ABSTRACT
This work studied the impact of marketing research on new
product development, a study of Tonimas Nigeria
limited, Aba,
Abia state. It’s objective were to determine the extent of which marketing
research influence turnover, product market research contribute to customer
satisfaction, assess the impact of dealers marketing research on profitability
and determine the extent to which positioning market research influence product
quality. A simple random technique was adopted and 22 questionnaires was
administered to the respondent. Chi-square was used to analyze the data
generated.It was discovered that consumer marketing research has some level of
relationship and influence of company’s turnover. Also a certain level of
relationship between product positioning marketing research and customer’s,
product positioning and product quality. Hence , a proper mix of this marketing
effort in an organization would maximize shareholders wealth.It is therefore
pertinent for every organization to adopt marketing research as a tool for its
market operations. Hence proper and adequate training of research personnel and
motivation should be applied to get the best from this researcher.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study ………………………………………… 1
1.2 Statement of Problem ……………………………………………. 2
1.3 Objective of the Study …………………………………………... 3
1.4
Research Questions ……………………………………………… 4
1.5 Research
hypothesis …………………………………………….. 4
1.6
Significance of the Study
………………………………………... 5
1.7
Scope of Study …………………………………………………... 5
1.8
Definition of Terms ……………………………………………. 5
CHAPTER TWO
LITERATURE REVIEW
2.1
Conceptual framework
………………………………………………………………… 7
2.2 Determinant of Development Process for
a New Tonimas Service. 10
2.2.1 The Product Attribute ……………………………………………………………… 11
2.2.2 Individual Determinants ………………………………………………………… 14
2.2.3 Marketing Factors …………………………………………………………………… 14
2.3 Theoretical framework ………………………………………………………………… 15
2.4 Empirical Review …………………………………………………………………………… 17
2.5 Types of Marketing Research
…………………………………………………………. 17
2.6 History of Firm
………………………………………………………………………………. 19
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design
…………………………………………………… 21
3.2 Source of Data
……………………………………………………… 21
3.2.1 The primary Data …………………………………………………
21
3.2.2 Secondary Data
…………………………………………………… 21
3.3 Study Population
…………………………………………………… 22
3.4 Sampling Techniques Method
……………………………………… 22
3.4.1 Sampling procedure
……………………………………………… 23
3.4.2 Questionnaire Administration
…………………………………… 23
3.4.3 Instrument
………………………………………………………… 23
3.5 Method of Data Analysis
…………………………………………… 23
3.6 Validity and reliability …………………………………………….. 24
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Questionnaire Administration ……………………………………… 26
4.2 Data Analysis
……………………………………………………... 27
4.3 Hypotheses Testing ……………………………………………….. 30
4.3.1 Hypothesis I Testing ………………………………………………30
4.3.1 Hypothesis II Testing ……………………………………………. 34
4.3.3 Hypothesis III Testing …………………………………………… 37
4.3.4 Hypothesis IV Testing
……………………………………………. 40
CHAPTER FIVE
SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1 Discussion on Findings …………………………………………… 47
5.2 Summary of the Findings ………………………………………… 48
5.3 Conclusion ………………………………………………………. 48
5.4 Recommendations ………………………………………………….
49
5.5 Suggestion for Further Study …………………………………… 50
References
Research Questionnaire
CHAPTER ONE
INTRODUCTION
1.1
Background to the Study
Marketing is a social process by which an individual
and group obtain what they need and through creating, offering and group freely
exchanging products and services by value with others ( Kotler, 2003)
The definition above indicates that marketing in the
first place is a managerial system that identifies and satisfies customers need
on time and at a profit.
The entire system of business activities must be
customers oriented. Customers want must be recognized and satisfied
effectively. Therefore, the definition suggests that marketing is a dynamic
business process (i.e) a total, integrated process or holistic rather than a
fragmental assortment of institutions and functions, marketing is not any one
activity, nor it is exactly the sum of several parts. Rather the result of the
interaction of many activities. However, the marketing programme starts with
the germ of producer ideas and does not end until the customer’s want are
completely satisfied, which maybe some a times after the sale made.
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.
Harpar (2001) opined that to
manage a business well is to manage its future, and information. To this end
marketing information provides the mechanism for identifying and satisfying
customers’ requirement. The growing importance of marketing has been parallel
by the emergence of marketing research, nor marketing information system
eliminate all uncertainty and risk. Apart from the use of marketing research in new product planning, for
example, the failure rate of new product remain high, such as rate of failure
and other like it might not have happened, had some people not decided to take
a chance in the face of uncertainty and risk.
David Luke, Donald Jaylor, and
Hage Wale (2000) marketing research is the application of scientific method in
the solution of marketing problem.
For the American marketing
Association (AMA), marketing research is 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 decision
relating to markets, marketing methods new product and availability of product
and services.
Due to problem associated with
marketing research such as sanity statistic, costs and illiteracy, many
organization including the focused company has not harnessed the gain of
marketing research in the development of new product. This off course, with
large information research on this topic which states the impact of marketing
research in a new product development.
1.2 Statement of Problem
Marketing Research is the
analysis of market to determine potential opportunities and challenges. Tonimas
industry like any other industry has something to offer. The extent of new
product will determine the success or failure of a firm.
The similarities of new Tonimas
services not only negate customer loyalty but they create incident cost in the
marketing of entire services and thus culminate in decline in the company’s
market share of market. This can become a real problem where the service
evaluation of these companies is analyzed. Product factor consideration as well
as consumer type and marketing effort are crucial in understanding the
development process as well as whether the product/services is developed at
all. It is important, therefore, that for an effective management of the
industry in Nigeria
and foreign visitors alike and for product development be understood. This is
not about failed product but about product that has succeeded and about
planning effort for their contribution of profit over their life cycle and the
marketing effort necessary for development process.
Therefore, the following are the
challenges facing new product development at
TONIMA NIG LTD Aba Abia State.
· The
problem of the research tends to investigate the extent of marketing research
being done when new product are about to developed.
· This
research will also investigate whether TONIMAS firm conduct marketing research
organization.
1.3 Objective of the Study
The general objective of this research is to
investigate the impact of marketing research in a new product development.
Specific objectives of this study are; To
· determine
if consumer marketing research significantly influence turnover.
· ascertain
if product marketing research significantly contribute to customer
satisfaction.
· determine
the impact of dealers marketing
research on profitability.
· determine
if product positioning marketing research influence the quality of the product
1.4 Research Questions
The following major Questions are
used in exploring the purpose of the study. The research questions are;
· To what
extent does consumer marketing research significantly influence turnover?
· To what
extent does product marketing research contribute to consumer satisfaction?
· What is
the impact of dealers marketing research on profitability?
· To what
extent does product positioning marketing research influence the quality of the
product?
1.5
Research hypothesis
The following research hypothesis
stated in their null form would be tested in this research and at 0.05
level of significant
Ho1: There is no significant
relationship between consumer marketing research and turnover.
Ho2: There is no significant
relationship between product Marketing research and customer satisfaction.
Ho3: Dealers marketing does
not significantly influence profitability.
Ho4: There is no significant
relationship between product positioning marketing research and quality of the
product.
1.6 Significance of the Study
This work will serve many purposes
within the locality of this study (Aba
town) as an academic work will be essential of identification of product that
will succeed or failed along the product life cycle.
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.
It provides available data for research
and other related institution for update of knowledge.
1.7 Scope of Study
The scope of this project has been
determine by the project topic; the impact of marketing research on new product
development in Tonimas Nigeria Limited at Aba Town.
1.8 Definition of Terms
Marketing: Is the management
process which identifies, anticipates, and supplies the customer requirements
efficiently and profitability.
Product development: Is the
process of fitting the proposed product to the requirement and opportunities of
the market.
New product development: New
product development involves developing product concept into a physical product
in order to ensure that the product idea can be turn into a workable product.
It involves some steps:
· New
Product Strategy: The new product to be developed must be linked to
marketing department objectives, this business units and the corporation
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
demonstrated how to eliminate new product idea that is not compatible with a
company long run mission.
· Business
analysis: management must review the future sale 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 development stage.
· Testing
marketing: after management is satisfied with the product
functional performance, the product move into further marketing testing. The
essence is to know if the product is accepted or not.
· Commercialization: when
the product is accepted, the company will produce the product in a large
quantity in different markets
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