MARKETING RESEARCH AND PERFORMANCE IN THE MANUFACTURING INDUSTRY

ABSTRACT

This study examined marketing research and performance in the manufacturing industry in Benin City. The enterprises scrutinized for this study were Global Horn Industry PVC Ceiling Limited, Integrated Rubber Products Nigeria Plc, Time Ceramics Nig Ltd, Zartech Limited, Kendra Paint Manufacturers, and Livestock Feeds Plc. An equivalent number of one hundred and thirty (135) survey instruments were distributed to the managers and employees of the chosen manufacturing firms and 119 questionnaires were returned, processed, and utilized for analysis. Specifically, the regression analysis revealed the following that: research in product significantly affects the performance of the manufacturing industry in Benin City, research in pricing does not significantly contribute to the performance of the manufacturing industry in Benin City, research in distribution significantly affect the performance of the manufacturing industry in Benin City, customer research does not significantly affect the performance of the manufacturing industry in Benin City and that research in promotion does not significantly impact the performance of the manufacturing industry in Benin City. Based on these findings, it was recommended that: companies should prioritize investment in product development and innovation, companies could focus on understanding broader market dynamics and competitor pricing, firms should consider optimizing their supply chain and logistics operations, firms need to refine their customer research methods, firms should reconsider their promotional strategies, this reassessment could involve exploring new advertising channels, particularly digital platforms that allow for targeted advertising and real-time performance monitoring.