IMPACT OF PRODUCT PLANNING AND DEVELOPMENT ON ORGANIZATIONAL PERFORMANCE: STUDY OF ALAFIA BREAD, OFFA, KWARA STATE
Abstract
Product development is an important element of the marketing arsenal of any organization.
Unfortunately many firms do not seem to realize it. Consequently, they develop strong arteries to
innovation which rubs their performance really rough. This study, therefore, examined product
planning and development on organizational performance in Alafia Bread, Offa, Kwara State.
Data were gathered through the use of questionnaire. The data were analyzed using multiple
regressions. The data revealed among other things that product development facets of product
quality, product size, product lines and product design were positively and significantly correlated
with the organizational performance facets of profitability, sales volume and customer loyalty. The
study concludes that a positive and significant relationship exists between product quality, product
size, product lines and product design and organizational performance. To this end, it was
recommended among other things that high product quality should be maintained and that the
breweries should continuously develop new market segments and develop appropriate product
accordingly.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.