IMPACT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT: A STUDY OF AQUAFINA BOTTLED WATER ENUGU

ABSTRACT This research work investigated the impact of marketing research on new product development in the brewery industry in Nigeria with special reference on Aquafina Water Company Enugu. The objectives of the study include; to determine whether Aquafina engages in marketing research activities for new product planning and development, to determine whether the marketing research activities of Aquafina water company contributed to successful development of Aquafina table water, to determine the effect of Aquafina marketing research activities on consumer patronage of Aquafina table water, and to examine the effect of the Aquafina marketing research on consumer patronage of new products, and to ascertain the effect of marketing research activities on customer satisfaction with Aquafina table waler. A descriptive survey research was conducted. Primary data were collected using questionnaire, oral interview and personal observation while secondary data were collected from already existing materials such as magazines, newspapers and journals. Simple random sampling was used to select a sample size from the population of marketing staff and customers of the company. The hypotheses formulated were tested using the chi-square(x) statistical tool. The test of hypotheses resulted to the following findings; it was observed that Aquafina water company Enugu engages in marketing research activities for new product planning and development. It was also observed that the marketing research activities of Aquafina water company Enugu contributed to the successful development of Aquafina table water and the marketing research activities have positive effect on consumer patronage and satisfaction with Aquafina table water. Based on these findings, the researcher concluded that Aquafina water company Enugu engages in marketing research activities for new product planning and development which influenced successful development of its product Aquafina table water, Also, these marketing research activities have positive effects on consumer patronage and satisfaction with Aquafina table water. The researcher therefore recommended among other things that Aquafina water company Enugu should endeavor to improve on its marketing research activities to ensure that it enhances planning and development of its new products and customer patronage and satisfaction with Aquafina table water.