THE IMPACT OF MARKETING RESEARCH ON PROFITABILITY: A STUDY OF BIPC TABLE WATER

ABSTRACT This study assessed the impact of marketing research on profitability a study of BIPC Table Water. Data was collected from 70 respondents through questionnaire. Four research hypotheses formulated were tested using linear regression analysis at 0.05 level of significance. The result revealed that BIPC Table Water does significantly utilize marketing research in its operations to ensure profitability. That there is a significant relationship between marketing research and the profitability of BIPC Table Water, likewise BIPC Table Water does faces significant challenges in implementing marketing research strategies that could enhance profitability. And proposed strategies do significantly enhance profitability through marketing research. The study adopted Market orientation theory for its theoretical framework, and relied on descriptive research method. The study therefore concludes that marketing research is fundamental to understanding consumer behaviour, market trends, and competitor actions, and BIPC Table Water appears to have integrated these insights into its decision-making process. By leveraging marketing research, the company can make informed choices that align with market demands and enhance its product offering. The study recommends among others that BIPC Table Water among others should invest in training programs for its marketing research team and other relevant staff. By enhancing the skills of its workforce, the company can improve its data collection, analysis, and application processes. This training should also include fostering a culture of data-driven decision-making across all levels of the organization, helping employees understand the importance of marketing research in achieving business goals.