New Product Development and Consumer Brand Adoption in SMEs Manufacturing Industry in Ogun State Nigeria

Simple item page
dc.contributor.authorKesinro Olalekan Rasheed
dc.contributor.authorAdenugba Adesoji Adetunji
dc.contributor.authorAdemilua A. V.
dc.date.accessioned2026-11-06T15:17:34Z
dc.date.available2026-11-06T15:17:34Z
dc.date.issued2018
dc.description.abstractThe study examines the effect of New Product Development strategies on Consumer Brand Adoptionin SMEs in the manufacturing industry in Ogun State, Nigeria. The main objective of the study is to determine the relationships between brand physical attributes, buyer behaviour, market pre-testing strategy, product adoption, marketing planning policy and competitive edge of SMEs products in Ado-odo/Ota Local Government Area of Ogun State, Nigeria. The research design is the descriptive survey and data were gathered through a well-structured questionnaire rated on a 6-point Likert scale of Strongly Agree to Strongly Disagree. The population of the study comprised 240 owner managers and employees of selected companies presumed to host most of the SMEs in the state. The simple random sampling technique was used to select a sample of 150 individuals. 134 copies of the questionnaire were returned and analyzed using the percentile and simple regression statistical techniques. The study reveals that Man physical attributes of SMEs products have significant weak relationship with buyer behaviour (R=0.333; p<0.05); there is significant moderate relationship between market pre-testing strategy and adoption of product (R=0.342; p<0.05) and there is significant but weak relationship between marketing planning policy and improve competitive edge of SMEs products (R=0.125, p<0.05). The study recommends that small businesses periodically review the techniques employed in product development to enhance brand image and consumer expectation that guarantee consumer loyalty.
dc.identifier.citationKesinro, O. R., Adenugba, A. A., and Ademilua, A. V. (2018). New Product Development and Consumer Brand Adoption in SMEs Manufacturing Industry in Ogun State Nigeria. International Journal of Economics & Management Sciences. Vol. 7(1).
dc.identifier.issn2162-6359
dc.identifier.urihttps://repository.crawforduniversity.edu.ng/handle/123456789/1461
dc.language.isoen
dc.publisherInternational Journal of Economics & Management Sciences
dc.relation.ispartofseries7; 1
dc.titleNew Product Development and Consumer Brand Adoption in SMEs Manufacturing Industry in Ogun State Nigeria
dc.typeArticle
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
20 New Product Development and Consumer Brand Adoption in SMEs.pdf
Size:
256.38 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed to upon submission
Description:
Download
Collections
Scholarly works in the Department of Administration and Management