THE IMPACT OF MARKETING INFORMATION SYSTEM
ON SALES PERFORMANCE OF PEUGEOT AUTOMOBILE NIGERIA LIMITED (PAN) KADUNA
ABSTRACT
A marketing information system (MIS) is an orderly
procedure for the regular collection of raw data both internally and externally
and the conversion of these data into information for marketing decisions. This
research project studies the impact of marketing information system on sales
performance of Peugeots Automobile Nigeria (PAN) Limited Kaduna. The study
covers five chapters. The problem of the study is to determine the adequacy of
the marketing information system on sales performance of Peugeot. Survey research design was adopted for the
study. 150 people was chosen as sample size out of the 1,185 population using simple random sampling
techniques. Relevant research questions were formulated and used for gathering
of data with its qualitative instrument questionnaire. The survey to the
research question have produce a number interested findings. One of the
important findings shows that one basic ways of gathering information by the Peugeot Automobile Nigeria
Limited. (PAN) Kaduna. was through their internal records (information). Which
is to say, information is given by the stock control unit. The study conclusively discovered that
adequate attention should
be given on their marketing mix (price, promotion, place and product) effective
distribution of quality products are very paramount in Peugeot Automobile
Nigeria Limited (PAN) Kaduna marketing. It is thus recommended that the relationship between the sales department marketing information
department and production department should be greatly improved.
.
TABLE OF CONTENTS
Title page – – – – – – – – – i
Declaration – – – – – – – – – ii
Approval page – – – – – – – – iii
Dedication – – – – – – – – – iv
Acknowledgement – – – – – – – – v
Abstract – – – – – – – – – vi
Table of
contents – – – – – – – – vii
CHAPTER
ONE: (Introduction)
1.1
Background of the Study – – – – – – 1
1.2
Statement of the Problems – – – – – – – 3
1.3
Objective of the Study – – – – – – 3
1.4
Significance of the Study – – – – – – 4
1.5
Research Question – – – – – – – 4
1.6
Scope of the Study – – – – – – – 4
1.7 Limitation – – – – – – – – 5
CHAPTER
TWO: (Literature Review)
2.0 Introduction – – – – – – – 6
2.1 Conceptual framework of Marketing
Information System – – 7
2.2 Definition of Marketing Information
System – – – – 13
2.3 Objective of Marketing Information System
– – – – 15
2.4 Functions of Marketing Information System – – – – 17
2.5 Limitation of Marketing Information
System – – – 18
2.6 Sales Promotion – – – – – – – 19
2.7 Contribution of Marketing Information
System in Nigeria – – 22
CHAPTER
THREE: (Research Methodology)
3.1 Introduction – – – – – – – – 26
3.2 Area of the Study – – – – – – – 26
3.3 Research Design – – – – – – – 26
3.4 Sampling Techniques – – – – – – – 27
3.5 Population of the Study – – – – – – 27
3.6 Sample Size – – – – – – 27
3.7 Data Collection and Instruments – – – – 28
CHAPTER
FOUR: (Data Analysis and Interpretation)
4.0 Data Presentation and Analysis – – – – 30
4.1 Characteristics of the respondents – – – – 30
4.2 Data presentation and Interpretation- – – – – 38
4.3 Test of Hypothesis – – – – – – 39
4.4 Research Findings – – – – – – 39
CHAPTER
FIVE: (Summary, Conclusion and Recommendation)
5.0
Introduction – – – – – – – 42
5.1
Summary – – – – – – – 42
5.2
Conclusion – – – – – – – 44
5.3
Recommendations – – – – – – 46
Bibliography: – – – – – – – 48
Appendix A:
Letter of Introduction
Appendix B:
Questionnaire
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 (2000, pg 203) says the “to manage a business well is to manage its
future and to manage the future is to manage information”. (Kolter and
Armstrong (2000, pg 114) in An Introduction to Marketing).
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 asses
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.
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 (Report), Marketing
Intelligence and Marketing Research.
Most companies
of today are faced with the problem of declining level of sales. Therefore, marketing information system as
related to the Peugeot Automobile Nigeria Limited (PAN), Kaduna is intended to
improve the general level of sales in the company and other existing companies
in the country.
1.2 STATEMENT
OF THE PROBLEM
Paramount
problem as regards to the 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 of the Peugeot Automobile Nigeria Limited
(PAN) Kaduna. The problem to be examined
is to determine how sales could be maintained using marketing information
system.
1.3 OBJECTIVES
OF THE STUDY
The study has its objective towards
improving the effectiveness of marketing information system and to also improve
the sales margin of companies in Nigeria.
Other objectives are:
i.
To determine the objectives of Marketing
information system in the organisation
ii.
To investigate the functions of
marketing information system in Peugeot Automobile Nigeria Plc
iii. To investigate the limitation of marketing
information system in the organisation.
iv.
To Examine the contribution of marketing
Information System in the organisation
1.4 SIGNIFICANCE
OF THE STUDY
The importance
of this study (Research Work) is to help Peugeot Automobile Nigerian Limited
(PAN) to embark on marketing information system, so as to help them in
establishing a well rooted company through the enhancement of sales. It is also of great importance to other
companies in that at the end of the study, they would diligently make reference
to this work and also take the necessary measures to meet up with efficient and
effective marketing information system that will improve their levels of sales.
1.5 RESEARCH
QUESTION
i.
What are the objectives of Marketing
Information System in the organisation?
ii.
What are the functions of Marketing
Information System in Peugeot Automobile Nigeria Plc
iii.
What are the limitations of Marketing
Information System in the organisation?
iv.
What are the contribution of Marketing
Information System to the organisation
1.6 SCOPE
OF THE STUDY
The study will
be conducted in Peugeot Automobile Nigeria Limited, (PAN) head office Kaduna. This project work is
particularly concerned about how Marketing information system on is carried out
in an organization with emphasis on Peugeot Automobile Nigeria Limited,
(PAN. It also looks at the objectives
and techniques of the MIS. Therefore, the study only covers the Peugeot
Automobile Nigeria Limited, (PAN. i.e.
the geographical, social, economic and the cultural set up of the locality,
types of marketing information and method of getting information to assist the
marketing managers in their dealings.
1.7 LIMITATION OF THE STUDY
This research
work is limited by inadequate fund, during the course of the study the
researcher find it difficult to raise sufficient fund to carry out this project
work. Another limitation of this project work is that no relevant material on
this topic is ready available to the research as such prevented the researcher
from extending this project work to other companies. Therefore, the study only covers Peugeot
Automobile Nigeria limited (PAN), Kaduna.