A Research Proposal on the Impact of Marketing Information System(MIS) on Satisfaction: A Study of Soft Drink Customers in Lagos Island Local Government Area, Lagos State
Chapter One
Objective of the Study
The primary aim of this study is to assess the impact of marketing information systems on customer satisfaction in the soft drink industry in Lagos Island Local Government Area, Lagos State. The specific objectives of the study are to:
- Examine the extent to which soft drink companies in Lagos Island LGA utilize marketing information systems in their operations.
- Investigate the relationship between the use of MIS and customer satisfaction among soft drink consumers in Lagos Island LGA.
- Identify the challenges faced by soft drink companies in Lagos Island LGA in implementing effective marketing information systems.
Chapter Two
Literature Review
Marketing Information Systems (MIS)
Marketing Information Systems (MIS) are structured systems designed to collect, analyze, store, and disseminate marketing data, enabling businesses to make informed decisions and optimize strategies. MIS serves as an integrated framework that supports managers in obtaining the information needed to make timely, relevant, and strategic decisions (Hilfi, Lafta, & Burnham, 2023).
The key components of an MIS include data collection, which gathers information from various sources such as market research, consumer feedback, and sales reports. The analysis involves processing this data into actionable insights, while storage ensures the organized retention of information for future use. Dissemination refers to the effective distribution of this information to decision-makers within the organization (Laudon & Laudon, 2023).
MIS plays a critical role in decision-making and strategic planning by providing businesses with insights into market trends, consumer behaviour, and competitive dynamics. This enables managers to make more informed decisions regarding product development, pricing strategies, and promotional activities (Allenby & Rossi, 2020).
In the fast-moving consumer goods (FMCG) sector, MIS enhances operational efficiency by streamlining marketing efforts, improving customer satisfaction, and ensuring that companies can quickly adapt to changes in market demand (Van Bruggen & Wierenga, 2020).
Customer Satisfaction in the Soft Drink Industry
Customer satisfaction refers to the extent to which a product or service meets or exceeds customer expectations. In the soft drink industry, customer satisfaction is pivotal for long-term success, as it influences repeat purchases and positive word-of-mouth referrals (Kotler & Gertner, 2020).
Key determinants of customer satisfaction in the soft drink market include product quality, price, packaging, and availability. Consumers tend to evaluate these factors when deciding whether to remain loyal to a brand or switch to competitors. Companies must ensure that their products consistently meet customer expectations to maintain a competitive edge (Shepherd, Stevenson, & Flinn, 2021).
Customer feedback is essential for product improvement, as it provides companies with insights into consumer preferences and areas that require enhancements. Businesses that actively seek and act upon customer feedback can make better-informed decisions about product development and marketing strategies (Cross, Belich, & Rudelius, 2023).
The relationship between customer satisfaction and brand loyalty is well established, with higher levels of satisfaction typically resulting in stronger customer loyalty. Satisfied customers are more likely to remain loyal to a brand, recommend it to others, and exhibit reduced sensitivity to price fluctuations, which further strengthens the company’s market position (De Dreu, Nijstad, & van Knippenberg, 2022).
Chapter Three:
Methodology
Preamble
This chapter outlines the research design, population of the study, sampling procedure, data collection instrument, data analysis method, and ethical considerations used to assess the impact of Marketing Information Systems (MIS) on customer satisfaction in the soft drink industry in Lagos Island Local Government Area (LGA). The methodology provides a clear framework for collecting and analyzing data to ensure that the objectives of the study are met while maintaining rigour, reliability, and ethical standards.
Research Design
A research design refers to the overall strategy or plan that a researcher employs to ensure that the research objectives are effectively met (Saunders, Lewis, & Thornhill, 2019). For this study, a quantitative survey research design was employed. This design is ideal for studying the relationship between MIS and customer satisfaction, as it allows for the collection of numerical data from a large sample of respondents to provide generalizable insights. A quantitative approach was chosen because it emphasizes objectivity, and provides a statistical framework for analyzing relationships between variables, making it well-suited for hypothesis testing and drawing conclusions based on empirical data (Creswell & Creswell, 2018). By using structured questions, this design ensures that data can be analyzed in a systematic, replicable manner, thus allowing for the identification of patterns and trends that can inform the study’s objectives.
The use of a survey design is particularly appropriate as it enables the researcher to gather data from a relatively large number of respondents within a limited time frame and with minimal resource use. Surveys are advantageous in providing standardized responses, which are crucial for the comparability and statistical analysis required in this research (Bell et al., 2019).
Population of the Study
The population of a study refers to the entire group from which the data will be collected (Saunders et al., 2019). The target population for this study was customers who purchased soft drinks within the Lagos Island LGA. Specifically, a population of 171 respondents was selected from customers who frequent retail outlets, supermarkets, and distributors selling soft drinks in this area. This population size was determined based on prior research and existing customer demographics within Lagos Island, which consists of a diverse group of consumers from various socio-economic backgrounds. The population is sufficiently large to provide an adequate representation of the general consumer base in this area, allowing for a more comprehensive analysis of customer satisfaction and the role of MIS in the soft drink industry (Tavakol & Dennick, 2021).
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