– The Effect of Marketing Research in Product Planning Process –
ABSTRACT
This project work is designed to enlighten firms who have not yet understood this very well and those who are still ignorant of this fact that marketing research is inevitable in product planning process, if a firm will succeed, survive and grow in this competitive environment and in this era of marketing concept.
This entire project is logically arranged in five chapters one contains the introduction of the company, statement of problem, objectives of the study, research question, research hypothesis, significance of the study and definition of terms.
Chapter two contains the literature review of selected authors and researchers works, chapter three contains the research methodology, which are the research design, the sources of data, population of study, sampling technique, instrument or method of data analysis and tools used for hypothesis testing.
Chapter four contains the presentation and analysis of data collection the discussion of finding and test of hypothesis. Then the chapter five has the summary of findings, conclusion and recommendations, the bibliography and appendix.
This work will be beneficial not only to firms in manufacturing industries but also to possible entrepreneurs and lecturers in the higher institution of learning for lecturing students.
TABLE OF CONTENTS
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi
CHAPTER ONE
1.1 background of the study 1
1.2 Statement of the problems 7
1.3 Objective of the study 8
1.4 Research question 10
1.5 Statement of hypothesis 11
1.6 Significance of the study 12
1.7 The scope and Limitation of the study 13
1.8 Definition of terms 16
CHAPTER TWO
2.1 Introduction 18
2.2 What is product 18
2.3 Major level of product (concept of product) 20
2.4 Classification of product 21
2.5 Meaning of product process 22
2.6 Why planning product planning process 23
2.7 The scope of product planning process 24
2.8 Product policy guide to product planning Process 24
- Marketing research in product planning Process 28
- The effect of marketing research in product planning process in relation to product innovation development 32
References 42
CHAPTER THREE
Research methodology 43
3.0 Introduction 43
3.1 Research design 43
3.2 Method of data collection 43
3.3 Population of the study 45
3.4 Sampling techniques or method 45
3.5 Determination of sample size 46
3.6 Method of questionnaire distribution 47
3.7 Validity and reliability 47
3.8 Method of data analysis 48
CHAPTER FOUR
- Presentation and analysis of data 51
4.1 Introduction 51
4.2 Presentation of data 51
4.3 Analysis of data 52
4.4 Test of hypothesis 65
4.5 Discussion of findings 71
CHAPTER FIVE
- Summary, Conclusion and Recommendation 73
5.1 Introduction 73
5.2 Summary of findings 73
5.3 Conclusion 75
5.4 Recommendations 76
Bibliography 79
Appendix 80
Questionnaires 81-84
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
These are of marketing orientation or concept has firms to look at customers needs in designing their offer product by market concept, we means that marketing philosophy which holds that the key to achieving organizational goals consist of being more effective and efficient than competitor in integrating marketing activities towards determining and satisfying needs and wants of markets.
This is in contrast with product concept which holds that consumers will value those products that offer the most quality, performance or innovative features. The emphasis is on superior product quality and improvement overtime.
Because the consumers have become the central focus in the marketing concept, it becomes pertinent that firms should produce in the embark on marketing research in the tenet of product planning to offer the consumers.
Thus, marketing research is inevitable in product planning process and its effect is highly a positive one, because it is by the use of marketing research a firm knows the each needs of market it intends serve and characteristics of the target consumers.
Marketing research is one of the tools used by firm or marketers in improving the quantity and qualify of decision making and been understanding of the market place of dynamic environment. A marketing research model studies who my customers are, where they are what they want and how to get them with what effects.
A marketing that builds a product, creates a service and then sits back and wait for thing to be happen and usually discovers that not much happen.
REFERENCES
Awa, H. Okorie (2003): Modern Marketing Theory: An Integrated Approach Management Decision
Anozie, Emma E. (2003): Strategic Marketing Management, Owerri Springfield Publishers Ltd.
Ezema, Silva K. (1998): Strategic Marketing Management Port Harcourt, University of Port Harcourt Press.
Ezirim, Aloy C et al (2004): Research Methodology for management and Social Science, Owerri Jeso International
Oktler P and Armstrong (2001): Principles of Marketing, Planning Execution ad Control, Nineth Edition India Prentice Hall.
Nebo Okwudili G. (2004): Marketing Contemporary and Comprehensive Approach, Owerri Roik Business Concerns.
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