IMPACT OF MARKETING RESEARCH IN SMALL SCALE COMPANY (CASE STUDY OF BIANCA COSMETICS, ENUGU)

ABSRACT The research is on the Role of Marketing in Improving a Company’s Performance, a case study of Bianca Cosmetics Company. In other to carry out the work effectively, some the following objectives were formulated: To know whether Bianca cosmetics conduct marketing research. To determine the impact of marketing research on the company’s profitability, primary and secondary data were collected to solve the research problem.   Questionnaires oral interviews were used as research instruments. The population of study comprised the customers, distributors and relevant staff and management of Bianca Cosmetics in Enugu metropolis.    In organizing and presenting the data collected, table frequencies and percentage were used. The following findings were made. Marketing research activities of cosmetics industry have not yet received adequate attention.  This is due to lack of financial resources to carry out meaningful research work. The seller market economy that is prevalent in Enugu State makes it easier manufacturers not to pay adequate attention to marketing research activities.  The research recommends that the management should ensure adequate budgeting allocation to research as a means of attaining its overall objectives: The company if unable to have a full fledged market research department should explore alternative ways of obtaining market research data like patronizing external research agencies or marketing. It is the researcher’s candid opinion that if the company implements the recommendations, it will not service their customers more effectively but will also result in sustained growth and higher profit.

TABLE OF CONTENTS Title Pagei Certificationii Dedicationiii Acknowledgement iv Abstractv Table of Contentsvii
CHAPTER ONE:  INTRODUCTION 1.1Background of the Study1 1.2Statement of Problems4 1.3Objective of the Study6 1.4Research Question7 1.5Research Hypothesis8 1.6Significance of the Study9 1.7Scope of the Study10 1.8Definition of Terms11
CHAPTER TWO 2.1Literature Review12
CHAPTER THREE:  RESEARCH METHODOLOGY 3.1Source of Data36 3.2Method of Data Collection36 3.3Population of Study 37 3.4Determination of Sample Size37 3.5Research Instrument Used39 3.6Method of Data Analysis and Treatment 39
CHAPTER FOUR:  PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 4.1Presentation and Analysis of Data41 4.2Testing of Hypothesis54
CHAPTER FIVE:  SUMMARY OF FINDING, RECOMMENDATIONS AND CONCLUSION 5.1Summary of Findings 63 5.2Recommendation66 5.3Conclusion 68 Bibliography69 AppendixI70 Questionnaire 71