Marketing Research As A Survival Instrument For Small Scale Enterprises: A Case Study Of Global Soap And Detergent Industry Limited, Ilorin, Kwara State

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Marketing Research As A Survival Instrument For Small Scale Enterprises: A Case Study Of Global Soap And Detergent Industry Limited, Ilorin, Kwara State


This research work treats marketing research as instrument in the success of small-scale enterprises. The statement of problem of this study deems it fit to verify and investigate application of marketing research. Concept in small-scale enterprises. This project also wants to look at marketing research if it can serve as tools effectively and efficiently and also if there is any room for improvement. The objective of the study is endeavoured to examined the problem involved in application of marketing research in small-scale enterprises.

The research methodology of this study is based on primary and secondary data, the research at the Global Soap and Detergent Industries covers all the departments in the organization, the population size comprises 75 workers and only 40 staff Sample size was selected, this study adopts simple percentage technique to present and analyze.
The data gathered via questionnaire, the test and re-test method was also employed in the study to determine the reliability of the data collected from the respondents.

Based on the findings, the study has empirically investigated marketing research as a variable in small-scale enterprises; it reveals that marketing research has an advisory role in the organization.

It can be used to acquire and analyze information and to make recommendation as to know how marketing problems can be solved the information received has enabled the management to evaluate and appraise the performance of the enterprises.

Lastly, from the information gathered and received from the research, it was discovered that marketing research is very essential as a tool, which can bring about the successful of small-scale enterprises.

Table of Contents

  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Contents

Chapter One


  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Scope of the Study
  • 1.5 The Significance of the study
  • 1.6 limitations of the study
  • 1.7 Historical Background of Global Soap and Detergent
  • 1.8 Definitions of terms

Chapter Two

Literature Review

  • 2.1 Brief History of Marketing
  • 2.2 Marketing Research in Perspective
  • 2.3 Sources of Marketing Research Information
  • 2.4 The Importance of Marketing Research
  • 2.5 Barriers to the Use of Marketing Research
  • 2.6 Meaning of Small-Scale Enterprises
  • 2.7 Types of Small-Scale Enterprises
  • 2.8 Problems of Small-Scale Enterprises
  • 2.9 Measures taken by Government to Enhance Small-Scale Enterprises
  • 2.10 Procedures of Market Research and Small- Scale Enterprises
  • 2.11 Some Areas of Marketing Research
  • 2.12 Limitation of Marketing Research

Chapter Three

Research Methodology

  • 3.1 Introduction
  • 3.2 Methods of Data Collection
  • 3.3 Population Size
  • 3.4 Population Sample
  • 3.5 Method of Data Analysis
  • 3.6 Validity and Reliability of Research Instrument Used

Chapter Four

Data Presentation Analysis and Interpretation

  • 4.0 Introduction
  • 4.1 Analysis of the Response by the Staff of Global Soap and Detergent Industries Limited
  • 4.2 Test of Hypothesis

Chapter Five

Summary, Conclusion and Recommendations of the Study

  • 5.1 Summary of the Study
  • 5.2 Conclusion
  • 5.3 Recommendations
  • Bibliography
  • Questionnaire

Chapter One


1.1 Background of the Study

The world of business today is rapidly changing and only a fast growing organization and individual keeps pace with these changes.

Perhaps, the complexity involved in business activities technological changes makes business executives or individual to go to bed late and wake up early. As such for survival and growth of small-scale enterprises, specialist and experts work extremely, using research on marketing as a source of collecting vital information which will lead to the success of small-scale enterprises.

In respect of information gathered, research also analyzes channels of distribution and making communication net. In addition, the economic crisis have created ken completion among enterprises have to consciously adjust to the changing need of the society.

Marketing research is a fact-finding process logical and essential for successful marketing in good decision making and adaptability.

1.2 Statement of the Problem

It is important for small-scale enterprises to understand and fully appropriate the importance of the principles of marketing research.

From experience small-scale enterprises are provided to suit the need of customers by providing a service and products that are desired by the customers.

This can be properly achieved through marketing research. in practice, there is virtual neglect of the customers who should be their focal points of satisfaction.

  1. Is the application of marketing research to small-scale enterprises effective and efficient in identifying area where bad policy and bad decision are taken?
  2. Is there any specific or significant difference on the level of product in Global Soap and Detergent Nigeria Limited and other small-scale enterprises?
  3. Is there room for improvement on the performance of Global Soap and 1etergent Production and or the manner in which services are offered?
  4. Will marketing in which research information and initiative on small-scale enterprises are applied be able to identify the present desire of the customers, such that the enterprises will keep pace with changes, grow and develop very well.

1.3 Objective of the Study

To this end, the main objectives are to examine marketing research as a variable used for the success of small-scale enterprises and objectives of this study are as follows:

  1. To examine the probe involved in application of marketing research in small-scale enterprises.
  2. To examine the relationship between decision-making and marketing research.
  3. To examine the scales of activities whether if conforms with the existing companies target market and also an aspect of marketing research.
  4. To examine the external environment of small-scale enterprises within which it operated and also putting into consideration economic environment at present and future.
  5. To examine the prices and output of small-scale enterprises in different market situation.

1.4 Scope of the Study

The scope of this research work is to highlight the importance of marketing research as a variable for a successful small-scale enterprise. It also dwells extensively on the relationship between decision making, marketing research is applied to small-scale enterprises with reference to Global Soap and Detergent Industry Limited, Ilorin, Kwara State.

Moreso, this research also study the external environment and its operation in a highly competitive Nigerians up coming small-scale enterprises and the effect of those competitive action on small-scale enterprise. a. To examine the probe involved in application of marketing research in small-scale enterprise.

1.5 The Significance of the Study

The importance of this study is as follows: it will help small-scale enterprises to produce or offer services that are desired by customers. This study will give information that is important for the development of small-scale enterprises.

This study will identify the strength and weakness of enterprises and to know its threats and opportunities.
This study also gives a financial planning procedure with an effective feedback mechanism for an organization to accomplish its objectives.

1.6 Limitations of the Study

To carry out a research work successfully is a great achievement, because it is faced with several constrains or set back. Some of the problems encountered are as follows:

  1. The attitude of some workers in the reception were insulting and frustrating just to see the manager to discuss our mission to the organization. The receptionist will look at you scornfully and ask you to sit and wait for the manager endlessly.
  2. In distributing the questionnaire and to the point of collection it tool is many weeks and even we could not retrieve all.
  3. Yet, despite our letter of introduction and the presentation of our identification cares to them as final year students carrying out a research works, some of the staff could not release vital information for the fear that it would get to the hand of their rivals or competitors.
  4. A large proportion of time was taken away by lecturers and other important assignment in school, which limited the tithe that would have been used in concentrating on the research work.
  5. Finally, the most important problems was finance due to the distance of the enterprises chosen as a case study, a lot of amount was spent on transportation.

1.7 Historical Background of Global Soap And Detergent

Global Soap and Detergent Industry Limited, Ilorin, Kwara State was incorporated as a limited liability company in 1984 under the chairmanship and managing director of Prince Samuel Adedoyin. It has its factory located along Asa Dam Road Industrial Layout in Ilorin township.

The company started its building early i 1984 and had It completed around October 1985 and its first production was out in December, 1985. It is one of the companies in the Doyin Group of Companies which has for many years been championing the course of indigenous technology within the country.

The operation of this factory has a total capital investment of over N200,000,000 (N200 million) and fully owned and managed by full-blooded Nigerians.

Beside, the industry has provided infrastructures enhancement for the state. It has provided employment opportunities for over 1500 Nigerians and business opportunities for many Nigerians as well.

From it one factory and a pioneer staff strength of about 40 in 1985, the companies five factories mainly;

  1. A 5.0 tone per hour detergent plant.
  2. A 5.0 tone per day scourers plant.
  3. A 1.0 tone per hour sulphuration plant.
  4. A 1.0 tone per day glycerin evaporation plant and
  5. Distillation plant.
Product Range

Within its five years of operation, the company has developed many branches namely, Flash blue detergent soap in 200 mg pack, washrite powder packed in 10kg, 5kg, 2kg and 1kg, HI-clean scouring powder in plastic container, Hi-clean bar soap laundry size, bold detergent powder, also packed in 10kg, 5kg, 2kg and 1kg, Bold bar soap laundry size, Vogue toilet soap table from Vogue Guest Soap and all purpose soap for bathing and washing.

All in all the company produces about eight brands of different sizes and packages. All these have contributed to enjoy good patronage from Nigerians due to their consistency high quality.

As a good corporate citizen of Nigerian Global and Detergent has also continued to seek ways of consuming the country had earned foreign exchange with ultimate aim of becoming the first to produce 100% Nigeria detergent powder.

1.8 Definitions of Terms

Marketing Research:

Is the systematic and objectives research for analysis information relevant to the identification and solution of any problem in the field of marketing.


It is searching for a key factor about a certain thing by human being.


Needs discipline, no self-opinion, truth, sacred. Something you find and be satisfied with.


Results or outcome of an organization effort. Marketing Concepts: It is a business philosophy that understand the needs and wants of the customers in the market and of adopting the operation of the organization to deliver the right goods and services for effective and efficient profitable effort.

Project Concept:

This is referred to as a written description of a product under consideration for development.


This is the vehicle for judging the effectiveness of individual group and organization.


The operation of a business organization doing a useful work in supplying a need but does not produce goods.


They are deficiencies than an individual experience at a particular point in time, the deficiency may be biological, physiological, sociological or psychological. They are seen energizers or triggers of behavioural response.

Chapter Five

Summary, Conclusion and Recommendations of the Study

5.1 Summary of the Study

“Marketing research as a variable in successful small-scale enterprises” is the main focus of the research work. In pursuing this objective an overall review and analysis of data presentation and interpretation was discussed in relation to the case study which is the “Global Soap Detergent Industries Limited, Ilorin, Kwara State.

Marketing research was used as a variable, to investigate and identify risk attached to decision-making of general management procedure in governing the organization and the opportunities surrounding the success small-scale enterprises.

The research has also shown that the organization involve has deem it fit to create a research and development unit under marketing department and they also designated twelve (12) people to the unit which is amounting to thirty-five (3 5%) percent of the department work force. The majority people of the staff agreed in their questionnaire that marketing research has contributed to the company growth, profitability, product life cycle and again it aid improved quality, branding and packaging and after use benefit.

Finally, the outcome of the hypothesis has also reveal that tested hypothesis (H0) should be rejected if alternative hypothesis (H1) is greater than tested (H0). Therefore the alternative (H1) hypothesis was accepted because the majority unanimously agreed that marketing research contributes to the growth of the company.

5.2 Conclusion

The information gathered and derived from marketing research enables the management to evaluate and appraise the performance of the enterprises and through which they formulate and modifying a better means of operation, which help in the success of the enterprises and its continual survival.

With this, it is realized that marketing research as a variable is a powerful tool which discovers consumer’s satisfaction and brings continual survival and success to small-scale enterprises, as such marketing research is inevitable.

5.3 Recommendations

Based on the findings discussed earlier on the topic, it is therefore necessary and pertinent to make strong recommendation as to know marketing research will continue to be essential tool for the success of small-scale enterprises.

Firstly, the enterprises should, employ trained and skill personnel, who knows and understand the marketing force and the mechanism through i.e. the people that can comprehend the dynamics to their target audience who are present customers and potential ones, this will assist the enterprises to a great extent. It will be of great importance for the management and research department to jointly work closely to carry out research-at any point in time if need be. The management should provide all the needed tools that will facilitate the marketing research with conducive environment and the research department on their own part should carry out the assignment according to the plan. Since the enterprises have already adopted marketing research concept they should as well look forward for ways by simplifying and improving it, this will help in having a realistic forecast in the proper marketing operation.

The organization should hold seminars, conference, workshop and course, which will educate and orientates their staff on marketing research to upgrade their general research.

Effective implementation and periodic monitoring after identifying strategies and tactics to be used, manager should make proper implementation in order to make it realistic and adequate monitoring should be made to identify and correct deviation when there is any.

The management should analyze situation, through situation analysis, the management should be able to identify where the organization is in, it environment in term of product market competition, promotional programme in order to know the full image of the company and its strength and weakness.

To determine the mission and objective of the company, mission is an organizational general intent, which must be clear at the beginning of operation of a company. The mission it identifies will help the organization to know its direction and the policy to use as a general guide to action and combining all necessary ingredients to use for customers.

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