Effect Of New Product Development On Consumer Patronage In A Manufacturing Company: A Study Of Pz Cussons Nigeria Plc Aba, Abia State
ABSTRACT
This study aims to investigate
the effects of new product development on the patronage of consumers of
products of PZ Nigeria Plc, in Aba Abia State. A descriptive survey research
design was adopted for this study in which a simple random sampling technique
was used to select 150 respondents for the study. A structured questionnaire
was used to elicit information from the target respondents who are customers of
PZ Nigeria Plc. Data generated were subjected to analysis using descriptive and
inferential statistics. The results showed that there was a negative
correlation between new product development and consumer behaviour (r= -0.274).
The result also showed that about 71% of the respondents did not prefer new
products with a mean Liker score of 1.75(0.87). They also showed that a z-score
of 9.129 which was significant at 1% was obtained when patronage for old and
new products were compared. It is therefore concluded that new product
development had a significant effect on the patronage of customers of PZ
Nigeria Plc, Aba. It was recommended among other things, that the firm should,
prior to development and introduction on new products, carry out extensive
marketing research to ascertain the needs of their customers.
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FINEBOY, I (2021). Effect Of New Product Development On Consumer Patronage In A Manufacturing Company: A Study Of Pz Cussons Nigeria Plc Aba, Abia State. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-new-product-development-on-consumer-patronage-in-a-manufacturing-company-a-study-of-pz-cussons-nigeria-plc-aba-abia-state-7-2
IKONNA, FINEBOY. "Effect Of New Product Development On Consumer Patronage In A Manufacturing Company: A Study Of Pz Cussons Nigeria Plc Aba, Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 31 Aug. 2021, https://repository.mouau.edu.ng/work/view/effect-of-new-product-development-on-consumer-patronage-in-a-manufacturing-company-a-study-of-pz-cussons-nigeria-plc-aba-abia-state-7-2. Accessed 24 Dec. 2024.
IKONNA, FINEBOY. "Effect Of New Product Development On Consumer Patronage In A Manufacturing Company: A Study Of Pz Cussons Nigeria Plc Aba, Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 31 Aug. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-new-product-development-on-consumer-patronage-in-a-manufacturing-company-a-study-of-pz-cussons-nigeria-plc-aba-abia-state-7-2 >.
IKONNA, FINEBOY. "Effect Of New Product Development On Consumer Patronage In A Manufacturing Company: A Study Of Pz Cussons Nigeria Plc Aba, Abia State" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-new-product-development-on-consumer-patronage-in-a-manufacturing-company-a-study-of-pz-cussons-nigeria-plc-aba-abia-state-7-2