Abstract

The beverage industry in Nigeria operates within a highly competitive environment characterized by rapidly changing consumer preferences, intense brand rivalry, and significant challenges in translating market data into actionable strategic decisions. This study examined the impact of marketing research on the achievement of organizational objectives in the beverage industry, with particular reference to 7Up Bottling Company, 9th Mile Corner, Enugu. A survey research design was employed with a census sampling approach targeting all 154 employees, from which 144 valid responses were retrieved and analyzed. Data collection utilized structured questionnaires, and analysis involved descriptive statistics, regression analysis, and Pearson Product Moment Correlation at a 5% significance level. Findings revealed that market survey practices had a significant influence on sales growth (R² = 0.891, p < 0.05), customer feedback analysis significantly affected customer satisfaction (R² = 0.517, p < 0.05), competitor analysis showed a significant positive relationship with market share expansion (r = 0.66, p < 0.05), and product research significantly influenced brand loyalty (R² = 0.817, p < 0.05). The study concludes that marketing research positively and significantly impacts organizational objectives in the beverage industry. Recommendations include institutionalizing market surveys as continuous strategic functions, improving communication of feedback-driven changes, formalizing competitive intelligence systems, and strengthening product development efforts