ABSTRACT

This research project examines the factors that militate against introduction of a new product in the market on Enugu metropolises and possible solutions. Taking cognizance on the ever changing or dynamic market environment, the need for proactive marketing in forms and of innovative actions becomes paramount in order for these firms to survive and grow. The main objectives among other things were; To find out factors militating against the introduction of starlite into the beer market, to determine whether product quality, high price, poor timing and ineffective organizational arrangement were among factors that adversely affected the introduction of star lite. An in-depth literature review was carried out on related materials such as textbooks, journals; magazine and newspapers. Data were also sourced from respondents. Topman's formula has used to determine the sample size for consumers. Also Burley's formula was used for distributors while census survey was used for management/relevant staff. The research instruments used in sourcing data were questionnaire and oral interview. These data were also used in testing the three hypotheses formulated. The researcher discovered that a substantial part of the total market was satisfied with the taste and little sugar content of the product. The researcher also found out that poor timing and ineffective organizational arrangement militated against the initial successful introduction of starlite. 

TABLE OF CONTENTS

Title page - - - - - - - - - - i

Dedication - - - - - - - - - - ii

Acknowledgment - - - - - - - - - iii

Table of contents - - - - - - - - - iv

List of tables - - - - - - - - - - vi

Abstract - - - - - - - - - - - viii

CHAPTER ONE

INTRODUCTION 

1.1 Background of the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Objective of the Study - - - - - - - 3

1.4 Research Question - - - - - - - 4

1.5 Statement of Hypothesis - - - - - - - 4

1.6 Significance of the Study - - - - - - - 5

1. 7 Scope of the Study - - - - - - - 5

1.8 Limitations of the study - - - - - - - - 5

1.9 Definition of Terms - - - - - - - - 6

CHAPTER TWO 

REVIEW OF RELAT-ED LITERATURE 

2.1 Introduction - - - - - - - - - 8

2.1.1 What Governors New Product Success - - - - - 9 

2.1.2 Ways Companies Organize For New Product Development - - 11

2.1.3 The New Product Development Process. - - - - - 12

2.2 Factors Militating Against the Successful Introduction of A New Product In the Market. -

2.3 New Product Introduction and the Beer Industry - - - - 19

2.4 Brief History of Nigerian Breweries - - - - - - 21

2.5 Brief History of Star Lite. - - - - - - - 22

2.6 Brand Extension - - - - - - - - - 23

CHAPTER THREE  

RESEARCH METHODOLOGY 

3.1 Research Design - - - - - - - - - 27

3.2 Sources of Data - - - - - - - - - 27

3.3 Population of the Study - - - - - - - - 27

3.4 Sampling Techniques - - - - - - - - 29

3.5 Selection and Construction of Research Instrument - - - 31

3.6 Administration of Research Instrument (Questionnaire) - - - 31

3.7 Method Of Data Analysis. - - - - - - - 31

CHAPTER FOUR 

4.0 DATA PRESENTATION AND ANALYSIS

4.2 For Staff - - - - - - - - - - 38 

4.3 Questionnaire Analysis for Distributors  - - - - - 45 

4.4 Testing Hypothesis - - - - - - - 47 

CHAPTER FIVE 

SUMMARY OF FINDING RECOMMENDATIONS AND CONCLUSION 

5.1 Summary of Findings - - - - - - - - 50 

5.2 Recommendation  - - - - - - - 50 

5.3 Conclusion - - - - - - - - - 51 

BIBLIOGRAPHY  - - - - - - - - - 52