IMPACT OF MARKETING RESEARCH IN A SMALL SCALE COMPANY A CASE STUDY OF JUHEL PHARMACEUTICAL ENUGU

ABSTRACT  The research on the role of marketing in improving a company’s performance. In order to carryout the work effectively some of the following objective ere formulated. -To know whether Juhel pharmaceuticals conducts marketing research  -To determine the impact of marketing research on the company’s profitability primary and secondary data were colleted to solve the research problem. Questionnaires were used as research instrument the population of study comprised the customers distributors and relevant staff and management of Juhel pharmaceuticals in Enugu metropolis. The following findings were recorded: -Marketing research activities of pharmaceuticals industry have not yet received adequate attention this is due to lack of financial support.  -Also the seller market economy that use operate on total absence of consumer activities in Enugu state makes it impossible for manufacturer not to pay adequate attention to marketing research activities. The management should ensure adequate budgeting allocation to research as a  means of attaining it’s overall objective  -The company it unable have a full fledged market research department should explore alternative ways of obtained market research data like patronizing external research agencies or marketing. -It is the researcher candid opinion the if the company implements the recommendation it will not service their customers effectively but will also sustained growth and make more profit.
TABLE OF CONTENT
Cover page Title page Approval page Dedication  Acknowledgement Abstract  Table of content 
CHAPTER ONE -INTRODUCTION  Background of the study Statement of problem Objective of the study Significance of the study Scope of the study Definition of terms
CHAPTER TWO Literature review
CHAPTER THREE Research methodology  Source of data Method of data collection Population of study Determination of sample size Research instrument used Method of data analysis and treatment  Distribution return of questionnaires for customers.
CHAPTER FOUR    Presentation analysis and interpretation of data
CHAPTER FIVE  Summary of findings Recommendation  Conclusion  Bibliography