The objective of the study was to examine new product announcement and performance in Nigeria. This is imperative because product development and innovation is a crucial business consideration for today’s turbulent dynamic environment. For organization’s success, continuous innovation and effective product development become requirement for all organizations. In an attempt to achieve the broad objective of the study, our hypotheses was raised in the study for validation and a purposive sample one hundred and twenty (120) staff of Guinness Nigeria Plc was used for the study. Data for the analysis was collected through the use of a self-structure design questionnaire. The simple percentage method was used in the analysis of the demographic data of the respondents, while, ANOVA multiple regression analysis was used in the analysis of the research hypothesis and the result of the analysis was facilitated using the statistical package for social and management sciences (SPSS 20.0). The result of the analysis at 5% level of significance found that promotional strategy has significant positive impact on new product performance. The study also revealed that product quality has significant positive effect on new product performance. The result also found that pricing strategy has significant positive effect on new product performance in Nigeria. Finally it was established that distribution network has significant positive effect on new product performance in Nigeria. The study concluded that new product announcement has a significant positive impact on product performance in the market. Among others, the study recommended that, companies should always evolve product that matches with customer personality and intensify marketing communication strategies to continuously create an enduring perception of their products in the minds of their targeted customers
TABLE OF CONTENTS
CHAPTER ONE – INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Scope of the Study
1.7 Significance of the Study
1.8 Scope and Plan of the Study
CHAPTER TWO – LITERATURE REVIEW
2.4 Conceptual Review
2.1.1 The Concept of Product
2.1.2 New Product
2.1.3 Essential Characteristics of New Product
2.1.4 Stages of Product Development
2.1.5 Types of New Product
2.1.6 New Product Announcement
2.2.0 Theoretical Review
2.2.1 Stage Based Models
2.2.2 Stage & activity based models
2.2.3 Product Life-Cycle Theory
2.3 Empirical Review
CHAPTER THREE – RESEARCH METHODOLOGY
3.1 Research Design
3.2 Population of the Study
3.3 Sample Size and Sampling method
3.4 Research Instrument
3.5 Validity and reliability of research Instrument
3.6 Procedure of Data Collection
3.7 Procedure of Data Analysis
CHAPTER FOUR – DATA PRESENTATION AND ANALYSIS
4.1 Introduction
4.2 Analysis of Demographic Data
4.3 Test of Hypotheses
4.4 Summary of Findings
CHAPTER FIVE – DISCUSSION, CONCLUSION, AND RECOMMENDATIONS
5.1 Discussion of Findings
5.2 Conclusion
5.3 Recommendations
REFERENCES
APPENDIX
