Effect Of Marketing Research On The Sales Performance Of Soft Drink, A Study Of 7-Up Plc. Aba, Abia State

ABSTRACT

The study was an extensive research on the effect of marketing research on the sales performance of soft drink in Abia state. Specifically, the study poised to ascertain how marketing research can help in the strategic adjustment to environmental changes, identify the types of marketing research activities the firms conduct, to determine how research can help in the identification of marketing opportunities and threats etc. the study adopted a sample size of 35 respondents computed from a population of 50, using purposive random sampling method. Questionnaire was used to collect primary data for the study, which were analyzed using correlation model. The study concluded that marketing research is a veritable tool for strategic growth and sales performance of soft drinks in Abia state. And thus, recommended the adoption of marketing research by 7up plc in Abia State.