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, ANOV4 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.