ABSTRACT
The research on the role of marketing in improving a company's performance.
In order to carryout the work effectively some of the following objective were formulated.
- To know whether Juhel Pharmaceuticals conducts marketing research.
- To determine the impact of marketing research on the company's profitability primary and secondary data were collected to solve the research problem.
Questionnaire were used as research instrument. The population of study comprised the customer's distributors and relevant staff and management of Juhel pharmaceutical in Enugu Metropolis.
In organizing and presenting the data collected, table's frequencies and percentages were used.
The following findings were recorded:
- Marketing research activities of pharmaceutical industry have not yet received adequate attention; this is due to lack of financial support.
- Also the seller market economy that we operate on total absence of consumer activities in Enugu State makes it impossible for manufacturers not to pay adequate attention to marketing research activities.
The management should ensure adequate budgeting allocation to research as a means of attaining its overall objectives.
- The company if unable have a full fledged market research department should explore alternative ways of obtained market research data like patronizing external research agekies or marketing.
- It is the researchers candid opinion if the company i9mplements the recommendation. It will not service their customers effectively but will also sustained growth and make more profit.
