MARKETING RESEARCH AND DEVELOPMENT OF NEW PRODUCTS BY MANUFACTURING COMPANIES IN NIGERIA (A STUDY OF SELECTED BUSINESS ORGANISATIONS IN ENUGU STATE)

ABSTRACT
The purpose of this research work is to determine and highlight the
role of marketing research and development of new products by
manufacturers companies in Nigeria. The outcome of this research
work will be beneficial to members of the public, the government,
students, and manufacturers. The data used were obtained from
company workers in selected business organizations in Enugu State.
A sample of 300 workers was administered with structured
questionnaire designed to explore information regarding their reasons
for undertaking marketing research and what they consider as areas
of desired improvements. Three hypotheses generated in this study
were tested with the use of chi-square (X2). The study revealed that
marketing research plays a significant role for the development of
new products by ensuring that the production of new products is
successful and there is adequate demand existing in the market.
Majority of the manufacturing companies used different research
instruments to conduct marketing research. The results of marketing
research have made the production of goods services to be cheaper,
thereby making them affordable to consumers. Also, the quality of
that product will be better, and can be able to meet consumer needs
and taste. This can also increases the volume of sales of the newly
developed products. In view of this finding the researcher
recommended among others that manufacturers should adequately
research before Developing new products and that research centers
should be built where information regarding the development of new
products will be obtained easily.

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