New Products Marketing: an Empirical Assessment of Challenges and Developments in Akwa Ibom State

Abstract

The study examined the new product marketing challenges and developments in Akwa Ibom State. To carry out this study, specific research objectives were developed from which null hypotheses were developed and tested. The research design for this study is an ex post facto design. The population of the study consisted of all SME operators in the three senatorial districts of Akwa Ibom State. Purposive sampling was used to select 383 respondents out of the population. The instrument used for data collection was a questionnaire. Data from completed questionnaires was subjected to independent t-test analysis. Based on the data analysis and findings of the study, the researchers concluded that there are challenges affecting the marketing of new products in Akwa Ibom State. The study recommends that the organisation conduct an extensive market survey to determine the feelings of customers toward a given product. Product testing surveys should be a priority in ensuring that the right product is taken to market. This will determine the influence of the purchasing decisions of another customer and, hence, improve sales of the company's products and thus improve profits.