The role of market research on market performance of manufacturing companies in Uganda:

Abstract

The study examines the role of market research on market performance of manufacturing companies in Uganda. The dimensions of the independent variable include; customer tests and preferences, product demand and customer satisfaction whereas the dimensions of the dependent variable are; customer needs, market share and customer loyalty. The objectives of the study of the study are; a) To assess the role of customer tastes and preferences in the market performance of manufacturing companies. b) To assess the relationship between product demand and market performance of manufacturing companies. c) To evaluate the relationship between customer satisfaction and market performance of manufacturing companies. The study engaged in a case study research design and also took up a quantitative approach for the study. The sample size was determined by the Krejcie and Morgan (1970) table which obtained a sample size of 50 respondents and closed ended questionnaires were used to collect data for the study. The study findings revealed that consideration of customer tastes and preferences satisfy their needs, product demand consideration increases the market share and that customer satisfaction increases loyalty. The study concludes that there is an optimistic correlation between market research and market performance of manufacturing companies provided that a majority of the respondents agreed with the o dimensions as stated above