THE IMPACT OF EFFECTIVE OF MARKETING RESEARCH ON THE INTRODUCTION OF A NEW PRODUCT (A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC, IBADAN)

ABSTRACT

The project “The Impact of Effective Marketing Research on The Introduction of a New Product” with particular case study of “Nigeria Bottling Company Plc”. It is carried out to satisfy both the need of consumers as well as the goals of the firm. This requires effective definition of some marketing factors where marketing is an important gathering of information for effective decision-making. The project reveal the purposes for carrying out marketing research which includes identifying the problem and way of solving the problems to improve decision making and to control marketing programme, characteristics of a good research, value and cost having information, scope of marketing research, type of research and impact of marketing research in marketing management. The questionnaire distributed to workers of “Nigeria Bottling Company Plc” under study of personal interview, the data gathered were analyzed on different tasks by using percentages, the data shows that a well conducted marketing research will impact and benefit the company as well as its consumers for the effective marketing research on the introduction of a new product. Also, findings of marketing research on the introduction of a new product in this project or study in “Nigeria Bottling Company Plc” shows how influence effective of marketing research as impact the introduction of a new product in previous years.  

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