THE CONTRIBUTION OF MARKETING RESEARCH FOR NEW PRODUCT DEVELOPMENT
CHAPTER ONE
INTRODUCTION
1.1 AN OVERVIEW OF MARKETING
Marketing as defined by the chartered institute of marketing United Kingdom is the management process for identifying, anticipating and satisfying customer requirements profitably. Marketing focuses on customers needs, identifies this needs through marketing research and goes ahead to produce goods and services that satisfies the needs of the consumers more effectively and efficiently than that of the competitors.
Marketing research according to Kottler (2006), can be defined as the systematic design, collection, analysis and reporting of data and findings relevant to thespecific marketing situation facing an organisation. It requires the business information to determine the right techniques to use in order to carryout the activities of the organisation and achieve its objectives. Marketing research includes product, price, place and promotion research and provides managers with information that would assist them to take decision relating to marketing mix variables.
1.2 BACKGROUND TO THE STUDY
New product development, though considered to be costly and risky must be undertaken by every firm, so that the firm can maintain or improve its position in the market place.
New product development can be actualized in the following ways;
a. Acquisition: The organization can buy other firms or buy a license or franchise or buy patents
b. Internal new product development: It can be achieved in two ways i.e. through the development of new product by an in-house research and development (R & D) team, or use of outside agencies to develop products.
Because new product development goes through a continuous process, it is crucial that companies stand back after each step to evaluate whether the new product is worth investing on.
1.3 STATEMENT OF THE PROBLEM
This study is concerned with the persistent increase of new product failure, which has forced many organizations out of business and left many business in a serious financial loss, while so many business/organization have lost competitive advantage due to inability to fully satisfy the growing customers expectations.
1.4 OBJECTIVE OF THE STUDY
The purpose of this research work is to determine whether marketing research can be used to:
· Provide customer satisfaction
· Design optimum package for a new product
· Prevent product failure
· Increase market share and profit turnover.
1.5 RESEARCH QUESTIONS
· Does marketing research have any effect on new product development?
· Does lack of marketing research affect new product acceptance in the market?
· Is there any relationship between marketing research and new product development?
· Does marketing research influence the brand name of a new product?
1.6 RESEARCH HYPOTHESES
HYPOTHESIS ONE
Ho: Marketing research does not have any effect on new product development
Hi: Marketing research has effect on new product development
HYPOTHESIS TWO
Ho: There is no relationship between marketing research and new product development
Hi: There is relationship between marketing research and new product development
HYPOTHESIS THREE
Ho: Marketing research does not influence the brand name of a new product
Hi: Marketing research has influence on the brand name of a new product.
1.7 SCOPE AND LIMITATIONS OF THE STUDY
This study deals with the contribution of marketing research for new product development using Nigerian Bottling Company Plc. as a case study.
The study will focus on the following;
i. Marketing research
ii. Stages of new product development.
There is nothing in life that has its advantages that does not have its limitations and restraining factors. The major limitations to this work is time, fund and people can be bias, gathering of information requires movement from one place to another, requires availability of funds.
1.8 SIGNIFICANCE OF THE STUDY
The significance of this study cuts across individual, organisation andthe government.
To the individual, it helps avoid sub-standard products in themarket, while to the organisation, they have the ability to copewith environmental changes and challenges.
To the government,it helps reduce the burden of monitoring sub-standard products.
1.9 DEFINITION OF TERMS
1. Product: This is anything that is offered for acquisition, use anddisposal and that satisfies the needs of the target market. The term product is broad and covers both tangible goods and intangible goods. Tangible goods have physical presence that can be seen, felt, smelt and touched e.g. mobile handsets, toothpaste, textbooks, television sets, while intangible goods include hair cut, financial service, accounting service and tourism.
2. Consumer: This is an individual or organizational unit that uses or consumes a product.
3. Customer: This is an individual or organisation that actually makes purchase decision or a person buying goods or services for a purpose etc.
4. Innovation: This is a new product that has recently been offered to the market. It is any idea, practice or product perceived to be new by the relevant individual or group.
5. Innovators: These are set of consumers that are the first to adopt or purchase an innovation. They represent approximately 2.5% of all the buyers who will eventually adopt the new product. They are active information seekers
6. Market: Consists of individual and organisation who are interested and willing to buy a product and has the resources to engage in such transaction. A market may be defined as a place where buyers or sellers meet, goods and services are offered for sale and transfer of ownership occur.
7.Marketing: Stanton W. J. (1981), defines marketing as "A total system of business activities designed to plan price, promote and distribute want satisfying goods and services to a present and potential customers, MIN London defines marketing as "The management process responsible for identifying, anticipating and satisfying customers requirement profitably".
8.Research: Research means to search for knowledge, information etc. Marketing research concerns investigation of the size, composition and characteristics of the market as well as distribution channels and market shares. It seeks to find out how many people buys, what they buy, why and where they buy
9.Strategy: Indicates specific target market and the types of competitive advantage that are to be developed and exploited
10.Target Market: This is the segment of the market that the company aims to serve with its marketing programmes and efforts.
11.Need: Is e state of felt depreciation. A lack that is necessary for our physical and psychological well being. It includes psychological, safety, social, ego and actualization needs.
12.PeakPeriod: This is the period at which a product has reached its highest level, it is also known as the maturity stage.
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