The Role Of Product Innovation As An Effective Strategy In A Competitive Market (A Study Of Unilever Nigeria Plc, Aba)

ABSTRACT

 The topic of this study is the role of product innovation as an effective strategy in a competitive market. The source of the data were use are primary and secondary sources. Primary data were.: collected from original sources from a sample size of 75 made up of 50 from the Unilever Management and 25 distributors was chosen. This was draw from a population of 57 and 27r from the management and distributors respectively with the yaro yamen's formula for determining sample sizes. The method of data analysis are those who response were analysis through contingency tables by putting response in frequencies and percentages. From the findings and test of hypothesis, it was confined that in the long run consumers preferred product innovation as corporate marketing strategies. It was also revealed that the company made· more sale and profits following full scale product innovation of the products recommended the company should consider different aspects of product innovation and choose the aspect that will yield the best result in terms of customer satisfaction and profitability to the company.