The Effect of Product Innovation on New Product Adoption: A Case Study of Britannia Industries
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Date
2016-04
Authors
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Journal ISSN
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Publisher
Kampala International University, College of Economics and Management
Abstract
The purpose of the study was to establish the relationship between innovation and product
adoption at Britannia Industries. The study was guided by three specific objectives and these
included; to establish the various product innovation strategies used by Britannia Industries, to
establish the factors affecting new product adoption at Britannia industries and to establish the
relationship between product innovation and new product adoption. The study applied both
qualitative and quantitative procedures of data collection and analysis and a sample size of 70
respondents was used. The study employed in-depth interview guide and questionnaires in data
collection. From the study, various product Innovation Strategies used by Britannia Industries
Uganda Ltd 25(36%) of the respondents said that the company uses Use of company logos and
trade marks,l0(14%) of the respondents said that the company Use of company slogans while
35(50%) of the respondents said that the company Usc of quality product standards. 50(71 %) of
the respondents said Yes while the minority 20(29%) of the respondents said No to the same
question. On the Factors affecting new product adoption other than innovation, 65(93%) of the
respondents said yes to the question whether there are factors affecting business performance
other than innovation in Britannia Industries Uganda while the minority 5(7%,) of the
respondents said No to the same question. 12( 17%) of the respondents mentioned relative
advantage. 20(29%) of the respondents mentioned compatibility.30(43%) of the respondents
mentioned complexity, 5(7%) of the respondents mentioned triability while 3(4%) mentioned
observerbility. From the study findings, there is a strong negative relationship between
innovation and new product adoption at regression (r) = -0.702 and at level of significance 0.05,
this implies that the higher the poor office environment the lower the motivation of workers. The
study concluded that From the findings of the study, the researcher feels that there should be
improvement in respect of the following areas. In order to reap the full benefits of Innovation,
strategic managers, marketing managers and other stake holders must assemble, discuss and
understand Innovation strategies, disseminates commonly agreed procedures of publishing the
importance and the need as people still lack awareness on the operation and accessibility of their
products. Monitoring of performance of innovation this can be done by developing performance
tool.
Description
A Dissertation Submitted to the College Of Economics and Management of In Partial Fulfillment of the Requirement for the Award of Bachelors Degree in Business Administration of Kampala International University
Keywords
Product Innovation, New Product Adoption, Britannia Industries