Effect Of New Product Planning And Development On The Growth Of Firms In Brewery Industry In Nigeria (A Case Study Of Guinness Nigeria Plc)
ABSTRACT
This work ascertained the effect
of new product development on the growth of brewery firms in Nigeria with a
special reference to Guinness Nigerian PLC. There has been a perennial argument
on to what extent has new product development been able to achieve specific
growth expectations of the firm if the complete innovation. The major
objectives is to determine the degree of association between new product
development and the consumption rate, profitability, market share and sales
volume of Guinness PLC products. To achieve this, the study designed as a
survey study used a structure questionnaires to elicit information from the
staff and customers of Guinness Nigerian PLC in the Lagos, Benin and Aba. The
data was analysed using percentage, bar chart, descriptive analysis and Pearson
moment correlation. The empirical evidence shows that developing a new products
in a beverage brewery firm is moderately significant on consumption rate,
market share and customer satisfaction in Guinness. The other results shows
that new product development does not imply profitability but it has a strong
impact on the sales volume of the product because people want to taste
something new. The study made strong recommendations. The conclusion is that
product development keeps the firms alive in the mind of the people.
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MICHAEL, U (2021). Effect Of New Product Planning And Development On The Growth Of Firms In Brewery Industry In Nigeria (A Case Study Of Guinness Nigeria Plc). Repository.mouau.edu.ng: Retrieved Dec 27, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-new-product-planning-and-development-on-the-growth-of-firms-in-brewery-industry-in-nigeria-a-case-study-of-guinness-nigeria-plc-7-2
UNIVERSITY, MICHAEL. "Effect Of New Product Planning And Development On The Growth Of Firms In Brewery Industry In Nigeria (A Case Study Of Guinness Nigeria Plc)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 19 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-new-product-planning-and-development-on-the-growth-of-firms-in-brewery-industry-in-nigeria-a-case-study-of-guinness-nigeria-plc-7-2. Accessed 27 Dec. 2024.
UNIVERSITY, MICHAEL. "Effect Of New Product Planning And Development On The Growth Of Firms In Brewery Industry In Nigeria (A Case Study Of Guinness Nigeria Plc)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 19 Jul. 2021. Web. 27 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-new-product-planning-and-development-on-the-growth-of-firms-in-brewery-industry-in-nigeria-a-case-study-of-guinness-nigeria-plc-7-2 >.
UNIVERSITY, MICHAEL. "Effect Of New Product Planning And Development On The Growth Of Firms In Brewery Industry In Nigeria (A Case Study Of Guinness Nigeria Plc)" Repository.mouau.edu.ng (2021). Accessed 27 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-new-product-planning-and-development-on-the-growth-of-firms-in-brewery-industry-in-nigeria-a-case-study-of-guinness-nigeria-plc-7-2