IMPACT OF MARKETING RESEARCH ON THE ADOPTION OF NEW PRODUCT (A STUDY OF TONIMAS NIGERIA LTD, ABA, ABIA STATE)

ABSTRACT

In light of the intense competition facing providers of Tonimas Product, some managers are constantly engaged in the creation of new products that would hopefully win consumers acceptance. Therefore the main aim of this research was to find out how marketing research provides need identification to help decision makers solve marketing problems on the adoption of a new product. Another aim of the research is to find out how marketing research adopt marketing planning into better ways of offering goods and services in the adoption of new product. How marketing research provides customer loyalty into known process on the adoption of new product in Tonimas Nigeria Ltd. Then in using Tonimas Nigeria Ltd as a case study, the analyzed data and test hypothesis shows the following: Marketing research has a significant impact of providing need identification to help decision makers solve marketing problems on the adoption of a new product. That marketing research has a significant relationship of adopting marketing planning into better ways of offering goods and services on the adoption of new product. That marketing research has a significant relationship of providing customer loyalty into known processes on the adoption of new product. The regression analysis was used to verify the relationship existing between responses (dependent) variables and the independent variables using the items in the questionnaire in testing hypotheses I,II and III. The ANOVA Table 4.9 showed that the model is a significant predictor of the response of question 21, ANOVA Table 4.12 also shows that the model is a significant predictor of the response of variable to question 19. Correlation was used to examine if there is any association between Question 12 and 20. The source of data adopted in this study is both primary and secondary data. Therefore, in order to determine the sample size Yaro Yamen formula was adopted. Finally, open ended and close ended were used to obtain responses from respondents.

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ ix

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of Problem ﾿ 3

1.3 ﾿ Objective of the Study ﾿ 4

1.4 ﾿ The Research Question ﾿ 5

1.5 ﾿ Research Hypothesis ﾿ 6

1.6 ﾿ Significance  of the Study ﾿ 6

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Limitation of the Study ﾿ 7

1.9 ﾿ Definition of Terms ﾿ 8

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction ﾿ 12

2.2 Nature and Meaning of Concept ﾿ 14

2.2.1 Determinants of Adoption Process for a New Tonimas Services ﾿ 17

2.1.1 The Product Attributes: ﾿ 19

2.2.2 Individual Determinants ﾿ 22

2.2.3 Marketing Factors ﾿ 22

2.3 Theoretical Framework ﾿ 24

2.4 Theories and Models of Marketing Research in Modern Marketing ﾿ 25

2.5 Types of Marketing Research ﾿ 27

CHAPTER THREE

3.0 Research Design and Method ﾿ 30

3.1 ﾿ Research Design ﾿ 30

3.2 ﾿ Source of Data ﾿ 30

3.2.1 ﾿ The Primary Data ﾿ 31

3.2.2 ﾿ Secondary Data ﾿ 31

3.3 Research Population ﾿ 31

3.4 Determination of Sample Size ﾿ 32

3.4.1 Sampling Procedure: ﾿ 33

3.4.2 Questionnaire Administration ﾿ 33

3.4.3 Instrument ﾿ 33

3.5 Method of Data Analysis ﾿ 34

3.5.1 Validity and Reliability ﾿ 34

CHAPTER FOUR

4.0 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Data Presentation and Analysis ﾿ 35

4.2 Analysis of the questionnaire ﾿ 36

4.3 Testing of Hypothesis ﾿ 41

4.3.1 Hypothesis 1 ﾿ 41

4.3.2 Hypothesis II ﾿ 42

4.3.3 Hypothesis III ﾿ 46

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION

5.1 ﾿ Summary of Findings ﾿ 49

5.2 ﾿ Conclusion ﾿ 50

5.3 ﾿ Recommendations ﾿ 50

REFERENCES ﾿ 52