Effect Of Product Modification In The Marketing Performance Of Marketing Firms (A Study Of 7Up Bottling Company)

ABSTRACT

Product modification has become one of the major marketing innovation strategies adopted to enhance marketing performance in the contemporary firms, It/s based on this rationale that the study examined the effect of product modification on the marketing performance of soft drinks products using 7up as the case study. In the research process, a well-designed questionnaire was used to collect primary data for the study. This was from a sample size of 133 computed from a population of 200, using Taro yamenes method. The study objectives were achieved us/hg simple percentages and multiple regress/on models. After the analysis; the study concluded that product modification has positive effect on the marketing performance in the soft drinks industry. And thus, recommended the adoption of product modification in the marketing of soft drinks products in Nigeria.