Influence of Marketing Research on New Product Development in the Nigerian Fast-Moving Consumer Goods Industry

Marketing — 2025, Undergraduate

This study examined the influence of marketing research on new product development in the Nigerian fast-moving consumer goods industry. A descriptive survey design was adopted with questionnaires administered to marketing managers and product development staff of selected companies. Data were analysed using descriptive statistics and regression analysis. The findings revealed that consumer insight gathering, concept testing, and market analysis significantly reduced product failure rates and improved market acceptance. The study, however, found that cost constraints and time pressure limited the depth of research in some firms. It recommends sustained investment in marketing research and integration of research findings into product strategy.

Report a problem with this project