ABSTRACT

The study examined the effect of product innovation on market performance of Nestle Nigerian PLC. (A study of Nestle Milo). Its objective were to examine the effect of packaging on sales turnover, ascertain the effect of the branding on the profitability, To ascertain the effect of product modification on customer satisfaction in the study area. The study adopted sample descriptive statistics using questionnaire distributed to 120 respondent. The study adopted ANOVA to analyze the data generated for the study. It was discovered that product Innovation Brand name, have positive and significant effect on sales volume, profitability and market share. It is recommended that the management of Nestle Milo should lay more emphasis on packaging of Nestle Milo should lay more emphasis on packaging attribute to encourage patronage hence, increase in sales turnover, attention should also be given to brad name as it goes on long way to differentiate a product with other commodity, as well as periodic modification on certain areas.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

Abstract vii

CHAPTER ONE

1.0 Introduction 1

1.1 Background of the study 1-2

1.2 Statement of problem 3

1.3 Objectives of the study 3

1.4 Research questions 3-4

1.5 Research hypothesis 4

1.6 Significance of study 4-5

1.7 Scope of study 5

CHAPTER TWO

2.0 Literature review 6

2.1 Conceptual framework 6-8

2.1.1 Concept of innovation 8

2.1.2 Need for product innovation 9

2.1.3 New product development process 9-10

2.1.4 Idea Generation 10-11

2.1.5 Idea screening (Palmer, 2000) 11

2.1.6 Concept Development and testing (Palmer, 2000) 11-12

2.1.7 Business analysis (Palmer, 2000) 12

2.1.8 Product development and testing (Palmer, 2000) 12-13

2.1.9 Test Marketing (Palmer, 2000) 13

2.1.10 Commercialization (Palmer, 2000) 13

2.1.11 New product innovation 14

2.1.12 Ethical issues around product innovation 14

2.1.13 New product as a function of behavioral change 15-16

2.1.14 Product positioning 16-17

2.1.15 Market segmentation 17

2.1.16 Branding 17-18

2.1.17 Packaging 18

2.2 Empirical framework 19-20

2.3 Theoretical framework 20-22

2.4 Summary of literature review 22

CHAPTER THREE

3.0 Research methodology 23

3.1 Research design 23

3.1.1 Source of data 23

3.1.2 Method of data collection 23

3.2 Area of study 24-25

3.3 Population of the study 25

3.4 Sampling techniques 25

3.5 Sample size determination 25

3.6 Method of data analysis 25

3.7 Model specification    26

3.8 Validity 26

3.9. Reliability 26

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 General Description 27-31

4.2 Hypotheses testing 32-34

CHAPTER FIVE

5.1 Summary, conclusion and recommendation from finding the 

following were deduced. 35

5.2 Conclusion 35

5.3 Management of Nestle Milo 35

Appendix 36

Research questionnaire 37-38

References 39