ABSTRACT

This study was conducted to identify the relationship between increase in market performance (product quality) through product development and innovation using United African Company UAC plc Nigeria as a case study. The population from where samples (respondents) were drawn included product developers, advertising practitioners and sales persons in organisations and retailers of commodities. Questionnaires and direct observations were the tool used for data collection in this study. Correlation analysis was used to analyze the data collected. The result of the findings showed that Product innovations improve new product quality positively; promotional strategies have a positive impact on new product development; product development improves organisations' team dynamics positively; customers participate equally in the product innovation processes, and also there is a strong positive correlation between the product quality through innovation and customer involvement, as well as between product quality through innovation and improvement promotions. Finally, conclusion and recommendation were made based on the findings.