Impact Of New Product Development On Market Share Growth In The Beer Market A Case Study Of Nigeria Breweries Ltd (NBL)

ABSTRACTS

 This research project undertook an in-depth study of critical impact of new product development on the share growth in the beer market; using NBL Enugu as a case study. I will look more closely to see how new product development enhances to the success of new product development to ensure effective and efficient planning. New product development are the fitting the proposed product to the requirement opportunities of the market. The research problem underlying the objective of this study seeks to find out if there is a significant relationship between new product development and over-all organizational performance; to ascertain whether product development on the market share growth build and maintain product planning. Extreme caution and care was taken in the collection of data to ensure its validity and reliability to the research work. Enugu state is found in eastern part of Nigeria. The East by Ebonyi state to north by Kogi and Benue states and to the south by Abia state etc were used as the areas of study by employing a sample size of 134. The field survey method was engaged and the questionnaire administered management and staff of NBL including selected respondents in areas of study. The data was analyzed using descriptive statistics and multiple regression analysis while chi-square was used in testing the tree formulated research hypothesis. The result of the hypothesis tested at 1% confidence level and at 5% level of significance showed that there is significant relationship between new product developments and over-all organizational performance. Finally, the researcher recommended Ilia they should be improvement in the product perceived quality such will enhance not only brand loyalty, but a long term customer equity for the firm.