The goal of every business organization is to attract customers, sustain/retain them and achieve its business objectives. If the above must be achieved by any business firm, such firm must always know the strategies, approach or method to adopt in modifying its products/services so as to continue to grow (Ubah, 2015).

Here, the fundamental goal of every business organization is profitability and survival. As far as business is concerned, business environment is very dynamic and unpredictable. Hence, business managers try to adopt/adjust to the changes, so as to remain in the business, even in case of unexpected situation(Nathan, 2003).

Product modification is the future of any business and without a continuous flow of new products; the company's system could probably die. To modify means to make changes by introducing new ideas, strategy and methods (Oxford Advanced Learners Dictionary 6^th Edition). Therefore, modification can be seen as a process ofdeveloping and introducing uniqueness in an existing way of doing things, products or services. The theory and practice of innovation is not a new concept. History records that a man like creature was seen in Africa some million years ago, who used stone tools for most of his activities (Ugwu, 2014).

This creature, which was later to be referred to as homohablis(man who could manipulate tools) was accomplished tools maker, he fashioned the tools he needed out of stone. In this course of time, the early man affected the way of living by improving on these tools through the process of modification.

As can be seen, modification started many years ago. However, the attraction and attention is more complex and pervasive in nature with improvements in technologies, increased awareness, better education which characterized the present business environment. They have made it imperative for firms to innovate or perish. New products are future of any business and without a continuous flow of them, the marketing system will die. All things being equal, all products have a life cycle which dictates that at some point their usefulness will decline, innovation is an essential ingredient and its absence might lead to the decline of enterprise itself.

Ubah (2015) defined product modification as the process of fitting proposal product to the requirements and opportunities of the market. Therefore, product modification could lead to more business development, customer repeat patronage, customer satisfaction and overall business growth and development.