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 Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vii
CHAPTER ONE:
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of Problems 4
1.3 Objective of the Study 6
1.4 Research Question 7
1.5 Research Hypothesis 8
1.6 Significance of the Study 9
1.7 Scope of the Study 10
1.8 Definition of Terms 11
CHAPTER TWO
2.1 Literature Review 12
CHAPTER THREE:
RESEARCH METHODOLOGY
3.1 Source of Data 36
3.2 Method of Data Collection 36
3.3 Population of Study 37
3.4 Determination of Sample Size 37
3.5 Research Instrument Used 39
3.6 Method of Data Analysis and Treatment 39
CHAPTER FOUR:
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Presentation and Analysis of Data 41
4.2 Testing of Hypothesis 54
CHAPTER FIVE:
SUMMARY OF FINDING, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of Findings 63
5.2 Recommendation 66
5.3 Conclusion 68
Bibliography 69
Appendix I 70
Questionnaire 71
