ABSTRACT

This work ascertained the effect of new product development on the growth of brewery firms in Nigeria with a special reference to Guinness Nigerian PLC. There has been a perennial argument on to what extent has new product development been able to achieve specific growth expectations of the firm if the complete innovation. The major objectives is to determine the degree of association between new product development and the consumption rate, profitability, market share and sales volume of Guinness PLC products. To achieve this, the study designed as a survey study used a structure questionnaires to elicit information from the staff and customers of Guinness Nigerian PLC in the Lagos, Benin and Aba.  The data was analysed using percentage, bar chart, descriptive analysis and Pearson moment correlation. The empirical evidence shows that developing a new products in a beverage brewery firm is moderately significant on consumption rate, market share and customer satisfaction in Guinness. The other results shows that new product development does not imply profitability but it has a strong impact on the sales volume of the product because people want to taste something new. The study made strong recommendations. The conclusion is that product development keeps the firms alive in the mind of the people.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Content vi

List of Tables viii

Abstract ix

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of Problem 5

1.3 Objectives of the Study 6

1.4 Research Questions 7

1.5 Research Hypotheses 7

1.6 Significance of the Study 8

1.7 Scope of the Study 10

1.8   Operational Definition of Terms 11

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 13

2.1.1 Concept of New Product Development 14

2.2 Research Development 15

2.3 Organizational Arrangement for New Product Development (NPD). 16

2.4 Screening and Evaluation New Product Ideas 17

2.5 Concept Development and Testing 17

2.6 Marketing Strategy Development 18

2.7 Business Analysis 18

2.8 Product Development 19

2.9 Test Marketing 20

2.10 Commercialisation 20

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 22

3.2 Area of Study 22

3.3 Sources of Data and Method of Collection 23

3.4 Population of the Study 24

3.5 Sample Procedure and Sample Size 24

3.5.1 Sample Procedure 24

3.5.2 Sample Size Determination 25

3.6 Instrument for Data Collection 26

3.7 Method of Data Analysis 27

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Data Analysis and Interpretation 29

4.2 Testing of the Hypotheses 34

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 71

5.2 Conclusions 75

5.3 Recommendations 78

REFERENCES