THE RELEVANCE OF NEW PRODUCT DEVELOPMENT ON ATTAINING MARKETING OBJECTIVE OF TABLE PRODUCERS

ABSTRACT

This study was conducted to determine the relevance of new product development in attaining the marketing objective of table water manufacturers in Anambra State. However, to achieve the goal of the study, the closed-ended research was used to study (twenty-one) table water manufacturers, where a questionnaire was administered to 18 respondents in order to obtain first-hand information after a critical analysis of the data collected and the test of the hypothesis using the chi-square statistical tool. The following were established, that there is a significant relationship between new product development and marketing objective of bottled water manufacturers. Marketing testing enhances the relationship between new product development and marketing performance of bottled water manufacturers.The table water manufacturers should not rely on the external agency, they should employ qualified and experts who is capable of eliciting the required information to work in the development unit so that misleading information will not be sent to the management for decision making. They should carry out persuasive advertising in order to change their customer behavior towards their product. Since the new product development needs expertise, they should establish a functional marketing intelligent system so as to reduce the burden f frequent new product development on environmental and market study.