THE EFFECT OF MARKETING RESEARCH ON MARKETING PERFORMANCE OF CONSUMER PRODUCT (A CASE STUDY OF GRAND CEREALS OIL AND MILL LTD)

ABSTRACT This research work is carried out to determine the effect of Marketing Research on Marketing Performance of Consumer Product with reference to Grand Cereals oil and mill lt. The researcher employed the method of survey, in sampling the responses done through the questionnaire instrument. The data collected were analyzed using simple percentage and Chi-square Test. The objectives of the study thus include, to examine the effect of survey research on organizational performance for Grand Cereals Oil and Mills ltd, to ascertain the effect of observational research on organizational performance in Grand Cereal Oil and Mill ltd. The findings revealed that there is existence of marketing research in development of new product in Grand Cereal oil and mill ltd, that there is a significant relationship between marketing research and new product development. The researcher thus recommend that adequate budget should be made available for marketing research activities and utmost care should be taken to avoid failure of new products in the market, product positioning, understanding of customers needs and taste, Marketing research should be embraced as an important factor that aid the development of new products by Grand Cereals oil and Mill ltd Jos.