Effect Of Product Innovation On The Market Performance Of Small Scale Enterprise In Abia State.

ABSTRACT

The study analyzed the effect of product innovation strategies on small scale enterprise performance in Abia State. Specifically, the study determined whether product innovation strategies of the small scale enterprise enhances better product branding, whether product innovation strategies creates customer awareness of the product determined the effect of product innovation on profitability. The study w a simple size of 134 computed from a population of 200 through Thro Yamen's method. Questionnaire was used to collect primary data for the study, which were later analyzed using simple percentage and multiple regression models. The study conducted that product innovation strategies contributed to the Profitability of small scale enterprises in Abia State. And recommended the adoption of product innovation strategies in the small scale enterprise sin Abia state.