ASSESSEMENT ON THE EFFECT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT

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A PHD RESARCH PROJECT THESIS

IWUABA MAXIMUS

(Ph.D./2022/000996)

DEPARTMENT OF MARKETING

SCHOOL OF MANAGEMENT SCIENCES,

AS PARTIAL FULFILLMENT FOR THE AWARD OF DOCTOR OF PHILOSOPHY (Ph.D.) DEGREE IN MARKETING.

THE UNIVERSITY OF AMERICA, CURACO CAMPUS.

CENTRAL WASGHTON COLLEGE, ENUGU TUTORIAL CENTER NIGERIA

DECEMBER 2022

" ASSESSEMENT ON THE EFFECT OF MARKETING RESEARCH ON NEW PRODUCT DEVELOPMENT"

Research Certification

University of America, Department of Marketing, School of Management

Sciences

Thesis Approval

Acknowledgment

Dedication

Abstract ( Pls review this accordinly )

Marketing research is the methodical blending of fact and data to illustrate and monitor significant issues in the world of marketing. This study assessed the effect of marketing research on new product development in Lafarge Africa Plc Lagos State, Nigeria. Specifically, the study sought to examine the effect of survey research on new product development; to investigate the effect of focus-group research on new product development; to ascertain the effect of observational research on new product development; and to determine the effect of experimental and customer information on new product development. Relevant conceptual, theoretical and empirical literatures were reviewed. The study was anchored on attribution theory. Survey research design was employed. The population of study was made up of . Structured questionnaire was employed as the instrument of data collection. Descriptive statistics and multiple regression analysis were employed in analyzing the data. The results indicate that survey research, focus-group research, observational research and customers information had significant relationship with new product development. Based on the findings, the study concludes that that marketing research had significant effect on new product development for Lafarge Africa Plc. It is recommended amongst others that producers should ensure that adequate survey is carried out to determine the consumers wants, needs and taste in order to design products that best meet these demands.

Table of Contents

(adjust this based on the changes. Pg 1 starts from chapter one pls. Abstract and others should be in roman figure)

TOC o "1-3" h z u Abstract PAGEREF _Toc117607182 h 2CHAPTER ONE: INTRODUCTION PAGEREF _Toc117607183 h 51.1 Background of the study PAGEREF _Toc117607184 h 51.2 Statement of Problem PAGEREF _Toc117607185 h 71.3 Objectives of the Study PAGEREF _Toc117607186 h 81.4 Research Questions PAGEREF _Toc117607187 h 81.5 Hypotheses PAGEREF _Toc117607188 h 91.6 Significance of the study PAGEREF _Toc117607189 h 91.7 Scope of the study PAGEREF _Toc117607190 h 101.8 Assumptions,Limitation* delimitations of the Study---------------------------------------- PAGEREF _Toc117607191 h 101.9 Profile of Lafarge Africa Plc PAGEREF _Toc117607193 h 11CHAPTER TWO: REVIEW OF RELATED LITERATURE PAGEREF _Toc117607194 h 132. 0 Introduction PAGEREF _Toc117607195 h 132.1 Conceptual Review PAGEREF _Toc117607196 h 142.1.1 Meaning and Importance of Marketing PAGEREF _Toc117607197 h 162.1.2 Marketing Research for Product Development PAGEREF _Toc117607198 h 172.1.3 Categories of Marketing Research PAGEREF _Toc117607199 h 192.1.4 Concept of Product Development PAGEREF _Toc117607200 h 232.1.5 Needs for Product Development PAGEREF _Toc117607201 h 242.1.6 Conceptual Framework PAGEREF _Toc117607202 h 252.1.7 Marketing Research and Success Factors In NPD PAGEREF _Toc117607203 h 252.1.8 Transport and Logistics PAGEREF _Toc117607204 h 262.2. Theoretical Framework PAGEREF _Toc117607205 h 292.3 Empirical Review PAGEREF _Toc117607206 h 312.4 Summary of Empirical Review PAGEREF _Toc117607207 h 332.5 Gaps in Empirical Studies PAGEREF _Toc117607208 h 40CHAPTER THREE: METHODOLOGY PAGEREF _Toc117607209 h 433.1 Research Method PAGEREF _Toc117607210 h 433.2 Data Collection Approach PAGEREF _Toc117607211 h 453.2.1 Primary Sources PAGEREF _Toc117607212 h 463.3 Sampling Approach PAGEREF _Toc117607213 h 473.4. Data Analysis Approach PAGEREF _Toc117607214 h 483.5 Ethical Considerations PAGEREF _Toc117607215 h 49CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS PAGEREF _Toc117607216 h 514.1 Quantitative Result of Data collated PAGEREF _Toc117607217 h 514.2 Qualitative Result and Analysis PAGEREF _Toc117607218 h 534.3 Analysis and Discussion of data collated PAGEREF _Toc117607219 h 534.4 Comparisons with the Literature PAGEREF _Toc117607220 h 55CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION and RECOMMENDATIONS PAGEREF _Toc117607221 h 595.1 Conclusion of the Study PAGEREF _Toc117607222 h 595.2 Recommendations (Solutions) PAGEREF _Toc117607223 h 625.3 Limitations of the Research PAGEREF _Toc117607224 h 655.4. Future Work PAGEREF _Toc117607225 h 68References PAGEREF _Toc117607226 h 70

CHAPTER ONE

INTRODUCTION1.1 Background of the studyIn this period of tight economic standings where domestic and global competition is relatively tough, organisations are striving for ways of survival. At the same time, as industries become established and they start making profits, they will want to strengthen their position and expand their business. Firstly, there will be an increase in existing manufacturing capacity to satisfy the growth in demand for an existing product-resultant from the growing size of the market. Secondly, there will be a diversification of the product range to benefit from the broadening of consumer demand.

Relative to the above depictions, organisations have devised ways of attaining business success via new product development. Because of the fact that, consumers needs are prone to change and product life cycles could be short, firms who do not come out with new products are putting themselves at great risk (Farook et al. 2005). To succeed in today's marketplace, firms must develop capabilities in the sourcing and management of information with a systematic process of information management built on objectivity. One of the efficient means of getting this information is through marketing research activities.

Marketing research is a principal means of obtaining data for efficient and effective decisions in an organisation. Thus, marketing research is a requisite in new product development since it necessitates a formal means of obtaining timely and precise information about changes in consumers tastes, product demands and the general marketing environment (Moravcikova et al. 2017). Relatively, marketing research came into being as an outcome of diverse needs to harness resources available for social and economic development as it lays emphasis on a two-way interaction between consumers and producers of goods and services.

Through the implementation of marketing research, a firm can determine the exact needs and wants of the market intended to serve and the features of the targeted consumers. This simply explains that the attributes of discovering the demand for goods and services, the right people, place and means of distribution of products at the right time rely on marketing research (Ibidunni, 2011). This explanation is more encompassing when you bring to the fore the role marketing research plays in new product development (NPD). New product development is the whole process of introducing a product to the market. It is perceived as an initial stage in designing and marketing new products within the general premeditated process of product life cycle management used to increase the market share. New products can be innovative or entirely new to the market. It can also be modified or imitative.

They are introduced to serve old, improve, or entirely new needs and tastes. Companies were found to involve in new product development to maintain an innovative position, establish a foothold in a market, utilise by-products of other companies and take advantage of favourable environmental factors. Therefore, product research is a common necessity for generating feedback from consumers on new product development. It is carried out to identify product attributes, including quality, uniqueness, appeal, purchase intent and more. According to Svendsen et al. (2011), there are two equivalent paths involved in the procedure of new product development.While one involves generating the ideas, designing the product and detail engineering, the other focuses on marketing analysis and research. These two parts are key to the successful outcomes of the product and its impact on organisational performance. The processes involved in new product development are time-consuming and complicated requiring numerous diverse activities affecting all segments of the firm (Ehindero, 2013). In this instance, an application of a company-wide integration involving all employees and effective top management leadership must be adopted for its success.

New products as expressed above are a competitive necessity and their production and development cover so many dimensions which include technical research, marketing research, the companys technological setting, the existing and potential customers, competitors, socio-economic, political, legal and physical environments of the firm. Any error in its development process due to omission or commission can cost a company a fortune. This attribute has prompted industry experts to put up formalised theoretical models and procedures for dealing with the complexities and uncertainties inherent in the process.

One of such is the eightstaged process rooted in idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, test marketing and commercialisation (Iyanda, 2005). All these processes must ensure the development of a product that is consumer-centred offering subjective qualities such as symbolism, perception and satisfaction.

The prime factor for new product success is customer value (Almquist, Senior and Bloch, 2016). Therefore, firms knowledge of this is central to their success. This knowledge includes the tactical knowledge of the company and novel knowledge emanating from outside the firm and from research efforts (Opara and Adiele, 2009). This postulation confirms that new product development as the beginning of the planned, premeditated process of product life cycle management used to gain market share while creating and marketing new products. New items may be ground-breaking or completely unheard-of. It may also be altered or copied. They are made available to meet either new or improved demands or tastes. It was discovered that businesses engage in new product creation to preserve their competitive edge, get a foothold in a market, make use of by-products from other businesses and benefit from advantageous environmental variables. Product research is so frequently required to obtain consumer feedback on the creation of new products. It is done to determine a product's qualities, such as its quality, originality, attractiveness and purchasing intention. The development of new products is a competitive necessity that involves many different aspects, including technical research, marketing research, the technological environment of the company, current and potential customers, rivals and the socioeconomic, political, legal, and physical environments of the company. Any mistake made throughout the development process, whether by deed or omission, might cost a business a lot. Due to this characteristic, specialists in the field have developed structured theoretical models and techniques for addressing the complexity and ambiguities that are inherent in the process.

The business environment in this era is truly global and subsequently requires high-speed product advancement to maintain and increase the competitiveness of companies. New product development (NPD) is crucial for company survival and growth. Organizations are challenged with dynamic and turbulent environment that requires flexibility in adapting to changes in business needs. New products represent, on the average, 35% of firms annual sales (Debra , Abbie and Elisa,2003) The development of new products is perhaps the most significant activity within a company. It is also one of the most risky venture a company can undergo. Literatures has shown that millions of dollars and many years have been spent developing products that on average fail far more often than they succeed. Information plays a key role in reducing NPD failure and thus in increasing NPD success. (Edwin and Ruud,2002). New product development is defined as the transformation of a market opportunity and a set of assumptions about product technology into a product available for sale. Owing to this, organizations like Lafarge must ensure that specific marketing research are implemented to provide and support this process. Based on the foregoing, this study assessed the effect of marketing research on new product development using Lafarge Africa Plc. as a focal point.

1.2 Statement of ProblemThe existence and competitiveness of many organisations are centred on their ability to innovate their product and service lines. Relatively new product development is deemed a competitive necessity. This indicates that the survival of a business organisation depends mostly on the ability of the management to craft and implement strategies that will facilitate the attainment of sustainable competitive advantage over the rivalries. A company achieves sustainable competitive advantage when an attractive number of buyers prefer its products over the offerings of competitors (Thompson et al. 2008). Though innovation is essential, it is, however, a risky and costly adventure. Booz, Allen and Hamilton, 2010 as cited in Oladele and Olaleke (2013) opine that nearly half of the resources invested in new products are allocated to products that are by no means booming in the market. The Nigerian building/infrastructural industries particularly the cement-manufacturing segment are not exempted from the above description.

Cases of product failures abound in this segment of the market especially as the industry becomes more sophisticated. As consumers become more knowledgeable about cement applications, there are reasons to believe that the effective development of new products will become a challenge in the future, especially in light of the influx of foreign products and exposure to global competitiveness. This may be possible owing to the dearth of new product ideas, shortage of funds, the influx of foreign products, enhanced government regulation on new product composition and inadequacy of marketing research funds and facilities. Cement manufacturers invest in new product development to ensure future success in the market especially in meeting up with new cement and concrete applications for different projects. With the increasing sophistication of needs in this segment, repositioning existing brands and offering innovative solutions to care for infrastructural development has become the norm. However, this model has in most cases failed to produce products that made inroads into the market.

The Cement industry has been characterised by rapidly changing consumer tastes and addressing these changes with new products is essential in the attainment of sustainable growth in the segment. To develop and offer innovative solutions that will galvanise building construction activities across the country requires great effort involving significant investment in natural, human, material and financial resources and failures can easily put companies at a big disadvantage in the increasingly competitive marketing place. Therefore, new product development strategies should change to follow changes in marketing and technological trends. In order to develop, improve and assess marketing activities, monitor marketing performance and work on the perception of marketing as a process, marketing research is strongly needed as that process that connects the consumer, customer and public to the assistance through data. Following this gap, the researcher deemed it necessary to focus this research on finding out whether proper attention is made by Nigerian businesspersons (through marketing research) in observing the factors believed by industrial experts to lead to new product success. Research techniques relying on product surveys, focus groups, experimental survey and observational techniques offer a broad perspective of digging deep for a better understanding of customers needs and product success. Marketing is a dynamic business activity that must explore the stated research technique in order to advance. The roles it plays in the existence of a business have evolved significantly due to rising events of economic recession, inflation, material and energy scarcities, unemployment, winding up of industries and firms, terrorism and war.

All of these have forced marketing executives to become more market-driven when making strategic business decisions. Therefor marketing research has become a crucial aspect in new product development. It acts as the foundation and cornerstone of any product by necessitating a dignified means of obtaining timely and precise information about changes in consumers tastes, product demands and the general marketing environment (Gerald and Scott, 2010). Based on the foregoing, the study investigated the effect of marketing research on new product development at Lafarge Africa Plc. using four key marketing research techniques on product survey, focus group, experimental and observational procedures.

1.3 Objectives of the StudyA new product when successful tends to fill the gap that would have developed between users needs and satisfaction. Many new products in Nigeria fall short of projected market share, profit target and return on investment. These shortfalls in most cases lead to the failure of the firm itself.

The broad objective of the study is to assess the effects of marketing research on product development in Nigeria (A case study of Lafarge Africa Plc.).

Specific objectives are

1. To examine the effect of product survey research on new product development at Lafarge Africa Plc

2. Investigate the effect of focus-group research on new product development at Lafarge Africa Plc.

3. To ascertain the effect of observational research on new product development at Lafarge Africa Plc

4. To determine the effect of experimental survey on new product development at Lafarge Africa Plc

1.4 Research QuestionsThe following research questions guided the study.

1. What effects does product survey research have on new products development at Lafarge Africa Plc.?

2. To what extent does focus-group research affect new product development at Lafarge Africa Plc.?

3. To what extent does observational research affect new product development at Lafarge Africa Plc.?

4. To what extent does experimental survey affect new product development at Lafarge Africa Plc.?

1.5 HypothesesThe following hypotheses guided this study:

1. There is no significant positive relationship between survey research and new product development at Lafarge Africa Plc.

2. There is no significant positive relationship between focus-group research and new product development at Lafarge Africa Plc.

3. There is no significant positive relationship between observational research and new product development at Lafarge Africa Plc.

4. There is no significant positive relationship between experimental survey and new product development at Lafarge Africa Plc.

1.6 Significance of the studyDespite years of research and investment in new products, many new products failed to make a positive impact in the market. Iyanda (2005) averred that many product failures are associated with poor consumer perceptions. Products perceived to have undergone the best technological and quality assessments have recorded failures in the past. This postulation is in agreement with several studies on the causative factors influencing new product failures. The researcher strongly believes that products possessing unique, quality, strong marketing orientation and proficiency have a great potential of succeeding in a market. Most organisations do not change when they need to nor change when they have to, if they did fewer would fall. This research, therefore, seeks to summarise complex observations in abstract and logically related propositions strategic to the role of marketing research, especially in the area of product development in Nigeria.

The researcher undertakes that the research will contribute to knowledge in the area of successful development and introduction of new products in Nigerian infrastructural/building industries. The outcome of this research will help companies and society, at large to have an upfront insight into the steps preceding the design, development and introduction of new products in Nigeria. Managers and investors will be equipped against failure by knowing beforehand the most likely causes of product failures. It will also provide the basis for further research in the area of new product development in the infrastructural/building segment of our economy.

Marketing research continually adds to marketing knowledge therefore on a personal note, the writer feels that exposure to this study would further enrich his knowledge of the Nigerian market especially as it pertains to the effects of marketing research on new product development.

1.7 Scope of the studyThis research is primarily conducted to acquire knowledge on the effect of marketing research on new product development in Lafarge Africa Plc. Marketing research is an integral part of the Management Cycle of Lafarge Africa Plc. It is the management tool used to reach their marketing and sales performance ambitions. To be most effective, Lafarge Africa Plc. ensures that its marketing research offers detail on precisely how it leads to the business unit price, market share and new product ambitions, both overall and by channel of distribution (Ready-mix, pre-cast, package distribution, contractors, etc.). The research is therefore limited to only the Lagos, Ewekoro and Shagamu business units of the organisation. Focus on these business units of Lafarge was due to commercial intensity on product innovation and customer satisfaction that is clearly differentiated in these units. Only top managers involved in product development and marketing planning were investigated. The study was limited to products introduced to Nigerian Market in the last five years by Lafarge. The study considered four marketing research variables namely

(1) Survey research,

(2) Focus-group research,

(3) Experimental Survey,

(4) Observational research, to assess its effect on new product development

1.8 Assumptions, Limitations, and Delimitations of the research Study

(Pls adjust to capture assumptions and delimitations)

This research offers the opportunity for extensive benchmarking of results achieved by other players in the same industry. Lafarge is the world leader in cement and concrete solutions, necessitating a continuous interphase among the different business units across the globe. This created a challenging task in fixing meetings and getting feedback from top management staff that were directly aligned with product innovation and marketing planning. Therefore, it was challenging getting feedback from respondents. The prevailing economic situation in the country is perceived to have increased the level of competition in the market. With this high level of competitiveness, most of the respondents were consistently out of the office due to different work responsibilities. Because of this, it took several call visits before the researcher was able to get the needed attention and feedback for the study. The study used vital insider information from the company and confidentiality of names, data, facts and figures was treated with utmost secrecy and with caution.

1.10 Profile of Lafarge Africa PlcLafarge Africa Plc. (Formerly known as Lafarge Wapco Plc.) began operation in Nigeria as West African Portland Cement Company in 1961 at Ewekoro; the firm was established in 1959 as a joint venture between Blue Circle, United Africa Company of Nigeria and the Western regional government in Nigeria. In the late 90s the firm was acquired by the Lafarge group perceived as the biggest building and concrete solution provider in the world. The company is publicly quoted on the Nigerian stock exchange (NSE) and serves Nigeria with a wide range of building and construction solutions designed to meet housing and construction needs across the board. Lafarge has plants in Ewekoro and Sagamu in the South West, Ashaka in the North East and Ufamosing in the Southern part of Nigeria.

Currently, Lafarge Africa Plc. has an installed cement production capacity of 10.5MTPA and has plans to increase its capacity in the nearest future. In addition to its local cement production capacity, Lafarge Africa Plc. also owns a Ready-mix business that produces quality and innovative concrete and aggregates solutions from various locations with plants currently located in Lagos, Abuja, Port-Harcourt and Ewekoro. Prior to the acquisition of Wapco by Lafarge, the company struggled with sales and the ability to achieve its organisational goals owing to economic uncertainties. After the acquisition and change of management, the organisation introduced a holistic strategic management system into its business approach.

These changes enabled the company to adopt and implement strategic marketing planning which has a positive and significant outcome on the overall performance of the company. Strategic management has been identified as an authentic tool for improving the performance, competitive levels and structural development of manufacturing companies all over the world. This was employed by Lafarge to bridge the gap between the capability void and the strength of their company (Gisma, 2019) Lafarge Africa Plc. engages in the manufacture and marketing of cement products and provision of building solutions. It operates through the following segments: Cement, Aggregate and Concrete and Admixtures and Other Products. The Cement segment includes cement production in South-West operations, the Southern Nigeria operation and the Northern Nigeria operation.

The Aggregates and Concrete segment comprise the business of concrete and aggregates in Lagos, Abuja, Port-Harcourt and Ewekoro. The Admixtures and Other Products segment consist of admixtures and other solutions. The company was founded on February 26, 1959 and is headquartered in Lagos, Nigeria. The product portfolio includes products, such as Elephant Cement, Supaset Cement, Powermax, Etex, Sulphate Resistant Cement (SRC) and Road Cement (RC). Among these products, RC and SRC were developed and introduced into the Nigerian cement market in the last five years. While RC is crafted to satisfy the needs of road construction, SRC tends to meet the needs of oil and gas industries, especially in oil well constructions. Within the last three years Lafarge introduced new or remodified existing products to meet the needs of their client. Among these products are.

1. Supafix Tile Adhesive: Launched in 2019, Supafix Tile Adhesive was borne out of the need to meet the right quality of adhesives in demand in the industry. It's also aimed at ensuring that the market does not depend solely on imported tile adhesives.

Supafix comes in 20kg bags and has two variants for now - C0 and C1.

Since its inception, it has increased the product portfolio of Ewekoro plant (LAP) spreading our specialty across cement, concrete and mortar. It has also added to the overall revenue of the business.

2. Etex Cem I 52.5N: This product was formerly a Cem I 42.5N specification but modified/improved to a Cem I 52.5N spec in 2019 following a shift in certain parameters by the target consumers. Etex spec is a product designed to meet the needs of the Etex group who specialize in the manufacture of cement-fibre sheets and other cement-based products. Modifying to a Cem I 52.5N has enabled LAP to remain competitive in the space and also one of the preferred vendors of choice. The Etex business contributes an average of 3,000 tons to LAP sales monthly.

3. Cem I 52.5N (from our Mfamosing plant): Late 2018, there was a need for a high early strength 52.5 cement for high grade concrete members of a number of bridges in a massive project. Since there was no cement in the country that could fulfil this need, our Cem I 52.5N product from our Mfamosing plant was designed and introduced to the customer in December 2018. It's main competitive edge for the business is it's ability to achieve at least 30 Mpa in 2 days, leading to early striking of formwork and time saving in projects using it.

4. Qlick App & The Navendor App: The Qlickit App was launched in 2022, an advancement of the Navendor App which was earlier launched in 2021. This App, is more of a service than a product and is designed with visibility to the customer in mind. Both Apps typically displays about the same information, although the Qlickit is more advanced, but their interface varies.

This App ensures the customers are in total control of their business as it enables them track their payments, raise orders themselves and can track all goods dispatched to them real time! At their leisure, customers can also generate their sales orders (SOAs) and see their ledger balance at any given time.

CHAPTER TWO

REVIEW OF RELATED LITERATURE2. 0 IntroductionMajor alterations in the business and economic climate, along with quick technological advancements, represent the reality. Companies invest resources in marketing research on new product development to assure their continued success in the market (NPD). Intriguingly, most marketing studies on the development of new goods often discuss things that are more likely to fail and to be consumed than to succeed; therefore, confusing the legitimacy of NPD becomes a crucial consideration. The success of new product development depends on how much the corporation can influence marketing research.

NPD processes and tactics need to adapt to market and technological developments. Effective new product development (NPD) methods are generally acknowledged to play a huge causal role in the long-term performance of businesses. They can compel a midway transcendence that either isolates a company from rivals or provides a threshold skill that is necessary merely to scrape by in quickly evolving and creative industrial sectors (Morgan and Anokhin 2020). Researchers have created descriptive frameworks taking into account linear, recursive and chaotic system viewpoints, which yield diverse experiences and descriptive theories regarding NPD process structure and behaviour. This is due to the significance and value of NPD to company execution.

These thus make up a sizable portion of the redirection development in support of normative research, which makes an effort to predict and suggest causation in NPD processes. In several important modern nations where spending on research and development and administration of NPD, may be attempted, problems in organising efficient marketing research on NPD are coordinated. NPD success elements have received significant study attention, nevertheless and higher technology industries often provide the background (Zhang et al. 2021). However, some research on NPD in the manufacturing scenario has started to surface. Although non-modern nations are key strongholds for strikingly clear industries that do not necessitate new technology, they truly need to do NPD marketing research to stay aware of market trends. Given market and technological vulnerabilities, including such a choice by contemporary markets, the majority of technology-driven or high-tech markets, management is invariably at odds with the decision of whether to allocate resources into a specific endeavour of the new product development (NPD) program (Naeem and Di Maria 2020). A quick resource identification process in NPD is necessary due to the shifting economic conditions and technological advancements, as well as increased local and global rivalry, shifting consumer requirements, quick product obsolescence and the expansion of new markets. Market and technological vulnerability premiums for program flexibility are in the interim. In order to continue to be serious, we need to concentrate more on regard-added items in the future, which will necessitate increased expenditure on marketing research. Products with higher quality, longer shelf lives, and superior packaging are in demand due to changing consumer preferences and current retailing.

Genuinely imported foreign products that were intended for a wealthy few are now produced locally and priced for the general consumer. NPD is a significant part of the urgent process for express firms since it strengthens and expands the company's creative mind. NPD often serves as a source of client attraction after the manufactured goods are of a high calibre. The process of creating a new product that is available for purchase by the public is known as new product development (NPD) in the business world. A product is a collection of advantages offered for trade that might be either material or intangible. The NPD process involves two dangerous entry points: one involves idea development, product design, and detail engineering; the other incorporates market research and marketing assessment. Companies consistently believe that the creation and commercialization of new products fall under the umbrella of the crucial process of product life cycle management, which is used to monitor or collaborate with market share. The NPD process is important inside a company, but it is a convoluted process, which takes a long time and involves a number of specific actions.

Different studies consistently describe NPD as the ability to include an anticipated market segment into a product while integrating market concerns with mechanically probable outcomes. NPD was described as a comprehensive process of strategy, organization, concept development, product and marketing plan formulation and assessments, and commercialization of a new product by the Product Development and Management Association (PDMA) in 2006. This supports the notion that NPD is a process that starts with a chance to gauge interest and ends with a wealth of data that further create consumers and provides feedback to an enterprise. Cement producer Lafarge Africa Plc. in Nigeria provides high-quality concrete and aggregates for the building and home structure industries (Tsang et al. 2021). The business is a member of the LafargeHolcim Party, the world's greatest firm for building structures and concrete frameworks, and it is one of Nigeria's most established cement production enterprises. It also has diverse holdings in the production of Kraft bags, electric motor maintenance, paint manufacturing, and transportation services. In Nigeria, Lafarge Africa Plc. operates facilities in the following districts: Ewekoro and Sagamu in the South West; Mfamosing in the South; and Ashaka in the North East. The firm has a 10.5 MTPA installed cement manufacturing capacity and wants to increase that capacity. Cement, aggregates, ready-mix concrete, and pulverized fly ash are all included in its product line (Wang et al. 2022). Planning and implementing an effective marketing research program is one of the most brilliant and safest ways of supervising, organizing, and arranging to obtain consumer happiness in any commercial organization. Accordingly, the new marketing idea places a strong emphasis on client satisfaction and calls for an organization to reach a compromise that is both rational and acceptable to all parties in order to achieve a single explanation (Homburg et al. 2015). Additionally, in order to realize these possibilities, marketers must conduct thorough research in order to understand how their clients' needs are evolving and what their rivals are up to. Instead of rigidly relying on promotional activities with various marketing instruments to spread out whether new products will be found in the market, it is essentially necessary to re-evaluate various contraptions that could be used to reduce the high speed of product dissatisfaction. This will also uncover various districts that have standard credits that make marketing research a clear instrument for product development. To add to the conjecture, there are many factors, which affect the development of new products, including promotion, pricing, distribution, and marketing research. Despite this, organizations are not motivated to conduct research because it would be impossible to look both outwards at current and potential markets, customers, and the surrounding environment as well as inwardly at how the organization responds to market strategies.

2.1 Conceptual ReviewRecent analyses and research on NPD success factors reveal that several marketing-related strategies continuously support NPD. The marketing job can be arranged in a variety of ways. Each of these has its own components, but from a broad perspective, the discussion of centred persuading tolerating" generally refers to a thoughtful, structured and deliberate approach to the issues of strategy, planning and internal and external communication of the various starting two districts. Success factors typically pay little attention to how they organise components into important and focused categories. A significant portion of this research has been conducted in fields that are heavily reliant on technology. Discussion is unmistakably constantly pushed as having a huge capacity for NPD, even in this environment. No matter how much study there is on NPD from management viewpoints, it appears that while there is a good deal of overlap, NPD in the food business is often more driven by the market than it is in, say, two or three other industries. Marketing research should, without a doubt, play an eminently boss role because it may be substantially more beast than in certain industries. In the majority of processing industries, poor communication can result in costly mistakes and time loss (Lamberton and Stephen 2016). Marketing personnel should be routinely shown about blatant technological advancements, modern packaging concepts, materials and designs, as well as new improvements and definitions, as well as unequivocal components of production. To keep possible new items produced toward market demands and consumer announcements, marketing must also maintain close communication with those in research and development.

The company's trucks and drivers, who have undergone retraining and who are prepared to enrol in classes on the quickest and safest methods to cross the entire country, will offer this transportation. With this tactic, the business will be able to retain its current customer and get the upper hand over rivals who would otherwise have to reduce the price of their goods in order to acquire market share. In the discipline of marketing research, data are methodically gathered, recoded and analysed about issues related to the marketing of goods and services, such as market analysis, segmentation, product differentiation, channel relationships, efficiency of sales representatives and moving, pricing strategies, etc. This demonstrates the need for more research on market prospects, market shares, customer satisfaction, spending patterns, pricing, goods, promotions and distribution. Despite the fact that marketing decisions need diverse components of judgment that lean more toward craftsmanship than science, reality does not lend itself to using sound tactics in each particular situation. When in doubt, use the definition above rather than the one from a scientific perspective. In order to develop, improve and assess marketing activities, monitor marketing performance and work on the perception of marketing as a process, marketing research is the process that connects the consumer, customer and public to the assistance through data. Marketing research is the methodical blending of fact and data to illustrate and monitor significant issues in the world of marketing. The cost that can be achieved should be spread out based on reliable assumptions and the standard in its development. We briefly describe an issue as a goal to be refined. The solution proposes to according to an overall viewpoint a stage towards ensured by extra reassuring the marketing decision. The outcome may be relaxed in benefit plans and commercial, readership, possibly decline in selling time or marketing, while the data should appropriate to the chance of the issue and major in quality. A solution suggests a validation of knowledge for the core problems (Baxter, 2021).

A section will be provided by the use of an open combination of techniques and data because the definition of marketing research is obvious with a general definition of true methods and an optional definition that would be that marketing research is the use of clear methods. As judgments are enhanced and speculation is attempted via application in a variety of circumstances, marketing research continually adds to marketing knowledge. This is in addition to remaining conscious of whether the fast consequence approaches the trailblazing development of sensible knowledge.

Marketing Research gathers the information needed to identify these challenges, determines the mechanism for gathering data, plans and implements the data collection process, eliminates results and communicates the findings, suggestions and their assessments. The American Association's definition that uses marketing research the most frequently may be the one that involves using both of the aforementioned definitions. The committee characterises marketing as the business rehearsals that serve as an inspiration for the flow of work and goods from the maker to the client or customer.

This lends credence to the idea that marketing is the process of continuously studying and observing consumers in order to produce goods and services and function with their trade being significantly influenced by consumers via the distinctive features of price, promotion and distribution. All innovations are evaluated for their potential to influence the product's goals as well as for prospective integration into the company's system or product strategy as part of the product planning process. It is the deliberate anticipation of future environmental or natural circumstances and the development of plans to capitalise on them. As shown in the aforementioned investigation, marketing research is a part of product planning in the current marketing idea age and if it were to be conducted in such a significant way at any one time, the entire organisational effort would be made ineffective.

2.1.1 Meaning and Importance of MarketingWhen asked to explain marketing, people frequently provide vague definitions such as selling or promoting. These responses are not incorrect, but they are only a component of marketing. Marketing is defined as the process of promoting and selling goods and services, including market analysis and advertising (Dwivedi et al. 2021). Every business and organisation today has to include marketing in its growth plan. Many businesses, in their efforts to advertise themselves and boost sales of their good or service, employ marketing tactics to achieve their objectives without even being aware of it. Marketing is one of the most important components of organisations nowadays.

The goal of marketing is to pique the attention of potential consumers or clients in your goods and services. Process is the definition's core term. Marketing entails distributing, selling and researching your goods or services. This field of study focuses on the analysis of market and consumer behaviours as well as how businesses manage their commercial operations to draw in new clients, retain existing ones and build brand loyalty. The practice of promoting and selling goods and services, including market analysis and advertising, is referred to as marketing. Today, marketing is a component of any business and organisation's growth plan. Unaware that they are doing it, many businesses utilise marketing strategies to promote themselves and boost sales of their goods and services. One of the most important components of organisations nowadays is marketing. The job of marketing is perceived as powerful and the most understood stream of research is marketing. This assertion aligns with Zhang, (2012) which affirms that the job of marketing impacts in encouraging firms execution especially on new product development.

The importance of developing new products should be aware of the procedures that affect how many variables, including money, time and information, are managed and controlled. It is obvious that decisions made during the product development process are related to the meaning of the new product development process. Which procedure is practical or appropriate for the business is determined by the association's organisational structure, fit for purpose, HR, technological data and various workspaces. Through the new product development process (NPDP), businesses may provide necessary and clear information in a reasonable amount of time and money. In addition, they might allocate appropriate resources, such as human resources, to various tasks and endeavours (Sarstedt and Mooi, 2014).

As a result, one of the major goals of this research is to determine the most effective method for developing new products and to identify the major concerns associated with this process. Additionally, other views should be used when making these selections. For instance, a portion of these judgments affects marketing and consumer perception, while the remaining decisions influence a variety of concerns including clarity, economy and other factors. It is necessary to see the logical marketing research approach on a very basic level by only occurring to notice the many pieces of decisions. It is typical that logical marketing research can provide a number of workplaces to support clear and specific conclusions. On the other hand, marketing research may be employed as a tool to provide specific and accurate information for making decisions. Market and technological vulnerability premium for program flexibility are in the interim. In order to continue to be serious, we need concentrate more on regard-added items in the future, which will necessitate increased expenditure in marketing research. Products with higher quality, longer shelf lives and superior packaging are in demand due to changing consumer preferences and current retailing.

Accordingly, the new marketing idea places a strong emphasis on client satisfaction and calls for an organisation to reach a compromise that is both rational and acceptable to all parties in order to achieve a single explanation (Homburg et al. 2015). Additionally, in order to realise these possibilities, marketers must conduct thorough research in order to understand how their clients' needs are evolving and what their rivals are up to. Instead of rigidly relying on promotional activities with various marketing instruments to spread out whether new products will be found in the market, it is essentially necessary to re-evaluate various contraptions that could be used to reduce the high speed of product dissatisfaction. This will also uncover various districts that have standard credits that make marketing research a clear instrument for product development. To add to the conjecture, there are many factors, which affect the development of new products, including promotion, pricing and distribution and marketing research. Despite this, organisations are not motivated to conduct research because it would be impossible to look both outwards at current and potential markets, customers and the surrounding environment as well as inwardly at how the organisation responds to market strategies.

2.1.2 Marketing Research for Product DevelopmentAs an outcome of this period's emphasis on marketing, businesses now, consider customers' demands while developing ideas (product). When we refer to a marketing idea, we are referring to the marketing philosophy that contends that the best method for recognising and meeting ongoing market demands is to develop marketing tactics that are more skilful and successful than those of the competition. This is odd because the product idea suggests that buyers will go toward goods with the best quality, execution, or advanced features. The improvement is on unparalleled product quality throughout time.

Since the focus of marketing has shifted to the customer, it is now important for businesses to communicate with consumers in mind. This is because the demands of consumers are taken into account in the development of product plans that are intended for consumers. As a result, marketing research ensures that its impact on product planning and development is largely beneficial. By using marketing research, a company will be able to identify the specific requirements of the market she intends to service as well as the traits of her target customers. One of the tools used by businesses or marketers to deal with quantity and quality in practice and better energy for the market spot in a changing environment is marketing research. A marketing research model examines, who the consumers are, where they are at the time of their needs, how to meet these needs and the factors that may affect them.

A marketing campaign that pushes for a product or offers help and then pauses for a moment to observe that things are happening usually discovers that not much has really happened. The fact is that after conveying the greatest goods, it must be packaged outrageously (Dwivedi et al. 2021). If it had been properly phrased, used inconceivably and arrived at the best explanation of the customers' problems, you would not have wasted this enormous amount of marketing attempts, expecting no one to comment that you had completed all necessary steps, which is the result of marketing research. This discovery will encourage the business to budget appropriately, distribute the goods to the best areas where customers can find them and do so through the appropriate channels.

This validates the idea that marketing is the activity of continuously studying and observing consumers in order to produce goods and services and operate with their trade tightly influenced by consumers via the particular elements of price, promotion and distribution. Considering these, it can be said that product-planning considerations, innovations of all kinds reviews for affecting product objectives, as well as ways or strategies to evaluate them inside the business's system or product strategy. It is a deliberate prediction of future natural (or environmental) circumstances and the design of plans to benefit from them. Overall, it can be said that conducting marketing research is one of the key tasks that helps businesses choose which product to put on the market. In the current marketing idea age, one may argue that marketing research is a component of product planning as shown in the aforementioned inquiry and such a significant role performed at any one time would render the entire organisation effort ineffective.

Acceptable power will once more be seen as being worth the aforementioned cost for what will undoubtedly be endless marketing research. The managerial function of marketing is in charge of anticipating and effectively meeting customer needs. Other than marketing, all human activities are probably designed to improve the duties (products) of companies and find a marketing solution. We can observe that marketing places a greater emphasis on what is distant than what is actually close. The firm requires a vast amount of crucial information at average compasses to be able to predict customers' purchasing behaviour over the short and long periods in order to be able to perceive, anticipate and flawlessly supply their wants (Midgley 2014). Giving this enormous amount of information is essential for aiding marketing choices that will satisfy customers' wants effectively and creatively both now and in the future. This is in line with the marketing strategy that has previously been established.

Once more, it has been shown that numerous firms completely ignored and paid little attention to marketing research when developing their products. This is likely a result of the marketing research division being more expensive to run or maintain awareness of. This study aims to show the ways, in which useful marketing research is in product development, its advantages and the yielded expected delayed effects of using it or excusing it. This is particularly in customer marketing-centred firms, knowing the speed of market competition, the speed of change in customer tastes and affinities, the idea of the economics and the convincing idea concerning the business market environment. The only thing that is guaranteed in life is change and when it comes to businessesbig or small, public or private, or in any case, in the forward-moving sectorschange is the most predictable factor. This has become abundantly clear in the way that people have been betting on businesses wisely in recent months and years (Cooper et al. 2019).

There is a perception that there is no typical last plan due to the organisation's change designs frequent repetition, complicated character and turmoil under recent occurrences. The desolate pieces of crucial change management for gathered companies are the point of reality at differentiation, but the progress management ethos is a close by crazy, and the ethos is to achieve effectiveness and productivity in organizations and make them more open to strong regions for the changing environment. Observing the instances of progress that occur in a few Nigerian companies has revealed some fundamentally uninteresting characteristics, such as the focus on profit from investments, risky corporate structure, casualisation of employees, downsizing, leasing, contract management and rapid advancement in the party and usage of information and communication technology.

2.1.3 Marketing Research Process

Develop this ----- and please capture the types of marketing research briefly here

2.1.3 Categories of Marketing ResearchAlthough the activities of marketing research require using a variety of research methods, the focus of the research should however not be on the techniques. Marketing research should focus on decisions to be made rather than the techniques used to gather information to facilitate decision-making. This focus is central to understanding the marketing research function in terms of what it should be and to the effective and efficient use of research as an aid to decision making. The basic purpose of marketing research is to reduce uncertainty or error in decision making. Ehindero (2013) classified marketing research into the following:

2.1.3.1 Focus Group Research

Focus groups like every other qualitative research approach are used to find out about the dispositions of a target. The target could be an interest group, target audience, customers or other population. In cases where the general public is of interest, the make-up of such groups tends to be purposefully determined. Recruitment criteria applied in focus group are employed to arrive at a situation where market researchers may interact with and assess relevant participants. Reasons for selecting participants are related to interest in particular groups or segments. This affects group composition as well as the selection of participants (Belk, Fischer, and Kozinets 2012). Recruitment of focus group participants at Lafarge Africa plc are based on a clients customer records. This ensure that the right people are assessed in order to lead to a fair market decision. Fair marketing research should be conducted by marketing supervisors when producing new products, given that management will actually need to accomplish marketing goals by proving that goods will meet the demands of their target market at the right level of profitability. Because of this, the company will actually need to understand which product to make, which market to distribute it to, when to manufacture and where to do so. This will be achieved by careful planning and effective application of marketing research. As market research activity produces consumers as objects of knowledge therefor interacting with targeted consumers will motivate the company to coordinate its marketing plans properly. There are typically a number of obvious ideas and methods floating about when the thought of expansion first dawns on a company. To advance toward a certain vision of growth that the assistants' whole team can plan activities around and try to get going unmistakably exactly in accordance with form, these concepts still need to be enhanced. Lafarge Africa wants to modify the organisation's network of distribution and transportation so that customers may obtain free delivery and transportation of the cement they purchase from the business to their front door on-time and in-full. In an effort to achieve its main goals of increasing its market share in cement production and planning, as well as having the option to pay for half of the premium cement market in Nigeria, the corporation conducted these activities. In light of everything, Lafarge Africa seeks to have some degree of influence over the Nigerian cement market. The company's goal and strategy are to change the distribution system's layout in a way that will significantly reduce the risk associated with product transit from the producers to the client in order to achieve this. Summarily focus groups are the mainstay of consumer research. Under its application several customers or consumers are brought together to take part in a discussion led by a researcher or moderator. Using focus groups is a means of exploring a topic in some depth or to encourage creative ideas from participants.

2.1.3.1 Survey Research

In this 21st century, most organizations are eager to understand what their stakeholders think about their products or services and be able to make better business decisions. Literature has shown that researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research technique. The most crucial and fundamental reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple formats as per the target audience and the intent of the survey (Questionpro,2022). Most change initiatives make a big deal out of the fact that those who are closest to the problem are best suited to discover solutions. Survey research is therefore a solution provider which facilitates organizations to obtain useful information from target respondents to apply in reaching valid decisions. Generally, survey research is the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods It makes sense that a standard and successful heading with all-around knowledgeable professionals would be beneficial for gathering thoughts. The Lafarge Africa authorities would have dispersed and developed the organisation's vision throughout this preview of the planning and implementing change process, gaining support from all organisational levels. The organisation's personnel should ideally begin moving right away and reap the benefits that have been advanced in the interim.

Despite the possibility that a number of people, groups of people, or groups of trim may have to oppose the change and contain a stoppage in the adoption and execution of the plan, there is a system put up at Lafarge Africa Plc. that prepares with such a case by murdering the pack. The business has a plan of action that is provided to eliminate people or address situations that would typically act as barriers to the process of effective operations. Lafarge Africa's organisational culture and behaviour are continuously monitored for changes based on organisational attitudes, power and the influence of persons and parties. In this regard Lafarge ensures customers behaviour, preferences, attitudes are continuously observed over time to analyse reasons for a change in behaviour or preferences. For instance, anytime a change occurs, the workforce is reorganised to make sure the best person for the job is assigned to that task in order to achieve work individual fit and reduce conflict at work among the educated, organised subject matter experts. Additional elements, which are clearly going to make it more difficult to implement the changes, are suggested here for Lafarge Africa. These include the transportation handled by trained drivers and subject matter experts, who must accept a greater degree of responsibility and risk; when delivering cement to the customer's designated location as well as tolerating the obligation. This is to ensure that the goods are secured until they are delivered because tampering, whether by obliterating or burglary is a risk, which will be borne by the company.

2.1.3.3 Experimental Research

There are often a lot of observable thoughts and tactics floating around as the possibility of advancement first dawns on a company. These concepts, despite everything, need to be refined in order to get closer to a certain vision of advancement that the assistants' whole staff can plan occasions around and work to get going unmistakably accurately according to form. This aligns with experimental research which allows organizations to test their idea in a controlled environment before taking it to market. Experimental research is a form of quantitative research conducted with a scientific approach using two sets of variables. The first set acts as a constant, which you use to measure the differences of the second set (Questionpro,2022). Research conducted under scientifically acceptable conditions applies the technique of experimental method and its success hinges on the researchers prudence to confirm that the change of a variable is based solely on the manipulation of the constant variable. The research should establish a notable cause and effect.

Lafarge Africa's plan is to alter the organisation's transportation and delivery network so that its clients receive value in terms of the transportation and delivery of the cement they purchase from the firm to their front door on-time, in-full and at no cost to them.

The business did this with the intention of achieving its key goal of increasing its market share in cement production and planning, as well as having the option to meet half of the cement market premium in Nigeria. In light of everything, Lafarge Africa's vision is to control half of the Nigerian cement market. To that end, the company's goal and strategy is to change the distribution system's setup in such a way that it will significantly reduce the risk associated with product transportation from the factories to the customer. The company's trucks and drivers, who have been retrained and are willing to take courses on the best ways to traverse the length and breadth of the nation safely and quickly, will be used for this transportation.

The firm will be able to retain its current clientele and get an advantage over rivals who must reduce the price of their goods in order to win market share thanks to this approach (Hair 2014). A systematic process of gathering, recoding and reviewing data about issues relating to the marketing of goods and services, including market assessment, segmentation, product differentiation, channel relationships, effectiveness of sales reps and moving, pricing strategies, etc., is referred to as marketing research. This establishes the need for research on market prospects, market shares, consumer satisfaction, purchasing patterns, pricing, products, promotions and distribution.

2.1.3.4 Observational Research

Observational research is a form of quantitative research technique where you observe participants and phenomena in their most natural settings (Questionpro,2022). This enables researchers to see their subjects make choices and react to situations in their natural setting, as opposed to structured settings like research labs or focus groups. The easiest way to get Lafarge Africa going is to emphasise the challenges the firm has while conducting business in that region. Lafarge Africa Plc is experiencing new difficulties with its operations and pay as an outcome of internal and external causes that undermine the attainment of the organisation's goals. As an outcome of the non-straightforwardness of gas, manufacturing firms have lost working hours and underutilised resources. The requirement for gas, for instance, has been a slight burden on cement manufacturers during the last six months, forcing the short shutdown of the Sagamu Cement Plant for an unexpectedly long time and operations at less than capacity at the cement manufacturer's Ewekoro Cement Plants.

Lafarge's full capacity output is being hindered by the simultaneous issues of unresponsive gas and foreign exchange. The Principles Organisation of Nigeria, Youth's decision to implement a modified cement creation and pigmentation approach in Nigeria is usually undermining the company's ability to improve for its collaborators and stay in the cement producing business (Sarstedt and Mooi 2014). Youth provided a sales and application notice that gathered the 32.5 grade cement being produced by Lafarge as suited for primarily placing uses under this system connected to cement manufacturing. The appeal similarly deemed the 42.5 grade cement produced by Lafarge's competitor on the market, Dangote Cement, suitable for all purposes. This gives Dangote Cement a substantial advantage in the cement market and puts Lafarge Cement Company's predetermination at serious risk.

The slowdown in economic activity brought on by the drop in oil prices as a whole affected Lafarge as a firm. In the three months leading up to Walk 2016, Lafarge discovered a problem after liability for N1.9billion naira ($9.5 million). It gained N5.8billion at a largely depressing time last year. In any event, the firm said that it is still quite confident in the future due to the fact that there are now strong markets for its products, particularly in countries like South Africa, where volume increased by 11% in the central quarter. It is participating in a road show to promote a security initiative of N60billion ($302 million) that emphasises on the duty of its Bound together Company of Nigeria (UNICEM).

Last year, Lafarge Africa received UNICEM. The fact that Dangote, a key rival of Lafarge, has a policy of providing cement to its customers with absolutely no risk to the client only serves to exacerbate this problem. Allowing anything to happen to cement undermines Dangote Cement Company's ability to stay onto and expand its client base, which is bad for rival businesses like Lafarge. These and other factors serve as important catalysts for change management that is centred on the movement and distribution of Lafarge cement to consumers. Extremely close and quantitative research methodologies are the two main types.

Realistic approaches are employed to analyse the either data, while conducting a quantitative study and outstanding respondents are chosen swiftly or randomly (Bouncken, 2017). An organised, structured and highly controlled research process characterises a quantitative approach. One or very few things depend entirely throughout a massive research project and the main goal is to get a more comprehensive understanding of the problem under consideration and a ton of information on the targeted items. The tight relationship between the sources and the researcher and the lack of formalisation represent the large approach. The described research problem and the data required to address it determine the research methodology that is used. This concept takes an extremely close-up approach. This is a brief outcome of the explanation in order to improve understanding of the type of marketing research that ought to be employed in NPD. A crucial method is the best way to comprehend and illustrate how marketing research is used in Iran Khodro's NPD. The communicated research questions will call for answers that most likely will not ever fully be attained using quantitative methods.

2.1.4 Concept of Product DevelopmentProduct development involves a series of choices. It is the result of many decisions, not just one. It is essential, as predicted, to focus on the specific new product decision at hand and to take into full account the market research and inventive solutions anticipated for that stage. Unambiguously established a thorough needs assessment and product concept design, with a complete representation of significant highlights and advantages, it is by a large number of qualified, structured subject matter specialists and industry experts. Business experts create a business game plan while taking into account the chosen business model and expert reviews. At this point, it is also possible to do more marketing investigations, investment analyses and different sorts of product research.

This crucial step ends with a finished documentation package that illustrates the idea behind the product. Despite management, watch out for any hiccups that can affect the main motivation of the plan's creation. To do this, the business effectively focused on a key suggestion, which was that a product should stand out as meeting a critical need while the front line should save an idea for sales. Similar to another corporation, complicated product mix idea testing was a hot topic. One of the goals of concept testing that the business should truly concentrate on is if the new idea comes into current use proclivity, follows near to the end where use affinity is obviously changing, or fits an opening in the introduction of related items at the right moment. The answer to this question was in the alternate selection (Cooper 2017).

When doing concept testing for a new product, it is important to keep in mind that some respondents could see the recommendations from a broad view, since they have nothing to suggest. Before a product is finally released into the market as a full-scale offering, the corporation will often do market testing following the product testing. This is carried out in this rural, furious town.

2.1.5 Definition and Meaning of Product (you can combine /merge this with above in 2.1.4 )

2.1.6 Needs for Product DevelopmentAny company's marketing research requires associated research to deal with the product as a problem. In the unlikely event that happens, it is necessary to do more product research in order to maintain product quality. The principle needs for product development are to replace products with shorter lifecycles, increase technological capabilities, create competitive advantage, grow brand loyalty, diversify into growth areas, align with market competition, utilize new technology advantages and increase in market shares (Cooper 2017). It is a fact that most businesses focus more on sales advertising than marketing research. While enormous sums of money are budgeted each year for sales promotion, little is done in the way of marketing research. This perspective has to be changed and greater emphasis needs to be placed on marketing research. This will cover both the product's quality and its detailed price.

When creating and designing a new product or organisation, it is important to take into account the product's use (how does it respond), its level of comfort (how could it be that reality may ultimately demonstrate how it could work, could it be used effectively at any time) and the party that the product conveys). Meaning puts out its drive, social messages, common symbols and the representations it combines. Products that are specifically built consider both functionality (usage and comfort) and importance since both affect a person's overall opinion on the object (Cooper et al. 2019). "A goliath piece of the time the importance of the product is most brilliant in the customer's buying choice and in the growth of a positive belonging and usage data".

People need to acquire and utilise a product or organisation that matches their convictions, values and wants, not merely for completing an explanation, which explains why the importance of the product is so crucial. In any case, every product that is produced should be comparable in terms of need, comfort and importance, as well as in terms of product creation, design, manufacture, marketing, meandering, pushing, packing, etc. If the necessity and comfort of the goods are not of close proximity to quality and cleanliness, it is impossible to emphasise quality and style via design, packaging and advancement (Midgley 2014). The verifiable representation of a strategy that alters customers, technology and culture is a successful product. In summary, every product should have a consistency with need, usability and meaning, covering, product development, design, manufacturing, marketing, branding, advertising and packaging. It is challenging to create a meaning of quality and elegance through design, packaging and advertising if the products need and usability are not of equal quality and elegance. As Michael Barry (an inventor of many successful products) puts it, a successful product is the physical embodiment of a strategy that aligns users, technology and culture.

In other to meet the needs of consumers organizations require to conduct in-depth customer research and treat potential customers as participants in the new product development process. The approach towards achieving this resonates around listening to what existing or potential customers have to say, observing what they currently do and observing what they are currently using. This approach of in-depth customer research is known as ethnographic research which is rigorous study of peoples everyday lives. Relative to new product development needs, ethnography is applied to understand the beliefs and values of existing or potential customers in their normal environment. The knowledge gained from ethnography can be used to drive the discovery, design and/or evaluation of new products and services.

2.1.6 New Product Development Process

(develop this further with some useful diagrams and references)

The designing of new product follows a strict classification of development stages by most company. Some stages can have several iterations, and this is normal in the process of creating technically complex and competitive products. A successful new product will pass through each of these stages before it is finally launched in the market. However not all the product progresses from the first stage in the process, it can be dropped if it is not found to be feasible. Tools in new product development process as captured in literatures has proven that implementing technology-oriented designs is necessary in this millennium. It was also pointed out that customers expect highly customized products with affordable prices and hence it is necessary that the supply chain is highly integrated to maintain quality but yet be opento customisation. This simply entails that customers should be part of the production process from inception. Gurbuz (2018), published a paper on Theory of New Product Development andits Applications.Thework deliberates in detail how identifying market opportunities is crucial but has a long way in ensuring success of the New Product. It recognises several key components in the success of a new product- firstly creating an environment that rewards feedback and innovation from all employees, secondly, a strong inter-organisational structure for efficient and effective flow of ideas, and that sometimes even though a product is perfect in every way, certain factors such as pricing, market size or the time of release may lead to its failure. Lafarge Africa benchmarks its competitive landscape on the principles of crafting and introducing different brands of products into the market. This is made possible by their strong inter organizational structure which effectively encourages free flow of ideas from bottom to top floors. To survive in the highly competitive Nigerian cement market, Lafarge sustains end-user pull through engagements & brand communication with stakeholders. This enables them to create and maintain distinct positioning for different product brands. Lafarge also engages academic institutes, such as colleges and schools in bringing about new ideas in their Research and Development department.

Therefore, new product development process is a tool that can help companies and organizations to successfully develop new products or upgrade existing ones through a series of logical steps, starting from the process of idea generation and ending at the launch or commercialization of the product into a market.

The key to develop new products that will be successful in the marketplace is achieved by sustaining a close contact with the target audience throughout the developmental process.

From standard point of view, the new product development process is comprised of multiple, overlapping and iterative stages, whose final output (the new product) is dependent on both technical and marketing input.

A helpful way of thinking about product development is to view the process as a funnel.

The figure illustrates the mentioned funnel. The widest opening in the funnel indicating the point of maximum flexibility, exists at the commencement of the project. [HBS,1996] The ultimate goal of conducting marketing research with consumers during the early stages of the NPD process is to develop successful new products.

2.1.7 to 2.1.9: Any other headings

Pls review other-available literatures, related to the new product develop process and marketing research. Moreover those that are found effective on marketing research in the new product development. ( I,e Relationships between marketing research and new product development, Marketing research in the different stages of NPD process, etc Any heading that is valid for the research)

2.1.10 Conceptual FrameworkPlease insert a diagram to illustrate the concept of the research in line with the objectives.

2.1.11 Marketing Research and Success Factors In NPDThe company's marketing plan reflects a goliath portion of a product design. NPD reviews consumers and collects that liability if the supplier and customer have a relationship. NPD is a value creation method that investigates how performers might invest in express assets that are relationship-focused, therefore fostering a wonderful connection that is characterised by responsibility and a long-term outlook (Cui and Wu, 2016). As a result, the level of express investments and the company's marketing strategy may both be seen as crucial determinants of whether or not consumer participation will take place. In addition, the association's marketing strategy will logically have an influence on the degree of express investments. Astonishing management strategy and design are required.

This important factor makes a significant contribution to the marketing and managerial performance of firms. The management must approach its dynamic process with a completely clear-cut and sincere attitude if it is to be exceptionally talented, thoughtful and successful. Due to increased planning and execution of marketing research, various strategies and tactics should be established in place finally to have a successful and appropriate product creation that unquestionably turns out exactly as envisioned. In turn, this will assist management in attaining the overall goals and objectives of the firm. To guarantee that the process is carried out correctly, businesses should assign product supervisors to deal with specific products and new product launch events.

A crucial aspect of product development projects' success is external contact with important clients. The quality of the development process is proportionally affected by the accumulation and collection of knowledge brought about by such external communication. Direct customer engagement should be obvious as a communication approach with high information transfer. At the beginning of the NPD process, carriers must decide how persuasively they will identify their customers' problems through the product strategy. Marketers should consider strategies to improve the quality of new goods and to reduce the quality of current ones. By using clear and informative ads, they should make sure that the public (customers) are informed about the careful quality, size and features of their goods (Asiagwu and Okoro, 2021).

The comprehensive approach to data on factors in the marketing mix, including as cost, promotion groupings and distribution. Anyhow testing, it could be a good idea for the business to research the product testing method thoroughly, which shifts from one firm to the next, then from product to product. It is much more extravagant since it uses rigid components, a complex machine and precise new power generation. In addition to the method I will suggest businesses use to guarantee a successful marketing test, similar to product testing, they need also take note of the data that is anticipated throughout the marketing test.

2.1.12 Transport and LogisticsCement producer Lafarge Africa Plc. in Nigeria provides high-quality concrete and aggregates for the building and home structure industries. The business is a member of the LafargeHolcim Party, the world's greatest firm for building structures and concrete frameworks and it is one of Nigeria's most established cement production enterprises. It also has diverse holdings in the production of Kraft bags, electric motor maintenance, paint manufacturing and transportation services. In Nigeria, Lafarge Africa Plc. operates facilities in the following districts: Ewekoro and Sagamu in the South West; Mfamosing in the South; and Ashaka in the North East. The firm has a 10.5 MTPA installed cement manufacturing capacity and wants to increase that capacity. Cement, aggregates, ready-mix concrete and pulverised fly ash are all included in its product line.

New products from Lafarge Africa and their impacts since 2019

1. Supafix Tile Adhesive: Launched in 2019, Supafix Tile Adhesive was borne out of the need to meet the right quality of adhesives in demand in the industry. It is also aimed at ensuring that the market does not depend solely on imported tile adhesives.

Supafix comes in 20kg bags and has two variants for now - C0 and C1.

2. Etex Cem I 52.5N: This product was formerly a Cem I 42.5N specification but modified/improved to a Cem I 52.5N spec in 2019 following a shift in certain parameters by the target consumers. Etex spec is a product designed to meet the needs of the Etex group who specialise in the manufacture of cement-fibre sheets and other cement-based products. Modifying to a Cem I 52.5N has enabled LAP to remain competitive in the space and even one of the preferred vendors of choice. The Etex business contributes an average of 3,000 tons to LAP sales monthly.

3. Cem I 52.5N (from our Mfamosing plant): Late 2018, there was a need for a high early strength 52.5 cement for high grade concrete members of a number of bridges in a massive project. Since there was no cement in the country that could fulfil this need, our Cem I 52.5N product from our Mfamosing plant was designed and introduced to the customer in December 2018. Its main competitive edge for the business is its ability to achieve at least 30 Mpa in 2 days, leading to early striking of formwork and time saving in projects using it.

4. Qlickit App & the Navendor App: The Qlickit App was launched in 2022, an advancement of the Navendor App, which was earlier, launched in 2021. This App is more of a service than a product and is designed with visibility to the customer in mind. Both Apps typically displays about the same information, although the Qlickit is more advanced, but their interface varies.

This App ensures the customers are in total control of their business as it enables them track their payments, raise orders themselves and can track all goods dispatched to them real time! At their leisure, customers can also generate their SOAs and see their ledger balance at any given time.

This level of visibility and control by the customers over their business has increased our preference as the supplier of choice as well as our reputation and brand as a customer centric organisation.

Differences in product responsibilities can be seen and created by systems, including information, verbal advertising and marketing, or they can be legal and created by clear product ascribes. Making and implementing a differentiation plan establishes that consent should information and information. Differentiation is related to providing something distinct to the consumers bound from the duties of the rivals. Such information can be acquired from a variety of sources, including market research and consumer interactions. Changing products and services in response to rival actions demands information that may be available, for free with little notice. Via many sources of market research and information, but also through particularly informed and enthralled clients, sometimes referred to as lead customers, it is possible to gain an insight of the competition (Benur and Bramwell, 2015). By contrasting the product duties of rivals, this knowledge may be leveraged to match their movements. Customers may want to know, for instance, how to help goods with a design that enables the company to regard its product less than alternative products or how to draw attention to a product with a number of energetic features.

Express efforts that are focused on client connections might also be welcomed in light of competition actions. Such expenditures may be linked to product customisation, which provides the consumer with "more assured value by extra absolutely completely zeroing in on their special wants." Such expenditures can lessen the company's susceptibility to rival actions by eroding consumers' perceptions of the characteristics of the association's liabilities as distinct from those of competitors. As a result, competitor orientation may prompt the company to make direct expenditures that will make switching suppliers less alluring for customers.

A brand's reputation and branding strategy are highlighted in the company's sales and marketing efforts. Typically, when a company invests much in brand profiling, it must have highly sought-after and significant market positions, producing a reliable growth in cash flow questionable with the cash flow reliably working to the product. Strong brand profiling supplements show that the provider makes an effort to communicate brand value and concentrates on the increased margins the brand has generated. In a similar vein, it very well could be less alluring for the consumers to be attracted by NPD, since the customers would assume that they would be taking active steps to target expanding the value of the supplier's brand. Therefore, a powerful brand-profiling highlight may be able to draw in people who are less eager to purchase through NPD (Asiagwu and Okoro, 2021).

Product development should collaborate with the supplier to enable goods and services that give greater benefit and are unmatched in solving customer problems by utilising consumer information. Customers should interact with suppliers to link better utilitarian basics, adjust product designs to save manufacturing costs, or encourage designs that clearly address customers' unique wants and challenges (Chang and Taylor 2016). Additionally, consumer participation may influence better efficient techniques for directing the delivery of goods and services to the customer, through methods such as integrating supply practices into customers' workflows or by adding new channels for communication and information. When combined, these advantages should result in frequent purchases of the supplier's goods at a greater net gain and, as a result, attain unequalled relationship profitability.

Close customer relations, which are distinct from conventional market research, focus on a high-information transmission method for communication that involves the sharing of complex, ambiguous and innovative information (Wedel and Pieters, 2017). To ensure that the company creates goods and technologies in accordance with client preferences, such clear, fine-grained information and input from customers can be especially crucial in the product development processes.

A strategy for product differentiation may not decide that performers should make clear investments. A collection of marketing tools and a value chain that have been "perfectly calibrated" are needed for a differentiation strategy. Unambiguous investments in customer interface, comparable to transportation and operations and information systems for advising and passing on, may work with and work with the implementation of a differentiating strategy that necessitates close cooperation across firm endpoints. In essence, these investments might continue to be aware of and communicate with head product credits becoming the undeniable value of the product.

It gathers data in particular "how far a company will go to protect itself from rivalry. A company with a keen sense of responsibility keeps up with the latest information on the liabilities of its rivals, consistently works to monitor their movements and is typically prepared to respond in a timely manner". Energy-wise, a determined orientation implies that the company understands the qualities and dreadful unfortunate shortcomings of its liabilities stood restricted from the obligations of various firms and is prepared to change its liabilities anticipating that the actions taken by the competitors at any time give the company's products a less spellbinding picture. Product differentiation and competitor orientation are inextricably linked since they both focus on how a company operates while being set apart from its rivals. However, although product distinction actually relies on a long-term plan that cannot be altered with little advance notice, rival focus will often consider key strong points for changes and remarkable replies to these moves with little advance notice if goliath.

2.2. Theoretical FrameworkNew Product Development (NPD) consistently makes no sense since it involves significant costs. It is crucial to control NPD in this very efficiently and productively. The organisation of the NPD program, the NPD strategy, the culture and environment for development and senior management commitment to NPD are the five elements that make up a company's entire new product execution plan. Anyway, the use of guaranteed practice has consistently been unexpected. Many studies on NP success determinants are illogically conventional and have not been used in clear-cut settings beyond referring to. They claim that industry and business credits courageously depend on success variables and their significance.

They also argue that a lot of study revolves heavily around factor-by-factor analysis (Cui and Wu, 2016). Studies on NPD are very illuminating. This analysis led to the conclusion that determining the variables associated with NPD success was one of the main topics in advancement research. Many manufacturing and engineering organisations have embraced numerous methods or cutting-edge techniques to be innovative and ruthless in order to control the effects of rivalry starting with one side of the world then onto the accompanying (Cooper et al. 2019). Regardless of how NPD opened up many new doors for businesses, the possible risks associated with the NPD method nevertheless give rise to a variety of incidents of customer unhappiness since it lacks a management approach.

For their study designs, generalist studies (speculations) must consider the aspects that, on an incomprehensibly deep level, affect the success or failure of new products. It is obvious that expert conjecture would focus their analyses on one specific factor that determines a product's performance and investigate it from beginning to end, such as customer participation, market orientation of NPD and success-related relationships (Xiao et al. 2022). There is not yet a comprehensive speculative model of the components that determine development success, despite the fact that prior research that really zeroed in on NPD success criteria has not been conclusive.

The majority of studies to date have concentrated obviously on clear-cut internal and external elements that are under the immediate control of management rather than those outside the immediate control of the organisation. Five viewpointsthree organisational perspectives, two contextual centre interests and one personal perspectivecan be used to summarise the literature that examines these elements. We shall consider the opinions from the organisations. These focusing on the NPD process (really focusing on the efficacy of the NPD process itself), new product development (i.e., those variables covered and managerial factors inside the company, which may obviously affect the success of the NPD process) and culture (that is, those parts, which support a culture of imaginative psyche inside the organisation).

For people, businesses, or organisations who must or may have to do marketing research in order to generate new goods, this research study is crucial. This study demonstrates the lack of careful market research occurring in our firms nowadays. Along these lines, several firms have invested in product development, but at a prohibited period and for a prohibited target market. This study has demonstrated that many marketing and research supervisors do not act excessively with marketing research as it should have been taken, which is far more than was necessary (Sarstedt and Mooi, 2014). Numerous managers enter the field of research; without the proper focus and thought to gather knowledge about the clients as well as about their demands in order to create goods, which will meet those needs. Additionally, this study reveals that the risky nature and need are other primary justifications for the disobedience of organisations participating in marketing research preceding the development of new goods (Kozlenkova, 2014). A significant portion of researchers today lack knowledge and experience regarding how to conduct a proper and cautious marketing research to assist their organisation(s) in making decisions regarding which strategy to adopt in developing new products that will satisfy their target market's needs and, as a result, bring about high productivity, effectiveness, capacity and profitability.

In our businesses today, there is no fair management decision regarding marketing management, which was other than revealed. As a result, product development and marketing research are unsuccessful. The lack of fair and direct information exchange between marketing managers and their target market throughout research and product development was discovered. Most of our firms fail in their attempts to generate new items that will suit the demands of their target market since there is a lack of resources for marketing research and development (R&D). Finally, this research study has not only revealed that administrators also consider lack of time to be a problem.

2.2.1 Theoretical Framework

(Please paraphrase below theory and use recent/newer reference or you can use another theory relevant to the study)

This study was anchored on attribution theory. The bulk of the attribution theory research may be traced back to work of Heider's (1958) on causal inference in which he addressed the issue of how people attribute causes to the events or occurrences in their environment. This work was extended by Jones and Davis' (1965) theory of correspondent inferences and Kelley's (1967) presentation of attribution theory. Both of the latter contributions sought to further specify the conditions under which observers are able to infer unobservable dispositions or attributes in the organisms or objects they encounter. Attribution theory is concerned with how ordinary people explain the causes of behavior and events. Attribution theory deals with how the social perceiver uses information to arrive at causal explanations for events. It examines what information is gathered and how it is combined to form a causal judgment. Heider (1958) believed that people are naive psychologists trying to make sense of the social world. People tend to see cause and effect relationships, even where there is none. Heider didnt so much develop a theory himself as emphasize certain themes that others took up. There were two main ideas that he put forward that became influential: dispositional (internal cause) vs situational (external cause) attributions. Dispositional attribution assigns the cause of behavior to some internal characteristic of a person, rather than to outside forces. When we explain the behavior of others we look for enduring internal attributions, such as personality traits. This is known as the fundamental attribution error. On the other hand, situational attribution assigns the cause of behavior to some situation or event outside a person's control rather than to some internal characteristic. When we try to explain our own behavior we tend to make external attributions, such as situational or environment features. This theory is relevant to the study in that it provides a logical model for judging whether a particular action should be attributed to some characteristic (dispositional) of the person or the environment (situational). In this case, whether the success or failure of new product development activities is attributes to marketing research. Marketing research centers on effective information gathering to understand the needs and wants of the target market in order to aid in the effective development of new product

2.3 Empirical ReviewThe approach used in product development is significantly impacted by both the overall business strategy and the product market strategy (Prabowo et al. 2021). Additionally, the merchant needs to change the connection in order to declare any potential joint ventures between the customer and the seller. Marketing strategy and accountability via clear investments are aspects that are within the supervision of managers and may thus have an influence. In that capacity, the design of an all-encompassing marketing strategy will have an impact on the value created in relation to customers on both the global level and at the level of the product market. Additional manager express investments focused on customers, as well as increased efforts to review customers for the product development process, should be returned again to an overall product differentiation strategy and a focus on securing a stand-isolated position essentially obscured with competitors.

Such workouts are essential for realising NPD benefits (Baxter 2018). It may be advantageous for businesses to maintain close client connections and strong market niches in the meantime. Firms with strong geographic areas for major for with may anticipate that tolerant they invest in clear customer relationships, the extra benefits from branding may be dependent on bargaining and generally ensured by the customers and this opportunity could get the organisations far from spreading out pleasant relationships to customers. Along these lines, managers must separate potential additional branding benefits from potential further customer relationship benefits.

Suppliers must research their own capability as well as the capacity of their clients in order to create products together. The provider must assess the client's readiness to make such investments since high-involvement plans invariably call for unambiguous investments from the two performers (Hallstedt et al. 2020). A supplier must also assess the customer's susceptibility to be obtained with hold-up techniques in order to assure better evident components of the relationship's value creation since in such circumstances, an ornament operating circumspectly is frequently abused.

The majority of more centralised and mature companies strive to incorporate new product development as a part of business strategy. The idea that NPD should be seen from many process-related viewpoints rather than in terms of process-express activities also faced opposition. That is, the NPD process highlights, the NPD process bits and the group of new product success factors are all parts of NPD that, on an incredibly fundamental level, far more unambiguously portray the NPD process in most companies.

As a result, the associated NPD development adopted by firms has significant ramifications for the success of new products as well as overall firm performance (Dias and Lages, 2020). Additionally, despite the fact that business incubators might anticipate playing a good role in the growth of new companies, it is disputed that this positive role could be linked to the NPD initiatives of these organisations. Thus, it was addressed how corporate strategy and new product development are related to one another, how these linkages affect the success of new products and how business anxiety might affect NPD development.

Considering a literature study of the three dominant theories of business anguish, corporate strategy and new product creation, it interacts with businesses that make the riskiest of these standard commitments, it gains a deeper understanding of the connections between corporate strategy and new product development. For large and impressive firms, there are a number of gatherings where information is shared regarding company strategy, new product development and the connections between the two. In essence, the literature contests the notion that corporate strategy serves as the cornerstone of new product management.

However, when solid new enterprises are also taken into consideration, contradictions in the literature start to appear. These blatant inconsistencies can be explained by the fact that, according to one viewpoint, starting speculation spots to the end, the early phase for the support of an innovative new firm is typically, that of a new product concept, which consequently transforms into the early phase for the NPD process. Literature on new product development argues forcefully against the idea that NPD grows independently of corporate strategy and follows a linear development.

In the case of express firms, this would imply a closer link between corporate strategy and NPD processes than may be suggested in a piece of literature. The topic of new product success in terms of the elements for success and success evaluation as of right now will be taken into consideration after analysing new product development from a process management viewpoint and considering technological move as a type of new product development (Mandolfo et al. 2021). First, the literature on the success of new products will be taken into consideration. According to universal consensus, there is a substantial degree of new product discontent, regardless of how the rates of disorder offset from one research to the next and any corporation embarking on a program to produce new products runs a great risk of becoming frustrated.

An extraordinary amount of research on new product success has been conducted in the fields of marketing, management and research and development and technology management to address this high rate of dissatisfaction. While some of these studies have focused on research management procedures and firm level, environmental and corporate culture issues related to product success, the factors that determine the success of new products are actually found in the product development literature. In general, various research nearby can provide insights into what factors influence success and discontent in the creation of new products.

2.3.1 Summary of Empirical Review : Pls paraphrase the below highlighted in red and adjust the contents in the table to capture them. They are actually work on same topic. This is typical of what should be in the table. 2.1 You can expunge and use some of the ones in the table to make it up to 10. But it must be adjusted like the highlighted ones and also stated in the summary here.

In this section, the existing empirical studies on the relationship between marketing research and new product development were discussed. Witell, Gustafsson and Johnson (2014) investigated the effect of customer information during new product development on profits from goods and services. Descriptive statistics and partial least square was employed in analyzing the data. The results show that obtaining customer information during NPD influences the profits from new offerings, which vary depending on the phase of the NPD process. The financial rewards from obtaining customer information for goods are highest in the early phases of the NPD process and decline in later phases. The financial rewards for services, on the other hand, are high in the early and late phases of the NPD process.

Oladele and Olaleke (2013) examined the role of marketing research as pathway to developing optimal market oriented products. Survey research design was adopted. The study covered workers of companies at Agbara industrial estate in Ogun state. Regression and correlation test statistics were employed in analyzing the data. Findings show that marketing research has significant effect on new products been easily adopted by consumers. Findings also revealed that there is a significant relationship between the use of marketing research and the development of consumers oriented products by the organisation.

Onwubiko (2015) investigated the impact of marketing research on business management in Nigeria. Survey method was used. 15,600 registered members of the National Institute of Marketing of Nigeria (NIMN), comprising academic marketers (2200), marketing practitioners (9350) and marketing students were studied. The sample size of 390 was determined using Yamane (1967) formula. One-way ANOVA was employed in analyzing the data with Minitab software techniques. The study found that marketing research had nonsignificant positive impact on business management practice in Nigerian organizations.

Bello and Aina (2015) investigated the role of marketing research on the performance of business organizations. Using the data, the researchers empirically test and substantiate innovations mediating role in the market research performance relationship of an organization. The study was conducted in federal capital territory, Abuja, Nigeria through the use of questionnaire and interview. Two hundred and fifty respondents were sampled for the study. Regression analysis and correlation analysis were employed in analyzing the data. The result of the study showed that marketing research process plays a significant role in the performance of business organizations which means that there is a positive relationship between marketing research and the performance of business organizations.

Table 2.1: Summary of Empirical Review

S. no Author

Year Area of study Title Methodology Findings

2 Witell &Johnson

Oladele and Olaleke

M Baxter - 2018 2014

2015 Marketing Research

Marketing research

new product development effect of customer information during new product development on profits from goods and services

The role of marketing research as pathway to developing optimal market oriented products

Product design Survey research

Survey research design

Methods for the Systematic Development of New Products that are Practical includes all stages of the creation of a new product, including market research, concept design, embodiment design, manufacturing design and product launch. The publication takes a methodical and useful approach, offering both a detailed variety of particular design methodologies and a systematic management framework for product development. The results show that obtaining customer information during NPD influences the profits from new offerings, which vary depending on the phase of the NPD process. The financial rewards from obtaining customer information for goods are highest in the early phases of the NPD process and decline in later phases. The financial rewards for services, on the other hand, are high in the early and late phases of the NPD process

Findings show that marketing research has significant effect on new products been easily adopted by consumers. Findings also revealed that there is a significant relationship between the use of marketing research and the development of consumers oriented products by the organisation.

This important publication seeks to transform the sometimes chaotic and unorganised process of product design into a quality-controlled, efficient and controllable one. It is perfect for engineering, design and technology students who want to create innovative products.

2 W Chang, SA Taylor - Journal of Marketing, 2016 new product development The effectiveness of customer participation in new product development: A meta-analysis Although the effects of consumer involvement on new product development (NPD) performance might vary greatly, there is currently a lack of systematic conceptual and empirical integration in the literature that demonstrates when customer involvement is beneficial in improving NPD performance. The authors provide a conceptual framework that integrates many contingency variables, building on knowledge management theory. The moderating effects of contextual variables between consumer participation and NPD success are empirically investigated in a meta-analysis. According to the analysis, involving customers in the ideation and launch phases of NPD improves new products' financial performance both directly and indirectly by speeding up time to market, whereas involving customers in the development phase results in slower time to market and worse new products' financial performance. Furthermore, in technologically unstable NPD projects, emerging nations, low-tech sectors, company customers and small businesses, the advantages of consumer engagement on NPD success are stronger. When to involve clients in the innovation process is a topic that the writers examine in a number of theoretical and managerial ramifications.

3 C Homburg, M Schwemmle, C Kuehnl - Journal of marketing, 2015 new product development New product design: Concept, measurement and consequences Product design gives businesses a competitive edge and is a key factor in how well their businesses function. The authors describe product design and its aspects using a thorough examination of the literature and user interviews. The findings show that the design aspects both directly and indirectly through brand attitude positively affect willingness to pay as well as purchase intention and word-of-mouth.

4 Setting the future of digital and social media marketing research: Perspectives and research propositions new product development YK Dwivedi, E Ismagilova, DL Hughes. 2021 The usage of social media and the internet has altered both consumer behavior and how businesses operate. Organisations have a lot of chances thanks to social and digital marketing, which lowers expenses, raises brand recognition and boosts sales. However, there are serious issues with poor internet word-of-mouth and unwanted, obtrusive brand presence. This article combines the accumulated wisdom of numerous top authorities on topics pertaining to social media and digital marketing.

5 M Swink, M Song - Journal of operations management, 2017 - Elsevier marketing-manufacturing integration Effects of marketing-manufacturing integration on new product development time and competitive advantage The benefits and drawbacks of marketing-manufacturing integration (MMI) in new product development need to be better understood. In this study, we look at how MMI affects the time and success of new products in each of the four stages of new product development (NPD). According to a route analysis of data from 467 completed NPD projects, better MMI at each stage of product development is correlated with a stronger competitive advantage for the product, which is correlated with a higher project return on investment (ROI). Longer product commercialisation (PC) stages of new product development are strongly related with higher MMI, but the findings show minimal correlation between NPD project length and project return on investment. Therefore, increasing MMI could need longer NPD cycles, but this disadvantage seems to be balanced by the benefits of enhanced product competitive advantage.

6 DF Midgley - 2014 new product development Innovation and New Product Marketing (RLE Marketing) This book develops and offers a comprehensive theory of inventive behaviour that may be used in a variety of market contexts. The author makes some methodical recommendations for how a company might significantly increase both its immediate and long-term prospects of introducing successful new goods.

7 RG Cooper - Industrial Marketing Management, 2019 new product development The drivers of success in new-product development The article summarises key findings from several studies on the performance of NPD (new-product development) in industry. There are three different types of success drivers. The success factors that account for the accomplishment of specific new-product initiatives are more tactical: They effectively capture the features of new product projects, such as specific executional best practices (incorporating voice-of-customer; doing the front-end homework; and adopting a global viewpoint for the project), as well as the qualities of the product itself (a compelling value proposition, for example).

8 Z Xu, GL Frankwick, E Ramirez - Journal of business research, 2016 new product development Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective In order to explore the links between conventional marketing analytics (TMA), big data analytics (BDA) and new product success, this study presents the knowledge fusion taxonomy (NPS). The taxonomy intends to assist businesses in developing strategies to combine knowledge from the marketing and big data domains due to the huge amount and speed of information and knowledge from many stakeholders in the digital economy. According to the study, knowledge fusion to increase NPS is not automatic and involves deliberate decisions to reap its rewards.

9 V Kumar, A Pansari - Journal of marketing research, 2016 new product development Competitive advantage through engagement Through a study of pertinent literature and an analysis of stories from the popular press, the writers emphasise the necessity of participation and create a framework for it. They go over the definitions of the engagement framework's main constructs, customer engagement (CE) and employee engagement (EE), capture the multidimensionality of these constructs and create and improve CE and EE measurement items.

10 K Pauwels, J Silva-Risso, S Srinivasan. 2018 new product development New products, sales promotions and firm value: The case of the automobile industry Managers work to increase financial performance and business value every year through marketing initiatives including new product launches and incentive programs. The short- and long-term effects of such marketing initiatives on financial measures, such as top-line, bottom-line and stock market performance, are examined in this study. The car sector, where both new product releases and promotional incentives are thought to be major performance drivers, is the setting in which the authors use multivariate time-series models. Notably, while both marketing initiatives boost a company's top-line performance, their long-term consequences on the bottom line are noticeably different.

2.5 Gaps in Empirical StudiesThe market research should be used to help with the product creation process, which is extremely crucial for the appropriate communication and involves rehearsals inside and between the various firm sectors. Maintaining regular touch with the target group throughout the development phase is the key to generating new items that will succeed in the market. Careful evaluation of consumers' enduring demands assists in focusing investment funds, reducing time to market and substantially reducing the risk of product dissatisfaction. The NPDP (new product development process) consists of around six steps. Information on the market and customers should support key choices regarding the product at every level (McDaniel Jr and Gates 2018). Marketing research operations should be organised to fulfil the enormous information demands of each step as the decisions made at each stage of the product development process are currently being questioned.

As the development of the product concept progresses from one stage to the next, customer and market knowledge is shared, improved upon and reaffirmed. While later-stage research is more quantitative and systematic, early-phase research will typically be more theoretical and unstructured, emphasising consumer connection and the creative mind. Marketing research procedures are manually adjusted to meet the needs of the new product choice process in the system of employing marketing research to reduce vulnerability (Wang 2020). These kind of data are also unmistakably precisely the marketing research projects consider desired outcomes and it may be applied at any stage of the product development process.

The importance of information collecting, processing and utilisation of the outcomes in decision-making for the success of the product being manufactured due was illustrated through this thought. There has never been a greater pressing need for product creation. Product life cycles are shorter and new items quickly replace the outdated ones. New product development (NPD) has been referred to as one of the riskiest, yet typically successful, ventures of the advanced corporation and is crucial to the success and survival of the majority of businesses. In any case, the goal is to comprehend customer wants and preferences and balance them with organisational strategy and capabilities to deliver a product or company that better satisfies customers than providing options.

Moreover, keep your eyes open for new items that are really well designed, particularly those that are fans of or truly novel things. Genuinely innovative items have the potential to create entirely new markets and to provide clients new, amazing, or better solutions to their problems. For diverse firms to thrive and endure, new product development projects must be effective and key decisions are essential to this. According to the literature, creating client-centred product benefits has long been a prerequisite for new product success. This knowledge anticipates playing a key role in reducing NPD-destroyed questions and, ultimately, in ensuring NPD success.

In general, more information will be needed for new products that are more inventive. There are several tools available to aid with information gathering. Although there is unnecessary, unambiguous research that has examined what information is required, when it is required and the manner that it will generally be utilised during the various phases of the NPD process, this requires that consumer information be moulded into the development process.

CHAPTER THREE: METHODOLOGY3.1 Research MethodThe researcher design, study population, size of the continuous sample, methods of data analysis, research instrument used and method security are all sorted out in this chapter. The use of several procedures, norms and processes to create knowledge that is clearly founded in a field is known as methodology. Researchers described study design as a specific approach that is used in the gathering and analysis of data essential to choosing an issue. This study combined a quantitative research strategy with a dynamic research approach and study research methodologies were applied. The study design, data collecting and analysis techniques utilised to answer the research questions and the evolution of the impact of marketing research on new product development are all evaluated in this chapter (NPD).

If all else fails, research design is the confirmation of the procedure for gathering and analysing data that is essential to managing the primary issue in such a way that it helps bridge the gap between the cost of obtaining various postgraduate headings of accuracy and the average value of the data associated with each degree of precision. The Survey Research design approach is used to achieve the main objective of this study. It combines population inspection to identify repeat, dispersed and other family members with planned questionnaires, individual party and understanding. The respondents' self-design and data collecting will be the focus of the survey research design for this study. A major consideration in research design is achieving validity and assurance since it would govern study design (Lunde, 2021). The making also demonstrates that it is currently generally accepted that research may provide legitimate findings of high calibre.

The term does not need to be clarified further when used to help illustrate the area of development for marketing research. Since they receive more than one additional outline area, very far are not always obvious but may be handled by the models that come after. There is an unreliable and perhaps covering development in product research, regarding the contents of product marketing research and the kind of the stoop engineer survey. Product engineers cannot avoid describing customers and the way they use a product, but they are rarely experts on how consumers see and use a product. A designer should consider the product limit as judged by designing attributes and he should be aware of the expense of the product. Marketing research on products should take into account various items that will drive sales by satisfying consumers' reliable demands and they should maintain a particularly close watch on the price that consumers are willing to pay in relation to product highlights. Because the two types of data affect product design and might not agree, there is always need for evaluation, thought and cooperation inside a company.

Product design opinions provide one model. It is frequently speculated that marketing managers should plan sales efforts, public relations campaigns and other activities. Sales measurement should then serve as the foundation for production and financial planning. The ability to predict a company's operating procedures is a crucial aspect of time management. As the market shifts from an associational segment to an industry check, the degree of economic practices has a significant impact on industry measurement, leading to the construction of industry and firm figures using financial speculation (Ungerman, Dedkova and Gurinova, 2018). A company' manager should force transactions into the future because not everything is viewed as a recommendation for today's deals. To do this effectively, they should develop post-deals services policies that, for the most part, collaborate with customers and encourage discussion. Exchange creates watchful gaming frameworks to push amazing associations and wide pictures to distribute benefit for go over exchange and relax exchange to new clients or products.

An alternative definition of marketing might provide a more suitable guide for the breadth of marketing research. Marketing includes those commercial practices that alter the needs and fundamentals of consumers and tailor their work and goods to the firm's capabilities. The goals of our definition are to convey the subject of the project while also portraying possibilities in the realm of marketing that go beyond what many people would think are achievable. As a matter of fact, there are two or three areas, where the need for coordinated effort may manifest itself, including product design, finance and other sectors.

The following four factors limit the study's scope: the research's unit of measurement; the firm's plans; the firm's kind of advancement; and the study's visible confirmation of companies. Think about the research's unit of measurement in particular. It is highly likely that from the manufacturing it will be clear that the product serves as the standard unit of measurement for new product development research. In any case, a different technique is used using this study's clear aim, the enterprises, as the unit of measurement. The justification for this strategy is that it is unusual for exceptionally large and dispersed organisations where a single NPD project encompasses one among many projects; hence, it is more often accepted that there is no one NPD project upon which the firm is founded.

In this way, NPD achievement or discontent over the success or frustration of the organisation may be surveyed. Despite the fact that marketing research is an important topic for all product classes, the population of this study is limited to the producers association (Berne-Martinez, Arnal-Pastor and Llopis-Amoros, 2019). This is intended to entice the researcher to learn honestly and unmistakably what customers feel about the association's product, worth, quality and need to satisfy people's desires. It is a relatively new and effective field of effort for measurable surveys. Despite this, a variety of researchers drove before turning what we will now refer to as marketing research. The city disseminating association established what is now known as their commercial research section in 1911, which is when the first formal affirmation of the various evened out designs of a corporation was depicted. Marketing research may be fundamental and quantitative, significant and collaborative and crucial and applied.

3.2 Data Collection ApproachGenuinely imported foreign products that were intended for a wealthy few are now produced locally and priced for the general consumer. NPD is a significant part of the urgent process for express firms since it strengthens and expands the company's creative mind. NPD often serves as a source of client attraction after the manufactured goods are of a high calibre. The process of creating a new product that is available for purchase by the public is known as new product development (NPD) in the business world. A product is a collection of advantages offered for trade that might be either material or intangible.

The NPD process involves two dangerous entry points: one involves idea development, product design and detail engineering; the other incorporates market research and marketing assessment. Companies consistently believe that the creation and commercialisation of new products fall under the umbrella of the crucial process of product life cycle management, which is used to monitor or collaborate with market share. The NPD process is important inside a company, but it is a convoluted process, which takes a long time and involves a number of specific actions.

The purpose of qualitative research is to examine and find solutions to problems that are common or not incredibly cut. If everything else fails, it includes inquiries that could serve as a turning point when taking into account the difficulty of the design. Centre meetings with a small, non-random sample are the qualitative research techniques that are the easiest to spot. Qualitative research may take a lot of time; centre sessions sometimes last longer than an hour. When there are colossal discoveries, related to the study question, quantitative research is obviously used. It can build phone and postal surveys with a huge, random sample and is everything around displayed by design and custom.

NPD is expanding significantly in terms of linking markets. Products with higher quality, more comfortable wear for longer periods of time and better bundling are in demand due to current retailing practices and shifting customer inclinations. New brands that were really imported for a minority of the market's compensation are currently produced locally and fairly to the standard. Even if the most creative NPD is not produced by excellent firms, local additions and joint ventures (JVs) push for new items to cover any gaps in the multinational corporations (MNC) (Deek and Lian, 2008). Many MNCs have extensive research and development settings in Asia; some have close-by work environments in Thailand, allowing for the direct modification of goods to suit local markets. Many local businesses have been required by this 58 to rethink their research and development, but many have not.

In this approach, the NPD power is dramatically increased while paying little attention to the fact that Thailand, all things considered, is not a particularly stronghold for R&D. In any event, there are significant variations in both the fundamental NPD processes and how different organisations approach their product development decisions (Boonmalert et al. 2021). Additionally, NPD as a process is clearly in a state of change, collection and change and this shift is a beautiful one that reflects evolving associational ideas as well as the obviously amazing mechanical and competitive environment where businesses operate. In essence, more distinct uncommon evened out, competitive and industrial complexity, as well as the accelerating rate of industrial change, are convincing businesses to be more flexible and willing to demonstrate adjustments.

3.2.1 Primary SourcesThe majority of this research was conducted on early-resolved firms. Evidently, even in this startling circumstance, discourse persisted in moving toward NPD as its primary goal. Despite the fact that much study on NPD is based on competent views, it suggests that a variety of relative considerations are relevant, but that NPD is, generally speaking, more market driven in the food industry than in maybe a few tries. As a result, marketing research in general may be more important than in a small number of initiatives and marketing research in particular may be expected to play a crucial role.

Recent analyses and research on NPD success factors reveal that a variety of marketing-related practices supports NPD globally. There are several variations of the marketing role. For instance, a review of the study on the success criteria for NPD may be divided into three distinct research streams, which are commonly referred to as rational procedure, correspondence associations and methodical clear thinking. While each of these includes a variety of components, the discussion of disciplined persuasive thinking frequently focuses solely on the importance of a careful, focused and methodical approach to the issues of methodology, data collection and internal and external correspondence of various starting two areas. Despite the method that they bundle components into big and important classes, success factors are present throughout the checkout process.

It also has diverse holdings in the production of Kraft bags, electric motor maintenance and paint manufacturing and transportation services. In Nigeria, Lafarge Africa Plc. operates facilities in the following districts: Ewekoro and Sagamu in the South West; Mfamosing in the South; and Ashaka in the North East. The firm has a 10.5 MTPA installed cement manufacturing capacity and wants to increase that capacity. Cement, aggregates, ready-mix concrete and pulverised fly ash are all included in its product line (Wang et al. 2022). Planning and implementing an effective marketing research program is one of the most brilliant and safest ways of supervise organising arranging obtaining consumer happiness in any commercial organisation.

The majority of study focuses on the cross-functional cooperation and communication between two or three internal departments, primarily research and development, marketing and production, which are crucial for the NPD process's effectiveness. Success rates in NPD were correlated with a strong data flow between marketing and research and development. Success of NPD in Japan, Hong Kong, the USA and the UK has been increased by cross-functional participation and cross-solid data streams (Cooper, 2019). This cross-departmental effort is terrible because different departments are involved at different phases of the NPD process and success rates drop if the steps are not carried out properly.

3.3 Sampling ApproachThe information gathered for this study through the collaboration of a survey, lead of the collection, is lavishly analysed using the proper analytical procedures. 130 surveys were administered, of which 106 were from responders, 52 were from employees and 54 were from consumers. For ease of assessment, fifty of each methodology of returned surveys was used. The study of the surveys is now complete and it focused on subjects like the impact of marketing research on new product development. The survey that this study was designed to address is compared with the data collected from the sources described in chapter two.

The size of the sample, which has been chosen from the population, is determined by the sampling technique used. The sample is a fraction of the population that has been chosen for the research. For this study, fifty employees from various manufacturing companies were chosen at random and fifty study participants were chosen at roughly random. This increases the study's sample size to 100.

To collect reliable data, one should create requests that do not need an absurdly long time to answer and allow you to delve deeper into your respondents' perspectives. Data collection for embellishment study includes sources outside your target respondents. These sources might be combined with academic readings, government associations, journals and online smatterings. Optional research takes up less time than administrative research when it is removed. In any event, not all of the data gathered may be relevant to your study question. Today, marketing research is available in essentially every large and medium-sized organisation that provides consumer stock as well as an additional irrelevant firm companies serving industrial markets have been viewed as totally more respected use marketing research, paying little attention to how their volume of research is currently titanic.

Marketing research is influenced by moving associations, newspapers, magazines and telecom businesses, as well as by appropriately and the board planning firms and clear surveying firms, ignoring producers of work and goods. Combinations of marketing research ought to have been certain about any number of fundamental categories, such as product research for marketing that has not been fully resolved or that has not given a product, or to see highlights that have great value to consumers. Speaking generally, this marketing study on pricing and bundling is incredible, if a distinct categorisation is not provided. It could fit into this grouping of neighbouring manufacturing architecture.

3.4. Data Analysis ApproachDespite the fact that marketing research generally has an influence on all product classes, the population of this study is limited to the productions association. This is intended to give the researcher the ability to fully understand how exactly the customer thinks about the association's product, value, quality and need to satiate human want.

The NPD process needs to be fully handled, specifically completed and given the necessary support. Successful NPD is defined as striking a balance between the project team's relatively unrestricted persuasive thinking, a heavyweight's discipline, the bosses' gutsy leadership styles and the overall product. Additionally, he sees obtaining and understanding the NPD process as another key to success.

Personal interviews, which unquestionably include a larger share of unstructured than planned interviews, were the method employed in this study. It was chosen in consideration of the capacity to represent, record, analyse and unravel the variable that is present in this study, as the researcher has already said. A questionnaire is a made-up game plan built of inference that is distributed to a huge number of individuals to combine facts. Numerous options are offered as responses to each suggestion made for the respondents to choose in the questionnaire. For important analysis and consistency, this is done.

3.5 Ethical ConsiderationsThe methodology employed in this study is accepted in light of the study's shortcomings. The study is a survey and the optimum approach for a survey is a questionnaire for gathering data and Chi-Square for analysis. Chi-Square is a way of thinking about how to make a full set of results more understandable and clear. The examination of the data gathered throughout the study's scope of the investigation is emphasised in this chapter. No significant findings can be obtained, regardless of the volume and nature of the data acquired for a specific research, excepting the unlikely event that a sufficient and reliable analysis as well as processing was carried out.

The analytic tools suggested in chapter three are effectively used in this section to collect the massive amounts of data necessary to meet the study's predetermined goals. Two different questionnaires were sent in order to answer the study questions. One set was given to the board of associations, while the other was given to product consumers. This was done with the intention of encouraging each charmed person to provide accurate information about the subject. It is by expecting some in some way, one more and one more, or one more happened to specific marketing areas where the decisions made the most notable and standards to the success or failure of the association.

The risks propose is shocking and reliable data on which to base the decision is the most difficult to obtain, the decision for the majority of marketing bosses would be the development of an introduction to new product. The failure rate and cost of a new product's failure are both startlingly high; for instance, the United States uses more than two billion dollars per year for research and development. When one considers that, by and large of what one-half of product, on which research and development, are done even both to the market as well as of this one-half or something different for, the n development are done.

This is even both to the market and of this one-half or something different for, one can confirm that a lot of this is wasted in fundamentally a near way as making new product. As was previously stated in the issue statement, one factor contributing to why items are now available on the market is the absence of assured marketing research by various producers. The same issue was revealed by a research conducted by employees of America's collecting driving collection. The study demonstrates that poor or poorly organised market research has a significant role in the failure of new products.

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS4.1 Quantitative Result of Data collatedHuge changes in the market and financial situations, along with quick advancements in development, provide the picture of what is to be expected. To assure future success in the market, businesses invest resources in marketing research on New Product Development (NPD). Despite the fact that the majority of marketing studies on new product development are more likely to fail miserably than succeed, tending to shifting consumer affinities with new products is crucial in excess awareness of customer commitment, turning dazzling NPD into a crucial register competitiveness (Acar, Tarakci and Van Knippenberg, 2019).

Moving past association influence in their marketing research can help new items prosper. Methods and processes for NPD should evolve to keep up with changes in the market and in technology. Product development (NPD) operations are generally about obvious regions of coarseness for that they are causally goliath in generating expanded length firm success. They can, however very narrowly, fundamentally scarcely, but barely, hardly, induce a middle end that either distinguishes a business from rivals or offers an end power is head is head simply to squeeze by in quickly changing and innovative industrial fields.

Researchers have created engaging designs using the straight, recursive and wild development perspectives, which supply various bits of information and distinct assumptions regarding NPD process design and direction, given the significance and value of NPD to company performance. When research needs to be regularised in order to anticipate and suggest causation in NPD processes, these are frequently the tools, which help. In many big industrialised nations, where expenditure on research and development and the leaders of NPD may even be prevalent, there are regulations for the collecting of persuasive marketing research on NPD.

However, despite the fact that some study on NPD has started to emerge, the majority of the research has been conducted on higher technology enterprises given the current scenario. Emerging nations must do marketing research on NPD to keep abreast of market trends despite the fact that their simple enterprises, which do not require state-of-the-art development, are extremely competitive. We look at the effects of marketing research in NPD in enterprises to see if it is unquestionably acceptable in lower-tech firms where these initiatives have a competitive edge (Azhar et al. 2019).

The experts spend a significant amount of time debating whether to invest resources in a specific new product development (NPD) program endeavour given the market and technological requirements around such a choice in today's most technologically advanced or significant markets. A quick procedure for resource designation in NPD is necessary due to shifting financial conditions, advancements that have occurred in the nearby, extended region and in standard arrangements, as well as shifting consumer demands, prudent product quality management and the emergence of new markets. Market and technological needs are now driving need for program flexibility.

4.2 Qualitative Result and Analysis (see my comment below)

4.3 Analysis and Discussion of data collatedIn order to be competitive, we need concentrate more on future regard-added items, which will necessitate increased funding for marketing research. Demand is supported for goods with greater quality, a longer period of tolerable solace and better packaging by current retailing practices and shifting customer preferences. New brands that were ostensibly imported for a magical frame paid minority are ultimately created locally and are appropriate. Since NPD fosters communication with and develops the association's creative brain, it is without a doubt the focus method for unambiguous businesses. When in doubt, NPD is a source of luring buyers once the produced goods are of the highest calibre. The process of creating a new product that is available for purchase by everyone is known as new product development (NPD) in the business.

A product is a collection of advantages offered for trade that might be either material or intangible. The NPD process may be divided into two vague categories: one includes market research and marketing analysis; the other includes idea generation, product design and detail designing. Companies consistently believe that new product development is the key step in creating and commercialising new products inside the main process of the product life cycle, which is the building block needed to maintain or grow their market share. NPD is a complex and time-consuming process that takes place inside associations and involves a few specific actions (Zahay, 2021).

According to several experts, NPD is frequently seen as the culmination of a market segment into a product when considering the integrative connection of market needs with mechanical anticipated results. NPD was described as a broad process of structure, association, thought age, product and marketing plan formulation and assessment and commercialisation of a new product by The Product Development and The Chiefs Associationin 2006. This indicates that NPD is a process that begins with the unambiguous confirmation of an opportunity and ends with a large amount of data that further creates customers and provides a return to an enterprise.

A hypothetical testable belief or judgment using a recognised measurement is called a test of hypothesis.

H0 and Great welcomes would be examined using Chi-Square with a clear objective of this research. These theories were represented as follows: H0: Decisions made by the board are influenced by marketing research. Unimaginably warm greetings: Decisions made by the board are completely influenced by marketing research. The key value depends often on the optimal level of significance and degrees of freedom while testing the hypothesis. Accordingly, the flawed hypothesis H0 will be recognised, (Unimaginable news) would be legitimate, as well as the opposing approach for going away, when the key worth is more true than the chosen Chi-Square (X2) Responses to question 11 from the administered surveys will be utilised to evaluate the hypothesis.

The average frequencies were reduced by the number of response classifications to get the standard frequencies.

Where r is the number of lines and c is the number of parts, the degrees of freedom are (r-1) (c - 1). The degrees of freedom are equal to (2 - (1 - 1)/3. As a result, the critical value at the 0.05 level of significance and with two degrees of freedom is 5.991.

Is it possible to adjust the data analysis using below concept as it aligns better with the objective of the research pls

DATA PRESENTATION AND ANALYSIS 10.1. Descriptive Analysis This section presents the descriptive statistics on marketing research and new product development. This measures the individual characteristics of the variables used in the study in terms of means and standard deviation the result is presented in the table below:

Table 1: Descriptive Features of the Explanatory and Dependent Variable

Variables Mean Standard Deviation

New Product Development 8.26 2.332

Survey research 7.89 3.751

Focus group research 8.74 4.070

Observational 8.25 3.951

Experimental 9.24 3.766

Source: SPSS Version 21.0

Table 1 provides results about the mean and standard deviation of the explanatory and dependent variables applied in the study. New product development has a mean value of 8.26 with a standard deviation value of 3.332. The mean value of survey research and focus group is 7.89 and 8.74 respectively with a respective standard deviation value of 3.751 and 4.070; while observational research and customer information recorded respective mean value of 8.25 and 9.24 with a respective standard deviation value of 3.951 and 3.766.

10.2. Multiple Regression Analysis

Multiple regression result was applied to empirically test the effect of explanatory variables on the dependent variable. The multiple regression analysis result presented in the tables below.

Table 2: Summary of the Regression Result

The result of the multiple regression formulated in section three is presented in the tables below.

Model R R Square Adjusted R Square Standard Error of Estimate Durbin-Watson

1 265 .690 .504 3.241 1.879

a. Predictors: (Constant), Survey Research, Focus Group Research, Observational Research, Customer Information

b. Dependent Variable: New Product Development

Table 2 shows that R2 value of 0.690 indicates that 69% of the variation in new product development is explained by variations in survey research, focus group research, observational research and customer information. The result of R2 was supported by adjusted R2 value of 0.504. The Durbin-Watson statistics value of 1.879 in table 2 indicates that the variables used in the study were not autocorrelated, this implies that result is reliable for future predications

Table 3: ANOVA Result

Model Sum of Square df Mean Square F Sig

Regression

Residual

Total 179.546

2384.937

2564.483 4

225

229 44.886

10.506 4.272 .002

a. Dependent Variable: Customer Purchase Intent

b. Predictors: (Constant), Coupon, Premium, Free Sample

The f-statistics value of 4.272 in table 3 with f-statistics probability of 0.002 shows that the independent variables has significant effect on dependent. This shows that survey research, focus group research, observational research and customer information can collectively explain the variations in new product development in selected bakeries in Awka, Anambra State.

Table 4: Coefficients of the Model

Model Unstandardised coefficients

84769531401500

B Std Error Standard Coefficients

Beta t Sig

-608965-3087280018.311 2.121

159 .053

0.91 .054

.110 .052

.136 .051 .194

.128

140

.132 8.632

3.014

2.112

2.674

2.147 .000

.001

.000

.002

Source: SPSS 21.0

Table 4 shows the coefficient of the individual variables and their probability values. Survey research has a regression coefficient of 0.159 with a probability value of 0.001 implying that survey research has significant effect on new product development in selected bakeries in Awka. Furthermore, focus group research has a regression coefficient of 0.091 with a probability value of 0.000. This implies that focus group research has significant effect on new product development in selected bakeries in Awka. On a similar note, observational research has a coefficient value of 0.110 and a probability value of 0.000. This shows that observational research has significant effect on new product development in selected bakeries in Awka. Furthermore, customer information recorded regression coefficient value of 0.136 with a probability value of 0.002. This implies that customer information has significant effect on new product development in selected bakeries in Awka.

XI. TEST OF HYPOTHESES

Here, the four hypotheses formulated in chapter one was empirically tested using t-statistics and significance value of the individual variables in the regression result and the result is shown in the table below. Table 5: T-Statistics and Probability Value from the Regression Result

Table 5: T-Statistics and Probability Value from the Regression Result

Model t Sig

(Constant)

Survey Research

Focus group

Observational research

Experimental/customer information 8.632

3.014

2.112

2.674

.000

.001

.000

.002

Source: Authors Compilation from the Regression Result

11.1. Test of Hypothesis One

Ho: Survey research has no significant effect on new product development for selected bakeries in Awka.

Hi: Survey research has significant effect on new product development for selected bakeries in Awka. In testing this hypothesis, the t-statistics and probability value in table 5 is used. Survey research has a t-statistics of 3.014 and a probability value of 0.001 which is statistically significant. This implies survey research has significant effect on new product development for selected bakeries in Awka. 11.2.

Test of Hypothesis Two

Ho: There is no significant relationship between focus-group research and new product development for selected bakeries in Awka.

Hi: There is a significant relationship between focus-group research and new product development for selected bakeries in Awka. Focus group research has a t-statistics of 2.112 and a probability value of 0.000 which is statistically significant. This implies that there is a significant relationship between focus-group research and new product development for selected bakeries in Awka.

11.3. Test of Hypothesis Three

Ho: There is no significant relationship between observational research and new product development for selected bakeries in Awka.

Hi: There is a significant relationship between observational research and new product development for selected bakeries in Awka. Observational research has a t-statistics of 2.674 and a probability value of 0.000 which is statistically significant. This implies that there is a significant relationship between observational research and new product development for selected bakeries in Awka.

11.4. Test of Hypothesis Four

Ho: There is no significant relationship between customer information and new product development for selected bakeries in Awka.

Hi: There is a significant relationship between customer information and new product development for selected bakeries in Awka. Customer information has a t-statistics of 2.674 and a probability value of 0.000 which is statistically significant. This implies that there is a significant relationship between customer information and new product development for selected bakeries in Awka.

XII. DISCUSSION OF FINDINGS

This study investigated the effect of marketing research on new product development in selected bakeries in Anambra State. Data sourced from the management and employees of the sampled bakeries were subjected to empirical analysis and the following were discovered. The study found that survey research has significant effect on new product development for selected bakeries in Awka. This implies that using survey research to gather information from customers can help enhance the development of new products in the bakery industry. This agrees with the position of Cooper and Klienschmidt (2000) that marketing research bring in information about the customers at many different stages of the NPD process. The study also found that focus-group research had significant relationship with new product development for selected bakeries in Awka. This shows that the use of focus-group research can ensure the success of new product development. This agrees with the position of Viaene and Januszewska (2009) that marketing research discerns market perceptions toward new products at various stages of the NPD process and this can help in the success of the new products. The study further found that observational research had significant relationship with new product development for selected bakeries in Awka. This implies that observational research can help to improve new product development. This agrees with the findings of Opara and Adiele (2009) that marketing research enhances product development. Finally, the study indicates that customer information had significant relationship with new product development for selected bakeries in Awka. This implies effective and adequate use of customer information can enhance new product development for selected bakeries in Awka. This agrees with the findings of Carbonell et al. (2009) that obtaining customer information through continual, informal and in-depth contact with customers is important for new product development success.

4.4 Comparisons with the LiteratureThe influence of marketing research on the development of new products is the study's key area of concentration; it is typical to attain two focuses in order to advance both marketing theory and practice in Nigeria. The design and implementation of an acceptable marketing research program is one of the best and safest ways for any company association to manage, regulate, administrate and achieve consumer happiness. As a result, the new marketing philosophy places a strong emphasis on teamwork inside the association in order to achieve the unified explanation. Therefore, in order to capitalize on these opportunities, marketers must conduct adequate research to understand how their clients' needs are evolving and what their competitors are up to.

In the same way, it is necessary to re-evaluate various tools that could be used to lessen the likelihood of product failure. Rather than relying heavily on extraordinary marketing activities with various tools to determine whether a new product will be accepted in the market, this will primarily reveal various areas that have standard benefits, making marketing research a clear tool for product development. To support the hypothesis, it should be noted that a few factors, such as planning, costs, distribution and marketing research, have an impact on the development of new products. However, the majority of associations tend to ignore these factors because research is too far-fetched and involves both an external and internal examination of the association's response to market demands.

Consistency is the main goal of most associations; the modern world is characterized by significant changes in financial and market situations, along with quick gains in technological advancements.

This study is practical in that it relates to the New Product Development that occurs in manufacturing firms; the security underlying this delimitation is contemplating how the study should examine the influence of marketing research on New Product Development. The classification of the firm, the type of technology used by the firm and the seeing check of firms for the study all place restrictions on the scope of this study in four different ways. Regarding the unit of measurement for this investigation, though, it is clear from the literature that the conventional unit of measurement for new product development research is the product.

Nevertheless, a different approach is utilised with this research's definitive goal, in that the businesses serve as the unit of measurement. This strategy is justified by the fact that it is uncommon for enterprises to be so dispersed and highly specific that a single NPD project wraps several independent projects. As a result, it is more commonly accepted that a firm's foundation does not consist of a single NPD project. As a result, the success or failure of NPD may be compared to that of the company.

The following conclusions have been discovered when attempting to assess the use of market research on the influence of new product development in clear-cut companies.

Most organisational structures do not require a separate department for marketing research.

Most businesses base their marketing decisions on generic viewpoints selected from marketing research findings.

The financial component of marketing research is insufficient.

Some Associations lack a sufficient number of trained and student marketing research callers.

There are missing concerning marketing attempts in the plans/marketing activities of the Association.

First, the literature supporting the success of new products will be taken into consideration. At the product level, there are often a significant percentage of new product failures, even with the manner, which failure rates vary from one study to the next. As a result, any organisation embarking on a program to produce new products runs a high risk of failing. To address this increase in failure, a large amount of research on new product success has been dispersed in the fields of marketing, the leaders and Research and development and technology the board. However, while some of these assessments coincide with research, the board processes and firm-level standard and corporate culture issues related to product success, the sections that summarize the outcome of new pro.

A few studies in the field may be used to gather information on the factors, which influence new product development success and failure from a broad viewpoint that is remarkably more unambiguous. As generalists or specialists, researchers plan the literature to work with new product success elements. The generalist hypothesis (studies) needs to look at the aspects that have a very significant impact on the success or failure of new products and survey several unrestricted factors for their study design. Expert hypotheses (studies) will undoubtedly focus their research on one clear factor that determines a product's performance and isolate it completely, such as customer participation, market direction of NPD and link to success.

In any event, there is not yet a comprehensive hypothetical model of the drivers of development success because previous analyses looking for NPD success elements have not been conclusive. It is true that most analyses performed yet to have concentrated on identifying the internal and external factors under the leaders' immediate control rather than those outside the firm's catalytic control. Five viewpoints may be used to summarize the research that examines these components: three organisational fixations and two suitable views. We shall consider the opinions from the organisations. These bearing on the NPD process (keeping an eye on the validity of the NPD method itself), new product development (i.e., those fundamental and governing association-internal variables that may insistently affect the adequacy of the NPD process) and culture (that is, those parts which support a culture of imaginative cerebrum inside the association) (Van Heerde et al. 2021).

The burden of the leaders and the market that they serve has been a certain result of the specialization of production and the growth of her enterprises. For instance, Paul Love, a goldsmith who was very proficient on a basic level, connected with his clients. A significant amount of the speech, teapots and other silver imitations had excellent design. He was immediately and plainly aware of the demands and wants of his consumers as well as how they would respond to his items and the price he demanded (Acosta, Crespo and Agudo, 2018). Marketing research was developed as a special skill to gather and sort data about the market and the association's methods for providing customer service. In a way, it completes the "circle of communication between the merchant and the market." In addition to personal selling, the agent and the market communicate via a detailed and clearly arranged method of contact.

One of the reliable purposes it may serve is as an analysis circle. Market research is a much-planned method of relating the market back to the carrier in creating references. Market research is solely driven by the desire to assist businesses in achieving better business outcomes regarding the creation and promotion of new products. The association's customer voice is actually at the core of market research (Catherine and Chibuzor, 2021). An organisation should save market research so the board is prepared with pertinent, attentive, trustworthy, massive and continuous facts. The marketing director can enhance the marketing components by taking into account the surroundings and the target audience. By providing extensive information on the market segments, environment and customers, it also eliminates some of the deficiency. Without accurate client data, businesses cannot predict the market consistently and unmistakably.

No significant central conclusions can be obtained, regardless of the volume and makeup of the data compiled for a given research, barring the completion of competent and certain analysis and processing. The analytical tools suggested in chapter three are effectively used in this article to obtain the crucial data required to meet the study's stated objectives. Two regions of questionnaires were distributed in order to answer the study questions (Peterson, 2021). One set was given to the association, while the other was given to the product's customers. This was done with the clear intention of gathering fair information about the topic from each charming person.

The data acquired for this study by a questionnaire, direct interview and other means are ludicrously analysed using the proper analytical methodologies. 130 questionnaires total were sent, of which 106 were returned by responders, 52 by employees and 54 by consumers. For ease of assessment, fifty of each methodology of the returned questionnaires was used. As an outcome, an analysis of the questionnaires from all instances was conducted, with a focus on themes including the influence of marketing research on new product development. Data gathered from the examples in chapter three are assessed in accordance with how they help with introducing the questionnaire that this study is still waiting to respond.

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION and RECOMMENDATIONS5.1 Conclusion of the StudyDespite the significant amount of money spent on development practices in many businesses, the goods are not very noticeable. As a result, it may be concluded that the organisation's planning and development process should come first. Organisations are more successful when they are distinctive rather than generic. Finishing things in a way that is unmistakably different from the apparent approach taken by rivals and other organisations is one method to stand out from the crowd. This is by no means an impossible feat. Organisations require the proper kind of people to achieve these advancements, to revitalize them and to live with them for the support to acquire a competitive edge and profit over the rivals.

This distinctiveness in methodologies, methodology, processes and frameworks of the organisations should invest heavily in marketing research to produce distinctive products in order to attain these goals. The likelihood of failure is decreased by anticipating that suitable research will be welcomed. Actually, developing products with little to no market research is the gamble that most businesses would want to avoid. Higher NPD success would be influenced by marketing research and this combination of elements would be the most significant in boosting NPD organisation success.

Businesses that conduct marketing research effectively and place a high priority on understanding consumer behaviour are better structured and have greater success rates. The stores are more closely tied to NPD and have a clearer role in the firms' new product development as an outcome of the more widespread use of marketing research. Utilising marketing research also enables businesses to set measurable goals for new goods and more carefully assess success after launch. Therefore, if by some lucky new development they devote time in completing marketing research on New Product Development, the majority of firms should be recognised as pacesetters or market leaders in their various marketplaces.

Marketing beyond what many would consider achievable is another strategy for coordinating showing the motivations guiding marketing research (and hence, this organisational knowledge). Four categories are used for marketing the board's activities: The Planning takes into account both current operations and potential outcomes. Plans for the future might be applied to the next week, the upcoming quarter, the upcoming year, the upcoming five years, or even the upcoming twenty years. Such strategies need to be prepared using data from market research and marketing analysis. The board has come exceptionally far in marketing, including analyses and decisions regarding the frameworks that employees use at the company. For instance, a company may present marketing responsibilities by product line, allowing managers to operate more like a one-project company.

Another option would be to represent customer risk as a group, allowing each chief to make decisions on all items while maintaining a solid top record in their respective categories. The board includes obtaining organisational to achieve through other learning works out, including fanning out pay framework that persuades and supports all marketing work force, beyond what many would imagine achievable in marketing. Marketing research provides crucial information for selecting incentive structures that impede nature by carrying and pursuing each subordinate's take while pursuing utilitarian choices. Beyond what many would assume achievable in marketing, contrast between sound performance and plans is chosen. The majority of control exercises in the company continuously provide performance data such as quarterly market share checks, month-to-month marketing estimates and similar. Planning, organising, learning and regulating effectively depict as opposed to full organisation limit, as may be shown.

All marketing board decisions, concerns and actions should be regarded as occurring in all environments. As a result, marketing directors must fully comprehend the external environment before making any quiet decisions. They have a strong reliance on marketing data. Issue marketing is aided by marketing research. The problem partners with the cost of the product, the channels for the course and the progress are intended organisation to plan, organise, learn and regulate specifically A problem with marketing occurs inside the marketing organisational unit, inside the real organisation and outside in the environment. The problem is connected to or affects marketing aims, tactics, processes and development.

Marketing research addresses this problem by combining solutions and analysing the results of already implemented solutions. Research is not only used by marketers to influence their learning, but it is also a crucial component required to employ exceptional judgment. Market research does this by giving marketers a picture of what is occurring (or in risk of happening) and, when done well, by providing options for elective judgments. For instance, exceptional study could provide many options for introducing new goods or entering new marketplaces. When a marketer can separate more than one option, marketing decisions appear safer (albeit they are never risk free).

Marketing research should be understood as supporting marketing using an analogy to a home foundation. Marketing decisions require the backing of research to be viewed positively by customers and to withstand competition and other external pressures, just like a specially designed building needs regions of fortitude to remain noticeable. Therefore, some level of research should be used to support all marketing-related activities and choices. While research is necessary for marketing decision-making, it is not always necessary for it to be in-depth for success. Sometimes small efforts, like quickly searching the web, will yield the necessary knowledge.

However, the majority of marketers may occasionally need to conduct more in-depth research and knowing the right procedure for doing so will increase the quantity of these projects whether you handle the urgent job yourself or choose someone else to do it. The limitation that supervisors and researchers only have influence over obvious problems is the final argument. In spite of this, they effectively have fewer options since they require explanatory marketing research. A more accurate depiction of marketing research information is that it aids in either helping to see or direct marketing the board issue. This research helps with seeing and understanding the issue to choose decisions to solve or do both in this fashion.

What should be taken into consideration before departing on business should be the main issue that influences customer purchase. For each type of product, a suitable market development should drive more effort in their research department and as a result, more emphasis should be placed on their short-term development. Each business depends on society, which contains the individuals who make up the market. Studies on the success rates of new goods reveal that, on a very important level, just one of every four new items that begin development goes on to become a commercial success. About 50% of new goods in the UK fail during their first year on the market.

Nevertheless, businesses engaged in innovative product development face their own challenges. In particular, the environment in which businesses operate is portrayed by, lengthy lead times from primary research to industrial application; undeniably brief lead times at the commercialisation stage; and an accelerated pace of traditional processes under the pressure of increased global competition for new product development. For what it is worth, innovation has evolved into a significant issue for businesses to gain a competitive edge in the global market, which is generally accepted. The problem with innovation as a source of competitive advantages is that this endeavour turns into a "never ending narrative" when competitors discover the interests displayed in the market. Marketing research on new product, process, or service innovation should continue indefinitely.

The absence of resources is frequently cited as a reason for failure in the food industry. When faced with requirements for their cash-related plans, businesses would continuously reduce NPD. Additionally, dispersed brands are typically the key focus, followed by problems with cost drop, while NPD lags behind these in organisational thinking. Core brands are perpetually under the authority of top executives, while new items are assigned to younger directors. NPD that is not backed up indisputably authoritatively surely no investigation persuading accurate on the money can affect higher degrees of product failure.

As a result, the duty of the leader is crucial. The greatest NPD companies have discovered that outstanding NPD and effective new product introduction require more acumen and expertise than does maintaining awareness of a brand's performance across several channels. One of the key components of excellent approach is to rotate around the core limit. The Thai food business has seen significant NPD change, according to a detailed investigation. Administrators note that NPD stands out and supports and that its core concept seems to contribute to greater new product success, despite any potential challenges. The coordination of NPD into corporate methodology, based on organisation importance, the verified plan, explicit and quantifiable aims and top organisation engagement, is then included in some of the major planning and framework components.

5.2 Recommendations (Solutions)In marketing research, the researcher is formulating suggestions for adopting a systematic approach to product planning and development.

1. The majority of businesses should invest resources in extraordinary efforts to support their commercially successful products and to contribute to their logical growth.

2. As a result, businesses should support strong product planning and development areas within the context of marketing research.

3. More money should be invested in extraordinary actions to help products sell in the market, according to a third idea that may be advanced.

4. That before contemplating creating another product, they should organise an initial investigation of the current offerings by speaking with a consumer representative to ascertain their opinions on the company's ongoing offerings

5. They should observe the types of research methodologies utilised at this point, including monadic methodologies that are concerned with detaching the notion and/or going up against the current market after rivals. The comprehensive approach to data concerning are variables in the marketing mix, such as cost, progress in acquiring data and stream.

Despite testing, it is possible to accept that the organisation focuses on the approach to product testing, which varies from one organisation to the next and product-to-product. Since it uses new end production precision, technology and unprocessed parts, it is relatively expensive. For example, product testing, marketing testing also includes certain technique that I encourage businesses to use in order to guarantee effective marketing testing and collect the data required for the test.

Product development involves a series of choices. It is the result of many decisions, not just one. Therefore, it is wise to concentrate your thoughts on the specific new product decision that may be made and give careful attention to the market research and creative solutions that are anticipated at that point.

Unambiguous experts and business experts put up a simple needs specific and product idea design, with a complete representation of utilitarian components and benefits. Business analysts create a company strategy while taking into account the chosen business model and professional opinions. On this stage, more marketing research, experience analysis and various types of product research can also be spread out. This level of transformation results in a finished documentation package that captures the product idea. Make sure the system does not encounter problems that might affect the initial gatekeeper behind which the plan was established, aside from the board.

In order to do this, the company effectively chose a significant suggestion, which was what product should be obvious, as a trustworthy demand that industrial should talk with a recommendation for deals. Similar to another firm, complicated product mix thought testing was a hot topic. One of the goals of the concept testing that the organisation should really spin around is if the new idea comes into current use love, follows close to the end where use family associations are plainly altering, or fits an opening in the introduction of tangled items at the right moment.

The answer to this query was found in the opposite choice. When conducting thought experiments for new products, caution should be made to look at the sample, since some respondents may do so on an incredibly important level as they have nothing to promote. Before the product is eventually introduced to the market as a full-scale offering, market testing is always the organisation's strategy after the product testing. Here in the country, this is accomplished by town storming. Any organisation's marketing research involves thorough investigation in order to work on the product.

In order to maintain awareness of the product's value in the grandeur of that, additional study needs to be directed at it. Without a doubt, it is a fact that most businesses place a higher priority on deals than marketing research. While significant amounts of money are budgeted each year for the creation of deals, little is done in the way of marketing research. This perspective has to be changed and greater emphasis needs to be placed on marketing research. This will take into account both the product's potential and completed compensation.

To guarantee future success in the market, the majority of businesses invest resources in new product development (NPD). Despite this, new goods are generally more prepared to fail than to succeed. Individual failure rates for different spectators might reach 9095 percent. Any that the failure rate, a significant percentage of NPD investment can be wasted; according to one estimate, 46% of all new product development resources go towards goods that crash and burn angrily, unmistakably, completely and with the greatest amount of force. Despite this, very little money is spent on developing new products.

Various analyses put NPD expenditure in US businesses around between one and four percent of gross plans. Companies may find themselves caught in the most intensely competitive market possible due to low expenditure and high new product failure rates. Consumer tastes have been shifting quickly recently, which has affected business. With exports estimated at US$ 6 billion as of 1995, amazing NPD evolves into a big element in goods by catering to shifting consumer preferences with new items. About 70% of all exports contained processed goods. However, the stunning expense question from Asian nations with lower wages has seriously hurt exports. Companies should concentrate more on value-added goods in the future in order to be competitive globally, which will call for more interest in research and development.

Additionally, NPD is increasingly significant in local markets. Demand is increased by current retailing practices and shifting customer inclinations for goods with higher quality, more comfortable comfort levels and better packaging. Foreign products that were really imported for the benefit of a general recompense few are now produced locally and priced for the average person. Even if the most innovative NPD is not done by large corporations, local partners and joint ventures (JVs) replace any gaps in multinational corporations with new items (MNC). With the aim of having goods that can really be altered in line with relevant markets, several MNCs have significant research and development offices throughout Asia. Some of these companies also have local offices in Thailand.

Some local businesses have consistently been compelled by this to step up their R&D efforts, while many others have not. As a result, the amount of the NPD limit is obviously innovative, despite the fact that Thailand is not a stronghold for anything, especially research and development. Despite this, there are significant variations in both the primary NPD processes and how different organisations handle their product development. The NPD process itself is also undergoing a transformational change that reflects the organisation's shifting perspectives as well as the most sophisticated mechanical and competitive environment in which businesses operate. Organisations are being forced to become more adaptable and receptive to market changes by increasing organisational, competitive and industrial complexity as well as the rate at which industries are changing. The study evaluates the influence of marketing research on the development of new products and it is divided into five chapters. The study's introduction chapter describes how marketing has been a key tool for accelerating the sale of new products and increasing compensation for the association's overall performance. As such, it includes an explanation of the concerns, as well as the significance, cut-off, extent, abhorrence and definition of words for the study. The purpose of the study was to examine the commitment and importance of marketing research on the creation of new goods, as well as the circumstances in which marketing research would be employed while developing new products and the effect of marketing research on productivity. The second chapter clarifies the researcher's motivation for choosing the subject matter.

This is exactly what it claims, paying little attention to how that, marketing performance in the market, is not greatly stressed in many organisations (Najafi-Tavani et al. 2021). The literature includes the areas of product control, deals, targeting and bargains expecting. An effort has been made to examine unambiguous hypotheses, marketing research and other types of marketing-related research, including product research, consumer marketing analysis, progress on deals, chief research and dissipating research. The research design of the study, methodology, sample size, data collecting methods, data analysis methods and research instruments are all sorted out in Chapter 3. The chapters consistently explain how the study took place, how the data was gathered and how the data was used independently to aid with managing the primary problem. The fourth chapter, which did not provide knowledge of the data, dealt with the analysis of the significant data gathered for the research. The contents of the first four chapters are summarised in chapter five. It includes a summary, a verdict, a suggestion and a bibliography.

5.3 Limitations of the ResearchThe firm that embraces new product development as a part of its corporate process is the one that is the most unquestionable and mature. Additionally, it was argued that NPD should be seen from many process-related points of view rather than as relating to process-express activities. That is, the components of NPD that, on a very fundamental level, more clearly describe the NPD process in most associations are the parts of corporate technique band around new product development, NPD process characteristics and the collection of new product success variables. Therefore, organisations' adoption of going with NPD development has direct implications for the success of new products and therefore plainly thoughts for consistently reliable firm success.

Additionally, while business-hatching working circumstances are likely to have a beneficial role in the growth of new businesses, there are concerns that this good occupation would affect the NPD efforts of express enterprises. As a result, attention was paid to the connections between corporate strategy and new product development, the impact of these linkages on the success of new products, as well as the influence of business hatching working circumstances on NPD development. Taking into account a review of the literature on the three establishing hypotheses of new product development, company structure and business anguish. The most significant of these typical liabilities is provided, in particular, by a better grasp of the relationships between company strategy and new product development as it adds goods with businesses.

There are extensive information bases concerning business strategy, new product creation and their connections for large and widespread organisations (Peterson 2018). Even more categorically, the literature contests the idea that corporate structure serves as the basis for new product development. Nevertheless, some arguments in the literature come up when taking into account risky new firms. The reason for these particular conflicts is that one line of reasoning leads to the conclusion that the early stage of a venturesome new firm's condition is tenaciously that of a new product concept, which then transforms into the early stage of NPD process.

It is evident from new product development literature that a direct development made from corporate structure is what NPD development makes from. This would imply a stronger relationship between company structure and NPD processes for unambiguous businesses than may be suggested in some of the research. The topic of new product success inasmuch as the components for success and success evaluation at this time will be discussed after evaluating new product development from a process the board viewpoint as well as technological move as a type of new product development.

We examine the specific marketing research in NPD in industrial activities. Between utilitarian coordination can gain marketing research evaluations method and figuring out, as well as provide a marketing bearing to NPD. Perhaps most significantly, marketing research can gather consumer opinions. These sections enhancing more successful NPD should be changed over to a more grounded task for marketing research. We specifically demonstrate the importance of marketing research in such market-driven enterprises. Instead of the often-used qualitative and focused inquiry strategy, we use approved methodologies to demonstrate the general suitability. Looking at NPD is given a fair environment by Model Thailand.

The regional food-processing sector is robust and globally competitive. In 1990, Thailand's agroindustry really accounted for 56.3% of all business manufacturing, while food and beverage processing actually represented more than a fourth of the country's overall agro-industry. The country is one of the top five food producers in the world. Data from marketing research is crucial for the board's decision-making process. One of the key components of marketing is market research. It has an influence on decisions about strategy in the areas of correspondence and marketing. Market analysis may be described as "the use of significant and impartial research techniques, whose goals are to increase data and investigations. This information includes an explanation of how associations help marketers create and assess their organisational structures.

This information typically relates to the behaviour, beliefs and motivations of a certain target group. The actual phase before any decisions are made is market research. Due to being a data supplier, their business is only effective if they can convince businesses to make clear marketing decisions. The marketing process involves the use of research at every stage (Guo, Choi and Shen, 2021). The reactions of the target audience are observed and analysed at each step, which prompts one to investigate the regulations that conflict with the objectives, strategies and methodologies of the marketing process. In addition, acting requires that marketing targets represent quantifiable performance standards that the marketing association unit tries to meet through agreed-upon terms.

We can see that marketing objectives apply to transactions, marketing expenditures, customer behaviour and other pieces of marketing research data, thus thorough monitoring of organisational performance can affect its goals. After goals are determined, marketing is not in any way, shape, or form permanently resolved. The firm's assets are shown to be more fully committed over a longer span of time in the marketing objectives and strategies. These demonstrate the methods for achieving terminations. For instance, a company might show his product approach and deals assistance via the construction of product lines. In order to carry out this structure, the company could spend more money on research and development, stay in the current market and add new and further made models through product stores of the novel development products.

Additionally, another company could have its products technique as plans development through product pack in thrill market.Other viewpoints and other structures relating to other marketing-related development and advancement are still possible. Every business benefits from having access to the marketing data they need to choose their CEO and assess their operating models. Marketing research will continue to be expected to play a significant role in associations in the twenty-first century. Marketing research will be attracted by technology and it will start to stand out in providing obvious facts to rational business decisions. The Web will continue to play a significant role in marketing research since it offers a focused, efficient tool for acquiring and disseminating data (Abbasi, Ashrafi and Ghodsypour, 2020).

Market analysts will transition from providing "market and assessment research" to a more significant role of providing data, sifting through data and exchanging data with consumers. Companies who take advantage of marketing research and see it as a huge commercial opportunity will be the ones that survive and prosper. Marketing research's (MR's) main goal is to provide leaders with suitable, significant spine for cautious, repeating design data. Marketing research is expected to provide reliable information due to the competitive nature of the industry and the continuously rising costs associated with poor decision-making. Quiet decisions do not consider intuition, motivation, or even pure judgment.

Beast changes in financial and market situations, along with rapid advancements in technologies, depict the uneasy picture. To ensure future success in the market, businesses invest in marketing research for New Product Development (NPD). Despite this, most marketing studies on new product development are more likely to fail spectacularly than succeed. Because altering consumer affinities with new goods is crucial in increasing customer awareness, important NPD now transforms into a certain way to assess competitiveness. The creation of new goods can be successful by overcoming the influence of such connection on marketing research. NPD processes and structures should adapt to market and technological advancements.

Generally speaking, it is understood that product development (NPD) procedures have a causal role in the success of goliath-sized businesses. They can elicit a core force that either distinguishes a company from rivals or provides an advantage limit is disrupted only to survive in assist evolving and innovative industry domains. Researchers have sorted out structures thinking about straight, recursive and savage framework points of view, which supply varied experiences and illuminating ideas about NPD process structure and direct, given the importance and value of NPD to company performance. The justification for standardising research, which is required to anticipate and suggest causation in NPD processes might thus, be found in these factors.

5.4. Future WorkIn many big industrialised countries, where expenditure on R&D and the heads of NPD may even be subpar, problems with driving adequate marketing research on NPD are being chipped away at. However, despite the fact that some study on NPD in the making has begun to emerge, NPD success determinants have received some research attention. Generally speaking, technological ventures account for what is happening. Non-industrialised countries must do marketing research on NPD to keep current on market trends since they are particularly competitive in clear-cut activities that do not require design-setting development. We examine the impact of marketing research in NPD on firms. Marketing research in NPD may not be categorically applicable in the lower-tech endeavours where these initiatives have competitive advantage. The decision of whether to invest resources in a specific effort of the new product development (NPD) program, given market and technological requirements enclosing such a decision by current markets, most technologically advanced markets, or innovative markets, consistently clashes with the stack up.

A driving force Asset part process in NPD is required by the shifting financial conditions and types of advancement involved in local and global competition, changing consumer wants, rapid product aging and the creation of new markets. Market and technological demands, however, put pressure on the program to be flexible. We should focus more on respect-added items in the future in order to remain competitive, which will necessitate increased funding for marketing research. Modern retailing practices and shifting consumer preferences drive demand for goods with higher quality, more time to be comfortable and better packing. Currently, new brands that were really imported for a basic association pay minority are created locally and to standards.

Since NPD always evolves and engages with the association's creative mind, it is obvious that NPD is the primary procedure for express firms. In general, NPD is a source of attracting customers once the items produced a historic. In business, the process of creating a new product that is available for purchase by the public is known as new product development (NPD). A product can be material or intangible and offers a wealth of benefits for commerce (like a help, understanding, or belief). There are two comparable approaches to the NPD process: one covers market research and marketing analysis, while the other also includes idea thinking, product design and detail designing.

Companies frequently believe that new product development is the crucial phase of creating and commercialising new products within the overall product life cycle that executives employ to maintain or increase their market share. Although the NPD process is essential inside an organisation, it is a complicated and time-consuming procedure, which involves a few unique activities. Researchers often describe NPD as the culmination of a market component into a product that considers the integrative coupling of market hypotheses with creative anticipated effects.

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