IMPACT OF MARKETING RESEARCH ON ORGANISATION SALES

TURNOVER
(A STUDY OF DELI FOODS NIGERIA LIMITED)

BY

KAYODE ADURAGBEMI AYOMIDE

MATRIC NO: 2022410015

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF NATIONAL DIPLOMA IN MARKETING

DEPARTMENT OF MARKETING

FACULTY OF MANAGEMENT SCIENCE

OSUN STATE COLLEGE OF TECHNOLOGY

ESA OKE

SEPTEMBER, 2022
 CERTIFICATION

This is to certify that this research work was carried out by KAYODE
ADURAGBEMI AYOMIDE with Matriculation Number 2022410015 in the
department of Marketing in partial fulfillment of the requirement for the award of
National Diploma (ND) in Marketing.

-------------------------- ------------------------

MR. RAJI ALI TOBI DATE

Project Supervisor

-------------------------- -----------------------

MRS. O. T. ISHOLA DATE

Head of Department

------------------------- ------------------------

EXTERNAL MODERATOR DATE

 DEDICATION

This project is dedicated to the Almighty GOD and my lovely parents Mr. and Mrs.
KAYODE for their parental role and support towards a successful completion of this
project and my programme as whole. I pray the Almighty God will give you the grace to
reap the fruits of your labour. (Amen).

ACKNOWLEDGEMENT

My appreciation goes to Almighty GOD for sparing my life and also granting me the strength
and all it takes to complete this project successfully.
My appreciation goes also to my parents for their parental role and support towards the
successful completion of this project and my programme as a whole. I pray the Almighty God
will give you the grace to reap the fruits of your labour. (Amen).

I am equally grateful to my project supervisor MR. RAJI ALI TOBI for his support towards the
successful completion of this project work. I pray you will live long in good health and enjoy the
fruits of your labour. (Amen).

I also acknowledge the Head of Department of Marketing MRS. O. T. ISHOLA and also other
lecturers in the department for impacting a valuable knowledge on which I admit will be useful
in every facet of life in the nearest future.

Furthermore, appreciation goes to the Nigerian and foreign authors whose books have been of
immense contribution during the project write-up.

Finally,my profound gratitude goes to my big mummy Mrs. OmolaraAgbabiaka because without
her, it won’t have been possible for me to be a graduate. I pray the Almighty God will give you
the grace to reap the fruits of your labour. (Amen).

With full heart of thanks, I acknowledge the love, prayers and support of my siblings Adeyemi,
Adeyemo, Adeyele, Oluwaseun, Fatimoh, Oluwaseyi, Karimot, Oyindamola, Suleiman, Abike,
Zainab, Hannan, Far’hannah, Oluwalonimi, and Jason (J-Boy) &coursemates. I strongly admit I
owe you all debts of gratitude for your undaunted support, including those whose names could
not be mentioned for inevitable reasons that have contributed to this success of this project and
my programme too.
 ABSTRACT

The study aims to investigate the impact of marketing research on organisation sales turnover. The
survey method was used through application of a self-administrated questionnaire which was
distributed to a convenience sample amounting 150 customers: 120 questionnaires were duely
administered. Therefore 120 were used for proper statistical analysis; that is 80% of the total sample.
The study results indicated Price has a significant influence on organisational total revenue. Brand
awareness have a positive effect on enhanced average revenue per customer. This study is one of
several researches that will be conducted in the manufacturing sectors, in order to increase sales
turnover. Based on the data analysis, the findings observed that although some of the results
correspond to the previous findings. However, it is there is a significant relationship between
marketing research and organisation sales turnover.

Keywords: Product, Product Innovation, Organisation, Marketing Research, Sales, Turnover.

 TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgement iv

Abstract v

Table of Content vi-viii

CHAPTER ONE

INTRODUCTION

1.1 Background to the study 1

1.2 Statement of the problem 2

1.3 Objective of the study 3

1.4 Research Questions 3

1.5 Research Hypotheses 4

1.6 Significance of Study 4

1.7 Scope of the study 5

1.8 Limitation of the study 5

1.9 Operational Definition of Terms 5

1.10 Historical Background ofDeli Foods Nigeria Limited 7

 References 9

CHAPTER TWO

LITERATURE REVIEW

2.1 Conceptual Framework 10

2.2 Theoretical Framework 20

2.3 Summary of Chapter 21

References 23

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction 25

3.2 Research Design 25

3.3 Restatement of Research Question and Hypotheses 25

3.3.1 Restatement of Research Questions 25

3.3.2 Restatement of Research Hypotheses 25

3.4 Sources of Data Collection 26

3.5 Population 26

3.6 Sampling plan and sample size 26

3.7 Description of research Instrument 27

3.8 Validity and Reliability of Instrument 27

3.9 Administration of the Data Collection Instrument 27

3.10 Method of Data Analysis 28

CHAPTER FOUR

Data Analysis and Presentation

4.1 Introduction 29
4.2 Analysis of Respondents According to Demographic Analysis 29-31
4.3 Presentation and analysis of data according to research questions 31-39
4.4 Discussion of Finding 40

CHAPTER FIVE

5.0 Summary, Conclusion and Findings 41

5.1 Summary of Findings 41

5.2 Conclusion Drawn from Findings 41

5.3 Recommendations Based on the Conclusion 41

5.4 Suggestions for Further Studies 42

Bibliography 43

Appendix I 45

Appendix II v 46
 CHAPTER ONE

1.0 Introduction

This chapter focuses on the background of the study, the objectives of the study, the
research questions and hypotheses including the significance of the study, operational
definition of terms.

1.1 Background to the Study

Today, marketing is commonly understood to encompasses all corporate activities related

with the conception, manufacture, and distribution of products to defined markets where they
would satisfy individuals who purchase them. Thus, marketing research encompasses product
development, market identification, and the selection of the most effective technique of
selling, distribution, promotion, pricing, and after-sales support. Marketing research serves as
a consultant to marketing management. It is used to gather and evaluate data and to give
recommendations to management on how to overcome marketing difficulties (Bello & Aina,
2015).

Marketing is an ever-changing field of business. The functions it plays in a business's survival

have shifted substantially in response to escalating events such as economic recession,
inflation, material and energy scarcity, unemployment, industry and firm closures, terrorism,
and war. And this can also be ascribed to the growth of technology, as evidenced by the
internet's arrival. All of these factors have compelled marketing professionals to make
strategic decisions with a more market-driven mindset. This requires a ceremonious method
of acquiring timely and exact information about changes in consumer tastes, product
demands, and the broader marketing environment, which can only be accomplished through
comprehensive marketing research (Scott & Gerald, 2010; Moravcikova et al., 2017 as cited
in Olawale, Salman, Mulikat, and Ayinde 2019). All modern businesses engage in marketing
in order to satisfy their clients and earn their loyalty. Deli Foods Nigeria Limited markets to
ascertain the needs and requirements of biscuit consumers, banks market to ascertain the
financial services requirements of its customers, and Inland Revenue markets to ascertain the
needs and requirements of taxpayers and other clients (Bello & Aina, 2019).
According to Olawale, et. al. 2019), while the importance of marketing research to business
survival is well-known in the majority of the world, some of our indigenous business owners
are still unaware. A few businesses that express interest in these studies do so on a routine
basis. Because the information acquired has never been fully exploited, companies are
making business and marketing-related decisions based on dubious data. Firms often struggle
to coordinate marketing research variables such as acquiring information about how their
products live up to client expectations created by advertising, packaging, and product look,
which has a detrimental effect on their worldwide market sustainability. To improve product
performance and sustain a viable competitive advantage in the market, businesses must offer
items or services that capture the attention of customers. Most businesses appear successful
for a period of time after entering the market with new and attractive products or services, but
frequently struggle to maintain their relevance for an extended period of time due to a failure
to gather information about changes in the market situation on a continuous basis.

Even though the importance of marketing research to an organization's sales turnover is a well-known
notion in most nations, some of our local business owners are unaware of it. A few businesses who
showed interest in these studies only used them on a regular basis. Because the information acquired
has never been properly exploited, they are making market and marketing-related judgments based on
shady data. (Olawale, et al, 2019). Firms face difficulty in coordinating marketing research variables
such as gathering information about how their products meet customers’ expectations produced by
advertising, packaging, and product appearance and this tends to affect their sustainability in the
global market. If companies want to improve their product performance and maintain a viable
competitive advantage in the market, they must offer products or services which attract customers’
attention. Most companies appear successful over a period of time after launching into the market
with new and attractive products or appealing services, but most often experience difficulty in
retaining their relevance for a long time due to failure to continually gather information about
changes in the market situation (Olawale, et al, 2019). Therefore, this study intends to indeptly
look further the impact of marketing research on organisation sales turnover with reference to
Deli foods Nigeria Limited.

1.2 Statement of Problem

Naturally, every business exists to achieve its objectives which is principally making
profit but before such income accrued, organization may likely encountered challenges
including finance, cooperation of workers to solve issues at hand, competitors’ actions
and reaction customers’ problems among others. Marketing research is viewed as an
instrumental tool adopted by organization to dig into the needs and wants of the market
which brings about customer satisfaction and brand loyalty. It assist organization to
corner rivalry activities and have a sharp edge over competitors among business
organisations is perceived a waste of resource. Hence given low attention or involvement,
thus neglecting customers’ needs, taste and preference are changing and only those
organization who are steadfast at one activities tend to penetrate large market share.

However, continuous execution of marketing research put organization abreast of market

happenings while grey areas are quickly identified with spontaneous response. Invariably,
inadequately of marketing research on the part of the organization may likely make the
future of the business looks block and its consequential negative effect. It is on this
premise that study investigate the impact of marketing research on organization sales
turnover a case study of Deli Foods Nigeria Limited.

1.3 Objectives of the Study

The main objective of this study is to investigate the impact of marketing research on
organisation sales turnover. The following are the specific objectives of this study;

i. To determine the significant influence price has on organisational total revenue.

ii. To know the effect of brand awareness on average revenue per customer.
 iii. To determine the extent product development can impact organisation market penetration

1.4 Research Questions

It is in view of the above problems that the following questions arise:

i. Does price has any significant influence on organisational total revenue?
ii. What is the effect of brand awareness on average revenue per customer?
iii. To what extent does type of product development can impact organisation market
penetration?

1.5 Research Hypotheses

Ho: Price has no significant influence on organisational total revenue.
H1: Price has a significant influence on organisational total revenue
Ho: Brand awareness have no positive effect on enhanced average revenue per
customer.
H2:Brand awareness have a positive effect on enhanced average revenue per customer.
H0: There is no significant relationship between type of new productdevelopment and
organisation market penetration.
H3: There is a significant relationship between type of new productdevelopment and
organisation market penetration.

1.6 Significance of Study

The findings of this research work will be of great benefits to Deli Foods Nigeria Limited as it
will give management insights on how to adopt a marketing research strategies
 i. The study will help scholars to better understand the link between marketing research and
sales turnover.
ii. This study will educate the management of organizations (especially the organization
under study, Deli foods Nigeria Limited) as regards using marketing research to improve
sales turnover.
iii. Finally, the study hopes to enrich people’s knowledge in the society in the area of the
subject matter.

1.6 Scope of the study

The scope of the study is to investigate the impact of marketing research on orgaisationslaes
turnover. The research will be caried out at their Head office at Ballet Bustop, Ilasa, Isolo
Lagos.

1.7 Limitation of the Study

This research is developed for manufacturing sector. Therefore, result generalizations are
limited only to organisation and cannot be extended to other products. From a methodological
perspective, the results from this study can only be generalized for organisational providers,
due to the fact that it has only been applied to these business models.
However, time and financial constraint has been a limitation to this research, more also,
the pandemic situation of the country (Covid 19) in collection of necessary information
of this research.Also behaviour of staffs in giving out relevant information about the
organisation among others.

1.8 Operational Definition of Terms

i. Product: This is an object or system made available for consumer use it is
anything that can be offered to a market to satisfy the desires of the consumer.
 ii. Product Innovation: product innovation in new products involves making
something that solves the problem in a new and exciting way. Product innovation
in improves products involves introducing better or more functionality to existing
products.
iii. Organisation: an organized group of people with a particular purpose, such as a
business or government department.
iv. Development: an event constituting a new stage in a changing situation.
v. Modification:Modification is an attempt by companies to extend the length of the
Product Life Cycle by making small, or big changes in describing how the product
can be used, so that they can sell more of the product to the same people because
the customers will have more uses for the product.
vi. Marketing Research: Market research is an organized effort to gather
information about target markets and customers: know about them, starting with
who they are. It is an important component of business strategy and a major factor
in maintaining competitiveness
vii. Marketing Research Process:The marketing research process is a six-step
process involving the definition of the problem being studied upon, determining
what approach to take, formulation of research design, field work entailed,
viii. Sales:A sale is a transaction between two or more parties in which the buyer
receives tangible or intangible goods, services, or assets in exchange for money. ...
Regardless of the context, a sale is essentially a contract between the buyer and the
seller of the particular good or service in question
ix. Turnover: Turnover is an accounting concept that calculates how quickly a
business conducts its operations. Most often, turnover is used to understand how
quickly a company collects cash from accounts receivable or how fast the
company sells its inventory. "Overall turnover" is a synonym for a company's total
revenues.
 x. Marketing: Marketing is the process of intentionally stimulating demand for and
purchases of goods and services; potentially including selection of a target
audience; selection of certain attributes or themes to
xi. Research: Research is "creative and systematic work undertaken to increase the
stock of knowledge". It involves the collection, organization and analysis of
information to increase understanding of a topic or issue. A research project may
be an expansion on past work in the field
xii. Sales Turnover: Sales turnover is the company's total amount of products or
services sold over a given period of time - typically an accounting year. Sales
turnover represents the value of total sales provided to customers during a
specified time period, which is usually one year.
xiii. Price: A price is the quantity of payment or compensation given by one party to
another in return for one unit of goods or services. In some situation, the price of
production has a different name. If the product is a "good" in the commercial
exchange, the payment for this product will likely be called its "price"
xiv. Promotion: In marketing, promotion refers to any type of marketing
communication used to inform target audiences of the relative merits of a product,
service, brand or issue, most of the time persuasive in nature.

1.8 Historical Background of Deli Foods Nigeria Limited

Deli Foods Nigeria Limited was incorporated in May 1998, commenced Commercial
Production in July 1999. It first had a partial change of ownership in 2006, before being
fully bought over by Tiger Brand a South African multinational company in 2011.

Milestones

Fully acquired by Tiger Brands 2011

Deli Foods Nigeria was previously in a manufacturing franchise with United Biscuits
2006
of UK to produce McVities Brand of biscuits in Africa
Deli Foods Nigeria started operations 1999

Deli Foods Nigeria incorporated 1998

Deli Foods Nigeria logo registered 1998

Deli Foods, with the bought over by Tiger Brand, has truly transformed to becoming a
world class Company, producing biscuits meeting wide range of needs and satisfaction
of its consumers.

For almost 20 years Deli Foods has been producing superb quality biscuits for everyone
to enjoy- from everyday family favorites, to luxury selections for special occasions.

Nigeria has an entrenched market for biscuits which is a wholesome food, ready to eat
and available in various convenient packing, throughout the federation.

The local varieties are grouped into three categories of biscuit and are as follows:

* Soft dough biscuits – Digestives, Glucose, Eat ‘n’ clap etc

* Hard dough biscuits – Cabin, Coaster, Cracker Classic, Morning coffee etc

* Cream crackers naturally fermented or chemically aerated, salted or sweet.

Our Statement of Quality

Our biscuits are produced with great care using high quality ingredients and processes.
We adhere to high handling, distribution and storage procedures and best practices,
ensuring that our customers get healthy, safe and quality products.

This discipline runs through our supply chain, we source our materials (raw / packaging
and consumables) from accredited and ethical suppliers, ensuring that all supplies meet
specifications before they are received in for processing.
We also adhere with principles of Good Manufacturing Practices, Quality Assurance
Management System, and Food Safety Management System to ensure that our products
are safe and healthy
 REFERENCES

Bello, A., & Aina, O. K (2015). The Role of Marketing Research on the Performance of Business Organizations.
International Knowledge Sharing Forum.7(6). 146-156

Brandmeir, K., &Baloglu, S. (2014). Linking employee turnover to casino restaurant performance: A cross-
sectional and time-lagged correlation analysis. Journal of Foodservice Business Research. 7(2), 25-
39.

Davidson, M. C. G., & Wang, Y. (2011). Sustainable labor practices? Hotel human resource managers views on
turnover and skill shortages. Journal of Human Resources in Hospitality & Tourism.10(3). 235-253.

Hinkin, T. R., & Tracey, J. B. (2018). Contextual factors and cost profiles associated with employee turnover.
Cornell Hospitality Quarterly.49(1),12-27.

Olawale, Y. A, Salman, A., Mulikat, A. & Ayinde R. B (2019) Impact of Marketing Research on Organizational
Productivity in Nigerian Manufacturing Industry. Amity Journal of Marketing. 4(1),80-95.

Zeki, A. (2013). The impact of marketing research activities on marketing performance in textile companies: a
study in denizli. International Journal of Management Economics and Business.9(1),9-16.
 CHAPTER TWO

LITERATURE REVIEW

This chapter intends to systematically look deep into the effect of pricing strategies on
consumer buying behaviour with the use of past literatures, journals, textbooks and
internet relating to the topic.

2.1 Conceptual framework

2.1.1 Marketing Research

Marketing research is the application of scientific methods to find the truth about
marketing phenomena.

Philips and John (2005) define marketing research as the systematic collection,
recording, and analysis of data to obtain useful information for making marketing
decisions. The British Institute of Management (1962) objectively collects, records and
analyzes all facts about matters related to the transfer and sale of goods and services
from producers to consumers. According to the American Marketing Association (AMA),
marketing research is the systematic collection, recording, and analysis of data on issues
related to the marketing of products and services. According to Kotler (2007), marketing
research is the systematic analysis of problems, model building, and finding facts to
improve decision-making and control in product and service marketing. According to
Green and Donald (1975), marketing research is the systematic and objective
investigation and analysis of information relevant to identifying and solving marketing
problems. According to David, Taylor and Hugh (1974). Marketing research is the
application of scientific methods to solve marketing problems. These activities include
identifying market opportunities and problems, generating and evaluating market ideas,
monitoring performance, and understanding marketing processes. “Exploring Market
Research by William (1998).

Marketing research is a device used by management in marketing to solve problems

and make marketing decisions (Tarka, 2018). This is a way to make sound decisions and
conclusions, since the goal is to provide the organization with the evidence and facts it
needs to base its decisions on. Marketing research provides managers with principles
that can be converted from one marketing condition to another, and this can be useful
in making predictions and judgments. It also provides analytical tools based on the
mathematical logic used to make decisions.

Research by Leedy and Ormond (2010) is a systematic quest for undiscovered truth. It is
a way of solving complex problems in an attempt to push the boundaries of human
ignorance. He also sees research as a way of thinking, a way of looking at cumulative
reality so that a collected dataset speaks to the thoughts of the researcher doing the
research. Research can be thought of as systematic means and processes by which we
try to reach reality, hence it can be defined as systematic discoveries aimed at gaining
in-depth knowledge about the observed object (Arowomole, 2012).

Osuala (2001) suggests that research is an activity aimed at achieving reliable

clarification of problems through the deliberate and deliberate collection, analysis, and
interpretation of collected data. Marketing research is defined as the actions that
connect consumers and the general public with marketers using information (American
Marketing Association). Using this information, marketing opportunities and challenges
are identified and identified to create, process, and evaluate marketing plans; to review
marketing performance and develop a better mindset about the marketing process.
Leedy and Ormond (2010), marketing research can also be referred to as the methodical
discovery, collection, analysis and distribution of information to support management
decision-making activities in Identify and recommend solutions to marketing problems
and opportunities. The main objective of marketing research is to explore and examine
how different components of the marketing mix influence customer behavior (Geral &
Scott, 2010).

2.1.2 Marketing Research Process

Marketing research processes simply refer to the systematic steps or processes to follow
when conducting marketing research. It involves a series of activities that are
interconnected and intersect in no particular order. Research often requires thinking
several steps ahead of the information obtained. The different steps involved in
marketing research are intertwined, and each has some impact on the next:

Problem Formulation/ Identification

Determining the Research Design

Design data collection methods and forms

 Design sample and collect data

Analysis and interpret data

Prepare the research report

Source: Churchill &Lacobucci (2013). Marketing Research Process

Problem formulation/identification:The first step in conducting research is to identify

the problem an organization is currently facing. This should be done in such a way that
the problem is not defined broadly or narrowly. In order to clearly define an issue, the
objective and the circumstances surrounding a given request for information must be
clearly defined. Indeed, it is only when a problem is clearly and precisely defined that
research can be conducted to provide the necessary information.
Determining the research design:This is the phase of designing the plan or strategy
used to collect and analyze data. The data source and study design to use depends on
what is known about the problem to be solved or investigated; An exploratory study
design is required. Exploratory research design includes examining published data,
questioning knowledgeable data, conducting focus groups, and more. Conversely, if the
problem is clearly stated, a descriptive or causal study is needed.

Design data collection methods and forms: This is the stage to design and specify the
methods of data collection to be used in the conduct of the research. There are two
methods to be used: primary sources and secondary sources. The primary sources are
the information gathered by the researchers through a questionnaire, interviews, focus
groups, observation andexperimentation. While the secondary sources are not gathered
for the current study but for other purposes.

Design sample and collect data: At this stage, the researcher is expected to design and
specify the research sampling frame, sampling method and sampling size. Sampling
frame is the list of the population element from which the sample will be selected.
Sampling method refers to the technique that will be used to select sample from the
population element. It may be probability sampling techniques and non- probability
sampling techniques. Sample size refers to the actual number of a population element
that will be investigated. Once the sample designs are specified, the data collected is the
next. Data collection is the process of collecting required data from the target sample
through a specified method of data collection.
Analyse and interpret data: This stage involves the extraction of relevant findings from
the data. Data analysis involves editing, coding, tabulating and running the required
statistics. Editing refers to the process of ascertaining if the collected data is complete
and consistent with the instruction provided while coding refers to the process of
assigning numbers to each of the responses in order to analyse them. Tabulation refers
to the process of presenting in tabular form. Statistics are analytical techniques such as
chi-square, conjoint analysis, factor analysis, linear programming, t-test, etc. that can be
used to analyse data.

Prepare the research report: The research report is the document submitted to the
management that summarizes the research results and conclusions. The report should
generally begin with a brief statement of the problem and those major findings relevant
to the main marketing problem facing the organization or management. This report
should be written in a simple language and be straight forward. It should also mention
any limitations in the cause of the investigation. In today’s marketing research activities,
it is important to note the relevance of social media technology in interacting with
consumers and gathering data. This helps market researchers to become more efficient
by combining data from various sources in order to reach a general decision that applies
to a sphere of customers’ categories (Nyukorong, 2017).

Main Divisions of Marketing Research

Marketing research covers many aspects related to the marketing of goods and services
with the ultimate goal of obtaining in-depth and comprehensive information on the
factors likely to influence demand for a product. and service. It is important to
distinguish the broad divisions of these responsibilities, although these tend to be quite
arbitrary and it is impractical to expect a watertight compartment (Chisnall, 2005).
 Marketing Research

Product Customer Pricing Sales and Promotion

Distribution Research
Research Research Strategy Research

Product

Source: Chisnall (2005). Division of Marketing research.

Research:It is concerned with identifying products that can be produced using available
technology and retrieving information about market demand for new and innovative
products that can be provided by future technology. . Product research also includes
designing, developing and testing new products, improving existing products and
anticipating possible changes in market trends, product performance, raw materials.
input, etc. This review will include studies of the product's price, packaging
acceptability and performance, visual appeal, comfort, and more.

Customer Research: Customer research investigates into buying-behaviour, examining

the socio-economic, cultural and psychological factors affecting buying decisions either
at customer level, trade distribution level or at the industrial level. Customer research
also attempts to explain customer preferences which are the expectations, likes,
dislikes, motivations and inclinations that drive customer purchasing decisions and
behaviours. They match customer needs in explaining customer behaviour. Appealing to
the preferences of customers is a fundamental marketing technique that is important
for branding, product development, distribution and customer experience. The
following includes types of customer’s preferences; convenience, user interfaces, risk,
values, sensory, time, customer experience and so on. The other social sciences-
sociology, anthropology-can provide extra valuable knowledge of buying behaviour, so
research should be all-inclusive and involve many facets. As already observed, it is
likewise important to collect both qualitative and quantitative data.

Pricing Research: All businesses must make decisions concerning the pricing of their
goods and services. Pricing is a critical factor which affects the business success and is a
potent marketing mix tool among the four Ps (Product, Price, Place, Promotion). These
inputs are necessarily interconnected and an effective blend is at the heart of successful
marketing. Pricing should be approached both analytically and creatively. Costs form the
basis on which price is built and these must be known. But equally important is
knowledge about the nature of demand, competition level, a technological
development that may result in substitute materials, etc. Pricing can be used to position
a product relative to competitors’ offerings. This suggests that some reliable information
should be collected about competitive products specifically related to market segments.
Price is an indicator of quality and should, therefore, be evaluated for benefits which
they offer buyers, and ideally, these should have been developed from objective
knowledge of the expectations of certain types of buyers or users.

Sales Research: Used complementarily with distribution research, it involves a detailed

analysis of the activities involved in selling a company’s product. Complementarily,
distribution research assesses the company’s selling arrangement to identify several
other distribution methods. The company’s market position should be evaluated in
comparison to its competitors. When an organization is losing sales and sales trend is
stable or improving, research should be aimed at discovering the reason for the
company’s failure to maintain a trend and account for possible causes of extra sales
recorded. How effective the distribution plans and sales force is should also be checked,
causes of variation in consumption level should be identified, which could be due to
economics and political situation as well as social advancement and government
legislations. It covers sales forecasting, quota selling, sales territory design and other
sales-related activities. It analyses sales volume, salesman performance data, new
product performance in test markets, opinion on customer-related product data etc.

The purpose of this research includes:

i. Analyzing salesmen’s training

ii. Testing new sales techniques.
iii. Measuring the salesman’s effectiveness.
iv. Studying sales compensation.
v. Assessing market potential.
vi. Analyzing methods of setting sales quota and sales territories.
vii. Stimating the size of the market.
viii. Studying Market segmentation.
ix. Estimating demand for product.

Promotion Research:This involves testing and evaluating the effectiveness of the

various measures used in promoting a company`s products or services. These activities
include exhibitions, public relation campaigns, merchandising aids such as show cards
and pointofsale stands, consumer and trade advertising, special promotional offers, etc.
There are varieties of media available in most developed communities; televisions, press
and magazines, cinema, radio, posters, exhibitions, etc. and the wide choice of media is
difficult in practice. Promotion research also identifies the most favourable program
elements to improve profit. There are several ways to promote products, but each may
have different impacts on the organisational bottom line. The challenge here is to
choose the blend of promotions that has the highest Return On Investment (ROI) and
Return On Objectives (ROO). So many variables affect purchasing decisions that only in
few cases can the real sales effectiveness of advertising be known with certainty.

The purpose of this research is to develop the most appropriate advertisement and
promotion schemes and evaluate their effectiveness. The broad areas include:

i. Advertising copy research.

ii. Media research
iii. Assessing the effectiveness of advertising.
iv. Assessing the efficacy of sales promotional measures.

2.1.3 Marketing Research Classification

Market Research Classification So what type of market research can product managers
utilize in our quest to find answers that will help businesses deliver value? There are
three types of market research:
• Exploratory research

• Descriptive research

• Causal research

Exploratory Research: Exploratory studies enables companies to find out new thoughts
and discover capability marketplace opportunities. It is used to discover a state of affairs
or look for a problem. This studies manner is unstructured. Product managers want now
no longer undergo all of the ranges of the marketplace studies manner from the defining
degree to the evaluation degree the findings from exploratory studies are typically
primarily based totally on secondary data (Data this is already to be had in special
departments of the Company), open ended questions, comparable case studies, a pilot
take a look at or maybe end result from preceding studies. The effects from exploratory
studies aren't usually appropriate for product manger to attract a end and determine to go
into a brand new marketplace. The end result is all too frequently generalized facts
approximately capability markets and the associated merchandise or services. It is carried
out with an expectation that there's want for extra complete studies. Example, Mars
M&M is a international manufactures generating sweet and chocolate. The Company
found through doing easy exploratory studies that customers consult with the chocolate
and sweet through their colour. The Company carried out the end result through asking a
few open ended questions and walking consciousness companies this piece of facts have
become beneficial in shaping destiny studies and advertising strategy.
Descriptive Research: This type of research addresses questions like who, what, when,
where, and how. This is a structured search (product manager applies at all stages of the
search process). Descriptive research explores the market in more detail. For example,
descriptive research identifies which age groups buy a particular product as a brand and
why. This type of research is more structured and requires formal study design and data
collection. For example “Greg Norman is famous for his performances on the golf
course. He is also in the wine business and sells high quality Australian wines offered at
reasonable prices. He plans to expand into the American or French wine market. In this
situation, the use of descriptive research helps him better understand the international
wine market and allows him to make better decisions about where to sell his wines.
Descriptive research has identified the type of fiber that consumers prefer to drink
Causal Research:Causality can be defined by the use of “if X then Y.” this type of
research helps products manages understands the cause and effect of a relationship.
Causal research is considered formal research and helps products managers to identify
problem managers for examples, would be interest in determining what causes a change
in customers’ satisfaction.

2.1.4 Sales Turnover

According to Homburg and Jensen (2007), they found that the difference between sales and
marketing perceptions in terms of performance can be the cause of dissatisfaction in the
interface. The document also shows that the effectiveness of the relationship between managers
of these departments depends on the performance and results of the team and will ultimately
determine how the working relationship between the two managers will be. how. Recent studies
have shown that there is a lack of cooperation between sales and marketing. In particular,
Homburg and Jensen observed that "differences in goals can be a source of friction between
rooms" (Kenneth&Nigel, 2010), and previous research has attributed this problem. due to the
accountability of top management.
2.1.5 Influence of Price Research on Organisational Total Revenue

Every multinational business entity is established with the primary objective of making a profit, and
some basic considerations about their profit motive come into play in determining the prices of their
goods among stakeholders. conclude. A company, whether small or large, simple or complex, private or
public, is created to offer competitive pricing. Most small business owners in Negeria lack knowledge
and skills in basic marketing components, such as marketing research, market segmentation, and market
planning and control, resulting in poor quality products, lack of understanding of the competition, poor
distribution, and poor pricing methods. The wrong pricing method then leads to the wrong product
pricing, which ultimately affects the sales (demand) and ultimately the company's profits. In a
developing country like Nigeria, with low incomes and high levels of poverty, a business that wants to
succeed must offer its products at prices that consumers can afford. But often, small producers price
their products arbitrarily without taking into account the environmental characteristics of consumers
(Ayozie 2008).

2.2 Theoretical framework

The following are the theories that were reviewed for the purpose of this study;
ResourceBased Theory, Agency Theory, Conflict Theory, Experiential Learning Theory

Resource-Based TheoryThe resource-based view holds that competitive advantage is

maintained through the firm's ownership of a unique set of resources (Conner and
Prahalad, 1996). The resource-based perspective refers to how business owners grow
their businesses from resources they already own or have access to (Dollinger, 1999).
Resource as a concept is considered by many to be a firm's "strength/weakness"
(Wernerfelt, 1984). Resource-based theory addresses fundamental questions about how
higher performance can be achieved in competition with other organizations in a similar
market, and higher performance is discovered from acquisitions and acquisitions.
exploit the unique resources available to a business. Another point worth noting in the
resource-based approach is the importance of a firm's ability to determine its
performance. Resources are recognized as essential precursors to improving business
performance (Wernerfelt, 1984). Resource theorists have reiterated that firms can
maintain a competitive advantage by using strategic marketing as a tool to win the
competition (Michalisin, 1997). Therefore, a resource-based logic proposes that if a firm
possesses valuable resources that few other firms have, and if these other firms find it
too costly or difficult to imitate this resources likely can generate sustainable
competitive advantages.
Experiential Learning Theory: A manager must be able to recognize the needs of his
company. Therefore, needs analysis through an adaptive skills approach heavily based
on experiential learning theory (ELT) (Dunning, Kogut and Blomstrom 1991) considers
employees and jobs in a commensurate manner. This approach is based on the fact that
learning, adaptation and problem-solving activities are closely linked and that these
processes are essential in every job. Thus, by describing both the employee's adaptive
skills and the job requirements from a learning perspective, one can identify and identify
the adaptive or interactive processes that occur in each place. work. This theory
simulates the learning processin such a way that it is easy to identify variations in
learning approaches and appropriate learning environments. The application of the
adaptive skills approach is based on the principle that symbolic needs analysis at the
employee level represents work in a set of terms (i.e. job characteristics), and that The
characteristics and personal characteristics of employees are considered in different
ways. However, this study is based on resource-based theory, as it describes strategists
choosing from among a variety of strategies or competitive positions that are most
suitable for exploiting the firm's capabilities and resources. them compared to the
opportunities provided by the external environment. The resource-based approach
provides strategists with the tools to assess what factors should be deployed to gain
competitive advantage. This therefore concludes that it testing a market that is
segmented to discover new opportunities for organisations.

2.3 Summary of chapter

In conclusion, despite the relevant literature suggest the positive relations between
marketing research and organisation sales turnover or some issues in marketing, the
relationship between marketing research and marketing performance has not been
empirically demonstrated enough. Due to very little is known about how marketing
research activities affect marketing performance; the study was designed to explore the
impact of marketing research activities on marketing performance. The main objective
of this study is to determine the effects of marketing research activities on marketing
performance. To achieve this objective some hypothesis was developed based on
theoretical framework and the results of exploratory factor analysis.
 REFERENCES

AMA. (2016). Definition of marketing and marketing research. American Marketing Association (AMA).
Retrieved at April 10, 2016, from https://www.ama.org/ AboutAMA/Pages/Definition-of-
Marketing.aspx

Arowomole, K. (2012). Modern Business Management (Theory and Practice). Sango-Ota: Ade-Oluyinka
Commercial Press

Ayozie, D. O. (2008). The role of small scale industry in national development in Nigeria. ICAN Students’
Journal Jan/March 12(1). 10-17.

BIM (1962).Definition of marketing and marketing research. British Institute of Management.

Chisnall, P. (2005). Marketing Research (7th ed.). London: McGraw-Hill

Churchill, G., &Lacobucci, D. (2013). Marketing Research: Methodological Foundations.
Wisconsin: Wisconsin School of Business University of Wisconsin

Conner, K., & Prahalad, C. (1996). A resource-based theory of the firm: Knowledge versus opportunism.
Organisation Science, 7(5), 477-501.

David Luck, Donald Taylor and Hugh Wales (1974): Research for Marketing Decision:
Englewood Cliffs, N. J. Prentice Hall.

Dollinger, M. (1999). Entrepreneurship Strategies and Resources. Upper Saddle River: Prentice Hall.

Dunning, J., Kogut, B., & Blomstrom, M. (1991). The Permeability of Borders and the Speed of Learning
among Countries, in Globalization of Firms and the Competitiveness of Nations. Manchester
United: Lund University Press.

Geral, S., & Scott, M. (2010). An Introduction to Marketing Research (9th ed.).
Washington: Qualtrics Survey University

Green, Paul E. & Donald Tull (1975): Research for Marketing Decision: Englewood Cliffs,
N. J. Prentice Hall

Homburg, C. & Jensen, O. (2007), The thought worlds of marketing and sales: which
differences make a difference, Journal of Marketing, 71(3), 124-142

Kenneth L M, &Nigel F. P, (2010). Improving the relationship between sales and

marketing, European Business Review, 22 (3). 287-305.

Kotler, P. (2007): Principles of marketing Pearson Prentice Hall, New Jersey,

Leedy, P., & Ormond, J. (2010). Practical Research Planning and Design. Boston: Pearson
Education International.

Michalisin, M. S. (1997). In search of strategic assets. International Journal of

Organisational Analysis, 5(2), 360-387

Nyukorong, R. (2017). Conducting Market Research: An Aid to Organisational Decision

Making. European Scientific Journal, 13(10), 1-17.

Osuala, E. (2001). Introduction to Research Methodology. Onitsha: Africana-Fep

Publishers Ltd.
Philip C, R., & John G. (2005). International marketing: New York. Margraw Hill
Company.

Tarka, P. (2018). The views and perceptions of managers on the role of marketing
research in decision making. International Journal of Market Research, 60(1), 67-
87.

Wernerfelt, B. (1984). A Resource-Based View of the Firm. Strategic Management

Journal, 5(2), 171-180

William G ( 1998): Business Research Methods, Dryden publisher. Pearson Prentice Hall, New
Jersey
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This section will present the general procedure for carrying out the study. A description
of the design and appropriate methodology adopted in carrying out the study is done.
This part of the study will be covered research design, data selection, and study
population, sources of data, data collection and data analysis procedures

3.2 Restatement of research questions and hypotheses

3.2.1 Research Questions

It is in view of the above problems that the following questions arise:

i. Does price has any significant influence on organisational total revenue?
ii. What is the effect of brand awareness on average revenue per customer?
iii. To what extent does type of product development can impact organisation
market penetration?
3.2.2 Research Hypotheses
Ho: Price has no significant influence on organisational total revenue.
H1: Price has a significant influence on organisational total revenue
 Ho: Brand awareness have no positive effect on enhanced average revenue per
customer.
H2:Brand awareness have a positive effect on enhanced average revenue per customer.
H0: There is no significant relationship between type of new productdevelopment and
organisation market penetration.
H3: There is a significant relationship between type of new productdevelopment and
organisation market penetration.
3.3 Research Design

Research design is a systematic plan for collecting data in order to provide answers to specific
questions. It is a plan, structure and strategy of investigation which guides the collections and
analysis of data in a piece of research. The research design that will be used in this study is
survey method to uncover the impact of marketing research on organisational sales turnover.

3.4 Sources of Data Collection

3.4.1 Primary Data

The primary data will be collected by use of a questionnaire whereby one questionnaire will
be given to each of the sampled organisation to generate both qualitative and quantitative
data. A five point Likert rating scale will be used to measure all variables. The lowest rating of
1 will signify a low opinion by the respondents while a high rating of 5 will signify a high rating
by the respondent.

3.4.2 Secondary Data

These are the data that has been used elsewhere in other studies. The secondary data
includes the review of the organisation’s documents, reports and manuals. It will also include
information collected from Deli Foods Nig. Ltd. reports, internet and other forms of
documented data whose source can be verified.

3.5 Population

The study centeredisDeli Foods Nig. Ltd. as a study; the population of the study will
make use of the staff of the organization which are over 600 staffof the organisation.
The researcher usingsimple randomly pick25% of the predicted population select one
hundred and fifty (150) workers which cut across various levels and departments in Deli
Foods Nig. Ltd.

3.6 Sampling plan and sample size

The target population for this research is the case study Deli Foods Nig. Ltd. under review
which the study focused on. From the institution, a random sample of 150 respondents was
drawn from various levels of staff, and other subordinates in which the questionnaires will be
administered to gather adequate needed information.

3.7 Description of research Instrument

A five-point Likert rating scale was used to measure all variables. The lowest rating of
(SD) signified a low opinion by the respondents while a high rating of (SA) signified a
high rating by the respondent.

3.8 Validity and Reliability of Instrument

 To ensure the validity of the research instrument, the instrument will be designed and
given to experts in the field of measurement and evaluation as well as the researcher’s
Supervisor for assessment. This will ascertain that the instrument will be able to provide
answers to the research questions and test the stated hypotheses. Their comments and
recommendation will be adopted in revising the instrument before administration.

Reliability of test or research instrument implies the extent to which instrument will
yield the same result during a repeat measurement under similar condition. Reliability
analysis allows you to study the properties of measurement scales and the items that
compose the scales. The reliability analysis procedure calculates a number of commonly
used measures of scale reliability and also provides information about the relationships
between individual items in the scale. A pilot study test will be conducted to comprise
sixty (60) questionnaires and the researcher will use correlation to the test. The
decision is that the higher the Cronbach's Alpha value (i.e 0.5 to 0.9999) the better the
reliability of the questionnaire.

3.9 Administration of the Data Collection Instrument

Respondent were personally given copies of the questionnaire and were to be completed
and returned. Cover letters was affixed to copies of the questionnaires, explained the
nature of the study as well as assuring respondent of the confidentiality of any
information provided. The rationale behind providing clear instructions and assuring
confidential of information is based on the fact that this significantly reduces the like
hood of obtaining biased responses. Self-administered copies of questionnaire were
returned to designated contact persons of the organisation studied.

3.10 Method of Data Analysis

Responses from the questionnaires were analyzed using simple percentage method and
inferential statistics to explain the relationship between study variables. Linear
regression was used to determine the relationship between variables x and y. The
formula for correlation(r) and formula for Survey Response Rate are presented below:

Number of response
Survey Response Rate = X 100
Total number of respondents

r = N∑XY-(∑X) (∑Y)

(N∑X2- (∑X)2) (N∑Y2- (∑Y)2)

 CHAPTER FOUR

DATA ANALYSIS AND PRESENTATION

4.1 Introduction

This chapter deals with the critical analysis of the data gathered during the study of
“Impact of Marketing Research on Organisation Sales Turnover” with reference to Deli
Foods Nigeria Limited.

In accordance with the sample size computed in chapter three, 150 questionnaires were
distributed to staff and workers of Deli Foods Nigeria Limited, and 120 questionnaires
were returned.

4.1.1 Analysis of Questionnaire Administered

Table 4.1.1
Distributed Number of responses Percentage (%)
Returned 120 80
Unreturned 30 20
Total 150 100
Source: Field survey, 2021
4.2 Analysis of Respondents According to Demographic Analysis.

Table 4.1: Sex

 Response Frequency Percentage(%)
Male 63 53
Female 57 47
Total 120 100
Source: Field Survey, 2021.

From the above table, 63 respondents representing (53%) were male, and 57 respondents
representing (47%) were female.

Hence, majority of the respondents were male.

Table 4.2: Age

Response Frequency Percentage(%)

Below 20 18 15
20-30 55 46
31-40 42 35
41-50 5 4
51-60 0 0
61% Above 0 0
Total 120 100
Source: Field Survey, 2021.

The table shows that 18 respondents representing (15%) were below 20 years, 55
respondents representing (46%) were between 20-30 years, 42 respondents representing
(35%) were between 31-40 years, 5 respondents representing (4%) were between 41-50
years. Therefore, majority of the respondents were between 20-30 years.

Table 4.3: Marital Status

Response Frequency Percentage(%)
Single 17 14
Married 87 73
Divorced 14 12
Others 2 2
Total 120 100
Source: Field Survey, 2021.
From the above table, 17 respondents representing (14%) single, 87 respondents
representing (73%) were married, 14 respondents representing (12%) were divorced, 2
respondents representing (2%) were others. From this statement, most of the respondents
were married.

Table 4.4: Educational Qualification

Response Frequency Percentage(%)
SSCE 23 19
NCE/ND 53 44
HND/ND 36 30
MA/MSC 8 7
Total 120 100
Source: Field Survey, 2021.
From the above table, 23 respondents representing (19%) were SSCE holder, 53
respondents representing (44%) were NCE/ND holder, 36 respondents representing
(30%) were HND/ND holder, and 8 respondents representing (7%) were MA/MSC
holder.

Table 4.5: Years in Organization

Response Frequency Percentage(%)

Less than 1 70 58
1-5 42 35
6-10 6 5
11-15 2 2
16 & Above 0 0
Total 120 100
Source: Field Survey, 2021.
From the above table, 70 respondents representing (58%) were less than 1 year, 42
respondents representing (35%) were between 1-5 years, 6 respondents representing
(5%) were between 6-10 years, and 2 respondents representing (2%) were between 11-
15 years. Therefore, majority of the respondents were between 1-5 years.
4.3 Presentation and Analysis of Data According to Structured Part.

 According to Price Research & Organisational Total Revenue

TABLE 4.6:
STATEMENT 1: Budgetary allocation to marketing research is inadequate

Response Frequency Percentage (%)

SA 101 84
A 17 14
U 2 2
D 0 0
SD 0 0
Total 120 100

Source: Field Survey, 2021.

The Empirical finding shows that 101 respondents representing (84%) strongly agreed,
17 respondents representing (14%) agreed, and2 respondents representing (2%)
undecided. No respondent neither disagreed nor strongly disagreed.

TABLE 4.7
STATEMENT 2: marketing decision of the management depend on the outcome of the
marketing research activities
Response Frequency Percentage(%)
SA 30 25
A 82 68
U 7 6
D 1 1
SD 0 0
Total 120 100
Source: Field Survey, 2021.
The table shows that 30 respondents representing (25%) strongly agreed, 82 respondents
representing (68%) agreed, 7 respondents representing (6%) undecided, and 1
respondent representing (1%) disagreed. Majority of the respondents agreed the above
statement.

TABLE 4.8
STATEMENT 3: My company adopt marketing research on New Product.
Response Frequency Percentage (%)
SA 57 48
A 46 38
U 17 14
D 0 0
SD 0 0
Total 120 100
Source: Field Survey, 2021.
From the above table, 57 respondents representing (48) strongly agreed, 46 respondents
representing (38%) agreed, and 17 respondents representing (14%) undecided on the
above statement.

TABLE 4.9
STATEMENT 4: I rate the performance of research activities in my company high

Response Frequency Percentage (%)

SA 45 37
A 60 50
U 15 13
D 0 0
SD 0 0
Total 120 100

Source: Field Survey, 2021.

From the above table, 45 respondents representing (37) strongly agreed, 60 respondents
representing (50%) agreed, and 15 respondents representing (13%) undecided on the
above statement.
 According to Brand Awareness & Average Revenue Per Customer
TABLE 4.10:
STATEMENT 5: Marketing Research findings usually help in proper utilization of our
company resources.

Response Frequency Percentage (%)

SA 38 32
A 58 48
U 22 18
D 2 2
SD 0 0
Total 120 100
Source: Field Survey, 2021.

From the above table, 38 respondents representing (32%) strongly agreed, 58

respondents representing (48%) agreed, 22 respondents representing (18%) undecided,
and 2 respondents representing (2%) disagreed on the above statement.

TABLE 4.11:
STATEMENT 6: I buy any brand of New Product

Response Frequency Percentage (%)

SA 40 33
A 58 48
U 18 15
D 4 4
SD 0 0
Total 120 100
Source: Field Survey, 2021.
From the empirical review, it shows that 40 respondents representing (33) strongly
agreed, 58 respondents representing (48%) agreed, 18 respondents representing (15%)
undecided, and 4 respondents representing (4%) strongly disagreed on the above
statement

TABLE 4.12
STATEMENT 7: Research findings have not yielded any solution to marketing
problems of the company most of the times.
Response Frequency Percentage (%)
SA 50 42
A 44 36
U 24 20
D 2 2
SD 0 0
Total 120 100
Source: Field Survey, 2021.

The empirical revealed that 50 respondents representing (42%) strongly agreed, 44

respondents representing (36%) agreed, 24 respondents representing (20%) undecided,
and 2 respondents representing (2%) disagreed on the above statement.

TABLE 4.13:
STATEMENT 8: Marketing Research is an effective tool for exploiting marketing
opportunities

Response Frequency Percentage (%)

SA 46 38.33
A 44 36.67
U 30 25
D 0 0
SD 0 0
Total 120 100
Source: Field Survey, 2021.
From the table above, 46 respondents representing (38.33%) strongly agreed, 44
respondents representing (36.67%) agreed, 30 respondents representing (25%)
undecided, and 0 respondents representing (0%) disagreed the above motion.

According to Product Development and Organisation Market Penetration.

TABLE 4.14:
STATEMENT 9: marketing research have impact on New Product Development

Response Frequency Percentage (%)

SA 52 43.33
A 36 30
U 22 18.33
D 10 8.33
SD 0 0
Total 120 100
Source: Field Survey, 2021.

From the above table, 52 respondents representing (43.33%) strongly agreed, 36

respondents representing (30%) agreed, 22 respondents representing (18.33%)
undecided, and 10 respondents representing (8.33%) disagreed the motion. Hence,
majority of the respondents agreed on the above statement.

TABLE 4.15
STATEMENT 10: Research findings have not yielded any solution to marketing
problems of the company most of the times.

Response Frequency Percentage (%)

SA 44 36.67
A 48 40
U 18 15
D 10 8.33
SD 0 0
 Total 120 100
Source: Field Survey, 2021.

The above analysis shows that 44 respondents representing (36.67%) strongly agreed, 48
respondents representing (40%) agreed, 18 respondents representing (15%) undecided,
and 10 respondents representing (8.33%) disagreed the motion.

4.4 Testing of Research Hypotheses

Hypothesis 1
According to Price Research & Organisational Total Revenue

Ho: Price has no significant influence on organisational total revenue.

H1: Price has a significant influence on organisational total revenue.
Hypothesis Criteria: Statement 1: Budgetary allocation to marketing research is
inadequate

Response Frequency Percentage (%)

SA 101 84
A 17 14
U 2 2
D 0 0
SD 0 0
Total 120 100

Source: Field Survey, 2021.

X Y XY X2 Y2
5 101 505 25 10201
4 17 68 16 289
3 2 6 9 4
2 0 0 4 0
1 0 0 1 0
15 120 579 55 10494
 n Σ xy−Σ x Σ y
r=
√ [n Σ x ¿ ¿ 2−( Σ x ) ][n Σ y ¿ ¿2−( Σ y ) ]¿ ¿
2 2

5(579)−15 (120)
r=
√ [5(15)−( 15 ) ][5(120)−( 120 ) ]
2 2

1,075−750
r=
√ [275−225][6,270−2,500]
325
r=
√ [50][3,770 ]
325
r=
√ 188,500
325
r=
434.166
r =0.75

Decision Rule
This result, r = 0.75, shows that there is a positive correlation between price and
organisational total revenue.the null hypotheses (H0) will be rejected while the alternative
hypothesis (H1) will be accepted which states that Price has a significant influence on
organisational total revenue.
Testing of Hypothesis 2
Ho: Brand awareness have no positive effect on enhanced average revenue per customer
H2:Brand awareness have a positive effect on enhanced average revenue per customer
According To Brand Awareness and Average Revenue Per Customer.
STATEMENT 6: I buy any brand of New Product
Response Frequency Percentage (%)
SA 40 33
A 58 48
U 18 15
 D 4 4
SD 0 0
Total 120 100
Source: Field Survey, 2021.

X Y XY X2 Y2
5 40 200 25 1600
4 58 232 16 3364
3 18 54 9 324
2 4 8 4 16
1 0 0 1 0
15 120 494 55 5304

n Σ xy−Σ x Σ y
r=
√ [n Σ x ¿ ¿ 2−( Σ x ) ][n Σ y ¿ ¿2−( Σ y ) ]¿ ¿
2 2

5(494)−15(120)
r=
√ [5(15)−( 15 ) ][5(5304)− (120 ) ]
2 2

2,470−100
r=
√ [75−225][26,520−14,400]
2,370
r=
√ [−150][12,120 ]
325
r=
√ 1,818,000
325
r=
1,348
r =0.24

DECISION RULE
This result, r = 0.24, shows that there is a positive correlation between type of brand
awareness and average revenue per customet. the alternative hypothesis (H 2) will be
accepted while the null hypothesis (H0) which state that Brand awareness have a
positive effect on enhanced average revenue per customer.

Testing of Hypothesis 3

Ho: There is a significant relationship between type of new product development and
organisation market penetration.
H2:There is a significant relationship between type of new product development and
organisation market penetration.
According to New Product Development and Organisation Market Penetration

Hypothesis Criteria: Statement 8: Marketing Research is an effective tool for

exploiting marketing opportunities

Response Frequency Percentage (%)

SA 46 38.33
A 44 36.67
U 30 25
D 0 0
SD 0 0
Total 120 100
Source: Field Survey, 2021.

X Y XY X2 Y2
5 46 230 25 2116
4 42 168 16 1764
3 26 78 9 676
2 4 8 4 16
1 2 2 1 4
15 120 486 55 4576
 n Σ xy−Σ x Σ y
r=
√ [n Σ x ¿ ¿ 2−( Σ x ) ][n Σ y ¿ ¿2−( Σ y ) ]¿ ¿
2 2

5(486)−15(120)
r=
√ [5(15)−( 15 ) ][5(4576)−( 120 ) ]
2 2

2,430−1800
r=
√ [75−225][68640−14,400]
630
r=
√ [−150][54,240 ]
630
r=
√ 8,136,000
630
r=
2,852
r =0.22

DECISION RULE
This result, r = 0.22, shows that there is a positive correlation between type of new
product development and organisation market penetration.The null hypotheses (H0)
will be rejected while the alternative hypothesis (H 1) will be accepted which states that
There is a significant relationship between type of new product development and
organisation market penetration.

4.4 DISCUSSION OF FINDINGS

The study revealed there is astatistically significant relationship between technology

application and infrastructure on overall satisfaction measured (Attitudinal). The study
revealed that there is a significant relationship between strategy business goals and
objectives on loyalty measurement (Affective Behaviour), this study also revealed
thatthere is a correlation between people organisational structure, skills and incentives on
intentions to repurchase measurement (Behavioural).
 CHAPTER FIVE

SUMMARY OF FINDING, CONCLUSIONS AND RECOMMENDATIONS

5.1 SUMMARY OF FINDINGS

The basic objective of this study is to critically examine the impact of marketing research
on organisation sales turnover: A study of Deli Foods Nigeria Limited. One Hundred and
Fifty (150) respondents were randomly selected. One-Twenty (120) questionnaires were
returned and analysis of the data was based on this number. From the analysis of the
data especially, and the testing of hypotheses it was realized that:

i. Price has a significant influence on organisational total revenue

ii. Brand awareness have a positive effect on enhanced average revenue per customer.
iii. There is a significant relationship between type of new product development and
organisation market penetration.
5.2 CONCLUSION DRAWN FROM THE FINDINGS

The study examined the relationship between “Marketing Research and Organisation
Sales Turnover”. They have invested the lot of amounts of money to provide effective
service for customers. This research clearly expressed that important of functionality of
service in Marketing research and organisational turnover. Marketing research has
significant impact on organisational turnover. However, proportion of impact marketing
research on customer was low level. Reason for that most of organisation providing
companies fails to build the trust among their customers. Companies spent lot of time
and money to build and maintain their companies’ infrastructure facilities but their fail
to take fruit full effort to satisfy their customer needs with psychological view. According
to this research, as to what mobile service providing companies have been doing, the
priority should be given to how to reduce customer dissatisfaction and improve mobile
service network facilities, Marketing research, customer retention, customer loyalty.

5.3 RECOMMENDATIONS BASED ON THE CONCLUSIONS.

During the research process, the researcher has observed a few recommendations for
future research. Illustratively, further studies should be conducted in these areas:
 Customers should look for financial institutions with high degree of trust and
commitment. This will foster confidence in the institution for better and smooth
transactions. In order to build and sustain long term relationship, customers should
look for financial institution that is more than a normal institution, a partner in
progress, who is also interested in their general wellbeing than purely in what can
be sold to them.
 Customers should also look for financial institutions that provide solutions to their
problems.
 Financial institutions should create all avenues to constantly satisfy the needs of
their respective customers. This will promote the rate of relationship between the
institution and the customers
 Financial institutions should introduce training programs to members of staff on
how to relate and satisfy customers to a large extent. Financial institutions need to
provide a plat form for feedback mechanism in order to harvest the views and
opinions of the public.
 Lastly, employees should be properly reinforced in order to develop the potentials
and skills in relating with customers.
5.4 SUGGESTIONS FOR FURTHER STUDIES

This research has been successfully applied what has been learnt from the literature with
the. services providing companies are providing services. Furthermore, to provide even
more convincing evidence for the casual relationship among constructs. In addition, it is also
of practical and theoretical significance to extend behaviour intentions of customers and
take constructs such Marketing research and organisational turnover into consideration to
provide more useful suggestions for mobile service providers.

BIBLIOGRAPGHY

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QUESTIONAIRE

Department of Marketing,
 DEPARTMENT OF MARKETING

FACULTY OF MANAGEMENT SCIENCE

OSUN STATE COLLEGE OF TECHNOLOGY

ESA OKE

Dear Respondents,

REQUEST TO COMPLETE QUESTIONNAIRE

I am a final year National Diploma (ND)student of the above-mentioned institution. In partial fulfillment
of the requirement for the award of National Diploma in Marketing, I am conducting research on “The
impact of marketing research on organisational sales turnover” A study of Deli Foods Nigeria Limited.

I will be very grateful if you could spare me a bit of your time to complete the questionnaire.

I hereby solicit for your cooperation in carrying out this exercise. Your responses shall be kept
confidential and used only for the research.

Thanks for your anticipated cooperation.

Yours Faithfully,

KAYODE, A. A

2022410015

Researcher
 SECTION A

Please tick where applicable in the box/space provided below:

1. SEX: Male [ ] Female [ ]

2. AGE: Below 20 years[ ] 21- 30 years [ ] 31 - 40 years [ ] 41 - 50 years [ ] 51 years

& above [ ]

3. MARITAL STATUS: Single [ ] Married [ ] Divorce [ ] Widowed [ ]

4. ACADEMIC QUALIFICATION: WASSCE [ ] NCE/OND [ ] HND/BSC [ ] MBA/MSC

]

5. WORKING EXPERIENCE; Less than 1 year [ ] 1 - 5 years [ ] 6 - 10 years [ ] 11 –

15 years [ ] Over 16 years [ ]

SECTION B

Instructions: kindly mark the box [√] with one of this alternative to indicate your degree in level of
response

Kindly respond to the questions raised by ticking [√] the boxes that best reflects correct answers

SA = Strongly Agree, A = Agree, U= Undecided, D= Disagree, SD = Strongly Disagree.

S/ Statement SA A U D SD
N

PRICE RESEARCH & ORGANISATIONAL TOTAL REVENUE

1 Budgetary allocation to marketing research is

inadequate

2 marketing decision of the management depend on the outcome

of the marketing research activities

3 My company adopt marketing research on New Product.

4 I rate the performance of research activities in my company

high
BRAND AWARENESS & AVERAGE REVENUE PER CUSTOMER

5 Marketing Research findings usually help in proper

utilization of our company resources.
6 I buy any brand of New Product

7 Research findings have not yielded any solution to

marketing problems of the company most of the times.
8 Marketing Research is an effective tool for exploiting
marketing opportunities
PRODUCT DEVELOPMENT AND ORGANISATION MARKET PENETRATION.

9. marketing research have impact on New Product

Development
10. Research findings have not yielded any solution to
marketing problems of the company most of the times.
11 Marketing research helps companies to know what new
product to produce for their customers
12 Research findings give room for new product
development in order to gain market penetration