MARKETING RESEARCH AND NEW PRODUCT DEVELOPMENT A CASE STUDY OF MUKWANO GROUP OF COMPANIES, KAMPALA

TABLE OF CONTENTS

DECLARATION

APPROVAL

DEDICATION iv

ACKNOWLEDGEMENTS v

TABLE OF CONTENTS

ABSTRACT

CHAPTER ONE 1

INTRODUCTION 1

1.0. Introduction 1

1.1 Background of the study 1

1.1.1 Historical perspective 1

1.1.2 Conceptual perspective 3

1.1.3 Contextual perspective 4

1.2. Statement of the Problem 4

1.3. Purpose of the study 4

1.4. Objectives of the Study .... 5

1.5. Research questions 5

1.6. Study scope 5

Content scope

1.6.1. Geographical scope

1.6.2. Time scope 5

1.7. Significance of the study 6

1.8. Conceptual framework 6

CHAPTER TWO 7

LITERATURE REVIEW 7

2.0. Introduction 7

2.1 The concept of marketing research 7

2.2 The concept of product development 8

2.3. Related Literature 10

2.3.1. Market segmentation and product development 10

2.3.2. Customer analysis and product development 13

2.3.3. Market Demand Analysis and product development 15

2.3.4 Marketing Research and New Product Development 17

CHAPTER THREE 19

RESEARCH METHODOLOGY 19

3.1. Introduction 19

3.1. Research design 19

3.2. Study population 19

3.3. Sampling design, size and selection 19

3.3,1 Sample size 20

3.3.2 Sampling techniques 21

3.5 Methods of data collection and instruments 21

3.5.1 Questionnaires 21

3.5.2 Interviews 21

3.6 Data quality control 21

3.6.1 Validity 21

3.6.2 Reliability 22

3.7 Study variables and measurements 22

3.8 Data processing, analysis and presentation 23

3.9 Ethical consideration 23

3.10 Study limitations 24

CHAPTER FOUR 25

DATA PRESENTATION AND ANALYSIS 25

4.0 Introduction 25

4.1. Section A: Bio Data 25

Respondents by gender category 25

Respondents by age-group (in years) 26

Respondents by education levels 26

Respondents by duration working/dealing with the Mukwano 27

4.2. Presentation of the objectives 28

CHAPTER FIVE 35

SUMIvIARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 35

5.0 Introduction 35

5.1 Summary of Findings 35

5.2 Conclusion 36

5.3 Recommendations 37

REFERENCES 38

APPENDIX I 41

A QUESTIONNAIRE TO THE MANAGEMENT AND CLIENTS OF MUKWANO GROUP OF COMPANIES 41

ABSTRACT

The study examined the relationship between marketing research and new product development taking Mukwano Group of Companies as a case study. The research also capitalized on three objectives which required determining the effect that customer analysis contributes to new product development, determining the effect of market segmentation on new product development, and establishing the relationship between marketing strategy and new product development. The study employed stratified, simple random and purposive sampling techniques to draw representative samples and a sample size of 6o respondents was determined from a population of 71 members using Slovin’s Formula. Closes-ended questionnaires with five point likert scale were used to obtain response. During this research data was carefully collected, classified and analyzed using frequency tables and data was sununarized using graphs and charts. The findings of the study revealed that there is a relationship between marketing research and New Product Development ~NPD). This was attributed to the fact that marketing research acts as a tool to thoroughly understand the market too which new products are to be sold. In this case, marketing research addresses the issues relating which customers to buy, which product to introduce, at which price to sell, and when to introduce such a product to the market. The two variables also relate in such a way that it is thrush marketing research that continuous monitoring and identification of risks against new products are ascertained. The other elements of marketing research which included market segmentation and customer analysis were found to be great factors for success of new products if well implemented. Finally, the researcher suggested some recommendations which included prior studying customers and their markets and dividing the markets in heterogeneous groups to be able to properly serve the market. The researcher also recommended that there should be stakeholder involvement where all necessary individuals are involved in deciding which marketing strategy to employ for a certain product.