ABSTRACT
The
days of easy trading has long since disappeared and successful companies are
characterized by their ability to recognize and to apply research techniques.
Particular interest has centered on marketing research which has proved
valuable to many companies and organizing marketing tactics. Chapter one
introduce the topic of the write up, the statement of the problem, the aim and
objectives, the significant, statement of the research question, scope and
limitation and definition of key terms. Chapter two entails the literature
review, source of marketing research, importance of the marketing status of the
research and as well as the impact of marketing with references to the case
study. Chapter three entails the research design, research population, sample techniques,
validation of instrument, ways of collecting data and method for data analysis
chapter four entails data presentation and analysis as well as the problem
hindering effective marketing with reference to the case study.
Chapter
five entails, summary, conclusion, recommendation and references.
TABLE
OF CONTENTS
Certification
Dedication
Acknowledgement
Abstract
Table
of contents
CHAPTER
ONE
INTRODUCTION
1.0
Background of the study
1.1 Statement
of the problem
1.2 Purpose
of the study
1.3 Significant
of the study
1.4 Research
problem
1.5 Scope
and limitation of the study
1.6 Definitions
of key terms
CHAPTER
TWO
LITERATURE
REVIEW
2.0
Nature and meaning of marketing
Component
of marketing research information
2.2
Importance of marketing research
information
Status of marketing research
Impact of marketing on Doyin
Investment
Problems hindering effective marketing
in doyin investment
CHAPTER
THREE
3.0
Research methodology
3.1 Research
population
3.2 Sample
and sample techniques
3.3 Research
instrument
3.4 Validation
on instrument
3.5 Procedure
for data collection
3.6 Data
analysis techniques
CHAPTER
FOUR
4.0
Data presentation and analysis
4.1 Data
presentation
CHAPTER
FIVE
5.0
Summary, conclusion and
recommendations
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
CHAPTER ONE
INTRODUCTION
1.0 BACKGROUND OF THE STUDY
Doyin
investment is a subsiding of Doyin group of companies. It is located at
Kilometer 13 Asa Dam Road Ilorin, Kwara State.
It was incorporated in 1984 as the first indigenous detergent industry in Nigeria
production of detergent started in December 1985. The head office is in Lagos and the
chairman/managing Director is Prince (Dr) Samuel Adedoyin presently the labour
strength of the company is 100% indigenous. The company has different sections
which include Marketing Department Accounting Department, Production
Department, and Administration Department.
Marketing
has been defined by different people in different ways. According to Phillip
Kotler (1980) “marketing consist of a set of principles for choosing target
markets”. Measuring their needs, developing wants satisfying product and
services and delivery them at a value to the customer and a profit to the
company.
Marketing
is generally defined as the activity directed at satisfactory customer needs
wants though exchange transactions in the market. It is said to begin with
generation of product or services ideas and ends only when the firm has made
certain that the customer is really satisfied with the product of service
provided.
Marketing is relevant not only to
economic institutions such as manufacturing companies, wholesaler and retailer
but to every organization that has something to offer for sale e.g. doctors,
administrators, lawyers, accountant etc.
The first thing to observe about
marketing is activity. The whole marketing process is concerned with the flow
of goods form farms, forest or mines to mills and factories and form there to
different marketing units. Warehouse, wholesalers and retailers store. This
continual movement of goods and service is an economic system’s attempt to meet
people’s needs and wants.
Marketing research on the other hand is
the systematic designs, collection of analysis and reporting if data findings
relevant to the specific marketing situation facing the community. Marketing
research asks questions about competitions, economic trends technological
advances and other numerous factors that make up the business environment. It
is as well used to obtain information the present and future trends of the
firm’s activities. This will help to formulate good policies for effective
planning of marketing programme. For a company to function effectively and
efficiently, the marketing department cannot be neglect sine the aim of
marketing is to match all organization resources with the wants and need of all
final consumers.
For some years in Kwara State,
there has been on during by manufacturers of the alarming at which sales has
continued to drop. Te reason for this could be caused by many factors which are
interwoven. Unfortunately, marketing research has not been given enough
attention. This quite up evaluates the impact of marketing on business
activities in Kwara state taken Doyin investment as a ca study.
1.1 STATEMENT OF THE PROBLEM
This
topic is needed in any business activity because effective marketing on
business activities a case study of Doyin investment is to shed more light on
the important of marketing for the profitability of an organization as well as
knowing how to improve the sales of the company’s product, whether the research
will lead to the total or partial reformation of the company’s product, whether
it will control the activities if workers in the company, etc.
1.2 PURPOSE OF THE STUDY
There
are different purposes for writing up this study. Thus, it will be explained
below;
1.
To identify the problem facing
business organizations.
2.
To identify the effectiveness of
marking research on business activities.
3.
To correct the lapses on marketing
activities of the business activities.
4.
To ensure that business organizations
of firm ensure that the consumer is really satisfied with the products if
serviced provided.
1.3 SIGNIFICANT OF THE STUDY
Marketing
research has vitals role to play in every establishment especially in the area
of selling and distribution of goods and service produced by the establishment.
This study which is an impact of effective marketing on business activities a
case study of Doyin investment will significantly allow many sectors to benefit
such as:
1.
The Producer: They participate in the
sector by offering goods and service to the product market. They first go to
the research market and buy the proper mix of the producer research on their
own part; they seek money (income).
2.
The consumers: They participate in the
sector obtaining the producer, needed form the product market and exchange
their money for the product or service needed. They get their money by going to
resources markets for income (wages, rent, interest).
3.
Labour (skilled, semi-skilled and unskilled
labour): they participate in this sector by ensuring that all productive
resources are efficiently and effectively utilized for good production of goods
and services. They seek money and it is gotten form the wages of salaries
earned form this process.
4.
Government: The government major role
is to provide certain service to consumers and business firms and to finance;
these services by collecting taxes form those participants. The services are
consumer information, education, protection, preventing anticompetitive
behavior. etc.
1.4 RESEARCH PROBLEM
In
formulating research questions, through a dynamic reasoning and thinking, the
writer was able to come up with the following questions:
a)
Can any organization strive without an
effective market research?
b) Can
any organization satisfy her customers without effective marketing?
c)
Can effective marketing improve sales
of product of an organization in the society?
d) Can
effective marketing lead to total reforms of a product in an organization?
1.5 SCOPE AND LIMITATION OF THE STUDY
This
study will look at the marketing research as being carried out by the
researcher and the organizations at large in Doyin investment. The major
difficulty faced by the researcher is the collection of data since private
organization believes in confidentiality. It was also difficult to get the care
officials of the company for interview. They were erratic and reserved about
discussing the issues of their organization for fear of mix-quality them, as a
result of the duration and financial commitments involved in this researched it
is limited to only one establishment when is Doyin investment.
1.6 DEFINITIONS OF KEY TERMS
a.
Marketing:
this is the creative management function which leads to promotion of trade and
employment by assessing consumer’s needs and initiating research and
development to merit them.
b.
Marketing
Research: it can be defined as the systematic and
objectives search for analysis of data and information relevant to the
identification and solution of any problem in the filed of marketing.
c.
Effective
Marketing: It can be defined as the means whereby all the
activities f a business are down together to a common goal with the gull
cooperation of other department like production, research and finance.
d.
Marketing
policy: this involves the appraised of any factor in
order to decide the broad principles, which the company is to follow.
e.
Marketing-Mix:
This refers to the combination of policies and procedures adopted form time to
time by a company in its marketing programme.
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