UNIVERSITY OF GHANA

(All Rights Reserved)

BSC ADMINISTRATION
FIRST SEMESTER TERM PAPER, 2022/2023
DEPARTMENT OF MARKETING AND ENTREPRENEURSHIP
UNIVERSITY OF GHANA BUSINESS SCHOOL

MKTG 401: MARKETING RESEARCH (3 CREDITS)

GROUP MEMBERS
NAMES ID NUMBER
AWUDZAH PRISCILLA BELINDA EVENUNYE 10839890
EVELYN ADUAMOAH BAFFOE 10834772
EMMANUELLA ANKOMAH-TUTU 10815879
DANIELS KEVIN 10811867
FRANCIS GHARTEY 10840991
JASON AWEDENA WONJE 10848839
AGYEMAN NANA KWAME 10830742
STEPHEN KWAKU ANTWI 10823485
CLINTON AKWASI TUFFOR 10813541
GUNN GIFTY SELASI 10853942
SALIFU SAMIL SUHUYINI 10850781
BRIDGET SARFO 10844650
ABUBAKAR SHAIBU 10816383
DICKSON APPAU 10839978
BERNARD ACQUAH AGYIRI 10851076
QUESTION ONE

As the Country Director of a multinational company in Ghana, I have decided to survey tertiary
students in the Greater Accra Region to understand their perception of a new non-alcoholic
beverage introduced into the Ghanaian market. The purpose of the survey is to gather feedback
from potential customers, understand their preferences and improve the product based on their
feedback.

Sampling is an important aspect of any survey. It involves selecting a subset of the population to
participate in the study. There are two types of sampling methods, probability and non-probability
sampling. The choice of sampling method depends on the research objectives, population
characteristics, and available resources.

For this survey, I will use non-probability sampling techniques. Non-probability sampling is a
method where the probability of selecting a particular individual is unknown. Non-probability
sampling is suitable when the population is heterogeneous, and the characteristics of the population
are not well known.

Two non-probability sampling techniques that can be used for this survey are convenience
sampling and purposive sampling. Convenience sampling involves selecting individuals who are
readily available and willing to participate in the study. Purposive sampling involves selecting
individuals based on certain characteristics, such as age, gender, and education level.

I will also use stratified random and cluster sampling for probability sampling techniques.
Stratified random sampling involves dividing the population into strata based on certain
characteristics and selecting individuals randomly from each stratum. Cluster sampling involves
dividing the population into clusters and selecting clusters randomly to participate in the study.

To select sampling elements for the study using each technique, the following steps will be taken:

Convenience Sampling: Tertiary institutions in the Greater Accra Region will be contacted, and
permission will be sought to conduct the survey. Once permission is granted, the survey will be
administered to students who are available and willing to participate in the study.
Purposive Sampling: Tertiary institutions in the Greater Accra Region will be selected based on
their size and reputation. Students will be selected based on their age, gender, and educational level
to ensure diversity in the sample.

Stratified Random Sampling: The population of tertiary students in the Greater Accra Region will
be divided into strata based on the institution, age, gender, and educational level. A random sample
will be selected from each stratum to participate in the study.

Cluster Sampling: The population of tertiary students in the Greater Accra Region will be divided
into clusters based on their institution. A random sample of institutions will be selected, and all
students in the selected institutions will be invited to participate in the study.

In conclusion, the choice of sampling method depends on the research objectives, population
characteristics, and available resources. For this survey, non-probability sampling techniques,
including convenience sampling and purposive sampling, and probability sampling techniques,
including stratified random sampling and cluster sampling, can be used to select sampling elements
for the study. Each technique has its advantages and disadvantages, and the best technique to use
depends on the research objectives and the characteristics of the population.
 QUESTION TWO
A. SABA Foods is a company that manufactures and exports spices to the West African market. In
recent months, the company's sales turnover in the Nigerian market has declined. As the Officer
in charge of Customer Intelligence, it is necessary to investigate the cause of this decline.

There are several potential causes of sales decline for SABA Foods in the Nigerian market. The
spice market in Nigeria is highly competitive, with many local and international brands vying for
market share. SABA Foods may be facing stiff competition from established players in the market,
who could offer similar products at lower prices or better quality. This could cause customers to
switch to the competitor's products, leading to a decline in sales turnover for SABA Foods.

Consumer preferences and trends can change quickly in Nigeria, and SABA Foods' product
offerings may no longer be in line with these changes. For example, Nigerian consumers may have
shifted their focus to more healthy and organic options, and if SABA Foods does not offer these
products, it could impact their sales negatively.

Issues with distribution channels could also cause a decline in sales for SABA Foods. Supply chain
disruptions or delays could lead to stockouts, making it difficult for customers to access SABA
Foods' products. Additionally, the cost and efficiency of the distribution channels could also
impact sales. If SABA Foods' products are not reaching customers in a timely or efficient manner,
it could affect their sales performance.

In conclusion, a decline in sales turnover for SABA Foods in Nigeria could be due to a combination
of factors ranging from competitive pressures, market trends, economic factors, distribution issues,
marketing strategies, product quality, and political factors. Identifying these factors is essential to
help SABA Foods develop strategies to overcome the challenges and improve its sales
performance in Nigeria. The company can consider conducting market research to gather insights
about consumer preferences, market trends, and competitors. Such information can help the
company develop targeted marketing strategies, pricing strategies, and product development
strategies that will resonate with the Nigerian market. Additionally, improving the distribution
channels, ensuring product quality, and adequate packaging can help the company meet customer
needs and preferences effectively.
B. Conducting a survey is an effective way for SABA Foods to gather insights into the declining sales
turnover in the Nigerian market. The survey should have specific objectives to ensure that the
information gathered is relevant and actionable. The following are three objectives that a survey
for SABA Foods in the Nigerian market could aim to achieve:

Understanding the reasons for the decline in sales: The first objective of the survey should be to
identify the reasons for the decline in sales. This objective requires the survey to ask questions that
will help SABA Foods understand why customers are no longer buying their products. For
instance, questions can be asked about product quality, price, packaging, and the availability of
products. The survey should also inquire about competing brands and why customers prefer them
over SABA Foods' products. Understanding the reasons for the decline in sales will help SABA
Foods develop strategies to address the issues and improve its sales performance.

Identifying customer preferences and trends: The second objective of the survey should be to
identify customer preferences and trends in the Nigerian market. This objective requires the survey
to ask questions that will help SABA Foods understand what customers want and what they are
willing to pay for. The survey should inquire about the types of spices and flavours that are in
demand, and whether customers are willing to pay more for organic or healthier options.
Additionally, the survey should ask questions about packaging and presentation preferences, as
well as how customers prefer to purchase the products, whether through supermarkets, online
platforms or traditional markets. Understanding customer preferences and trends can help SABA
Foods develop new products that will resonate with the Nigerian market.

Evaluating the effectiveness of marketing strategies: The third objective of the survey should be
to evaluate the effectiveness of SABA Foods' marketing strategies in the Nigerian market. This
objective requires the survey to ask questions that will help SABA Foods understand how
customers perceive their brand, marketing messages, and advertisements. The survey should
inquire about the types of advertising channels that customers prefer, such as social media,
television, or print media. Additionally, the survey should ask questions about the effectiveness of
SABA Foods' pricing strategies and promotional offers. Evaluating the effectiveness of marketing
strategies will help SABA Foods make data-driven decisions to improve its marketing efforts in
the Nigerian market.
In conclusion, the objectives of the survey for SABA Foods in the Nigerian market should aim to
understand the reasons for the decline in sales, identify customer preferences and trends, and
evaluate the effectiveness of their marketing strategies. These objectives will help SABA Foods
develop effective strategies to address the challenges and improve its sales performance in Nigeria.

C. Questionnaire Design
i. How often do you purchase spices?
ii. Have you purchased any spices from SABA Foods in the last 6 months?
iii. If yes, which products did you purchase?
iv. How satisfied were you with the quality of the products you purchased from SABA Foods?
v. What factors influence your decision to purchase spices?
vi. How important are factors such as price, packaging, and brand when purchasing spices?
vii. How likely are you to recommend SABA Foods to others?
viii. What improvements would you suggest for SABA Foods' products and services?
ix. How do you perceive SABA Foods' pricing compared to its competitors?
x. Do you have any additional comments you would like to make regarding your experience
with SABA Foods' products and services?