TITLE PAGE

THE EFFECT OF MARKETING RESEARCH IN

PRODUCT PLANNING PROCESS
(A CASE STUDY OF UNILEVER PLC, ABA ABIA STATE)

BY

---------------------
-----------

A RESEARCH PROJECT PRESENTED TO THE

DEPARTMENTOF MARKETING SCHOOL OF BUSINESS AND
MANAGEMENT TECHNOLOGY
---------------------------

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF ------------------------------ IN
MARKETING

NOVEMBER, --------------

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 APPROVAL PAGE

This project has been read and approved by undersigned on

behalf of school of business and management technology,

department of marketing --------------------, having met the

requirement for the Award of ----------------------------------

…………………………… ………………….

Mr. ------------- Date

Project Supervisor

…………………………… ………………….

Mr. -------------- Date

Head of Department

…………………………… ………………….

External Examiner Date

2
 DEDICATION

I dedicated this work to God Almighty who made all things

possible.

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 ACKNOWLEDGEMENT

My gratitude goes to the God Almighty, the creator of

Heaven and earth, the beginning and the end, for seeing me

through my years in the University, may his name be

glorified in Jesus Name Amen.

I also express my sincere appreciation to my beloved

parents Mr. & Mrs. ----------, for their love and support they

shows me through my academic section, I play that God will

grant them long life. My greetings also goes to my beloved

brothers and sisters, ------, -----, --------, -------, --------,

-----------, for their love and kindness which hey gave me, I

pray that the Almighty God will see the according to their

needs Amen. My gratitude also goes to my well wishers and

friends who has been there for me, I pray that God with his

infinite mercy grant them their heart desires Amen.

4
 ABSTRACT

This project work is designed to enlighten firms who have

not yet understood this very well and those who are still

ignorant of this fact that marketing research is inevitable in

product planning process, if a firm will succeed, survive and

grow in this competitive environment and in this era of

marketing concept. This entire project is logically arranged

in five chapters one contains the introduction of the

company, statement of problem, objectives of the study,

research question, research hypothesis, significance of the

study and definition of terms, chapter two contains the

literature review of selected authors and researchers works,

chapter three contains the research methodology, which are

the research design, the sources of data, population of

study, sampling technique, instrument or method of data

analysis and tools used for hypothesis testing. Chapter four

contains the presentation and analysis of data collection the

discussion of finding and test of hypothesis. Then the

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chapter five has the summary of findings, conclusion and

recommendations, the bibliography and appendix. This work

will be beneficial not only to firms in manufacturing

industries but also to possible entrepreneurs and lecturers in

the higher institution of learning for lecturing students.

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 TABLE OF CONTENTS

Title page i

Approval page ii

Dedication iii

Acknowledgement iv

Abstract v

Table of contents vi

CHAPTER ONE

1.0 Introduction 1

1.1 background of the study 1

1.2 Statement of the problems 7

1.3 Objective of the study 8

1.4 Research question 10

1.5 Statement of hypothesis 11

1.6 Significance of the study 12

1.7 The scope and Limitation of the study 13

1.8 Definition of terms 16

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CHAPTER TWO

2.0 Literature review 18

2.1 Introduction 18

2.2 What is product 18

2.3 Major level of product (concept of product) 20

2.4 Classification of product 21

2.5 Meaning of product process 22

2.6 Why planning product planning process 23

2.7 The scope of product planning process 24

2.8 Product policy guide to product planning

Process 24

2.9 Marketing research in product planning

Process 28

2.10 The effect of marketing research in

product planning process in relation

to product innovation development 32

References 42

CHAPTER THREE

Research methodology 43

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3.0 Introduction 43

3.1 Research design 43

3.2 Method of data collection 43

3.3 Population of the study 45

3.4 Sampling techniques or method 45

3.5 Determination of sample size 46

3.6 Method of questionnaire distribution 47

3.7 Validity and reliability 47

3.8 Method of data analysis 48

CHAPTER FOUR

4.0 Presentation and analysis of data 51

4.1 Introduction 51

4.2 Presentation of data 51

4.3 Analysis of data 52

4.4 Test of hypothesis 65

4.5 Discussion of findings 71

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 73

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5.1 Introduction 73
5.2 Summary of findings 73
5.3 Conclusion 75
5.4 Recommendations 76
Bibliography 79
Appendix 80
Questionnaires 81-84

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 CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

These are of marketing orientation or concept has firms to

look at customers needs in designing their offer product by

market concept, we means that marketing philosophy which

holds that the key to achieving organizational goals consist

of being more effective and efficient than competitor in

integrating marketing activities towards determining and

satisfying needs and wants of markets.

This is in contrast with product concept which holds that

consumers will value those products that offer the most

quality, performance or innovative features. The emphasis is

on superior product quality and improvement overtime.

Because the consumers have become the central focus in

the marketing concept, it becomes pertinent that firms

should produce in the embark on marketing research in the

tenet of product planning to offer the consumers.

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Thus, marketing research is inevitable in product planning

process and its effect is highly a positive one, because it is

by the use of marketing research a firm knows the each

needs of market it intends serve and characteristics of the

target consumers. Marketing research is one of the tools

used by firm or marketers in improving the quantity and

qualify of decision making and been understanding of the

market place of dynamic environment. A marketing research

model studies who my customers are, where they are what

they want and how to get them with what effects. A

marketing that builds a product, creates a service and then

sits back and wait for thing to be happen and usually

discovers that not much happen. They remains that after

you have produced the best product packaged it brilliantly,

priced it rightly, distributed it magnificently, and positioned

it to best meet the need of the customers you would have

wasted all these market effort, if nobody knows you have

done all these tigs such is the essence of marketing

12
research. This finding will enable the firm to appropriately

plan the right price, deliver the products to the right place to

reach the consumer and communicate them through the

appropriate means as well.

Marketing research is seen as a systematic gathering,

recording and analyzing of data about problems, relating to

the marketing of goods and services which includes

investigation of market segments, product differentiation,

channel relationships, effectiveness of salesmen and

advertising, pricing practices and so forth. This means that

marketing research is a problem solver which ranges from

market potentials and market shares studies to assessments

of customers satisfaction and purchase behaviours studies of

pricing, product, promotion and distribution.

This justifies Kalu’s view about marketing as the process of

researching into, and identifying customers needs and wants

for the purpose of creating goods and services and

facilitating their transfer into the hands of customers

13
through the specialized functions of pricing, promotion and

distribution.

In the view of this, product planning refers to all activities

involves in setting product goals and means on strategies

realize within the firms framework or product policy. It is a

careful predetermination of future states of nature (or the

environment) and the arrangement of programmes to take

advantage of them from this, it means that marketing

research is one of the major activities that enables firms

determine what product to offer to the market, one can say

in this era of marketing concept and as revealed in the

above statement that marketing research is a part of

product planning process and such a relevant part played

that if ignored will render the whole organizations effort

useless and the firms objectives will not be realized or

achieved.

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One more, a little understanding of what marketing and

marketing research will again help us appreciate the above

statement marketing according to Okafor, A.I. (1995)

quoting in the institute of marketing London, is the

management process that responsible for identifying,

anticipating and satisfying consumer requirements

profitably. Also marketing research in the same Okafor, A.I.

(1995) refers to all human activities scientifically directed

towards the enhancements of the organizations offerings

(products) and the solution to the marketing problems.

From the above definition of marketing we can see that

marketing is basically concerned about the future. In order

to be able to identify, anticipate and perfectly satisfy the

consumers needs profitability, means that the organization

needs abundant vital information at regular intervals to be

able to produce consumers buying behaviour during the

short and long term basis. Supplying this vital information is

necessary to aid marketing decisions for effective and

15
efficient satisfaction of consumers needs now and in the

future.

Again it has been found that some organizations totally

ignored and some paid little attention to marketing research

in their product planning process, due to ignorance of the

beneficial effects or maybe because of cost associated in

running and maintaining the marketing research

department. This study is designed to reveal how inevitable

marketing research is in product planning process its

benefits and as well as the consequences of operating

without it or ignoring it especially in consumer marketing

oriented firms knowing the rate of competition in the

market, the rate of change in consumers tastes and

preferences, the nature of the economy and the dynamic

nature of the business marketing environment.

Therefore, it is the researchers wish to examine the

effectiveness of marketing research in the product planning

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process in the manufacturing firms, using UNILEVER PLC

Aba as a case study.

1.2 STATEMENT OF PROBLEMS

There are a lot of problems which promoted the urge to

carry out this study. In the first place, the Nigeria business

environment has become highly competitive (especially in

soap and detergents industry), for example, major soap

industries in Nigeria PZ Nigeria Ltd. Which produces imperial

leather soap, orange drugs Ltd producing delta medicated

and antiseptic soap, Seville products Ltd. Produces Eva

classic complexion care soap and Eko supreme resources

Nigeria ltd. Which produces Soklin detergent in Nigeria. This

means that in addition to competition from these companies

unilever Nigeria plc had faced a new kind of competition with

these companies when producing.

Another problem is the fact that some companies have taken

marketing research necessary in their company while some

17
never believed that the use of marketing research in product

planning process can help them in their business operations.

Also some companies do not have marketing research

department in their organization and even failed to allocate

fund for the researching activities.

Finally, companies believed that marketing research in

product planning process is very expensive and consume a

lot of time in the cost of running. These entire problems

hinders business activities in our country in the development

of economy growth and improvements in marketing aid

business operations. It is also discovered that management

of some firms do not deem it worth while to embark on

marketing research as often as it appears necessarily in

product planning process.

1.3 OBJECTIVE OF THE STUDY

The primary objective of study is to analyse the comparative

use and effectiveness of marketing research in product

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planning process using unilever Nigeria plc, Aba as a case

study, the study is to determine and establish the following

objectives:

i. The necessity of effective marketing research in new

product planning and development

ii. The importance and benefits of monitoring the

change in consumers tasks and preference well as

other environmental variables such competitors

activities.

iii. How marketing research can be helpful in

management of product mix and line a firm offers to

the market

iv. The fact that marketing research is in agreement

with marketing concept is the chief determinant of a

firms survival in this competitive environment

v. The positive contribution of marketing research to

the success of a new product planning and product

development.

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 vi. The consequence of ignoring marketing research in

product planning process.

vii. The importance of marketing research in goods

product packaging and brand design.

1.4 RESEARCH QUESTIONS

The main research questions of this study are:

 Does marketing research have any positive contribution to

the success of a new product planning and development?

 It there any need for marketing research in product line

and mix decision and management?

 Is marketing research of any importance in product life

cycle as regards to the strategies to adopt at each stage?

 Does marketing research help in good packaging and

brand design of a product?

 Is there any benefit of monitoring the changes in

consumers tastes and preferences, and the marketing

environment (among which are competitors activities

20
 technological change etc) in order to know the best to

them?

 Does marketing research have any benefit to

organizations if applied as often as the need arises in the

product planning process?

 What things impede firms for embarking on marketing

effectively as often as it appears necessary in the product

planning process?

1.5 STATEMENT OF HYPOTEHSIS

The following research hypothesis formed the basis of study.

HO: Marketing research does not have positive contribution

to the success of new product planning and development

HA: Marketing research has positive contribution to the

success of a new product planning and development.

HO: Marketing research does not help in good packaging and

brand design of a new product.

HA: Marketing research helps in good packaging and brand

design of new product.

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1.6 SIGNIFICANCE OF THE STUDY

A study of this nature is of immense significance. It is of

great importance to all business organizations whose

objectives are to grow and survive by critically identifying

consumers needs and tailoring her product to meet such

needs. Since the Nigerian market is highly competitive, it

helps in place each producer in a position to seek and gain a

high market share that belongs to its arrivals. Effective

marketing research in product planning process ensures this.

Therefore, this study will actually be of great benefits to all

firms who have the above as their objectives, also to all

students in the field of marketing and business

management, possibly enter entrepreneurs. It is hoped to

awake firms who are still sleeping in the dark room of trail

and error methods of operation.

Finally, apart from these above, marketing executives in

various companies in Nigeria have problems in electing the

right research technique and most often those managers

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relied on the guess works or they simply follow their

competitors foolishly without the considerations to their

research objective their product life cycle positive in the

industry or the target marketing which they are aiming at.

This study will provide insights to those manager who are

having these problems and serve as source of reference.

1.7 THE SCOPE AND LIMITATION OF THE STUDY

Due to financial and time constraint, the researcher would

have covered he entire plc in the entire unilever plc in the

country and order firms that are relevant for the study.

So ,this study was limited to the firm used as a case in this

research work that is unilever plc Aba in Abia State.

Although, the study was limited to unilever plc Aba but the

results will benefit as many firms as are marketing oriented

companies and all consumers, which are made up of all

households in Nigeria.

However, many problems hindered the researcher from

attaining the peak of this research. Therefore, the

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researcher encountered the following problems in the course

of study, which affected the research work not quite

favourable among them are:

 Academic programme at the time of study: At this

study, there were a lot of disruption more than what have

been ever experienced by the researcher before. As a

result of this, the researcher never stayed at a place while

writing this project.

 Time: Time has always been a constraint to any project

work both academic and non-academic projects. As a

student with a lot of academic works, the researcher did

not have enough time to source for information. At the

end there were conflict interests on whether to abandon

academic works and face project or vice visa.

 Costs/financial involvement: The total accomplishment

of the objectives of researcher had at her disposal the

researcher as a student, have limited of this, she was not

able to travel to the company of the study as many times

as supposed. However, she was able to utilize the much

24
 she can do to carryout a meaningful research in this

project works.

 Attitude of respondents: The general attitude of

Nigerians towards researchers is a discouraging one. In

the course of gathering information of this study, many of

the selected respondents (both company staff and

individual) with held information about themselves while

some gave wrong information. Therefore, the company

under study which is the main source of primary data did

not give sufficient information as desired and required

through the survey study due to nature of activities going

on in the company which did not allow the respondents

give the desired contribution to the research work. Even

the secondary data used were not sufficient, through the

researcher tried to elicit the appropriate information from

the available ones. All these factors acted as limitation to

the study.

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1.8 DEFINITION OF TERMS

To enhance the understanding of this project, the researcher

has taken her time to explain the following terms as they

related to marketing.

ANALYSIS: Means to get meaning of a data.

CONSUMERS: An individual who is the final uses of a

product or service. He may or may not buy but has the

capacity to consume.

CONCEPT: An idea or a principles relating to something.

INEVITABLE: Impossible to avoid

MARKETNG: Marketing is any human activity directed at

satisfying needs and wants through exchange process.

MARKETING CONCEPT/ORIENTATION: A managerial

philosophy that an organization should try to satisfy

customers needs through a coordinated set of activities,

more effectively than its competitors at the same time

allows the organization to achieve its goals.

PERTINENT: Relevant to something

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PHILOSPHY: A particular set or system of beliefs resulting

from this research for knowledge on a set of belief or an

attribute to life that is a guiding principle for behaviour.

SYSTEMATIC: This is a step by step method of finding

solution to a problem. It is scientific.

RESEARCH: This is serious study of a subject that is

intended to discover or belief help by a person or group an

forming part of a large system of belief.

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 CHAPTER TWO

2.0 LITERATURE REVIEW

2.1 INTRODUCTION

The researcher gathered some authors and other

researchers opinions on topic and some points that are

relevant to this study, such as reviewed in this chapter. This

review of other authors work is on their view about product,

its classes and concepts product planning and its scope,

marketing research and its scope, effect in product planning

process. Therefore, the purpose of this research is to obtain

information that will help to evaluate the alternative solution

to the course of action.

2.2 WHAT IS PRODUCT

Product is the principal mean by which a company provides

satisfaction to consumers needs. According to Kotler (1984),

defined a product as anything that can be offered to a

market for attention, acquisition, use or consumption that

28
might satisfy a want or a need. He also added that a product

includes physical objects, service, person, places,

organization and ideas.

According to Pride and Ferrell (1977) Awa (2002:104),

defined product as everything one receives in an exchange

transaction a complexity of tangible ad intangible attributes,

including functional, social and psychological utilities or

benefits. From the above definitions, we can understand

that products carry need and want satisfying attributes

whether they are bought for ultimate consumption or to be

use I industrial process. Thus, consumers and industrial uses

view product as a bundle of satisfaction derived by using a

particular product at a time.

Furthermore, Nwokoye (1981:95) saw product as “ a bundle

of physical and psychological satisfactions that a buyer

receives from a purchase”. In the same view Stanton

(1978:178) maintained that a product deals with “a set of

29
tangible and chemical attributes assembled in an identifiable

form”, also it should be understood that before developing

any product proper care must be taken in ensuring that

wants of the consumers must be taken into considerations

other wise the product will receive no market situation.

2.2 MAJOR LEVEL OF PRODUCT (CONCEPT OF

PRODUCT)

There are three major levels of a product which some

marketing experts called concept of product. They are:

 The core product: This is the central benefit derivable

from sing the product purchased by the consumer. It

represents the main aim of buying any given product.

 The formal product: This is the particular object that

the target market recognize as being the direct offer by

the seller of the product. The formal product provides the

large packaging for the core product.

 The augmented product: This could be seen as the

additional benefit arising from the package offered to

30
 market. It could come in the form of after sale service like

installations, maintenance services, guarantees and

warrantee, delivery services etc. It is the entirely of

essential benefits that the consumer experiences in

consuming the purchases products.

2.3 CLASSIFICATIONS OF PRODUCTS

There are two major classes of products. They are consumer

product and industrial product?

 Consumer products: Consumer products are those

products, which are meant for immediate consumption.

They are never purchased for further production but have

reached their final consumption level. They satisfy the

desires of the consumers directly.

 Industrial product: These are known as producers

products and they are those product intended to use in

making other products.

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2.4 MEANING OF PRODUCT PLANNING PROCESS

According to Awa (2003) product planning is refers to

activities involved in setting product goals and means or

state gives to realize them within the firms framework of

product policy.

Product planning according to nation economic development

office (1940), defined this as the “evaluation of the range,

mix, specification and pricing of existing and new products in

relation to present and future market requirements and

competition, planning of product range, mix, specification

and pricing to satisfy company objectives and specifying the

research design and development support required”.

From the above definitions, we can see that for an

organization to achieve its corporate goal and also satisfy

the needs of the target market, it has to determine the type

of products it produces based on the analysis of the target

market needs.

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Based on this, Evans and Berma (1992) stated that product

planning involves developing and managing products that

satisfy consumers. It is a systematic decision making

relating to all aspects of the development and management

of a firms products including branding and packaging.

2.5 WHY PLANNING PRODUCT PROCESS

Knowing that products when born do not stay forever, they

grow, mature and decline or die. Some die during

introduction some skip introduction and jump to growth

stage (some times due to competitive factors and changes in

consumers tastes and preferences).

This task the decision maker to constantly, monitor the

environment and the likely changes that may influence

decision on product mix, product development, replacement,

modification, improvement and elimination. He ha to be

assessing the sales and profit trends of various elements of

33
the firms product mix in the light of the macro

environmental variables, or maintained, built and improved.

2.6 THE SCOPE OF PRODUCT PLANNING PROCESS

According to Ezema (1998), product planning covers three

important areas. Development and introduction of now

product. This area requires adequate planning both at the

development stage and introduction of the developed

product. Because even if a product is well developed, but is

introduced into the market/landed at the wrong time, the

whole effort may be a waste. Discontinuance or elimination

of marginal or unprofitable products.

2.7 PRODUCT POLICY A GUIDE TO PRODUCT

PLANNING PROCESS

Product policy according Bush and Houston (1989) in

Onuoha J. Kelechi (2007) indicates that product policy

determines which product will be made and of what quality

and for which market. Kelechi (2007) stated that policy is a

34
guiding principle that regulates the future behaviour in a

given set up. It provides basis for future actions. There are

different types of product policies. They are:

 Product type: The most important product policy in any

organization is the type of product to manufacture. It

provides guideline to the production department on the

nature of product to design the type of raw material

required for its production.

 Quality level: It is a policy that will help to fine tune the

quality requirement of the organization in relation to the

product.

 Packaging and brand policies: This is another vital

area of product policy because it connotes what the

consumer sees.

 Product line policies: This policies reveal information as

to the type of product lines to embark on and relationship

amongst these lines.

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 Product elimination policy: This policy is directed

towards knowing at what time a particular product

qualifies for elimination from the firms package.

 Make or buy policy: In this type of policy clear

instructions or information is made available as to which

product is to be produced internally and those that will be

manufactured externally. It also provides a glaring

condition for deciding which product to market (i.e.

produce internally) and the ones to buy (i.e. manufacture

externally).

However, the decision to produce or handling any product is

made at three different levels. They are:

 Product item: This is a specific version of a product that

has a separate designation in the sellers list e.g. Gulder

Beer, Philips electric iron, pencil, chalk etc.

 Product line: This is a group of products that are closely

related either because they satisfy a class of need

marketed through the same types of outlets, or fall within

given price ranges. Examples empty carton, bottles etc.

36
 Product mix: Product mix is the total number of products

produced or marketed by a firm or business unit e.g.

cameras, chemical, plastics etc. This would include all

product, lines and product items handled by a company.

The product mix of a company is said to have a certain.

a. The depth: The depth of the product mix refers

to all average number of different items offered

by the company within each product line. It could

also be different variety of a product to

accommodate different class need, economic

standing and life styles.

b. The width: The width of the product lines are

found within the company. The width depends on

the definition established for product line

boundaries e.g. Rokana industries produce tooth

paste, tooth brush, toiletries etc.

c. The consistency of the product mix refers to how

closely related the various product lines are in

37
 end use production requirements distribution

channels or in some other way.

2.8 MARKETING RESEARCH IN PRODUCT PLANNING

PROCESS

Before we related marketing research to product in order to

determine is effects, it is very important that we understand

the meaning of market research its benefit and scope.

Marketing research s earlier mentioned in chapter one, is a

part of product planning process because, according o

Okafor A.I. (1999:31) refers it to all human activities

scientifically directed towards the enhancement of the

organization offerings (products), and the solution to

marketing problems. Also Anozie (2003:206) defined

marketing research as the process of acquiring information

for making decisions in marketing. According to Onuoha J.

Kelechi (2007:115) quoting Peterson B.A. (1982:47)

marketing research is “an objective formal process for

systematically obtaining analyzing and interpreting data for

38
the purpose of providing actionable information for

marketing decision making.

Based on this definition, marketing research is an

organization process of accumulating relevant data and its

analyses for the purpose of proving information for the

solution of marketing problems. It should be understood that

information arising from marketing research must not only

be relevant but timely. The important of research in every

marketing oriented firm cannot be over emphasized in the

product planning process.

It helps management to improve the quality of decision

making and better understanding of the market place and

also direct then to marketing place its purpose according to

Ezirim, Aloy Chinedu (2004:2), is to obtain information

which identify the marketing dimensions and magnitude of

the problems to enumerate and evaluate the solution to

elect the right course of action and follow through.

39
Its scope covers the market product such as product

development/innovation, product acceptance, product line

implication product adoption process, product mix,

packaging pricing, branding and other areas as consumer

advertising and promotion, distribution channels marketing

strategies etc.

MARKETING RESEARCH COMPRISES THE FOLLOW:

 Product research: This include new product screening,

product acceptance, packaging, pricing product line

simplification product line completeness, after sales

service.

 User market research: This include size of market,

market potentials, trends within market, users

characteristics and attitudes, market share analysis.

 Sales operation research: This include sale force

effectiveness, sales territories, channels of distribution,

40
 trade attribute, distribution and ales audit, sales statistics,

sales forecasting, sales compensation and incentives.

 Communication research: This include advertising

effectiveness, company and product image, medium

effectiveness sales communication, mechanizing and point

of sales display.

 Special project studies: This include measurement and

qualification problems information handling and data

processing diversification studies, promotion research.

 Economic and business research: They are economic

trends and forecasts, social trends and forecasts,

competitive intelligence, inter company inter industry

comparisons.

Marketing research covers all the above mentioned areas.

The researcher is putting all the efforts in marketing

(product) because it is when you know how they behave in

purchase, what they really need in the product they want to

buy, where they would want to get the product, that you

41
(producer) will know exactly what to offer and how best to

delver it and at the appropriate price and time.

2.9 THE EFFECT OF MARKETING RESEARCH IN

PRODUCT PLANNING PROCESS IN RELATION TO

PRODUCT INNOVATION DEVELOPMENT

Before we discuss the effect of marketing research in

product innovation/development, let us first understand

what product innovation is. According to Oxford Advanced

Learners Dictionary, to innovate means to make change, to

introduce new ideas or method. Innovation in our context is

synonymous with new product which we will see as we

discuss further.

FIRM ORIENTED: By this, the product innovation is entirely

new, the producing organization list through it (the product)

may exist presently in the market place perhaps from

competitors.

42
PRODUCTION ORIENTED: This focuses on product

features and the extent to which such features disrupt the

established behaviour or usage pattern of the target public.

MARKETING ORIENTED: This judges the newness of

product in terms of how much exposure customers have.

CONSUMER ORIENTED: This registers as a new product

any product endorsed and perceived by consumers as new

ignores physical attitudes or market realities. Product

innovation is classified into three categories they are:

DISCONTINOUS INNOVATION: This attract major

technology advances, and establishment of new product

pattern.

A CONTINUOUS INNOVATION: This is the charges

introduced in the product that are so minor and have little

influence on the established pattern of consumption

behaviour.

A DYNAMICALLY CONTINUOUS INNOVATION: These

are major product changes which sometimes involve the

creation of something new and therefore have pronounced

43
disruptive changes in the consumer behaviour. The effect of

marketing research in planning innovation is that, new

product development without marketing research eventually

ends up in a fruitless effort and waste of resources.

Therefore adequate marketing research has to be effectively

conducted before coming u with any product otherwise its

sales will hit the rock.

In the case of Obiesie (2003:91-96) quoting Onuoha J.

Kelechi, and Egbuta A.O. (2007:191:95) presented eight

stages of developing an innovation, the stages are:

 Idea generation: This is the first stage in the new

product development process that generating idea of how

the product will look like. The idea generation comes from

the opportunities discovered by studying the marketing

consumers, the competitors, suppliers, top management,

the salesman and so on.

 Idea screening: At this stage, the assembled ideas are

screened to see if the can help a firm to achieve its

objective.

44
 Concept development and testing: Concept

development is concerned with building a subjective

meaning into the new product idea so that customers can

see it as being capable of solving their problem and

satisfying their needs. The next task will be to test it by

exposing the concept o a specified group of the target

market and receiving their responses. This testing may be

done symbolically or physically and some important

questions that will reveal flaws in the concepts asked.

 Market strategy development: This level of new

product development witnesses the assembling of

strategic plans that help the firm to activate successful

result in their marketing action.

 Business analysis: This is one of the most important

stages in the development of a novel products. If it is

accepted that firms are not just in business for charity,

then their activity must be evaluated on the bases of

being able to pay for its billings and also making some

profit to encourage the entrepreneur to remain in

45
 business. So there should be a true feasibility study on he

new product to know if it will be profitable when

embarked on.

 Product development: At this level, the innovation is

developed into a physical product after passing a business

a business analysis test. Department like the research and

development, marketing, production and others are

actively involved in physical product development.

 Market testing: The small quantity of newly developed

products are produced and exposed to a limited

representative number of the target market for testing

and reactions. The information derived from this stage will

be used for modifying the product before being mass

produced.

 Commercialization: This is the last stage of the

innovation process and entails the full scale launch of the

new product having been tested and found to be

marketable. Commercialization requires high level of

planning, it incorporates timing of the launch, the quantity

46
 to launch, dealership arrangements, warehousing plans

and the likes.

Lee Adler (1970) in Anozie E.E. (2003:142) laying emphasis

mainly on tailoring product to customers/consumer needs.

They outlined the following steps in new product

development in order of activity.

 Identify customers wants

 Determine market segments or target (through

segmentation).

 Generate viable new product concepts

 Test concept against criteria recycle as needed conducting

additional concept tests

 Draw up product specifications, closely reflecting

consumers needs that survive initial screening

 Develop product physically and produce model of

laboratory qualities

 Test product through consumer acceptance or preferences

studies

 Modify product as necessary reset with users as required

47
 Formulate a detailed marketing programme covering

plans and budget for sales advertisement, sales

promotion, packaging, pricing schedule based on

estimates cost.

 Introduce product in test markets

 Revise market plan and layout schedule based on initial

marketing findings

 Launch product on full scale

THE EFFECT OF MARKETING RESEARCH IN the buyer

discovers that the products value is not in line with his

expectations, he rejects it (Evereth M. Rogrs 1971 in Ezema

K. 1998), Onuoha and Amechi 2005).

Adopters are therefore classified into various categories

based on the length of time they take adopt the new

product. Some adopt new product, while some will take a

long time before they buy. This is called the diffusion

process. In the word of Evans and Berma (1992) in Ezema

K. (1998), the diffusion process describes the manner in

48
which different members of the target market often accept

and purchase a product. It spans the time from product

introduction through the market saturation and affects the

total sales level of a product as it moves through the life

cycle.

Adopters categories are as follows:

 Innovators: These are the first people to adopt or new

product and they are venture some and willing to accept

risk.

 Early adopters: These are people that try to venture in

any business or situation no matter how difficult it seems

to be they go into a business without minding what will

come out of it.

 Late majority: This group hesitates to adopt new

product until every one adopt it because they are quite

skeptical about it.

 Laggards: They are the last to adopt the new products.

This group sees the past as the point of reference or

49
 influence. They are highly suspicious of the innovation

after others have adopted the product and sometimes,

when the product is about being phased let they develop

the interest to try the product. They are highly

conservative.

THE EFFECT OF MARKETING RESEARCH IN er is

determined among other things by the competitors

activities, the characteristics of the market or consumers

which marketing research reveals so, it is the goal of

management to achieve an attractive or a well rounded up

mix that will enable the customer to fully satisfy all his

wants.

Firms also break the heterogeneous market into smaller

groups, which are segments. And by this, they choose the

target market they know that can satisfy them very well.

This among others determines the scope or range of product

mix or lines they will offer to the market. These can be

50
achieved through the effective use of marketing research in

product planning process in relation to product line or mix in

organizations.

51
 REFERENCES

Kotler P. (1984): Marketing Management; Analysis

Planning, Implementation and Control, Prentice Hall
Inc., Englewood Cliffs, New Jersey.

Awa, H.O. (2003:104): Modern Marketing Theory, an

Integrated Approach to Managerial Decision, Kolley
Publisher Owerri.

Bstanton, W.J. (1978:178): Fundamental of Marketing 5th

ed. Megrew Hall Book Company, New York.

Onuoha, J.K. (2007): Marketing Management, Cape

Publisher Owerri.

Anozie , E.E. (2003:206): Marketing Research (the

Millennium Version) Avan Global Publication Owerri.
Onuoha, J.K. and Bassi B.P. (2004:14): Marketing
Management, Versatile Publishers Owerri

Ezirim A.C (2004:2): Research Methodology for

Management and Social Science, Jeso International
Publication Owerri.

Onuoha, J.K. and Egbuta A.O. (2007:191-195):

Marketing Management, Cape Publisher Owerri

Okafor, A.I. (1995:32): Principles of Marketing, the

Atomic Approach, Based Publishing Ltd. Onitsha.

Njemanze E.U. (2007:110): Product Management and

Development, Megosoft Publishers Owerri.

Onuoha J.K. and Amechi, A.E. (2005): Marketing Ideals

and Dynamics, Versatile Publishers Owerri.

52
 CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

In this chapter, deliberation is given on the method,

procedures and techniques so employed in the conduct of

this research. It shows the pattern with which the research

was carried out, how data was collected and analyzed.

3.1 RESEARCH DESIGN

In this study, the researcher made used of survey design to

gather information from people which represent the entire

population, survey design is used in this research because

through survey the researcher will gather relevant

information from the workers.

3.2 METHOD OF DATA COLLECTION

In conducting this research study, the researcher used both

primary and secondary sources of data collection.

53
PRIMARY DATA: This is the original sources of material,

which the researcher seeks out that is, he collects data that

have not been previously collected. It is also a data that is

collected specifically for the purpose of research that you are

carrying out.

Observation, discussion and administration of questionnaire

were employed in the collection of this data. The researcher

also collected information through filed survey of UNILEVER

PLC, ABA. personal interviews were held with the staff of the

company.

SECONDARY DATA: This is a data that is already written by

other writers and not originating from the researcher

himself. The researcher collected data, which are related to

the study from textbooks, marketing magazines, articles,

business newspapers, minister of statistics, government,

organization and other business reviews including

information from polytechnic library and other schools.

54
3.3 POPULATION OF THE STUDY

Population refers to the entire individual persons, groups of

persons, organizations or things of interest that the

researcher wishes to investigate. The population of this

study comprises the management/staff of UNILEVER PLC

located in Aba, Abia state. Unilever plc has a total population

of eight (80) staffs divided into top, middle and lower level.

This can be seen below:

Level No of staff

Top 10

Middle 20

Lower 50

Total 80

3.4 SAMPLING TECHNIQUES OR METHOD

Sampling is the process of drawing samples from the

universe sampling procedures that will be adopted for this

study. The researcher make use of the cluster sampling

55
technique in which the respondents were broken into

homogenous segments of top, middle and lower level.

Due to the nature of the study as well as the population, the

researcher adopted the cluster sampling method. This is

because the researcher selected marketing department as

constituting the data base with the relevant wealth of

knowledge in marketing research.

3.5 DETERMINATION OF SAMPLE SIZE

The sample size of the research for the study was calculated

from the staff management population of the unilever plc

Aba. The purpose of sample size is to select a reasonable

number of elements out of a total population at the

convience of the researcher. Considering the population of

this study that is eighty (80) the researcher believes that

eighty (80) respondents is researchable and therefore does

not need further sample selection.

Hence, the sample size for this study remains eighty (80).

56
3.6 METHOD OF QUESTIONNAIRES DISTRIBUTION

The researcher distributed the questionnaires personally to

the respondents that constitute the data base for this study.

Questionnaires distribution table

Level No distributed

Top 10

Middle 20

Lower 50

Total 80

3.7 VALIDITY AND RELIABILITY

VALIDITY: It is the strength of our conclusion inferences or

propositions. Campbell (1999) defines it as the best

available approximation to the truth of a given inferences,

proposition and or conclusion. It is the ability of measuring

instrument to measure what you want it to measure. The

criterion related validity here reflect success of measures

used for some empirical estimating purpose, therefore,

57
suggestion shows that the criterions is valid and posses the

qualities of relevance free from bias, reliability and validity.

RELIABIITY: Is concerned with the consistently obtained

from the result of the application of the instruments. An

instrument is reliable if it consistently gives the same or

similar results. Therefore, the instrument used in measuring

in this work shows it is reliable because the same results

were achieved as a result of repetition in the measurement.

3.8 METHOD OF DATA ANALYSIS

There are many statistical tools used for data analysis

depending on the type of research, whether descriptive or

inferential. But to analysis the data, the researcher made

use of the tabular and percentage method in data analysis.

Tables were used in presenting the responses and their

corresponding percentages taken.

The researcher also used the chi-square (X 2) in testing the

hypothesis started earlier in chapter one: the formular for

chi-square is show below

58
X2 = Σ (O1- Σ1)2

Σ1

Where:

X2 = calculated chi-square

Oi = observed value

Σi = expected value

Σi = Row total x column total

Grand total

Degree of freedom, DF = (c-1) (r-1)

Where:

C = number of columns on the contingency table

r = number of rows on the contingency table

DECISION RULE FOR TESTING

The decision rule is that if the computed value of the chi-

square (x2) is greater than the critical value at the stated

level of significance the null hypothesis is rejected. If the

value is less than the critical value the null hypothesis will be

accepted.

59
This accepts (Hi) if the calculated chi-square (X 2) value is

less than the critical value. Then reject (Ho) if the calculated

chi-square value (X2) is greater than critical value.

60
 CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA

4.1 INTRODUCTION

In this chapter data collected from questionnaires responses

are presented and analyzed using percentage method. The

hypotheses are tested and the result are presented. The

findings of the research will be discussed after testing the

hypothesis.

4.2 PRESENTATION OF DATA

The data gathered through the use of questionnaires, will

now be presented for the purpose of simplicity and clarity.

They will be presented in a tabular form. The researcher

distribution questionnaires to the management/staff of the

UNILEVER PLC, ABA. However, out of 80 questionnaires

distributed to the management and staff of unilever plc, 70

questionnaires are correctly filled and return while 10

61
questionnaires are incorrectly filled. The tables below

indicate the administered questionnaires.

ALLOCATION OF QUESTIONNAIRES PROFILE

Number of Administered Administered

questionnaires number percentage

Number of 80

questionnaires

distributed

Questionnaires 70 87.5%

returned

Number of 10 12.5%

questionnaires not

returned

Total 80 100%

4.3 ANALYSIS OF DATA

The responses to the questionnaires are presented in a

tabular form, not all the questions will be analyzed. Only the

62
ones in section B, which are relevant to the hypothesis, will

be analyzed, using the question.

Table 4.1

Question 1: Does marketing research have positive

contribution to the success of a new product planning and

product development?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 30 20 3 53 75.7%

No 8 6 3 17 24.3%

Total 38 26 6 70 100%

Source: Field Survey 2011.

From the above table 53 (75.7%) respondents said yes

while 17 (24.3%) respondents said no. from the total

number of year, it shows that marketing research have

positive contribution to the success of a new product

planning and product development.

63
Table 4.2

Question 2: Is there any need for marketing research in

product line and mix decision and management?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 32 12 6 50 71.4%

No 4 16 - 20 28.6%

Total 36 28 6 70 100%

Source: Field Survey 2011.

From the above table 50 (71.4%) respondents said yes

while 20 (28.6%) respondents said no. from the above

responses, it shows that there is need for marketing

research in product line and mix decision.

64
Table 4.3

Question 3: Is marketing research have any importance in product life cycle as regards to

the strategies to adopt at each stage?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 14 18 9 41 58.6%

No 16 12 1 29 41.4%

Total 30 30 10 70 100%

Source: Field Survey 2011.

From the above table 41 (58.6%) respondents said yes

while 29 (41.4%) respondents said no. The response above

shows that marketing research is very important in product

life cycle as regards to the strategies adopt at each stage.

65
Table 4.4

Question 4: Does marketing research help in good packaging and brand design of a

product?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 24 17 8 49 70%

No 11 3 7 21 30%

Total 35 20 15 70 100%

Source: Field Survey 2011.

From the observed response, 49 (70%) respondents said

yes while 21 (30%) said no which proves from the number

of yes that marketing research helps in good packaging and

brand design of a product.

Table 4.5

Question 5: Is there any benefit of monitoring the change in

consumers tastes and preferences and the marketing

environment (among which are competitors activities,

technological factors change etc) in order to know the best

steps to follow?

66
Options Top Middle Lower Total %
mgt. mgt. mgt. percentage
Yes 20 15 10 45 64.3%

No 5 5 15 25 35.7%

Total 25 20 25 70 100%

Source: Field Survey 2011.

From the above table 45 (64.3%) respondents said yes

while 25 (35.7%) said no, it shows that there is benefit in

monitoring the changes in consumer, tests and preferences

in the entire product planning process.

Table 4.6

Question 6: Does marketing research have any benefits to organizations if applied at

often as the needs arise in the entire product planning.

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 24 12 17 43 61.4%

No 10 6 11 27 38.6%

Total 34 18 18 70 100%

Source: Field Survey 2011.

From the above table 43 (61.4%) respondents said yes

while 27 (38.6%) said no, the above responses shows that

67
there is benefit to organization to apply marketing research

as often as possible in the product planning process.

Table 4.7

Question 7: What things do you thin that impedes firms for

embarking on marketing research effectively as often as it

appears necessary in the new product planning process?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
No research 5 7 3 15 21.4%

dept.

Too costly 25 24 6 55 78.6%

time

consumption

Total 30 31 9 70 100%

Source: Field Survey 2011.

From the above responses 15 (21.4%) staff said what

impede firms for not embarking on marketing research in

their planning process is that there no research department

55 (78.6%) respondents said is too costly and also it

consumed a lot of time.

68
Table 4.8

Question 8: Do you produce in the right of the consumers needs tastes and preferences?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 24 13 10 47 67.1%

No 10 6 7 23 32.9%

Total 34 19 10 70 100%

Source: Field Survey 2011.

From the above table 47 (47.1%) respondents said yes

while 23 (32.9%) said not, it shows that company produces

her products towards consumers needs, tastes and

preferences.

69
Table 4.9

Question 9: If yes do you embark on effective marketing

research to know what they need?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 14 12 21 47 67.1%

No 5 8 10 23 32.9%

Total 19 20 21 70 100%

Source: Field Survey 2011.

From the above table 47 (67.1%) respondent said yes while

23 (32.9%) said no judging from the response, it means

that company is embark on effective marketing research to

know what the consumers need.

Table 4.10

Question 10: Do your findings about consumers needs affect

your product mix and line decision?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 30 10 5 45 64.3%
No 5 19 1 25 35.7%
Total 35 29 6 70 100%
Source: Field Survey 2011.

70
From the above responses 45 (64.3%) respondent said yes

while 25 (35.7%) respondent said no.

Table 4.11

Question 11: Do your products pass through the whole stages of product life cycle.

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 20 14 12 46 65.7%

No 10 5 9 24 34.3%

Total 30 19 21 70 100%

Source: Field Survey 2011.

From the above table 46 (65.7%) respondent said yes while

24 (34.3%) respondent said no, it means that their product

passes through the whole stages of product life cycle.

71
Table 4.12

Question 12: For these products that do not pass through

the whole stages of product life cycle, what factors do you

think that resulted to that?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Inadequate 6 3 5 14 20%

marketing

research

Competition 14 14 28 56 80%

and other

environmental

factors

Total 20 17 33 70 100%

Source: Field Survey 2011.

From the above responses, it shows that the major factors

that make those product not passing through all the stages

of product life cycle to decline stage are competitive and

environmental factors such as political, competition, legal,

72
socio-cultural etc i.e. 14 respondents proved that it is result

of inadequate marketing research.

Table 4.13

Question 13: Do you think that package design as perceived

by the consumers adversely affect products patronage?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 30 19 5 45 64.3%

No 5 19 1 25 35.7%

Total 35 29 6 70 100%

Source: Field Survey 2011.

From the observed responses, 45 (64.3%) respondent said

yes while 25 (35.7%) respondent said no.

73
Table 4.14

Question 14: Do you find marketing research relevant and

helpful in your brand decision and winning customer brand

loyalty?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 20 14 12 46 65.7%

No 10 5 9 24 34.3%

Total 30 19 21 70 100%

Source: Field Survey 2011.

From the table above 46 (65.7%) respondents said yes

while 24 (34.3%) respondents said no

Table 4.15

Question 15: Are there some of your products that have experience low patronage from

consumers as a result of poor packaging?

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 30 - 10 40 57.1%
No 12 8 10 30 42.9%
Total 42 8 20 70 100%
Source: Field Survey 2011.

From the table above 40(57.1%) respondents said yes while

30 (42.9%) respondents said no.

74
4.4 TEST OF HYPOTHESIS

Ho: Marketing research does not have positive contribution

to the success of a new product planning and product

development

Hi: Marketing research has positive contribution to the

success of a new product planning and product development

using chi-square formular (X2)

X2 = Σ (Oi- Σi)2

Σ1

Expected frequency (ΣF) = total column x total row

Overall total

Where

X2 = calculate chi-square

Oi = observed frequency

Σi = expected frequency

To determine the degree of freedom, this formular is used df

= (c-1) (r-1)

75
Where C = number of column on the contingency table

r = number of rows on the contingency table. Using table4.1

analysis of responses

Question: Does marketing research have any positive

contribution to the success of a new product planning and

product development.

CONTINGENCY TABLE 1

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 30 20 3 53 75.7%

No 8 6 3 17 24.3%

Total 38 26 6 70 100%

Expected frequency = total column x total row

Overall total

Top management = 38x53 = 2,014 = 28.77

70 70

= 38x17 = 646 = 9.23

70 70

Middle management = 26x53 = 1,378 = 19.69

76
 70 70

= 26x17 = 442 = 6.31

70 70

Lower management = 6x53 = 318 = 4.54

70 70

= 6x17 = 102 = 1.46

70 70

Chi-square (x2) calculation

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/Ei

30 28.77 1.23 1.5129 0.0526

8 9.23 -1.23 1.5129 0.1639

20 19.69 0.31 0.0961 0.0049

6 6.31 -0.31 0.0961 0.0152

3 4.54 -1.54 2.3716 0.5224

3 1.46 1.54 2.3716 1.6244

Total 70 0 7.9612 2.3834

 X2 = Σ(oi-ei)2 = 2.3834

ei

77
Degree of freedom

df = (c-1) (r-1)

= (3-1) (2-1)

= 2x1 = 2

Critical value test at 5% level of significance

X2 = 0.05,2 = 5.991

 critical value = 5.991

DECISION

Since the critical value is greater than the chi-square

calculated, we accept null hypothesis and reject alternative

hypothesis, and concluded that marketing research does not

have positive contribution to the success of the new product

planning and development.

Hypothesis II:

Ho: Marketing research does not help in good packaging and

brand design of a new product.

Hi: Marketing research helps in good packaging and brand

design of a new product.

78
Using table 4.4 analysis of responses

Question: Does marketing research help in good packaging

and brand design of a new product.

CONTINGENCY TABLE

Options Top Middle Lower Total %

mgt. mgt. mgt. percentage
Yes 24 17 8 49 70%

No 11 3 7 21 30%

Total 35 20 15 70 100%

Expected frequency = total column x total row

Overall total

Top management = 35x49 = 1,715 = 24.5

70 70

= 35x21 = 735 = 10.5

70 70

Middle management = 20x49 = 980 = 14

70 70

= 20x21 = 420 = 6

70 70

79
Lower management = 15x49 = 735 = 10.5

70 70

= 15x21 = 315 = 45

70 70

Chi-square (x2) calculation

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/Ei

24 24.5 -0.5 0.25 0.0102

11 10.5 0.5 0.25 0.0238

17 14 3 9 0.6429

3 6 -3 9 1.5

8 10.5 -2.5 6.25 0.5952

7 4.5 2.5 6.25 1.3889

Total 70 0 31 4.161

 X2 = Σ(Oi-Ei)2 = 4.161

Ei

Degree of freedom

df = (c-1) (r-1)

= (3-1) (2-1)

80
 = 2x1 = 2

Critical value: test at 5% level of significance

X2 = 0.05,2 = 5.991

DECISION

Since the critical value is greater than the chi-square

calculated, we accept null hypothesis and reject alternative

hypothesis and concluded that marketing research does not

help in good packaging and brand design of a new product.

4.5 INTERPRETATION OF FINDINGS

From the first hypothesis tested, if proves to us that there is

no successful new product planning that can perform well

without the help of marketing research positively contributes

to the success of any new product planning in the

manufacturing firms.

The second hypothesis also proves to us that marketing

research helps in developing a good packaging and brand

packaging attracts consumers, it making them to buy more

81
than expected which helps in sales volume increase of the

product and resulting to profit maximization. Therefore,

firms are encouraged to make use of marketing research in

anything they are doing.

82
 CHAPTER FIVE

5 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 INTRODUCTION

Marketing research in pardoning process has been proved to

be of great benefits to firms and the effects as seen this

research is highly positive.

5.2 SUMMARY OF FINDINGS

Marketing research have positive contribution to the success

of new product planning and product development.

Marketing research also helps in good packaging and brand

design of a new product. Studying and monitoring

competitors activities so as to know what to do and what it

will cause to perform better than others, is another function

of marketing research. Again, in this highly competitive era

and consumer oriented market, where consumers need and

want are placed at the center organizations decision

marketing research is very necessary if the firm will

83
necessary if the firm will succeed. It is important to put

consumers needs into consideration when planning a new

product in an organization because consumers need and

wants satisfaction is the only social and economic

distribution for a firms existence.

According to Wilson and Giligan in Ezema K. (1998), put it

that marketing concept is a managerial orientation upon

identifying changing consumers want better than those of

services which make them better than those of competitors.

The identification of those changes in consumers wants are

pointed out in the definition above is the work of marketing

research.

Therefore, marketing research in product planning process is

a part of the whole process without which the rest of the

activities will resources to waste of time and resources.

84
5.3 CONCLUSION

From the summary of findings so far, marketing research is

highly beneficial and should be carried out often when the

need arises because it is costlier in operation. Seeking that

marketing research is a part of the whole product planning

process, it should be carried out as often as it appears

necessary so that firms will be making informed decision in

their operations. Setting up effective marketing intelligent

system (MIS) is also a way of gathering information daily on

current happenings in the business environment and the

market. This will enable marketing research exercise to

concentrate in depth study on the issues that call for it.

Marketing research is necessary to embark on because it

helps to gather information on consumers needs, such

information are analyzed and interpreted and then sent to

the management for vital decisions in production.

Finally, firms should indeed make it a part of their product

planning process and encouraged to allocate fund, map out

85
research department that will help in bring information from

customers and also monitor their competitors activities.

5.4 RECOMMENDATIONS

Based on the finding of this study, the researcher hereby

recommends that, firms or manufactures should map out

some amount of money for marketing in their yearly budget

and not sponsoring it with or from the money set aside for

contingency. They should employ qualified stage and experts

who a capable of elicit the required information to work in

the research units, so that misleading information will not be

sent to the management for decision making. Firms should

be carrying out marketing research as often as the need

arises, so that they will know what to do at every

circumstance. This will help to guarantee more success in

business operation other things been equal than operating

guess work or trial and error method. Firms should have a

good recording system, so that Information from

researchers conducted are kept intact. So that the records

86
can be raised to obtain solution in subsequent similar assess

instead of taking up marketing research work a fresh. In

doing this, it will help to reduce cost and time spent on

carrying out research effectively and efficiently.

The staff in the research unit should be encouraged and

properly motivated, so that they will not divert the fund

given for research into the packets and produce false

information. Manufacturing firms should also establish a

functional marketing intelligence so as to reduce the burden

of frequent marketing research on environmental and

market study. Firms should apply marketing research in the

product packaging and brand design thereby winning

customers brand loyalty.

Before firm should embark on a research for its products or

corporate image, it should determine very well its potential,

objectives are to simulate sale or introducing new product or

modifying an existing product, correcting its weakness in the

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market towards consumer’s perceived value. A good

research system should be used in order to attain its desired

goal, therefore should follow good marketing information

networks.

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 BIBLIOGRAPHY

Awa, H. Okorie (2003): Modern Marketing Theory: An

Integrated Approach Management Decision

Anozie, Emma E. (2003): Strategic Marketing

Management, Owerri Springfield Publishers Ltd.

Ezema, Silva K. (1998): Strategic Marketing Management

Port Harcourt, University of Port Harcourt Press.

Ezirim, Aloy C et al (2004): Research Methodology for

Management and Social Science, Owerri Jeso
International

Oktler P and Armstrong (2001): Principles of Marketing,

Planning Execution ad Control, Nineth Edition India
Prentice Hall.
Nebo Okwudili G. (2004): Marketing Contemporary and
Comprehensive Approach, Owerri Roik Business
Concerns.

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 APPENDIX

Department of Marketing
---------------------------
P.M.B -------------
----------, ----- State.

Dear Sir/Madam,

A PROJECT WORK ON THE EFFECTS OF MARKETING

RESEARCH IN PRODUCT PLANNING PROCESS

I am a final year student of the marketing from the above

named institution. I am conducting a research study on the
effects of marketing research UNILEVER PLC, ABA as a case
study and I am requesting that you assist me by fully the
questionnaires that are attached to this letter.

It may be difficult for the organization to release any

information for security reasons, however, any information
supplied to me will be used only for this academic work and
will be kept confidential, I assured you.

I will be very grateful if any questionnaires will be attended

to and the information required in the question given as
desired you can mark “X” in the box provided.

Thanks in anticipation

Yours faithfully,
------------------

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 QUESTIONNAIRES

The questions below have boxes attached to them please

tick () only in the box provided beside your chosen

alternative.

SECTION A

1. Name of respondent ……………………………………………………….

2. Please indicate your sex? (a) Male (b) Female

3. What is your qualification? (a) WAEC

(b) National diploma/NCE (c) HND/Bs.C

(d) All of the above

4. Which of the following age group do you belong to?

(a) Below 20 years (b) 20-30 years

(c) 30-40 years (d) 40 years and above

5. What is your marital status?

(a) Married (b) Single

6. How long have you worked in this organization?

(a) 1-5 yrs (b) 5-10 yrs (c) 10 and above

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 SECTION B

1. Does marketing research play any positive role in the

success of new product planning and product

development?

(a) Yes (b) No

2. Is there any need for marketing research in product

line and mix decision and management?

(a) Yes (b) No

3. Is marketing research of any importance in product life

cycle as regards to the strategies to adopt at each

stage?

(a) Yes (b) No

4. Does marketing research help in good packaging and

brand design of a product?

(a) Yes (b) No

5. Is there any benefit of monitoring the change in

consumers tastes and preferences and the marketing

environment (among which are competitors activities,

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technological factors change etc.)in order to know the best

steps to follow.

(a) Yes (b) No

6. Does marketing research have any benefit to

organizations of applied at often as the needs arise in the

entire product planning?

(a) Yes (b) No

7. What things do you think that impedes firms for

embarking on marketing research effectively as often as it

appears necessary in the new product planning process?

(a) No research department

(b) Too costly and time consumption

8. Do you produce in the right of the consumers needs,

tastes and preference?

(a) Yes (b) No

9. If yes do you embark on effective marketing research

to know what they need?

(a) Yes (b) No

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10. Do your findings about consumers needs affect your

product mix and line decision?

(a) Yes (b) No

11. Do your products pass through the whole stages of

product life cycle?

(a) Yes (b) No

12. For those products that do not pass through the whole
stages of product life cycle, what factors do you think
that result to that?
(a) Inadequate marketing research
(b) Competitive and other environmental factors
13. Do you think that package design as perceived by the
consumers adversely affect products patronage?
(a) Yes (b) No
14. Do you find marketing research relevant and helpful in
your brand decision and winning customer brand loyalty?
(a) Yes (b) No
15. Are there some of your products that have experienced

low patronage from consumers as a result of poor package?

(a) Yes (b) No

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