ABSTRACT

In light of the intense competition facing providers of Tonimas Product, some managers are constantly engaged in the creation of new products that would hopefully win consumers acceptance. Therefore the main aim of this research was to find out how marketing research provides need identification to help decision makers solve marketing problems on the adoption of a new product. Another aim of the research is to find out how marketing research adopt marketing planning into better ways of offering goods and services in the adoption of new product. How marketing research provides customer loyalty into known process on the adoption of new product in Tonimas Nigeria Ltd. Then in using Tonimas Nigeria Ltd as a case study, the analyzed data and test hypothesis shows the following: Marketing research has a significant impact of providing need identification to help decision makers solve marketing problems on the adoption of a new product. That marketing research has a significant relationship of adopting marketing planning into better ways of offering goods and services on the adoption of new product. That marketing research has a significant relationship of providing customer loyalty into known processes on the adoption of new product. The regression analysis was used to verify the relationship existing between responses (dependent) variables and the independent variables using the items in the questionnaire in testing hypotheses I,II and III. The ANOVA Table 4.9 showed that the model is a significant predictor of the response of question 21, ANOVA Table 4.12 also shows that the model is a significant predictor of the response of variable to question 19. Correlation was used to examine if there is any association between Question 12 and 20. The source of data adopted in this study is both primary and secondary data. Therefore, in order to determine the sample size Yaro Yamen formula was adopted. Finally, open ended and close ended were used to obtain responses from respondents.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Content vi

List of Tables ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of Problem 3

1.3 Objective of the Study 4

1.4 The Research Question 5

1.5 Research Hypothesis 6

1.6 Significance  of the Study 6

1.7 Scope of the Study 7

1.8 Limitation of the Study 7

1.9 Definition of Terms 8

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction 12

2.2 Nature and Meaning of Concept 14

2.2.1 Determinants of Adoption Process for a New Tonimas Services 17

2.1.1 The Product Attributes: 19

2.2.2 Individual Determinants 22

2.2.3 Marketing Factors 22

2.3 Theoretical Framework 24

2.4 Theories and Models of Marketing Research in Modern Marketing 25

2.5 Types of Marketing Research 27

CHAPTER THREE

3.0 Research Design and Method 30

3.1 Research Design 30

3.2 Source of Data 30

3.2.1 The Primary Data 31

3.2.2 Secondary Data 31

3.3 Research Population 31

3.4 Determination of Sample Size 32

3.4.1 Sampling Procedure: 33

3.4.2 Questionnaire Administration 33

3.4.3 Instrument 33

3.5 Method of Data Analysis 34

3.5.1 Validity and Reliability 34

CHAPTER FOUR

4.0 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Data Presentation and Analysis 35

4.2 Analysis of the questionnaire 36

4.3 Testing of Hypothesis 41

4.3.1 Hypothesis 1 41

4.3.2 Hypothesis II 42

4.3.3 Hypothesis III 46

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION

5.1 Summary of Findings 49

5.2 Conclusion 50

5.3 Recommendations 50

REFERENCES 52