Revista Internacional de Economia e Ciências de Gestão

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

Abstract

Kesinro OR, Adenugba AA and Ademilua AV

The 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 ownermanagers 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 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.