Effect Of Test Marketing On New Product Performance (A Study Of 7up Bottling Company Plc) ....

ABSTRACT

This study examines the effect of test marketing on new product development (a study of 7up bottling company plc. The work further investigates the effect of test marketing on new product. acceptance, performance and measurement. Date were collected from both primary sources and secondary sources using personal interview and questionnaire survey these date were analyzed using description statistics, simple regression and correlation analysis. Base on the result of the analysis, regression result of the effect of test marketing on new product quality has the computed f — value as 16.101 while the table value on new product acceptance has computed is 228. Regression result of the effect of test marketing on new product acceptance has computed f— value as 68.762 while table value is 228. Regression result of the effect of test marketing on substitute has the computed - value as 54.262 while table value is 228. As a recommendation, companies should encourage test marketing acceptance and performance and lunching of hew product and medicating campaign.