CHAPTER ONE

1.0   INTRODUCTION

Marketing research is necessary to be conducted in a manufacturing company, from time to time to enhance high service level of the firm.

Some of the area in which the manufacturing firm can concentrate, is the product itself, whether it is up to standard, the customers are they really satisfied after making use of the products, to know the level of competition in the target market and so on and so forth.

Why is marketing research relevant in a manufacturing firm? Collection of database, it can be assembled which provide the bases for planning and development in manufacturing firm and the public. With these developments, it will provide a stronger business relationship , and enhance effective sales of their manufactured product.

Another important of marketing research is that it helps a manufacturing firm in decision-making. To solve these problem of what do we produce, when and what quality to produce, who to produce for, what price to fix, how to communicate to customer and what type of after-service to render?

Through the aid of marketing research in a manufacturing firm, you now discover new ways of doing things, what will make you be on tops among your rivalry (competitors). The last not the least, it will help the manufacturing firm to be in the leadership position in the future.

• BACKGROUND OF THE STUDY

The Nigeria economy has been characterized with little manufacturing and more of resale’s activities. Nigerian is often known as a reseller market.

This scenario has affected the Nigeria economy, to an extent it has become a dumping Ground for toher countries.

Although, a lot of economic reform programmes were initiated in Nigeria to make the manufacturing industries vibrant and allow infant industries to grow everywhere.

However, due to the mildness and inexperience of infant manufacturing firms, there has been a continuous cry out by consumer of low quality of product and services. The major reason for poor performance has been attributed to the lack of marketing research by small and medium scale manufacturers.

Experts believe that marketing research is the main pilot to commercialization and success of every business entity. Kotler (2000) define marketing research as the systematic and objective identification collection analysis and dissemination of information for purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. From the above definition of marketing research  is a discipline approach to problems and prospects of ensuring efficiency and profitability in a firm. As a result of little attention paid by manufacturing firm to marketing research, thee project will bring out the relevance of marketing research in enhancing the services level of manufacturing firms.

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