Effects Of Marketing Research In Product Planning And Development
(A Case Study Of Burxtin Paint Ltd, Owerri, Imo State)
Business decisions especially marketing decisions are decision about the future. Marketing has been described as making the future happen. Since the future cannot be known totally, the uncertainly cannot be completely removed or the risks precisely calculated. However, it is asking for trouble not use whatever information that is available.
Therefore, this work, the effects of marketing research in product planning and development is designed to unveil the benefits of applying marketing research in product planning and development, so as to be making informed decisions, because product matters are central and quite vital to the success of any firm and could not be play second fiddles. The very existence of any firm lies on the nature of the product it offers to the public. If the product is poor it will be crushed by competition and the firm will seize to be. That is why marketing research in the product planning development is of utmost importance to the firm.
This project work Is designed to enlighten firms who have not yet understand this very well and those who are still ignorant of this fact that marketing research is inevitable in product planning development if a firm succeed, survive and grow in this competitive environment and in this era of marketing concept.
This entire project is logically arranged in five chapters, chapter one contains the introduction of the company, statement of problem, objective of the study, research questions, research hypothesis, significance of the study, scope of the study, limitation of the study, and definition of terms.
Chapter two, contains the literature review of selected authors and researcher’s works.
Chapter three, contains the research methodology, which are the research design, the sources of data collected the area of study, population of study, the sample size determines sampling techniques, instrument or method of data analysis, and tools used for hypothesis testing.
Chapter four contains the presentation and analysis of primary data collected, the discussion of findings, and test of hypotheses.
Then the chapter five has the summary of findings, conclusion and recommendation. The bibliography and appendices are also included.
This work will be beneficial not only to firms in manufacturing industries but also to possible entrepreneurs and lecturers in the higher institutions of learning for lecturing students.
NOTE: Preview the following Table of Content before you download the full content. WYSIWYG – What You See Is What You Get.
Title page i
Approval page ii Dedication iii
Acknowledgement iv-v Abstract vi-vii
Table of content viii-x
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1-5
1.2 Statement of the Problem 6-7
1.3 Objective of the study 7-8
1.4 Research question 8-9
1.5 Research hypothesis 9
1.6 Scope of the study 10
1.7 Limitation of the study 10-12
1.8 Definition of terms 12-15
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction 16
2.2 What is Product 16-18
2.3 Major levels of product 18
2.4 Classification of product 19
2.5 Meaning of product planning development 19-20
2.6 Why product planning development 20-21
2.7 Scope of product planning development 21
2.8 Product policy, a guide to product planning development 22-24
2.9 Marketing research in product planning development 25-28
2.10 The effects of marketing research in product
planning development 28
2.11 Product innovation/development 29-34
2.12 Product adoption process 34-36
2.13 Product Mix/Line 36-37
2.14 Product life-cycle 37-40
2.15 Packaging, branding and labeling 40-42
2.16 Benefits of applying marketing research in
product planning development 42-43
2.17 Consequences of ignoring marketing research
in product planning development. 43-44
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 History of the firm 45-46
3.2 Questionnaire designed 46
3.3 Research design 46
3.4 Population of study 46
3.5 Sources of data 47
3.6 Primary data 47
3.7 Secondary data 47
3.8 Area of study 47
3.9 Sample size determination 47-48
3.10 Method of data collection 48
3.11 Sample technique 49
3.12 Method of data analysis 49
3.13 Tools used to test the hypothesis 50
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Data presentation 51
4.2 Data analysis 51-59
4.3 Test of hypothesis 59-65
4.4 Decision rule 65
4.5 Discussions on major findings 65
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary 66-70
5.2 Conclusion 70-72
5.3 Recommendation 72-74
Bibliography 75-76
Appendixes 77
Questionnaire 78-83
This “Effects Of Marketing Research In Product Planning And Development” file contains 5 Chapters, 74 Pages and 12,578 Words.
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