 5.0 tone per day scourers plant.
A 1.0 tone per hour sulphuration plant.
A 1.0 tone per day glycerin evaporation plant and
its five years of operation, the company has developed many branches namely, Flash
blue detergent soap in 200 mg pack, washrite powder packed in 10kg, 5kg, 2kg
and 1kg, HI-clean scouring powder in plastic container, Hi-clean bar soap
laundry size, bold detergent powder, also packed in 10kg, 5kg, 2kg and 1kg,
Bold bar soap laundry size, Vogue toilet soap table from Vogue Guest Soap and
all purpose soap for bathing and washing.
in all the company produces about eight brands of different sizes and packages.
All these have contributed to enjoy good patronage from Nigerians due to their
consistency high quality.
a good corporate citizen of Nigerian Global and Detergent has also continued to
seek ways of consuming the country had earned foreign exchange with ultimate
aim of becoming the first to produce 100% Nigeria detergent powder.
1.8 DEFINITIONS OF TERMS
Ø Marketing Research:
Is the systematic and objectives research for analysis information relevant to
the identification and solution of any problem in the field of marketing.
It is searching for a key factor about a certain thing by human being.
Needs discipline, no self-opinion, truth, sacred. Something you find and be
Results or outcome of an organization effort. Marketing Concepts: It is a
business philosophy that understand the needs and wants of the customers in the
market and of adopting the operation of the organization to deliver the right
goods and services for effective and efficient profitable effort.
Ø Project Concept:
This is referred to as a written description of a product under consideration
This is the vehicle for judging the effectiveness of individual group and
The operation of a business organization doing a useful work in supplying a
need but does not produce goods.
They are deficiencies than an individual experience at a particular point in
time, the deficiency may be biological, physiological, sociological or
psychological. They are seen energizers or triggers of behavioural response.