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

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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

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

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