ABSTRACT
In light of the intense competition facing providers of Tonimas Product, some managers are constantly engaged in the creation of new products that would hopefully win consumers acceptance. Therefore the main aim of this research was to find out how marketing research provides need identification to help decision makers solve marketing problems on the adoption of a new product. Another aim of the research is to find out how marketing research adopt marketing planning into better ways of offering goods and services in the adoption of new product. How marketing research provides customer loyalty into known process on the adoption of new product in Tonimas Nigeria Ltd. Then in using Tonimas Nigeria Ltd as a case study, the analyzed data and test hypothesis shows the following: Marketing research has a significant impact of providing need identification to help decision makers solve marketing problems on the adoption of a new product. That marketing research has a significant relationship of adopting marketing planning into better ways of offering goods and services on the adoption of new product. That marketing research has a significant relationship of providing customer loyalty into known processes on the adoption of new product. The regression analysis was used to verify the relationship existing between responses (dependent) variables and the independent variables using the items in the questionnaire in testing hypotheses I,II and III. The ANOVA Table 4.9 showed that the model is a significant predictor of the response of question 21, ANOVA Table 4.12 also shows that the model is a significant predictor of the response of variable to question 19. Correlation was used to examine if there is any association between Question 12 and 20. The source of data adopted in this study is both primary and secondary data. Therefore, in order to determine the sample size Yaro Yamen formula was adopted. Finally, open ended and close ended were used to obtain responses from respondents.
TABLE OF CONTENT
Title
page i
Declaration
ii
Certification iii
Dedication iv
Acknowledgement v
Table
of Content vi
List
of Tables ix
Abstract x
CHAPTER ONE
INTRODUCTION
1.1 Background
of the Study 1
1.2 Statement
of Problem 3
1.3 Objective
of the Study 4
1.4 The
Research Question 5
1.5 Research
Hypothesis 6
1.6 Significance of the Study 6
1.7 Scope
of the Study 7
1.8
Limitation of the Study 7
1.9 Definition
of Terms 8
CHAPTER TWO
LITERATURE REVIEW
2.1
Introduction 12
2.2
Nature and Meaning of Concept 14
2.2.1
Determinants of Adoption Process for a New Tonimas Services 17
2.1.1
The Product Attributes: 19
2.2.2
Individual Determinants 22
2.2.3
Marketing Factors 22
2.3
Theoretical Framework 24
2.4
Theories and Models of Marketing Research in Modern Marketing 25
2.5
Types of Marketing Research 27
CHAPTER THREE
3.0
Research Design and Method 30
3.1 Research
Design 30
3.2 Source
of Data 30
3.2.1 The
Primary Data 31
3.2.2 Secondary
Data 31
3.3
Research Population 31
3.4
Determination of Sample Size 32
3.4.1
Sampling Procedure: 33
3.4.2
Questionnaire Administration 33
3.4.3
Instrument 33
3.5
Method of Data Analysis 34
3.5.1
Validity and Reliability 34
CHAPTER FOUR
4.0 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1
Data Presentation and Analysis 35
4.2
Analysis of the questionnaire 36
4.3
Testing of Hypothesis 41
4.3.1
Hypothesis 1 41
4.3.2
Hypothesis II 42
4.3.3
Hypothesis III 46
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1 Summary of Findings 49
5.2 Conclusion 50
5.3 Recommendations 50
REFERENCES 52
LIST OF TABLES
Table
4.1: Response on the extent to which marketing research create impact on the
adoption of new product 36
Table
4.2: Response on whether a firm identity customs need after market research has
been conducted. 36
Table
4.3 Response on how to describe the product sales made after market research. 37
Table
4.4: Response on hoe marketing research influence on the adoption of a new
product 38
Table
4.5: Response on the extent to which marketing planning impact on the adoption
of a new product 38
Table
4.6 response on how customer loyalty influences the adoption of a new product 39
Table
4.7: Response on the Major reason for conducting market research on the
adoption of a new product 40
Table
4.8: Model Output 42
Table
4.9: ANOVA Table 42
Table
4.10: Coefficients 43
Table
4.11: Model summary 45
Table
4.12: ANOVA 45
Table
4.13: Coefficient 45
Table
4.14: Correlation Output 47
CHAPTER ONE
INTRODUCTION
1.0 Background
of the Study
“Marketing
is a social process by which individual and groups obtain what they need and
want through creating, offering, and freely exchanging products and services by
value with others” Kotler, Philip (2003).
The
definition above indicate that marketing is in the first place a management
strategy that identifies and satisfy customers need on time and at a profit.
Secondly, the entire system of business activities must be customer oriented.
Customer’s want must be recognized and satisfy effectively. Therefore, the
definition suggests that marketing is a dynamic business process (ie) a total,
integrated process or holistic rather than a fragmented assortment of
institutions and functions, marketing is not any one activity, nor is it
exactly the sum of several parts. Rather it is the result of the interaction of
many activities. However, the marketing programme start with the germ of
product ideas and does not end until the customer’s want are completely
satisfied, which maybe some a time after the sale is made.
Finally,
the definition implies that to be successful, marketing must maximize
profitable sales over a long run. Thus customers must be satisfied in order for
company to get repeat business that ordinary is so vital to success.
Herpers
(2001) opined that to manage a business well is to manage its future, and
information and information. To this end, marketing information provides the
mechanism for identification and satisfying customer’s requirement. The growing
importance of marketing has been parallel by the emergence of marketing
research nor marketing information system eliminates all certainty and risk.
Apart
from the use of marketing research in new product planning, for example, the
failure rate of a new product remain high such a rate or failure and other like
it might have happened, had some people not decided to take a chance in the
face of uncertainty and risk.
“David
Luck, Donald Jaylor, and Hage Wales” marketing research is the application of
scientific method in the solution of marketing problem. For the American
marketing association (AMA), marketing research is the systematic gathering,
recording and analyzing of data about problem relating to the other hand is a
wide fern comprising company’s product price, promotion and distribution. It covers
all investigation for the purpose of making decision more evaluating decisions
relating to markets, marketing methods new products and availability of
products and services.
Finally
due to problems associated with marketing research such as sanity statistic,
costs and illiteracy, many organization including the focused company has not
harnessed the gains of marketing research in the development of new product,
this off curse is what largely informed the researcher on this topic which says
the impact of marketing research in a new product development.
1.1
Statement
of Problem
Adoption
has been rightly identified as the most valuable resources for new product. The
Tonimas industry like nay other industry has something to offer. The extent of
new product will determine the success or failure of a firm. The adoption and
the diffusion process for the new product, which are determine by some
variables are the most important consideration in every product’s life cycle.
Firms must introduce new product to sustain growth and profitability.
The
similarities of new Tonimas services not only negate consumer loyalty but they
create incident costs in the marketing of entire services and thus culminate in
decline in the company’s share of market. This can become a real problem where
the services evaluation of these companies is analyzed. Product factor
consideration as well as consumer type and marketing effort are crucial in
understanding the adoption process as well as whether the product/services is
adopted at all. It is important, therefore that for an effective management of
the industry in Nigeria for Nigeria for Nigerian and foreign visitors alike and
for product adoption is understood. This is not about failure product but about
product that succeeded and about planning for their contribution to profit over
their life cycle and the marketing effort necessary to improve the adoption
process. Therefore, the following are the challenges facing new product
adoption at TONIMAS NIG LTD, Aba, Abia State:
1. The
problem of the research tends to investigate the extent a marketing research is
being done when new products are about to
be developed in Nigeria organization especially TONIMAS NIG LTD.
2. This
research will also investigate whether TONIMAS firm conduct marketing research
in their organization
1.2
Objective
of the Study
As
we already know that the business environment is constantly changing and that
the only thing that is constant is change. To this end, petroleum firm as
Tonimas is constantly looking for a new product to appeal to these customers,
who would expect a variety in their menu.
The
general objective of this research is to investigate the impact of marketing
research on the adoption of a new product. In addition to this the study is to:
1. Evaluate
how marketing research provides need identification to help decision makers to
solve marketing problem on the adoption of a new product
2. Examine
how marketing research provides marketing planning into better ways of offering
goods and services on the new adoption of a new product.
3. Determine
how marketing research provides customer loyalty into known processes on the
adoption of a new product
1.3
The
Research Question
In
order to exaggerate the realization of the study purpose it is important to
translate the purpose of the study into research elements. This would make
possible by use of the concept of research questions. This constitute the mechanism by which the
mission of the study can attain specialty, these research questions are as
follows:
1. How
does marketing research provides need identification to help decision makers
solve marketing problems on the adoption of a new product?
2. How
does marketing research provide marketing planning into better ways of offering
goods and services on the adoption of a new product?
3. How
does marketing research provide customer’s loyalty into known processes on the
adoption a new product.
1.4
Research
Hypothesis
In
this research project, due to want to time, the research would test some
hypotheses to degree with the research question already stated. The research
hypothesis is stated. The following hypotheses were tested:
H01:
Marketing Research has significant impact o providing need identification to
enable decision makers solves marketing problems on the adoption of new product
H02:
Marketing Research is significantly related in providing marketing planning
into better ways of offering goods and services on the adoption of a new
product
H03:
Marketing Research has a significant relationship in providing customer loyalty
into known processes on the adoption of a new product
1.5
Significance of the Study
Marketers/
Producers: This work will serve many purposes within the locality of this study
i.e (Aba town) an academic work will be essential of identification of product
that will succeed or failed along the product life cycle.
Academic:
In tertiary institution, this work will be highly significant for academic
reference. This is in view of the fact that it will offer opportunities for
transformation of theoretical knowledge into practical reality.
Researchers:
It provides available data for research and other related institution for
update of knowledge.
1.6
Scope
of the Study
The
scope of this project has been determined by the project topic; The impact of
marketing research on the adoption of a new product in Tonimas Nigeria Limited
at Aba Town.
1.7
Limitation
of the Study
The
researcher strictly limited the study to the topic above. No other industry in
another town is referenced in this work. In the course of carrying out this
project work it is expected that one would face some constraints, but it is
believed that the finding of this research would not be made irrelevant and the
suggestion preferred unrealistic as a result of the constraint which include
finance, time factor, and hindrances in getting responses.
1.8
Definition
of Terms
Marketing
research is the process or set of process and end users to the marketer through
information. Information used to identify and define marketing opportunity and
problems, generate, refine and evaluate marketing performances, and improve
understanding of marketing as a process.
Marketing
research specifies the information required to address these issues, design the
method of collecting information, manages and implement the data collecting
process, analyze the results and communicates the findings and other
implications.
1.18.1 Marketing Research:
is a systematic gathering, recording and analysis of qualitative and
quantitative data about issues relating to marketing products and services
1.18.2 New product Development:
According to Nonyelu (2006), new product development involves developing a
product concept into a physical product in order to ensure that the product
idea can be turned into a workable product. Product development is the phase in
which the firm finds out if it is technically feasible to produce at cost low
enough to make the final price reasonable.
1.18.3
New
product Development Process
New
product Strategy
Idea
generation
Concept
testing
Business
Analysis
Product
development
Test
marketing
Commercialization
New Product Strategy:
The new product to be developed must be linked to the marketing department
objectives, but of the business unit, and the corporate objective.
Idea Generation:
the development of new product begins with the search for new idea. However development
of idea is very important in new product development.
Idea Screening:
in idea generation stage several ideas are generated either they are relevant
and irrelevant or workable and unworkable screening according to Cornishman and
Cornighman (2011) demonstrated how to eliminate new product idea that are not
compatible with a company long run mission.
Business Analysis:
management must review the future sales cost and profit estimates as to know
whether they satisfy the company objectives.
Product Development:
A product concept that scores high in a business analysis is now ready to be
turned over to research and developed into a product steps that are involved in
the development stage are prototype and testing branding and packaging.
Test Marketing:
After management is satisfied with the product functional performance, the
product moves into further market testing.
Commercialization:
After the marketing of the product which gave management enough information to
decide whether to lunch the product, the decision to commercialization involves
four company decisions:
i.
WHEN-Timing
ii.
WHERE: Geographical
strategy in single locality
iii.
TO WHOM: Target market
prospect
iv.
HOW: Introductory market
strategy
1.18.4
Why
New Product Fail
Green
P and Donald’s (1995) stated that many new product fail because of the
following reasons:
1. When
there is no adequate demand
2. When
the product is not compatible with the company’s marketing experience resources
3. When
the product does not easily fit into the company’s present production pattern
4. When
the financial implication of launching the new product is not carefully thought
and appropriate arrangement made.
5. When
the adequate management time is not devoted to a new product.
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