Marketing Research and New Product Development a Case Study of Mukwano Group of Companies, Kampala

ABSTRACT The purpose for this research is to establish the relationship between marketing research and new product development (NPD) of Mukwano Group of Companies. The research was guided by the following three objectives; to establish the extent to which marketing research contributes to new product development of Mukwano group of companies; to determine the level of NPD practices used by Mukwano group companies; and to establish the relationship between marketing research and new product development of Mukwano group of companies. The study was based on null hypothesis, Ho: which stated that there is no relationship between marketing research and NPD. The basic instruments used during this research were questionnaires administered to the respondents of Mukwano group of companies and observations taken note of by the research during the study. During this research data was carefully collected using both qualitative and quantitative means, classified and analyzed using tables, graphs and figures so as to determine reliability of findings. Data collected revealed that greatly, marketing research contributes to new product development as represented by 45 (45%) respondents on strongly agree and 50 (50%) on agree. Findings also showed that NPD practices employed by Mukwano group of companies contribute a lot to the success of new products as represented by 36 (3 6%) respondents on strongly agree and 49 (49%) on agree. On the same note, determining the relationship between marketing research and NPD was analyzed using descriptive research, and by use of Pearson Correlation it was found out that there is a strong positive relationship the IV and DV. This is because the P-value of 0.000 achieved was less than the required 0.01 in order to accept Ho, and also the regression r0,725 was greater than -1 and 0.5, implying that the null hypothesis, H0 was rejected and the alternative, HA accepted, and hence conclusively satisfying the relationship. Both the researcher and respondents suggested recommendations which included the following; that for effective development of a new product, marketing research should be effectively conducted; there is a need for company management to get involved in the NPD projects; there is a need set milestones for NPD for easy implementation; all stakeholders should be involved during NPD plans. Lastly, in the future research,the researcher will look forward to including areas such as manufacturing capabilities including; flexibility, manufacturing planning, capacity, and material management in order to determine the efficiency and effectiveness of manufacturing firms.