THE RELEVANCE OF MARKTING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS

THE RELEVANCE OF MARKTING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS

ABSTRACT

The study looks at the value of marketing research in raising the caliber of services provided by manufacturing companies and achieving the goal. Review of prior contributions and expert opinions was done. The quas-experimental research design was used to carry out this study, and the primary data were gathered through questionnaires from ten (10) respondents who were drawn from three small-scale businesses in Owerri. The data was then examined using a frequency table and percentages using the software tool for analysis of variance (SPSS).  After carefully examining the data, it was discovered that there is a significant correlation between marketing research and the level of service provided by manufacturing firms, and that moderating factors do affect the relationship between marketing firms. It was suggested that firms educate themselves about the value of marketing research and how it can help them improve their performance in order to stay ahead of technological change. The value of marketing research in raising a manufacturing company’s level of customer service (A case study of some selected manufacturing firm in Owerri Metropolis).

CHAPTER ONE

1.0    INTRODUCTION

Conducting reports to support marketing efforts and statistically interpreting data into information are both parts of marketing research. Managers utilize this data to plan marketing initiatives, assess the firm’s marketing environment, and gather supplier information. To evaluate their findings and turn data into knowledge, marketing researchers employ statistical methods including qualitative research, quantitative research, hypothesis test chi-squared test, linear regression, correlation, frequency distribution, etc.

The marketing research process involves several steps, such as problem description, research plan development, data collecting and interpretation, and formal information dissemination in the form of a report. The goal of marketing research is to give management with information that is timely, relevant, accurate, and dependable.

1.1BACKGROUND OF THE STUDY

Nigeria is frequently referred to as a reseller market since the Nigerian economy has always been characterized by little wonder. The few remaining manufacturing companies are either multinational corporations or government institutions. The economy of Nigeria has suffered somewhat as a result of this situation. It has turned into a garbage dump for other nations.

Although many economic reform programs were launched in Nigeria to revitalize the manufacturing sector and enable emerging sectors to expand, these programs were never sustained in the long run due to political unrest and poor financial management by stakeholders. Nonetheless, the recent federal government initiatives have offered hope to the industrial sector as small and medium-sized manufacturing companies are progressively appearing everywhere. The mildness and inexperience of the young manufacturing company have, however, led to a constant outcry from customers who have received subpar goods and services. Many Nigerian corporations have pointed to a lack of marketing research as the main cause of this poor performance.
Each and every business’ success depends on marketing research. Anticipate to think that the primary commercialization pilot is marketing research.
In order to aid management in making decisions connected to the discovery and resolution of problems, Kotler (200) described marketing research as the systematic and objective identification, gathering, analysis, and dissemination of information. marketing possibilities. Marketing research, according to Armstrong (2004), is the activity that uses data to connect marketers with consumers and the general public. In addition, he added, marketing research is used to define and identify marketing opportunities and challenges as well as to develop, improve, and assess marketing actions. It is also used to track marketing performance and deepen understanding of the marketing process. According to the definition of marketing research provided above, it is assumed that this disciplined approach to problems and potential solutions ensures portability and efficiency in any organization.

1.2   STATEMENT OF PROBLEM

Nigeria will undoubtedly develop into an industrialized economy in the coming decades due to the recent explosion of small and medium-sized businesses in major cities. If the government provides these businesses with the essential assistance (security, funding, knowledge, a suitable climate, and industry protection).
But, the industrial sector has seen enough economic turmoil, much like the financial sector, and the impact is visible in the level of service offered by businesses in this area. Despite the fact that there are regulating bodies like the Nigerian Standard Organization (NSO), the National According to the agency for food and drug administration and control (NAFDAC) and consumerist, manufacturers’ services and goods are becoming of lower quality. This deterioration is a result of businesses’ failure to effectively assess and satisfy customers’ needs and wishes.
This demonstrates that, despite insightful studies and professional writing, marketing research has not been fully adopted in this sector or by manufacturers, despite the enormous benefits it may bring to a company’s success.
The fact that the majority of managers and top nurses believe that marketing research is useless in a developing country like Nigeria is one of the main causes of this carelessness. In order to determine the extent of the relationship between marketing research and the level of service provided by small and medium-sized manufacturing firms in Imo State, this study was undertaken.

1.3   PURPOSE OF THE STUDY

The primary goal of this study is to determine the extent of the relationship between marketing research and the degree of service provided by manufacturing firms. The investigation also looks at the ensuing particular goals.

1. The existence of marketing research in the manufacturing sector.
2. The depth to which market research is carried out.
3. The extent of the staff members’ qualifications.
4. The degree to which the research design, data gathering methods, and analysis tools are validated.
5. How frequently is marketing research conducted by manufactures?
6. The extend to which manufactures (management) implement their research findings.
7. Whether marketing research contributes significantly to the performance / growth of the manufacturing industry.
8. How frequently are the marketing research personnel exposed to exposed to training and motivation.
9. Whether moderating variables interfere in the relationship between marketing research and service level desired by manufacturers

1.4     RESEARCH QUESTION

1. How closely related are marketing research and the degree of customer service provided by manufacturing companies in Imo State?
2. Do small businesses conduct marketing research?
3. How frequently do manufacturers conduct marketing research?
4. Before conducting a study, how far do manufacturers validate their marketing research tools?
5. To what extent do manufacturers implement a research study’s findings?
6. To what extent does marketing research influence Imo State’s manufacturing sector’s performance?
7. Can the relationship between marketing research and the degree of service provided by manufacturing firms be affected by moderating variables?

1.5    SIGNIFICANCE OF THE STUDY

The study’s key contribution to improving the quality of service provided by manufacturing organizations includes the advantages that result from using marketing research effectively for the benefit of the sponsoring businesses and their clients.

Second, it assists the business in making better marketing choices, which in turn produce goods and services that better satisfy customer needs. Additionally, marketing research offers the background necessary to make wise decisions on a variety of matters as well as the data that connects marketers with their customers.

Particularly important in terms of employment chances is marketing research. That is the service as a means of creating jobs, so enhancing or improving the nation’s economic position.

Last but not least, businesses gain knowledge regarding consumer demand generates more goods and services as a result.

1.6    SCPOE AND LIMITATION OF STUDY

Upon attempting to obtain certain crucial data and supplies for its effective completion, the study project ran into several obstacles.

Time Restrictions: The time allotted for the research was insufficient to allow for a thorough investigation.

Financial Restraints: Due to a lack of funding, the researcher was only able to conduct research on three small manufacturing companies in the city of Owerri. The researcher was also only able to print questionnaires and distribute them to a limited number of people, including the wholesaler and clients of the company. GOVERNMENTAL BUREAUCRACY

THE EFFORT TO COLLECT ALL REQUIRED DATA FROM THE SMALL MANUFACTURING FIRM’S MANAGEMENT AND STAFF

1.7    OPERATIONAL DEFINITION OF TERMS

Marketing Research: This is a systematic and formal process of obtaining, collating, analyzing, interpreting, and reporting the findings relevant to specific marketing problems.

Marketing: It is the human activity which involves identifying and satisfying human wants and needs through the exchange process.

Research: This is a systematic orderly service for solution to a problem. It is finding out about something so as to sort out   solution.

Marketing Research: It is the study on itself in a particular service advertisement to determine it’s effectiveness on a target audience.

SMALL SCALE ORGANISATION

It is an organist or acting on it’s belief on a particular business that can be started with less that 100 employee and the minimum of N750,000 and the maximum of N500,000.

The term “service” refers to anything of value that one party can provide to another; it is fundamentally intangible and has nothing to do with property ownership.

Anything that can be presented to a market for attention, acquisition, use, or consumption and can satiate a need or demand is considered a product.

Price: One of the marketing mix’s four components, the price represents the value decided upon by the participants in the exchange process. It is a method by which a good or service can acquire value in the eyes of both buyers and sellers.

Satisfaction: A general opinion or the pleasures experienced after using a particular good or service.

Conceptual Framework: Participants are asked to arrange the names of goods or services on a grid as part of a conceptual framework moderating technique. It also refers to how items are arranged on a diagram to promote use or conversation.