MARKETING RESEARCH ON AND NEW PRODUCT PERFORMANCE (A CASE STUDY OF CHAMPION BREWERIES, UYO)
Abstract
This research examined Market Research and New Product Performance (A Case Study of Champion Breweries Plc. Uyo). To achieve the objective of this research, the study adopted a survey research design while a convenience sampling technique was used to select one hundred and thirty eight respondents after the determination of the sample size using TaroYamene formula. Instrument used for the study was a self-developed questionnaire and the forms were personally administered. Hypotheses were formulated to guide the study and the data analyzed using frequency tables, percentages and the hypothesis tested using chi-square (x2) statistical tool. The study revealed that there is significant effect of Market Segmentation on new product performance. The study also revealed there is significant effect of Product Development on new product performance. Also, the study also recommended that there must be good management design and approach as it is an important factor that contributes immensely to organizations’ marketing and managerial success.
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