CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

The world of business today is rapidly changing and only a fast growing organization and individual keeps pace with these changes.

Perhaps, the complexity involved in business activities technological changes makes business executives or individual to go to bed late and wake up early. As such for survival and growth of small-scale enterprises, specialist and experts work extremely, using research on marketing as a source of collecting vital information which will lead to the success of small-scale enterprises.

In respect of information gathered, research also analyzes channels of distribution and making communication net. In addition, the economic crisis have created ken completion among enterprises have to consciously adjust to the changing need of the society.

Marketing research is a fact-finding process logical and essential for successful marketing in good decision making and adaptability.

 1.2 STATEMENT OF THE PROBLEM 

It is important for small-scale enterprises to understand and fully appropriate the importance of the principles of marketing research.

 From experience small-scale enterprises are provided to suit the need of customers by providing a service and products that are desired by the customers.

    This can be properly achieved through marketing research. in practice, there is virtual neglect of the customers who should be their focal points of satisfaction.

a.   Is the application of marketing research to small-scale enterprises effective and efficient in identifying area where bad policy and bad decision are taken?

b.   Is there any specific or significant difference on the level of product in Global Soap and Detergent Nigeria Limited and other small-scale enterprises?

c.    Is there room for improvement on the performance of Global Soap and 1etergent Production and or the manner in which services are offered?

d.   Will marketing in which research information and initiative on small-scale enterprises are applied be able to identify the present desire of the customers, such that the enterprises will keep pace with changes, grow and develop very well.

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