ABSTRACT

The major objective of this study is to determine the effect of product innovation on a company's market share using Unilever Nigeria Plc Aba, Abia State as a study Company, The primary data for this study were collected from the responses to the questionnaire which was personally administered to, 50 Unilever Nigeria Plc Staff and 70 Unilever Nigeria Pie Customers, and secondary data collected from published and unpublished books in related field under study. Using simple percentages, the data collected were analyzed and used to answer the research questions raised while Chi-Square (X2) test statistics was used to test the hypotheses formulated for this study. The findings ascertained from this work include that manufacturing companies should realize that in a fiercely competitive market, the best way of keeping customers is keeping them satisfied. That new products bring some benefits, which makes up for what is lacking in the old product. Also that manufacturing companies are supposed to have a sustainable strategy of continual innovation. While recommendations made include business organizations into manufacturing should adopt a suitable strategy of continuous product innovation. Companies should focus on product Innovation as a sure way of gaining competitive advantages.