Description
Abstract
This project is focused on The impact of marketing research on new product development, a case study of Nigeria Bottling Company, Ilorin. The research intends to carry out an empirical study of the roles which the marketing research functions actually play in the operational activities of the industry (Nigeria Bottling Company). The study also intends to find out the justification for marketing research in Nigeria Bottling Company, Ilorin. The population of this study is made up of the entire staff, customers and middlemen dealing with Nigeria Bottling Company Plc since it is impossible to investigate the entire population, a sample was drawn. The sample size of 100 respondents were chosen from the population size. It was the research made from this that generalization was drawn. The sampling method used for the study is simple random sampling. This sampling technique was used to give an equal chance to all respondents in the sample and to eliminate bias. The result of the testing shows that an organization like Nigeria Bottling Company Plc should continue to adopt the marketing research techniques for finding solutions to their basic marketing problems rising from product qualities to distribution strategies problem. However, it is suggested that Nigeria Bottling Company Plc should explore the possibility of spreading their present products to other foreign markets either within Africa or Asia. This could be achieved by conducting a marketing research survey in specific countries of interest, so as to determine later need buying behavior and reaction to pricing and promotion.
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