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The Impact Of Marketing Research On New Product Development
[NIGERIA BOTTLING COMPANY]
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1.8 OPERATIONAL DEFINITION OF TERMS
Marketing:
According to Kotler (2006) marketing is a social and managerial process
by which individual and organization obtain what they need and want
through creating and exchanging value with others.
Marketing
Research: Philip (2005) defines marketing research as the systematic
design, collection, analysis and reporting of data and findings relevant
to a specific marketing situation facing the company.
Product
Development: Adedo and Abdulraheem (2005) defined product development as
a more limited term which encompasses the technical activities of
product research engineering and design.
Distribution System:
Wongelu (2000) defined distribution system as the channel which product
or services passes through from producer to the final consumers.
Product:
CBN (2004) in a publication titled financial market in Nigeria defined
product as the services rendered by banks to meet customer’s
satisfaction.
Product Modification: Philip (2008) defined product
modification as addition of new features that would expand the
usefulness, safety and convenience with tends to make product unique.
Product
Acceptability: Philip (2008) defined product acceptability as the
communication means put in place to ensure that the products modified
are acceptable.
1.9 LIMITATION OF THE STUDY
Some problem which might be responsible for the limitation of this research work includes the;
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Attitude of the interview: During the process of interviewing some of
the respondents were not ready to give out information to researcher.
- Lack of adequate and statistical data in almost all the departments in Nigeria Bottling Company Plc.
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Although the case study is not quite distance. The cost of
transpiration to its location, as well as time which has to be shared
with other academic obligations cannot be over emphasized.
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ABSRACT - [ Total Page(s): 1 ]Abstract coming here soon ... Continue reading---
CHAPTER TWO - [ Total Page(s): 10 ]The steps are defined as below. 1. Awareness: This is the most crucial step and the starting point for purchase. Brands must take sure that the consumer is aware of the presence of your brand in a particular product segment.For example, if Tina wants to buy a toothbrush, and you as the marketing manager of Colgate wants her to buy your brand’s toothbrush, you have to make sure that you advertise well so that she is aware of the existence of such a brand for tooth brushes. 2. ... Continue reading---
CHAPTER THREE - [ Total Page(s): 1 ]CHAPTER THREE 3.0 RESEARCH METHODOLOGY 3.1 RESEARCH POPULATION AND SAMPLE Research population simply means the total number of people or things of organization in a specified geographical areas since it is very difficult to conduct a research using the whole population. The population of this study is made up of the entire staff, customers and middlemen dealing with Nigeria Bottling Company Plc size it is impossible to investigate the entire population a sample was drawn. ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 5 ]As shown above there are more male than female Nigeria Bottling Company because male account for 60% while female account for 40%.In the above table 26% of the respondents are single and 75% are married. The researcher observed that nearly all the respondents are married. The marital status of workers maternity leave on for higher pay in order to meet their home needs. ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 1 ]CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATIONS5.1 SUMMARY OF FINDINGS This research work focused on impact of marketing research on new product development in which Nigeria Bottling Company Plc was chosen as a case study. This company engage in diverse business activities and collecting information on its marketing research functions. Marketing research contributes to the decision making process in all aspects marketing activities since it aid specifies the method of ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]REFERENCES Adred, B.D (2002). Marketing Research Analysis and Measurement. C.U.S.A Abarns Publishing.Betrand, J.W (1996). Marketing Research Analysis, London, John Willy and Sons. Fatigun, J.O (2008). Research Methodology, Ilorin, Adewunmi Printing Press. Lockley, L.C (2000). History and Development of Marketing. U.S.A Mc Graw Hill Book.Patrick, M.D (2000). What are new product? Journal of Business Planning U.S.A Prentice Hall Inc. Predical, W. (2001). Marketing Analysis. U.S.A Mc Graw Hill Book ... Continue reading---
