TABLE OF CONTENTS

CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Research Question
1.4 Objectives of the Study
1.5 Significance of the Study
1.6 Scope and Limitation of the Study

CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 Introduction
2.1 Briefly History of Marketing
2.2 Marketing Research Concepts
2.3 Product Life Cycle
2.4 Induction Stage
2.5 Growth Stage
2.6 Maturity Stage

2.7 Decline Stage

CHAPTER THREE
METHODOLOGY
3.0 Introduction
3.1 Research Design
3.2 Population of the Study
3.3 Sample and Sampling Techniques
3.4 Sources of Date
3.5 Method of Data Collection
3.6 Instrument of Data Collection
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3.7 Method of Data Analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 Introduction
4.1 Data Presentation and Analysis
4.2 Summary and Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.0 Introduction
5.1 Summary
5.2 Conclusion
5.3 Recommendations
Bibliography
Appendix i
Appendix

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 CHAPTER ONE

1.1 BACKGROUND OF STUDY

Product at decline stage of plc though considered to be costly and risky must be
undertaken by every firm, so that they can maintain or improve its position in the
market place. Product at decline stage of plc process allows firms to deal with
progressively intensive competition when facing challenges from rapidly market
condition. Companies try to gain sustainable competitive advantage with continue
innovations. These efforts are critical to the firms because introducing a new product to
the market is expensive and challenging due to acquiring new knowledge technologies
and implementation of new process. From Product at decline stage of plc is a business
and engineering term, which describes the complete process of bringing a new product
to the market. In other words, product development is the process of designing,
creating and marketing an idea or product. The product can either be one that is new to
the market place or one that is new to a particular barbing shop, or an existing product
that has improved. In many instances, a product will be labeled new and improved
when substantial changes have been made.

According to kotler (2006),a product is anything that can be offer to a market to satisfy
want or need. However, product is much more than just a physical object it is a
complete bundle of benefits or satisfactions that buyer perceive, which they will obtain
if they purchase the product. It is the sum of all physical, psychological symbolic and
service attributes. In the word of stantion (2001), a product is a set of tangible and
intangible attributes which the buyer may accept as offering wants - satisfaction.

1.2 STATEMENT OF THE PROBLEMS

This study is concerned with the persistent increase of new product failure, which
has forced many businesses in a serious financial loss, while so many organizations
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have lost competitive advantage due to inability to full satisfy the growing customers
expectations.

Some the advent of the industrial revolution, business environment has become
sensitive and high competitive. In order to survive and achieve their goals and
objectives, it behooves business organization to systematically adapt to changing needs
of the consumers and create products that meet their yearnings and desires. Successful
Product at decline stage of plc is necessary for the survival of marketing organizations.
It is however a challenging and risky business often because of the following reasons:

It is a common knowledge in Nigeria to see a lot of organizational resources committed

into product ideas that have not undergone Proper research, especially market - based
research. As a result, it is either that the product fails out rightly or gains marginal
success. No wonder we have so many of such product wasting in the marketplace
begging for demand. When a product idea carries a weight of benefits to give to the
market even the market will be anxiously waiting for it to be launched.

Besides proper research into developing product, these is also the need for a wide range
of management activities of the product from its conception to maturity or unit it is
being disposed. Such management activities include providing appropriate strategies
for Pricing, promotion, and distribution as well as ongoing support to customers who
have purchases the new product. Product at decline stage of plc requires enormous
finding, even from the stage of idea generation and up to the time such product is
withdrawn from the market. It is expected that the management having determined the
source of financing the Product at decline stage of plc project prepares in advance and
estimated sales revenue and total cost involved.

Product at decline stage of plc imposes a greater task on the manufacturers to strive in
satisfying their customers and retain their loyalty if their goals and objectives are to be
achieved, this called for a good leadership, and given that the project (Product at
decline stage of plc) requires enormous funding, management should adopt both short

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and long term marketing programs to ensure that a new product survive its cycle
profitably,

1.3 OBJECTIVE OF THE STUDY

The main objective of the study is to examine the "Role of marketing research on
Product at decline stage of plc barbing shop.

 To determine the relationship between marketing research and new product

Declined Stage of Plc.

 To identify the role of marketing research on product Declined Stage of Plc.

 To determine how marketing research influence the brand name of a product

Declined Stage of Plc
 To identify role of marketing research on product acceptance in the product
Declined Stage of Plc.

1.4 RESEARCH QUESTIONS

The following research questions were raised:

1. What is the relationship between marketing research and product at Declined Stage
of Plc?

2. Does marketing research have any Role on new product Declined Stage of Plc?

3. Does marketing research influence the brand name of a Declined Stage of Plc.?

4 .Does role of marketing research affect product acceptance in the market of Declined
Stage of Plc.?

1.5 RESEARCH HYPTHESIS

The following are the hypothesis formulated for this study:

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Ho1 there is no significant relationship between marketing research and Declined Stage
of Plc

H11 there is significant relationship between marketing research and product Declined
Stage of Plc.

Ho2 there is no significant role of marketing research on product Declined Stage of Plc.

H02 there is significant role of marketing research on product Declined Stage of Plc.

Ho3 there is no significant role of marketing research on brand name of a product

Declined Stage of Plc.

H13 there is significant role of marketing research on brand name of a product Declined
Stage of Plc.

Ho4 there is no significant role of marketing research on product acceptance in the

market.

H14 there is significant role of marketing research on product acceptance in the market.

1.6 SIGNIFICANCE OF THE STUDY

It is imperative to carry out of this research as to have a detailed understanding of the

role of marketing research on Product at decline stage of plc. The findings of this study
will be of immense benefit to the following companies and their stakeholders,
individual consumer, government, researchers and students.

The findings of this study will provide barbing shop better ideas on best to explore
marketing research in positioning their new products in the mind of their customers. By
doing this they will be able to cope with the environmental changes and challenges. To
the individual consumer, the study will provide them with the best criteria of selecting
brands, among numerous alternatives.

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It will also provide guide to consumer as well as enable them to avoid sub-standard
product in the market. To the government it helps them in reducing the burden of
monitoring sub-standard products.

Lastly to the researchers and students in marketing and other related discipline, this
study will stand as a good research topic and material, if they intend to expand their
frontier of knowledge. More interestingly, the findings will contribute to the existing
Literatures in relation to the Role of marketing research on Product at decline stage of
plc. It will also bridge the existing gap in the previous findings. And in our dynamic
world, this study becomes a platform for academic pursuit of excellence.

1.7 SCOPE AND LIMITATION OF THE STUDY

This study deals with Role of marketing Research on Product at decline stage of plc.
There is no research work that is devoid of limitation, the limitations of this study are:

Time: This is a problem because there was not enough time to carry out the research
work. The limited time has to be shared on various activities cannot be over-
emphasized ,this is more so in that one has to contend with class work as well as
research. Also many respondents do feel such an exercise is a waste of time and see no
reason why their time should be wasted in giving information.

Funds: this is also one of the limiting factors that most researcher face during
collection of data which includes cost of transportation from one place to another and
cost of materials.

Attitude of the Respondents: this is another limiting factor because the respondents
were not really willing to cooperate with the researcher. Some of the respondents were
reluctant to fill and return their questions.

Death of materials: These include related literatures such as textbook, news paper,
magazines, business journals, e t c. These materials were not sufficient in the library.

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1.8 DEFINITION OF THE TERMS

Product: product is anything that can be offered for acquisition, use and disposal and
that can satisfy the needs of the target market. The term product is a broad and covers
both tangible and intangible goods. Tangible goods have physical presence that can be
seen, felt, smelt and touched while intangible goods can be felt but cannot be seen,
smelt and touched.

Marketing: is the management process responsible for identifying ,anticipating and

satisfying customers requirements profitably.

Research: Research means to search for information knowledge e t c.

Marketing Research: this is the process or set of processes that involves the
systematic gathering, recording, and analysis of data about issues relating to
marketing.

Innovation :this is a new product that has recently offered to the market.

Consumer: this is an individual or organization unit that uses or consume a product.

Customer : this is an individual or organization that actually make a purchase of a

goods or services.

Target market : this is the segment of the market that the company aim to serve with
its marketing programmes and efforts .

Need : this is the state of felt deprecation.

Strategy: it includes specific target market and and the type of competitive advantages
that are to develop and exploded.

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Market: consist of individuals and organization who are interested and willing to buy a
product and has the resources to engage on that transaction.

Firm: firm is a business organization that sells goods or services to make profit.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 BRIEFLY HISTORY OF MARKETING

It is hard for many to believe but when compared to economics, production and
operations accounting and other business areas, marketing is a relatively young
discipline having fun emerged in the early 1900s. Prio to this time most issues that are
now commonly associated with marketing were either assumed to fall within basic
concepts of economic (e.g; price setting was viewed as a simple supply /demand issue),
advertising (well developed by 1900), or in most cases, simply not yet explored (e.g;
Customer purchase behavior, importance of distribution partners).

2.2 MARKETING RESEARCH CONCEPTS

Marketing research can be defined as the careful, systematic, objective and controlled
gathering, recording, analysis, interpretation and reporting of information for the
purpose of marketing decision to improve marketing performance. The issue of
marketing research in today's organization is very critical to the success of any
organization.

According to Lazo (1992), Marketing Research “is the practice of gathering and
interpreting facts pertaining to any phase of the marketing activities. Fact are required
for better new product planning and execution as well as quality decision - making .this
explain why more companies are discovering the need for accurate and reliable
information for the development and successful commercialization of new product.

Product or service research include the study of the acceptability of new products,
consumer reaction to the present product the price, color, packaging and styles, the
study of the competitors lines as well as new product testing.

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In his own view Oyedijo (1985), opines that marketing research seeks to determine the
products that consumers prefer and why, their complaints about existing products and
developed from something similar, often incorporating new materials and technologies
based on scientific research.

2.3 PRODUCT LIFE CYCLE

The product life cycle (PLC) describes the life of a product in the market with respect
to business/commercial costs and sales measures. It proceeds through multiple phases,
involves many professional disciplines and requires a multitude of skills, tools and
processes.

This is not to say that product lives cannot be extended – there are many good
examples of this – but rather, each product has a ‘natural’ life through which it is
expected to pass.

Products have a limited life and, thus, every product has a life cycle.

Product sales pass through distinct stages, each of which poses different challenges,
problems and opportunities to its parent company.

Products will have different marketing, financing, manufacturing, purchasing and

human resource requirements at the various stages of its life cycle.

The product life cycle begins with the introduction stage. Just because a product
successfully completes the launch stage and starts its life cycle, the company cannot
take its success for granted.

Product Development and Product Life Cycle: The Product Life Cycle follows
directly after new product development. A company must succeed at both developing
new products and managing them in the face of changing tastes, technologies and
competition. A good product manager should find new products to replace those that
are in the declining stage of their life cycles; learning how to manage products
optimally as they move from one stage to the next.
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2.4 MARKET INTRODUCTION

This stage is characterized by a low growth rate of sales as the product is newly
launched and consumers may not know much about it. Traditionally, a company
usually incurs losses rather than profits during this phase. Especially if the product is
new on the market, users may not be aware of its true potential, necessitating
widespread information and advertising campaigns through various media.

However, this stage also offers its share of opportunities. For example, there may be
less competition. In some instances, a monopoly may be created if the product proves
very effective and is in great demand.

Characteristics of the introduction stage are:

High costs due to initial marketing, advertising, distribution and so on.

Sales volumes are low, increasing slowly

There may be little to no competition

Demand must be created through promotion and awareness campaigns

Customers must be prompted to try the product.

Little or no profit is made owing to high costs and low sales volumes Growth. During
the growth stage, the public becomes more aware of the product; as sales and revenues
start to increase, profits begin to accrue.

2.5 GROWTH

The growth stage is the period during which the product eventually and increasingly
gains acceptance among consumers, the industry, and the wider general public. During
this stage, the product or the innovation becomes accepted in the market, and as a result
sales and revenues start to increase. Profits begin to be generated, though the breakeven
point is likely to remain unbreached for a significant time–even until the next stage,
depending on the cost and revenue structures.
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Initial distribution is expanded further as demand starts to rise. Promotion is increased
beyond the initially high levels, and word-of-mouth advertising leads to more and more
potential customers hearing about the product, trying it out, and–if the company is
lucky–choosing to use the product regularly. Repeat orders from initial buyers are also
obtained.

If a monopoly was initially created, then it still exists in this stage. Because of this, the
manufacturing company can look at ways to introduce new features, alterations, or
other types of innovation to the product according to feedback from consumers and
from the market in general. This would be done in order to maintain growth in sales
and ensure that interest in the product continues to grow and not stagnate, thus
maintaining the growth stage. In fact, the growth stage is seen as the best time to
introduce product innovations, as it creates a positive image of the product and
diminishes the presence of competitors who will be attempting to copy or improve the
product, and present their own products as a substitute.

2.5.1 Features of the growth stage:

Costs reduced due to economies of scale: as production and distribution are ramped up,
economies of scale kick in and reduce the per unit costs.

Sales volume increases significantly: as the product increases in popularity, sales

volumes increase.

Profitability begins to rise: revenues begin to exceed costs, creating profit for the
company

Public awareness increases: through increased promotion, visibility and word of mouth,
public awareness grows.

Competition begins to increase with a few new players in establishing market

Increased competition leads to price decreases: price wars may erupt, technology may
get cheaper, or other factors can ultimately lead to falling prices.
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2.6 MATURITY

During the maturity stage, sales will peak as the product reaches market saturation, and
competition will grow increasingly fierce.

Maturity

The maturity stage follows the growth stage in the product’s life cycle.

Maturity Stage: The maturity stage of the product life cycle shows that sales will
eventually peak and then slow down.

During this stage, sales growth has started to slow down, and the product has already
reached widespread acceptance in the market, in relative terms. Ultimately, during this
stage, sales will peak. The company will want to prolong this phase so as to avoid
decline, and this desire leads to new innovation and features in order to continue to
compete with the competition which, by now, has become very established, advanced
and fierce. Competitors ‘ products will begin to cut deeply into the company’s market
position and market share. However, despite this, sales continue to grow in the early
part of the maturity phase. But, these sales will peak and ultimately decline, as the
graph shows.

Demand for the product ultimately decreases due to competition and market saturation,
as well as new technologies and changes in consumer tastes. Actions the company
takes may include:

Improving specific features in order to resell the product (for instance, in the case of a
car, the manufacturer may include alloy wheels, new colors, sport or hybrid versions,
or other changes in order to keep sales going);

Lowering prices in order to fight off competition;

Intensifying distribution and promotional efforts;

Differentiation efforts, in the hope that new customers will start to buy the product.

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Finding a new targeted market.

The stage that lasts the longest in the product life cycle is the Maturity stage. It is at this
time that repeat business and purchases take the place of new customer buying. So,
during the maturity stage, the following occurs:

Costs are lowered as a result of production volumes increasing and experience curve
effects

Sales volume peaks and market saturation is reached

Increase in numbers of competitors entering the market

Prices tend to drop due to the proliferation of competing products

Brand differentiation and feature diversification is emphasized to maintain or increase

market share

Industrial profits go down

2.7 DECLINE

During decline, sales growth becomes negative, profits decline, competition remains
high, and the product ultimately reaches its ‘death’.

Decline

The decline stage of the product life cycle is the one where the product ultimately
‘dies’ due to the low or negative growth rate in sales.

The graph shows that the decline stage is the last part of the product life cycle
(introductory stage, growth stage, maturity stage, and decline stage).

Decline Stage: The decline stage of the product life cycle is the terminal stage where
sales drop and production is ultimately halted.

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Profitability will fall, eventually to the point where it is no longer profitable to produce,
and production will stop. As a number of companies start to dominate the market, it
becomes increasingly difficult for the company in question to maintain its level of
sales. Consumer tastes also change, as do new technologies which may make the
product become ultimately obsolete (as in the case of CDs and DVDs, and now Blu-
Ray).

2.7.1 Features of the decline stage include:

A decline in sales volume as competition becomes severe and popularity of the product
falls;

A fall in prices and profitability (the latter ultimately moving in the negative zone);

A counter-optimal cost structure;

Profit increasingly becomes a challenge of production/distribution efficiency rather

than increased sales.

2.5 THEORITICAL FRAME WORK

Marketing research on Product at decline stage of plc according to Oyedijo

(1985),scope of marketing research means the possible application to marketing
research in corporate environment. Bulk of research is done to measure needs and
wants. Besides, marketing research is carried out to assess the impact of past marketing
actions. Some research is done to understand the competitive technological social,
economic, cultural, political or legal environments of the market. The scope of the
marketing research is very wide and comprehensive. It includes:

Product Research:

Product means the goods and services which are sold to the consumers. It includes
consumer products and industrial products. Product research studies the individual
product. It studies the making and marketing of the products. It studies the colour, size,

16
shape, quality, packaging, brand name and price of the product. It also deal with
product modification, product innovation, product lifeycle etc. The product is modified
(change) as per the needs and wants of the consumers. Therefore the product will not
fail in the market.

Consumer Research :

Consumer is the person who purchases the goods and services. The consumer is the
king in the market. Consumer research studies the consumer behavior. It studies the
consumer needs, wants, likes, dislikes, attitude, age, sex, income, location, buying
motives etc. This data is used to take decision about the product, its price, place and
promotion.

Packaging Research:

Packaging research is a part of product research. It studies the package of the

products.it improves the quality of the package.

Pricing Research:

Pricing research studies the price of the products. It selects a suitable method of
pricing. It fixes the price for the product and compares the company's price with the
competitor's price. It also fixes the discount and commission which are given to middle
ment. It also studies the market price price trends and the future price trends.

Advertising research studies the advertising of the products. It fixes the advertising
objectives. It also fixes the advertising budget. It decides about the advertising
message, layout, copy slogan, headline etc.

Sales Research:

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Sales research studies the selling activities of the company. It studies the sales outlets,
sales territories, sales forecasting, sales trends, sales method, effectiveness of sales
force etc.

Policy Research:

Policy research studies the company's policies. It evaluates the effectiveness of the
marketing policies, sales policies, pricing policies, inventory policies etc. Necessary
changes, if any are made in these policies.

Motivation Research:

Motivation research studies consumer buying motives. It studies those factors that
motivate consumers to buy a product. It mainly finds out, why the consumer buy the
product? It also finds out the causes of consumer behavior in the market. Market
Research:

Market research studies the markets competition, market trends etc. It also does sales
forecasting. It estimates the demand for new products.it fixes the sales territories and
sales quotas.

Media Research:

Media research studies various advertising media. The different advertising media are
television, radio, newspaper, magazine, internet etc.

I. NEW PRODUCT MODEL

In business and engineering, Product at decline stage of plc (NPD) covers the complete
process of bringing a new product to market. A central aspect of NPD is product
design, along with various business considerations. Product at decline stage of plc is
described brandly as the transformation of a market opportunity into a product
available for sale. The product can be tengible (something physical which one can
touch) or intangible (like a service, experience, or belief) though sometimes and other
18
processes are distinguished from "products." NPD requires and understanding of
customer needs and wants, the competitive environment, and the nature of the market.
Variables that drive customer needs.

Aiming at these three variables, innovative companies develop continuous practices

and strategies to better satisfy customer requirements and to increase their own market
share by regular development of new products.

These are many uncertainties and challenges which companies must face throughout
the process. The use of best practices and elimination of barriers to communicate are
the main concerns for the management of NPD.

II. SCHOLARLY VIEWS ON PRODUCT AT DECLINE STAGE OF PLC

According to Cooper John (1987), Product at decline stage of plc consist of the
activities involves in planning the implementation of the company's product policy. In
a dynamic business environment, products come and go like human beings, they are
born, grow, mature and die. In many cases, they die even before growing or maturity.
For a product to survive in such environment a business organization must anticipate
such product change by planning for Product at decline stage of plc, replacement,
Modification and elimination. They (cooper and John) also mate that in developing
some of this activities (product development, replacement, elimination or in short, the
product mix or range), the product planner must not only consider the company's
product policy but also carefully monitor what is happening in its market environment.

They well further to say that above all there is a need to continually assess the sales and
profit performance of the various elements of the company's product mix. In doing this,
it will always be possible to determine which product to retain and which one drop
(while bearing in mind that product which come out as poor performers under those
criteria could still be retained for strategic reasons),it is in the light of the foregoing
considerations, that the product planner should evaluate the mix, the range and the

19
various satisfaction of an organization's old and new products and suggest changes
where appropriate.

2.6 SUCCESS FACTORS OF NEW PRODUCTS

Launching a new product is a critical event for a small business. If the launching is
successful, it can open new revenue streams, take you in to grow. However, you must
identify the success factors and create a detailed plan to incorporate those factors. Poor
planning is one of main reason why product launches fail, according to the training
consultancy progmatic marketing.

 Goals

Clear goals and objectives are factors that determine the success of a launch,
according to the product development consultancy DRM Associates. Your goal
may be to establish your organization in a market sector that has strong growth
potential, and your objective may be to take 3 percent market share in the first
year following the launch. Those goals and measurable basis for evaluating the
success of the launch.

 Product

Your new product must meet real customer needs to be successful. It may offer
technical features and levels of performance that are spurio any other product on
the market, but if those features are not important to customers, the product may
have little appeal. Careful market research can help you identify real customer
needs that existing products do not meet. By monitoring product reviews, you
can get an insight into customer's preferences. Discussing your product plans
with customers can help you align development with market needs and build
expectation before the launch.
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 Sales Motivation

The commitment of your sales team is a key success factors in a new product
launch. Sales representatives must have the motivation and the knowledge to
sell the new product with conviction. By explaining the size of the market and
opportunity to win new customers and increase sales, you can motivate the sales
team. You must also provide training in the features and benefits of the product,
and explain how it meets customer needs so that representative can sell it
effectively. An incentive program linked to the product launch adds further
motivation.

 Market Awareness

Market awareness is a critical factor in success. You must acquire customers for
the new product quickly to jump-start the launch and maintain momentum,
according to the magazine "fast company. " Highlight the new product on your
website and email customers and prospects with brief details and a link to the
news product page on your site. Inviting customers and prospects to a launch
event can generate high levels of interest and awareness. You should also issue
press releases to the publication that cover your market.

 Distribution

Making the product available is crucial to success. If you sell your products
through retailers or distributor you must ensure that they have sufficient stock of
the product to meet initial forecast demand. Let your distribution and explain the
actions you are taking to build demand. Offer them incentives matched to stock
levels and provide promotional material that they can use during the launch.

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 CHAPTER THREE

3.0 RESEARCH METHODOLOGY

This chapter describes the various methods and techniques use to collect data for the
study to gain a deeper understanding of study under study.

3.1 RESEARCH DESIGN

The research design encompasses the method for the collection, measurement and
analysis of data related to the research objectives.

The research design chosen for this study is survey method. The survey research
method was appropriated because; there is no control over the variables as well as the
outcome.

3.2 POPULATION OF THE STUDY

The population of any study is a census of all items or subject that possess the
characteristics or that have knowledge of the phenomenon being studied.

The research population as it concern this study is within Birnin Kebbi metropolis and
it consist of :

Management staff: which consist of the areas of selected staff working as an chief
executive the manager and other staffs in any organization within Birnin Kebbi,
Metropolis. The reason for this is that decision on Product at decline stage of plc is
always taken by the management. The marketing staff: which includes the sales and
field staff, it also consist of product / brand managers and their staff. The sales and
field staff are a useful source of new product idea this is possible since they are in
direct contact with the customers.

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Customers: Basically, 42 population sample shall comprise mostly customers in the
area chosen. The interview will be reasonable restricted to the customers of barbing
shop products.

3.3 SOURCES OF DATA

The data to be used for this research work were to obtained specifically from two
sources name: Primary and secondary sources.

PRIMARY SOURCE

Primary data are first - hand or raw data, original records and materials created by
participants or witnesses of the event(s) under study. In collecting primary data
personal interview and questionnaire were used.

SECONDARY SOURCES

Secondary data are information that has been gathered and often interpreted by other
resources and recorded in books, articles and other publications. In collecting
secondary data, existing but related records like newsletters, annual reports, books,
publications etc. We're used.

3.4 DATA COLLECTION INSTRUMENT

For the purpose of this study, the instruments used in collecting data from the
respondents are questionnaire and interview. Dichotomous question which is a type of
fixed alternative question format were used and also a structured type of interview were
used to gathered first - hand information from the respondents about their opinions on
the subject matter under investigation. Questionnaire were administered and issued to
the company offials and some selected customers of the organization while personal
interview was conducted were it was not possible to use questionnaires. Some of the
respondents were interviewed on the matters relating to the study. It was ensures that

23
the instrument chosen are valid and reliability on the research work depends to a large
extent on the appropriate instrument.

3.5 SAMPLE AND SAMPLING TECHNIQUE

In this study, the stratified led sampling Method was adopted. Stratified sampling is a
method where research is grouped in to some defined characteristics called strata. From
the strata, a sample is chosen on each stratum. For the purpose of this study, yamane
(1967) sampling method was adopted to determine the sample size from the population,
25 staff is drawn from the total staff and manager from the population of the study
areas.

3.6 METHOD OF DATA ANALYSES

The data collected was presented in table and chi- square was used to analyze the data
on the questionnaires

There are two (2) types of chi- square, the test of independence and the test of
goodness of fit.

For the purpose of this research, the researcher employed both the types of chi-
square test for critical analysis. The general chi-square formula to be used is expressed
below:
(fo - fe)
Where X2 = fe

X2=
represent computed value of chi –square

fo = represents the number of times the variables under study is expected to occur in
the sample.

24
 fe= represents the number of times the variables under study is expected
to occur in the sample.

In deciding to critical value (x2 table value), the appropriate number of

degrees of freedom is given as:

DF =(r-1) (c-1) or DF= (N-1)

Where

DF= Represent the degree of freedom

r = Represent the number of row

c = represent the number of columns

n = represent number of optains

For the purpose of this study the number of raw or options will be four (4) while
the number of the columns will be two(2)

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 CHAPTER FOUR
4.0 PRESENTATION AND ANALYSIS OF DATA
In this chapter, the data collected for the purpose of this research work will be
presented and analyzed in a form that can be easily understood and interpreted by the
users of this research work.
4.1 PRESENTATION OF DATA
Presentation of data involves the organization of data collected on the field in a form
that will be easily understood by users. Data in this regard can be presented in so many
ways; it could be presented in charts diagrams, graphs, tables etc.
In the course of this research study, the researcher adopted the use of table in
presenting the data used.
4.2 ANALYSIS OF DATA
Having classified and tabulated the data, the next thing is to obtain the parameter of the
population (data), which will later be used for analysis and inference.
This follows immediately after data has been processed into a more comprehensive
form that will enable the researcher as well as the users to extract relevant information.
Data analysis takes many forms, and shapes ranging from simple comparison to
complex statistical and mathematical analysis to display various features of the
processed data.
The instrument of data analysis used by the researcher of this research study is
percentage (%).
Table 1: marketing research creates job opportunity?

Alternatives Number of Responses Percentage (%)

Strongly Agree 9 9/25×100/1=36%
Agree 16 16/25×100/1=64%
Strongly Disagree 0 0/25×100/1=0%
Disagree 0 0/25×100/1=0%
No Idea o 0/25×100/1=0%
TOTAL 25 100

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Source: Questionnaire obtained, 2021
The above table shows that, 9 respondents (36%) strongly agree that marketing
research create job opportunity and 16 respondents (64%) agreed, nobody strongly
disagreed while both disagree and no idea are also none (0%)

Table 2 Marketing research is of benefit to marketing management as a whole?

Alternatives Number of Responses Percentage (%)
Strongly Agree 8 8/25×100/1=32%
Agree 16 16/25×100/1=64%
Strongly Disagree 1 1/25×100/1=4%
Disagree 0 0/25×100/1=0%
No Idea 0 0/25×100/1=0%
TOTAL 25 100
Source: Questionnaire obtained, 2021
Table 2 shows that 8 respondents (32%) strongly agree that marketing research is of
benefit to marketing management as a whole. 16 respondents agree(64%), and only a
single person (4%) while strongly disagree and no idea where nil.

Table 3 Marketing research is necessary in developing new products at declined

stages?
Alternatives Number of Responses Percentage (%)
Strongly Agree 12 12/25×100/1=48%
Agree 13 13/25×100/1=52%
Strongly Disagree 0 0/25×100/1=0%
Disagree 0 0/25×100/1=0%
No Idea o 0/25×100/1=0%
TOTAL 25 100
Source: Questionnaire obtained, 2021
Table 3 shows that, 12 respondents (48%) strongly agreed that marketing research is
necessary in developing new products, 13 people (52%) agreed, while strongly
disagree, disagree and no idea where nil(0%).

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Table 4: Marketing research is of benefit to employees and employers in Birnin
Kebbi Metropolis.
Alternatives Number of Responses Percentage (%)
Strongly Agree 4 4/25×100/1=16%
Agree 7 7/25×100/1=28%
Strongly Disagree 3 3/25×100/1=12%
Disagree 8 8/25×100/1=32%
No Idea 3 3/25×100/1=12%
TOTAL 25 100
Source: Questionnaire obtained, 2021
The above table shows that 4 respondents (16%), strongly agreed that marketing
research is of benefit to the employees and employers of Birnin Kebbi Metropolis
Organization 7 respondents (28%) agreed, 3 respondents (12%) strongly disagreed, 8 of
the respondents (32%) disagreed and 3 respondents had no idea (12%).
Table 5: Does Customers in an Organization have benefit from marketing
research?
Alternatives Number of Responses Percentage (%)
Strongly Agree 4 4/25×100/1=16%
Agree 13 13/25×100/1=52%
Strongly Disagree 1 1/25×100/1=4%
Disagree 3 3/25×100/1=12%
No Idea 4 4/25×100/1=16%
TOTAL 25 100
Source: Questionnaire obtained, 2021

Table 5 shows that 4 respondents (16%) strongly agreed that customers of Birnin Kebbi
Metropolis Organization also benefit from marketing research. 13 respondents (52%)
Agree, 1 person (4%) strongly disagreed, 3 respondents (12%) disagreed, while 4 of the
respondents (16%) had no idea.
Table 6: Marketing research helps manager to produce products that can
effectively satisfy his customers?
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Alternatives Number of Responses Percentage (%)
Strongly Agree 19 9/25×100/1=76%
Agree 3 3/25×100/1=12%
Strongly Disagree 2 2/25×100/1=8%
Disagree 1 1/25×100/1=4%
No Idea o 0/25×100/1=0%
TOTAL 25 100
Source: Questionnaire obtained, 2021
Table 6 shows that 19 respondents (76%) strongly agreed that marketing research
should always be carried out before new product are developed, 3 respondents (12%)
agreed, and 2 people (8%) strongly disagreed, 1 respondent (4%) disagreed, while
nobody had no idea.
Table 7: Marketing research helps manager to identify the needs of his target
market
Alternatives Number of Responses Percentage (%)
Strongly Agree 3 3/25×100/1=12%
Agree 16 16/25×100/1=64%
Strongly Disagree 0 0/25×100/1=0%
Disagree 3 3/25×100/1=12%
No Idea 3 3/25×100/1=12%
TOTAL 25 100
Source: Questionnaire obtained, 2021
Table 7 shows that 3 respondents (12%) strongly agreed that marketing research
helps managers to identify the needs of his target market. 16 of the respondents
(64%) agreed, 3 people (12%) disagree and 3 respondents had no idea, while no one
strongly disagreed.
Table 8: Marketing research helps manager to produce product that can
effectively satisfy his customers.
Alternatives Number of Responses Percentage (%)
Strongly Agree 11 11/25×100/1=44%
Agree 12 12/25×100/1=48%

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Strongly Disagree 2 2/25×100/1=8%
Disagree 0 0/25×100/1=0%
No Idea o 0/25×100/1=0%
TOTAL 25 100
Source: Questionnaire obtained, 2021
The above table shows that 11 respondents strongly agreed that marketing research
helps managers to produce product that can effectively satisfy his customers. 12 people
(48%) agreed, 2 respondents strongly disagreed, while disagree and no idea where nil
(0%).
Table 9: Marketing research enable marketing managers to sustain their market
share.
Alternatives Number of Responses Percentage (%)
Strongly Agree 4 4/25×100/1=16%
Agree 6 6/25×100/1=24%
Strongly Disagree 0 0/25×100/1=0%
Disagree 7 7/25×100/1=28%
No Idea 8 8/25×100/1=32%
TOTAL 25 100
Source: Questionnaire obtained, 2021

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Table 9 shows that 4 respondents (16%) strongly agreed that marketing research
enable marketing managers to sustain his market share. 6 respondents agreed,(24%), 7
People Disagreed (28%), 8 respondents had no idea, while no one strongly disagree.
Table 10: Marketing development helps to forestall competing products in Birnin
Kebbi Metropolis.
Alternatives Number of Responses Percentage (%)
Strongly Agree 5 5/25×100/1=20%
Agree 8 8/25×100/1=32%
Strongly Disagree 1 1/25×100/1=4%
Disagree 3 3/25×100/1=12%
No Idea 8 8/25×100/1=32%
TOTAL 25 100
Source: Questionnaire obtained, 2021
Table 10 shows that 5 respondents (20%) strongly agreed that product development
helps to forestall competing products from over taken Birnin Kebbi Metropolis
Organization, 8 respondents (32%) agreed, only one person that strongly disagreed, 3
respondents disagree, while 8 people had no idea.
Table 11: marketing research and product development helps to improve the
standard of living?
Alternatives Number of Responses Percentage (%)
Strongly Agree 6 6/25×100/1=24%
Agree 9 9/25×100/1=36%
Strongly Disagree 1 1/25×100/1=4%
Disagree 6 6/25×100/1=24%
No Idea 3 3/25×100/1=12%
TOTAL 25 100
Source: Questionnaire obtained, 2021

Table 11 shows that 6 respondents (24%) agreed strongly that marketing research and
product development helps to improve the standard of living. 9 respondents agreed,
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only one person that strongly disagreed, 6 respondents disagree while 3 people had no
idea.
4.3 SUMMARY OF FINDINGS
This research study is of importance to individuals, firms or organizations that need or
may need to embark on marketing research on developing new products. This study
shows that there is no thorough marketing research in our organizations today. Thus,
many organizations have gone into the development of product, but at the wrong time
and for the wrong target markets.
More so, this study has shown that some marketing and research managers do not take
marketing research too seriously as it should have been taken. Some managers go to
the field of research without the right focus and motive directed or aimed at gathering
information about the customers and their needs in order to produce products that will
satisfy those needs.
Also, this study reveals that dishonesty and incompetence are other paramount causes
of failure of organization engaging in marketing research before developing new
products in Declined stage. Some of the researchers today have no knowledge and
experience as to how a proper and thorough marketing research should be conducted
so as to help their organization(s) in taking decision on which strategy and policy to
be adopted in developing new products that will satisfy the needs of their target
market and in turn bring high productivity, effectiveness, efficiency and profitability.
It was also revealed that there is no good management decision in regard to marketing
management in our organizations today. This has made marketing research and
product development ineffective. It was revealed that there is no good and easy flow
of information between the marketing managers and their target market during
research and product development is stunted.

Lack of adequate fund for marketing research and development (R&D) makes most of
our organizations to fail in their bid to develop new products that will satisfy the needs
of their target market.

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Finally, this research study has also revealed that inadequate timing is another
problem faced by managers. If the product is not developed on time, competitors may
come into the market and render the efforts to see that their products are developed on
time especially when the demand for them is high.

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 CHAPTER FIVE
5.1 SUMMARY OF FINDINGS
This research work is on the impact of marketing research on product development
at declained stages plc Birnin Kebbi Metropolis Organization was used as the case
study.
It was revealed that lack of adequate fund and time committed to marketing
research has caused failure to our organizations in their attempt to develop
products that will satisfy their target market.
The study also show that lack of good communication network between managers
and their customers, poor and ineffective management decision, dishonesty and
incompetence on the part of marketing managers and research planners, as well as
absence of thoroughly planned and effective execution of marketing research in
our organizations in developing products that will satisfy the needs of the target
market, at a profit level that will ensure continuity, growth and expansion of the
organization and as well enhances the overall achievement of the organizational
goals.
5.2 CONCLUSION
In conclusion, a good marketing research should be adopted by marketing
managers in developing new products because through this, management will be
able to achieve its marketing objectives by producing products that will satisfy the
needs of their target market at the optimum level of profitability.
Also, through a thorough planning and effective execution of marketing research,
the organization will be able to know which product to develop, for which market
to produce, when to produce and where the production should be done. This will
enable to put the organization on a balance in its marketing operations.

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5.3 RECOMMENDATIONS
Based on the findings earlier discussed, it is hereby recommended that before new
product can be developed via a thoroughly planned marketing research, the
following factors must be duly considered and put in place.

There must be good management design and approach. This is an important factor
that contributes immensely to organizations’ marketing and managerial success.
The management must be very skillful, considerate and effective in its decision
making by applying a truly analytical and scientific approach to its decision
making process.
Different tactics and strategies should be put in practice in order to have an
effective and efficient product development resulting from a thorough planning
and execution of marketing research. This will in turn help the management to
achieve the overall organizational goals and objectives.
Firms should appoint product managers to manage individual products and new
product teams to ensure that the process is carried out successfully.
Marketers should look for ways to design better quality into new products and to
improve the quality of the existing ones.
They should ensure that exact quality, size and the features of their product should
be made known to the public (customers) through the use of informative and
transparent advertisements.

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http://www.unilever.com/historyhttp://en.wikipedia.org/wiki/new-product-
development.com

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