THE IMPACT OF NEW PRODUCT DEVELOPMENT IN NIGERIA’S BANKING SYSTEM

THE IMPACT OF NEW PRODUCT DEVELOPMENT IN NIGERIA’S BANKING SYSTEM.(A CASE STUDY OF UNITY BANK PLC, ONITSHA)

ABSTRACT

The later part of decade (1990s) had a number of appellations and challenges. However, the most profound of these as far as Nigeria in general and the finance industry in particular are concerned was that of “Globalization, Technology and New product Development”. As careful been a number of innovations both technical and non-technical. This scenario of events engendered by keener Continue reading THE IMPACT OF NEW PRODUCT DEVELOPMENT IN NIGERIA’S BANKING SYSTEM

THE ROLE OF MARKETING RESEARCH IN NEW PRODUCT PLANNING AND DEVELOPMENT

THE ROLE OF MARKETING RESEARCH IN NEW PRODUCT PLANNING AND DEVELOPMENT (A CASE STUDY OF PREMIER BREWERIES PLC, ONITSHA, ANAMBRA STATE)

ABSTRACT

 This research was designed to determine the role of marketing research in facilitating new product and development; using premier Breweries limited Onitsha, Anambra state, as the case study. Primary data were collected through the administration of questionnaires on the members of staff of the organization. Personal interviews were also held with selected respondents to obtain additional information to complete that of the respondents to obtain additional information to complete that of the questionnaires.  Data collected were analyzed using tables, frequencies and simple percentage. The major finding showed that inability to carry out marketing research before embarking on product planning and development often created patronage difficulties for organization since the resulting product were not largely in line with customer needs. The study recommend that firms must not lose focus of continuous product improvement in order to retain customer patronage and that should adopt market- oriented research prior to production in order to match consumer needs and wants. The study concluded that for customer-oriented product to survive in the market, research into customer needs and wants must be conducted. Continue reading THE ROLE OF MARKETING RESEARCH IN NEW PRODUCT PLANNING AND DEVELOPMENT