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  • Topic: Marketing, Product management, New product development
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  • Published : March 2, 2013
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ANALYSIS OF THE FACTORS AFFECTING THE MARKETING OF NEW PRODUCTS IN KENYA:. A CASE OF THE COCACOLA COMPANY, RIFT VALLEY BOTTLERS IN THE UASIN-GISHU COUNTY

NAME: DONATTA MUMBUA MUNYAO

REG. NO. MBA/GC/351/11/12

February, 2013

FACTORS AFFECTING THE MARKETING OF NEW PRODUCTS IN KENYA:. A CASE OF THE COCACOLA COMPANY, RIFT VALLEY BOTTLERS IN THE UASIN-GISHU COUNTY

NAME: DONATTA MUMBUA MUNYAO

REG. NO. MBA/GC/351/11/12

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF ATHE DEGREE OF MASTERS INOF BUSINESS ADMINISTRATION (MBA)

DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF COMMERCE – GABA CAMPUS
THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
DECLARATION

I, the undersigned, declare that this proposal is my original work and that it has not been presented in any other university or institution for academic credit.

This proposal is my original work and has not been presented for a degree or any other presentation in any other university or institution of learning.

DONATTA MUMBUA MUNYAO

REG NO. MBA/GC/351/11/12

Signature……………………. Date……………………..

This proposal has been given for examination with our approval as the Uuniversity supervisors. Gilbert arap Bor

Signature……………………..Date…………………….. UNIVERSITY SUPERVISOR

Name?

Signature……………………..Date…………………….. SUPERVISOR

ABSTRACT

New products can be referred as original products, product improvements, product modifications, and new brands that the firm develops through its own research and development effort. The failure rate of new products remained high in Kenya for the last decades, relentless pressure does not exist which differentiates products and gain market share, new products do not remain new for too long, new technologies going into new products change more quickly than they have in the past, lack of marketing tactics to market the products and the consumer level of income hinder the entrance of the new product into the market. The study aims to investigate the factors affecting the marketing of new products. The study will be guided by the following research questions; what are the consumers based factors that affect the marketing of new products in Kenya? What are the developers based factors that affect the new product success in the market? What are the markets based factors that affect new product success in the market? The study will focus on the factors affecting the marketing of new products in Kenya. It will adopt a case study design of coca-cola Company in Uasin-Gishu District. The study will be carried between the months of February to April 2013. It will adopt the use of questionnaires and interview schedules as the primary collection tools. It will delimit itself to only those factors which affect the marketing of new products. The study will target 12 management staff, 1040 employees and 5320 consumers. It will employ purposive sampling on the management staff, stratified sampling on the employees and simple random sampling on the consumers. The sample size will be 648 respondents. The analysis will use descriptive statistics which will adopt both qualitative and quantitative analysis in order to achieve the objectives of the study. The data analysis tools that will be used will be SPSS (Statistical package of Social Sciences). Numerical values will be assigned to responses (coding) in the questionnaires to represent measurement of variables, the data will then be analyzed and presented in form of tables, frequencies and percentages. The study will expect to get the factors which affects the success of a new product into the market based on the consumer based factors, developer based factors and the market factors.

TABLE OF CONTENTS
DECLARATIONi
ABSTRACTii
LIST OF TABLESv
ACKNOWLEDGEMENTSvi
CHAPTER ONE...
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