Marketing research and new product development a case study of Mukwano group of companies, Kampala:
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Date
2016-06
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Publisher
Kampala International University, College of Humanities and social sciences.
Abstract
The purpose for this research is to establish the relationship between marketing research and new
product development (NPD) of Mukwano Group of Companies. The research was guided by the
following three objectives; to establish the extent to which marketing research contributes to new
product development of Mukwano group of companies; to determine the level of NPD practices
used by Mukwano group companies; and to establish the relationship between marketing
research and new product development of Mukwano group of companies. The study was based
on null hypothesis, Ho: which stated that there is no relationship between marketing research and
NPD. The basic instruments used during this research were questionnaires administered to the
respondents of Mukwano group of companies and observations taken note of by the research
during the study. During this research data was carefully collected using both qualitative and
quantitative means, classified and analyzed using tables, graphs and figures so as to determine
reliability of findings. Data collected revealed that greatly, marketing research contributes to new
product development as represented by 45 (45%) respondents on strongly agree and 50 (50%) on
agree. Findings also showed that NPD practices employed by Mukwano group of companies
contribute a lot to the success of new products as represented by 36 (3 6%) respondents on
strongly agree and 49 (49%) on agree. On the same note, determining the relationship between
marketing research and NPD was analyzed using descriptive research, and by use of Pearson
Correlation it was found out that there is a strong positive relationship the IV and DV. This is
because the P-value of 0.000 achieved was less than the required 0.01 in order to accept Ho, and
also the regression r0,725 was greater than -1 and 0.5, implying that the null hypothesis, H0 was
rejected and the alternative, HA accepted, and hence conclusively satisfying the relationship.
Both the researcher and respondents suggested recommendations which included the following;
that for effective development of a new product, marketing research should be effectively
conducted; there is a need for company management to get involved in the NPD projects; there is
a need set milestones for NPD for easy implementation; all stakeholders should be involved
during NPD plans. Lastly, in the future research,the researcher will look forward to including
areas such as manufacturing capabilities including; flexibility, manufacturing planning, capacity,
and material management in order to determine the efficiency and effectiveness of
manufacturing firms.
Description
a research report submitted to the college of economics and management in partial fulfillment of the requirement for the award of bachelor’s degree in business administration (marketing option) of Kampala international university.
Keywords
Marketing research, product development, Mukwano group of companies