IMPACT OF TEST MARKETING AND INNOVATION ON NEW PRODUCT
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ABSTRACT
This study was carried out to examine the impact of test marketing and innovation on new product using Unilever Nigeria Plc, Oregun, Lagos State as a case study. Specifically, the study was aimed at ascertaining ways test marketing and innovation affect the new product, the importance of test marketing and innovation to unilever Nigeria plc productivity, if there any significant difference between tested product and non-tested product, if test marketing and innovation the yardstick to new product survival, test cities used by unilever Nigeria plc, duration of test marketing and innovation, and the new product gets to the hands of the customers. The study employed the survey descriptive research design. A total of 50 responses were validated from the survey. From the responses obtained and analysed, the findings revealed that test marketing and innovation is of very importance to Unilever Nigeria Plc productivity. Also, the findings revealed that test marketing and innovation is the yardstick to new product survival. The study recommend manufacturing companies such as Unilever Nigeria Plc should always carry out test marketing for any product they want to launch in order to get customers feedback to enable them make the best decision for the good of the customers which will in-turn profit the organization.
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