ABSTRACT

This research, on causes of product failure in Nigerian market: A study of Gulder max is a very crucial study for the Nigerian Breweries Plc. To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral interviews. The respondents consist of the personnel, distributors and consumers of the company’s product. In organizing and presenting the data collected tables, frequencies and percentages were used. The various research questions were answered. Data analysis gives some of the following findings. Most respondents tried and repurchased the product for more than three times and were able to evaluate it in terms of colour , taste and quality. Most respondents rated the colour to be repulsive unappealing, noisome etc. The respondents rating of the brand name Gulder max was that , it was a good name and captivating. Based on the findings the researcher recommends that the colour of the product should be toned down to be appetizing and attractive to consumers, if the product is to be re-introduced to the market. Consumer panel is to be used by the management if the product will be re-introduced. The company should carry out enough market research before introducing any product into the market. The conclusion of the study that Gulder max as a product failed in Umuahia due to its poor colour, taste and quality.

TABLE OF CONTENTS

TITLE PAGE - - - - - - - - - i

APPROVED PAGE - - - - - - - - ii

DECLARATION - - --- - - - - - - iii

CERTIFICATION - - -

DEDICATION 

ACKNOWLEDGEMENT

TABLE OF CONTENT

LIST OF TABLES 

ABSTRACT    

CHAPTER ONE

1.0 INTRODUCTION

1.1 Background Of The Study

1.2 Statement of the Problem

1.3 Objectives Of The Study

1.4 Research Questions

1.5 Significance of the Study

1.6 Scope of the Study

1.7 Limitation Of The Study

1.8 Definition of Terms.

CHAPTER TWO

2.0 LITERATURE REVIEW 

2.1   What Is a Product?

2.1.2   What is a New Product.

2.2   Development Of  Satisfactory  Product  Through  Adequate  Planning.

2.3   Reason for  New  Product  Development 

2.4   Product  Development  Strategies

2.4. 1 Proactive Product Development  Strategy . 

2.4.2    Reactive  Product  Development  Strategy 

2.5   Requirement  For  Successful  New product 

2. 6   The New Development  Process 

2. 6 . 1   Idea Generation

2 . 6 .2  Idea Screening

2. 6. 3 Business Analysis

2. 6. 4  Product  Development

2. 6. 5   Test  Marketing

2. 6. 6  Mass Production or Commercialization

2.7 Branding , Packaging And Labeling New Products  

2. 7. 1   Branding Strategy

2. 7. 2   Packaging and Labeling

2. 8 Reason Why New Product Fail In the Market

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1  Research  Design

3. 2 Area of the study

3 . 3 Population of Study

3 . 4 Determination of Sample Size

3.4.1  Sample Size For Consumers

1.5 Sampling Procedure

3.6    Selection and Constructions of Research Instrument 

3 .7 Method of Data Analysis

CHAPTER FOUR 

4.1 PRESENTATION AND ANALYSIS OF DATA

4.2 ANSWER TO THE RESEARCH QUESTION 

CHAPTER FIVE 

5.1 DISCUSSION OF FINDINGS CONCLUSIONS RECOMMENDATION 

5.1.1 MAJOR RESEARCH FINDINGS

5.2.1 MINOR FINDINGS

5.2 CONCLUSION 

5.3 RECOMMENDATION 

REFERENCES