Complete Material Cost #3,000
Order for Complete Material now
(A Survey of Manufacturing Organizations in Port Harcourt Metropolis)
Abstract
The main objective of the study was to examine the effect of marketing information system on sales enhancement of selected manufacturing firms in Port Harcourt. The study sampled both the senior and junior staff of First Aluminium, Dangote Cement and Zina Polythene in Port Harcourt. Therefore, the sample size of this study is judgmental sample of 65 respondents which comprise of both the senior and junior staff of First Aluminium, Dangote Cement and Zina Polythene, Port Harcourt. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS). The statistical test used in the analysis of the data collected was the Pearson Product Moment Correlation (PPMC). From the analysis, it was observed that the dimensions of marketing information system significantly influences sales enhancement of selected manufacturing firms in Port Harcourt. Based on the above, the following recommendations were made among others: An effective computerised information system should be adopted by manufacturing firms which will make their marketing information system more effective and reliable for sustainability and global visibility, that management of manufacturing firms must pay great attention to the marketing research department and that research activity should be the priority in of the firms.
Table of Contents
Title Page i
Cover Page i
Declaration ii
Certification iv
Dedication v
Acknowledgement vi
Abstract vii
Table of Contents viii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 4
1.3 Objectives of the Study 4
1.4 Research Question 5
1.5 Research Hypothesis 6
1.6 Significance of the Study 7
1.7 Scope of the Study 7
1.8 Limitation of the Study 9
1.9 Definition of Terms 9
CHAPTER TWO 12
REVIEW OF RELATED LITERATURE 12
2.1 Introduction 12
2.2 Conceptual Framework 13
2.2.1 Concept of Marketing Information System 13
2.2.2 Dimensions of Marketing Information System 29
Internal Record System 29
Marketing intelligence system 30
Marketing research system 32
Marketing Decision Support System 33
2.2.3 Objectives of Marketing Information System 34
2.2.4 Concept of Sales Enhancement 36
2.2.5 Measures of Sales Enhancement 37
Profitability 37
Market share 40
Sales Volume 42
2.3 Theoretical Framework 44
2.2.1 Information theory 44
2.4 Review of Related Empirical Studies 45
2.4 Summary of Literature Review 49
CHAPTER 3 51
RESEARCH METHODOLOGY 51
3.1 Introduction 51
3.2 Research Design 51
3.3 Population of the Study 51
3.4 Sampling Techniques Used 52
3.5 Sample Size 52
3.6 Source of Data 52
3.6.1 Primary Source (s) of Data 53
3.6.2 Secondary Source of Data 53
3.7 Research Instrument for Data Collection 53
3.8 Validity and Reliability of Instrument 54
3.9 Techniques for Data Analysis 55
CHAPTER FOUR 56
DATA PRESENTATION AND ANALYSIS 56
4.1 Questionnaire Distribution and Retrieval: 56
4.2 Data Analysis and Interpretation 57
4.3 Testing of Hypotheses 66
4.4 Discussion of Findings: 70
CHAPTER FIVE 73
SUMMARY, CONCLUSION AND RECOMMENDATIONS 73
5.1 Introduction 73
5.2 Summary 73
5.3 Conclusion 74
5.4 Recommendations 75
References 76
Appendix I 79
Appendix II 80
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In carrying out Marketing Analysis, Evaluation and Distribution, Marketing Managers need timely and accurate information about customers, competitions, dealers and other forces in the market place. Marion Herper says the “to manage a business well is to manage its future and to manage the future is to manage information”. (Kolter G. 1988).
During the past century, most companies were small and knew their customers first hand, managers pick up marketing information by starting around people observing them and asking them questions. In this present century, many factors have increased the need for more and better information management. As companies expend into national and international markets, they need more information on large and more distant markets.
As income increase and customers become more selective, managers need better information about how customers behave to different products. Marketing managers need information on the effectiveness of their marketing tools. In today’s rapidly changing environments, managers need much better up- to –date information to make timely decision.
Marketing Information System (MIS) begins and ends with the marketing managers to assess their information needs and also develop the needed information from internal company records, marketing intelligence activities and marketing research process. In addition, the marketing information system distributes information to managers in the right form and at the right time to help them in marketing planning, implementation and control (Lancaster, k. 1993).
By accessing information needs, a good marketing information system balances the information managers would like to have against what they really need and what is feasible to offer. Sometimes MIS cannot supply all the information managers are requesting for. MIS must therefore, watch the marketing environment and provide decision makers with information they should have to make key marketing decisions. More so, developing information is required for making day to day planning, implementation and control decision. The development of information is subdivided into three (3): Internal Records system (Report), Marketing Intelligence and Marketing Research and marketing support system.
Most companies of today are faced with the problem of declining level of sales. Therefore, marketing information system as related to the marketing of insurance policies is intended to improve the general level of awareness of insurance about insurance product and services. The study seeks to examine the relationship between marketing information system and sales enhancement of manufacturing firms in Port Harcourt.
1.2 Statement of the Problem
Paramount problem of this study decline in the level of sales in most companies in Nigeria is due to insufficient marketing information system. This situation led the researcher to undertake a research work to know how to improve the standard of marketing information system, and to know the roles that could be played by the marketing information system in enhancing sales in manufacturing firms in Nigeria. The problem to be examined here is: How sales could be improved and maintained with the marketing information system in manufacturing firms. The study is determined to examine the relationship between marketing information system and sales enhancement of some selected manufacturing firms in Port Harcourt.
1.3 Objectives of the Study
The main objective of the study was to examine the effect of marketing information system and sales enhancement of selected manufacturing firms in Port Harcourt. The specific objectives are as follows:
1. To examine the extent to which internal records system associate with sales of manufacturing firms in Port Harcourt.
2. To examine the extent to which marketing intelligence system associate with sales of manufacturing firms in Port Harcourt.
3. To examine the extent to which marketing decision support system associate -with sales of manufacturing firms in Port Harcourt.
4. To examine the extent to which marketing research system associate with sales of manufacturing firms in Port Harcourt.
1.4 Research Question
Based on the objectives of the study, the following research questions shall be used to guide the study.
1. To what extent does internal records system associate with sales of manufacturing firms in Port Harcourt?
2. To what extent does marketing intelligence system associate with sales of manufacturing firms in Port Harcourt?
3. To what extent does marketing decision system associate with sales of manufacturing firms in Port Harcourt?
4. To what extent does marketing research system associate with sales of manufacturing firms in Port Harcourt?
1.5 Research Hypothesis
The following hypotheses were postulated to guide the study.
HO1: There is no significant relationship between internal records system and sales of manufacturing firms in Port Harcourt.
HO2: There is no significant relationship between marketing intelligence system and sales of manufacturing firms in Port Harcourt.
HO3: There is no significant relationship between marketing decision system and sales of manufacturing firms in Port Harcourt.
HO4: There is no significant relationship between marketing research system and sales of manufacturing firms in Port Harcourt.
1.6 Significance of the Study
The significance of this study cannot be over emphasized as it will assist manufacturing organization embarking on marketing information system in establishing a well rooted company through the enhancement of sales.
Secondly, other companies would make diligent reference to this work and it will enable them to meet up with contemporary marketing information system that will improve their level of sales.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship between marketing information system and sales enhancement in organization. The dependent variable is sales enhancement, measured by increase sales, market share and profitability. While independent variable is marketing information system measured by internal record system, marketing intelligence system, marketing decision system and marketing research system.
Geographical Scope: The geographical scope of the study is limited to sales enhancement of selected manufacturing firms in Port Harcourt which include First Aluminium, Dangote Cement and Zina Polythene.
Unit of Analysis: The unit of analysis in this research involves both senior and junior staff of First Aluminium, Dangote Cement and Zina Polythene in Port Harcourt at the time of the study.
1.8 Limitation of the Study
The study was limited by the following:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work as difficult and this to a great extent limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 Definition of Terms
The researcher took the pains in giving the definitions of some uncommon terms used in this study; this is done in order to make it possible for the project work to have the full knowledge of marketing information system.
The following are some of the related terms used in the study:
Marketing: Marketing is a set of activities that facilitates the exchange of transaction involving “Economic goods and services,” for the ultimate purpose of satisfying human needs.
Information: Information is an acquired knowledge that has meaning. In most cases, information elicited some sort of reaction or responses on the part of the receiver.
Marketing Research: This may be defined as the objective and systematic collection, recording, analysing interpretation and reporting of information about existing or potential market, marketing strategies and tactics, and the interaction between market, marketing methods and current or potential products or services.
Marketing Information System (MIS): Is the structure of people, equipment, and procedure to gather, sort, analyse, evaluate and distribute too needed, timely and accurate information to marketing decision makers.
Complete Material Cost #3,000