IMPACT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT CASE STUDY (NIGERIA BREWERIES ABA)

ABSTRACT

This project is written to ascertain and evaluate the efficacy of marketing research in the development of the new product. The project encompasses a brief account of the search area as well as the background of the study and the objective cum the significance of the study. The case study of this project is Nigerian Breweries Aba, where fifty (50) questionnaires were distributed and all were collected, analyzed and presented for a plausible conclusion. The top management and research personnel of Nigerian brewery constituted the major population of the study. From the research analysis, it was gathered that marketing research plays a laudatory role in new product development, and thus this project recommends that an effective market research be conducted for the development of a new product.

TABLE OF CONTENTS

Dedication i
Acknowledgment ii
Table of contents iii
Abstract iv
CHAPTER ONE
1.0 Introduction 1 
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Research Hypothesis 5 
1.6 Significance of the Study 5
1.7 Scope of the Study 5
1.8 Limitation of the Study 6
CHAPTER TWO
2.0  Literature Review 7
2.1 Conceptual Review Marketing Research 7
2.2 Marketing Research Defined 8
2.3 The scope of Marketing Research 9
2.4 Marketing Research Processes 10
2.5 Types of Marketing Research 12
2.6 Functions, Roles of Marketing Research 12
2.7 Barriers/Impediments and Threat to Marketing Research 12
2.8 The Limitations of Market Research 14
2.9 The Concept of New Product Development Defined 14
2.9.1 Product Development Defined 15
2.9.2 New Product Development 15

2.9.3 Types of New Product 15
2.9.4 New Product Development Process 16
2.9.5  Commercialization 19
2.9.6 New Product Management 19
2.9.7 Product Life cycle 19
2.9.8 Research why some new Product fail 20
2.9.9 The Relationship Between new Product Development and Marketing Research 21
CHAPTER THREE
3.0 Introduction 22
3.1  Research Design 22
3.2 Scope of the Study 22
3.3. Population of the Study 23
3.4 Sample Design and Sample Size Determination 23
35 Sample Technique 24
3.6 Instrument of Data Collection 24
3.7 Validity and Reliability of Instrument 24
3.8 Data Analysis Techniques 25
CHAPTER FOUR
4.1 Introduction 28
4.2 Data Analysis 28
4.3 Analysis of Bio-data and Presentation from Field Survey 28
4.4 Test of Hypotheses using chi-square 37
CHAPTER FIVE
5.0 Summary Conclusion and Recommendations 41
5.1 Summary  41
5.2 Conclusion 42
5.3 Recommendation 42

CHAPTER ONE

1.0 INTRODUCTION

The major aim of any project work is to evaluate an issue or solve a problem. Market research has remained a vital organizational tool for evaluating the desires of consumer and the need of people. It is also a status quo for a successful product development.

1.1  BACKGROUND OF THE STUDY

The need to satisfy human want as well as need gives rise to innovation and product development but the ascertainment of various human need and wants to be satisfied is only through market research. This market research entails collecting and analyzing environmental information systematically that market opportunities would be recognized and marketing problem solved.

Similarly, the need to be positively regarded in the market and to ensure continuity in business, cause product development but this new product to be develop is subject to various market research to ascertain if the beneficial to the company as well as satisfy the need of the population. Product development may be in an old product in form of improvement of it or a total creation of a new product.

However, the major concern of this study is on the development of new product of breweries entails, a lot of research prior to the converting of product idea to a workable product.

Most times, the new product may not be entirely new to the market but may be a new product to the company thus; the company needs to engage into serious market of new product, the turnover rate of the new product and the demand for the new product.

Consequently, in line with the world of Stanton W.J. (1981). The Watchwaro for management must often be “innovate or die” and this innovating attitude can become a philosophy almost paralleling that of the marketing concept” the implication of the above statement is that management has a very important function to play in new product development and this is only possible if a very plausible research is conducted due to the increasing market competition and uncertainties that predominate every market of any product there is bound to be market research but the question remains of what effect, impact or importance is this marketing research to the development is of this new product? This question invariably gives an insight of the background of this research work.

1.2 STATEMENT OF THE PROBLEM

Brewery products are mostly consumer’s edible products that are directly consumed. These products are not subject to further processing once they leave the factory. Thus the dynamic, complex and competitive environment of the present marketing scenario. Presupposes the seeking of information for the purpose of adaptability but the uncertainly of outcome, remains pertinent. The academic research pm the need to cam⁷ out marketing research in Nigeria is rather scarcity. Thus there is a gap in the literature on the importance of market or marketing research by firms for new product development Oko Anthony, (2010).

More so, it is like taking a shot in the dark when a company involves herself in new product development without research. A breach of marketing research before new product development will only give such product a chance to experience a natural death in the market. This has been a constant incidence in Nigeria which has lead to 'he failure of many new products and has remained a major bane of business in Nigeria. Tapping in words of Wilshurst John, (1979). Business decision and especially marketing decision are decision above the future; marketing has been described as making the future happen. Since the future cannot be totally known, the uncertainty cannot be completely removed or the risks be precisely calculated. However, it is asking for trouble not to use whatever information that is available.

These statements tend to be the major problems of Nigeria manufactures and product industries. Thus, the following are the major problem:

I. The failure of New Product Development due to negligence of marketing research in Nigeria companies, particularly NB Aba.

2  The low regard and low frequency of marketing research in Nigeria companies particularly NB Aba.

3  The losses caused by poor market research on new product development in Nigerian companies particularly NB Aba.

1.3 OBJECTIVES OF THE STUDY

The major objective of this study is to evaluate the role of marketing research in new product development paying specific consideration on breweries product with Nigeria Breweries Aba as a case study while the specific objectives of the study includes the following:

a) To evaluate the opinions of the sample population on the impact of research on New Product Development.

b) To sample the opinion of the sample population and review related literatures on the relationship between New Product Development and research.

c) To evaluate how often Nigeria companies research before New Product Development.

1.4 RESEARCH QUESTIONS

a. has there been any positive relationship between new product development and marketing research in Nigeria breweries?

b. how often do Nigeria companies conduct marketing research before new product

development?

c. how will you rate the frequency and impact of research on new product development?

1.5 RESEARCH HYPOTHESIS

The following hypothesis will be tested using chi-square method.

H₀:  There is no impact on marketing research on new product development.

H₀: There is no impact of marketing research on the economic growth and profitability of the

company.

1.6  SIGNIFICANCE OF THE STUDY

This study will serve as evidence on the need to carry out market research before new-product development to management of different companies and also serve as a reference and guild to other researcher on the same topic.

Similarly, this study is aimed at correcting the ill idea of investors and business owners that market research is useless in new product development.

1.7 SCOPE OF THE STUDY

This study impact of marketing research on new product development is concentrated in Nigeria breweries Aba, Abia State Nigeria.

1.8 LIMITATION OF THE STUDY

The major limitations of these study include the following:

(1) Time: The time frame for this study was very small such that a larger sample size was

not used.

(2) Finance: Finance to carry out this work was highly limited such that most times delays

were encountered in order to raise money.

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