Effect of Product Modification on Consumer’s Reaction

Download complete project materials oneffect of product modification on consumer’s reaction from chapter one to chapter five with references

It is a well know fact that beings, have unlimited wants that need to be satisfied and that is why economics says ‘’ human wants are insatiable’’. As a particular need is being satisfied, new ones arise. The needs are so many that the resources available to satisfy them are limited at every point in time. The individual therefore has to decide the other in which these wants are to be satisfied depending on which ones he prefers to the others.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknwledgement

Abstract

Table of Contents

1.0 CHPATER ONE: Background to the study

1.1 Introduction

1.2 Statement of problem

1.3 Aims and objectives of the study

1.4 Siganificance of the study

1.5 Scope of the study

1.6 Limitations and constraints to the study

2.0 CHPATER TWO: LITERATURE REVIEW

2.1 Concept of Consumer Behaviour

2.2 Factors Influencing Consumer Behaviour

2.3 Concept of New Product development

2.4 Types of New Product Deveopment

2.5 Concept of Brand

2.6 Characteristics of a brand

2.7 Rationale for brand modification

2.8 Hypothesis formulation

3.0 CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research population and Sample

3.2 Research Design

3.3 Instruments of Data Collection

3.4 Admiistartion of Instruments

3.5 Method of Data Analysis

4.0 CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Brief hisotry of Close-up Brand of Toothpaste of Unilever,Plc

4.2 Characteristices of Close-up Brand of Toothpaste

4.3 The Products Market

4.4 Test of Hypothesis

5.0 CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATION

5.1 Summary of findings

5.2 Conclusions

5.3 Recommendations

References                                                                                      

CHAPTER ONE

1.1 INTRODUCTION

According to Boone and Kuriz. Consumer behavior can be defined as the acts of individual in obtaining and using goods and sevices including the decision process that precede and determine these acts. This definition includes both the ultimate consumer and the purchaser of industrial goods. A major differences in the purchaser behavior of industrial consumers and the ultimate consumer is that additional; influences from within the organization may be exerted on the industrial purchasing agent.

Consumer behavior results from individual and environmental influences. Consumer often purchases goods and services to achieve their ideal self image and to protect the type of self image they want to in other to accept. Behavior is therefore determined by the individual’s psychological make up and influence of other. The dual influence has been summarized into the following simplified equation of behavior.

B=F(P,E)

Consumer action (B) is therefore, the result of interaction of the consumer’s personal influence (P) and the pressures exerted upon him side forces in his environment E).

The four basis determinant of consumer behaviour are the individuals needs, motives, perceptions and attitudes the ineraction of these factors with influences from the environmental cause the consumer to act.

The starting point in the purchase decision process in the recognition of a tail need. A need is simply the lack of something useful. The consumer is typically confronted with numerous unsatisfied needs. It is important to note that a need must be sufficiently around before it may serve as a motive.

Motives are inner state that directs us toeards the goal of satisfying a felt need. The word product can therefore be defined as a bundle of physical, services and symbolic characteristics designed to produce consumer want satisfaction.

An important pre-requisite for efficiency product modification or innovations is a functioning organizational arrangement designed to stimulate and co-ordinate new product develploment

It is a universal truth that favorable consumer attitudes are pre-requisites to marketing success. If consumer views the product unfavorably, the firm may choose to redesign the product to better conform to their desires to accommodate the consumer.

The firm may make styling changed, variations in store handling the product. Ingredient change in package size and changes in retail store handling the product.

Thus, the aim of every consumer to derive the best satisfaction from every goods and services purchased. Different factors are considered by the consumer before a decision is made to purchase a product. These factors sometime vary from individual to individual. They include price of the commodity, quality of close substitutes, quality of effectiveness of the product and complements, package and other promotional efforts, etc.

1.2  STATEMENT OF PROBLEM

In any research work, certain problems are usually identified for the study to solve. It is the way a problem is defined that governs the ability of decision makers to search and identify appropriate solution. This regards, below are the study;

1 Why is it that consumer go for the product?

2 Does the fluoride and satisfaction derived it influences consumers?

3 Does the differences in the price for content of the packages when compared to other substitutes influence consumer?

4  Does they attach meaning to colour used?

5  Does modification leads to higher sales?

1.3 AIMS AND OBJECTIVE OF THE STUDY

The major aims of the study are to test the effect of product modification on consumer’s reaction. The objectives of this study can therefore be stated as follow:

1. To test or examine the effect of product modification on the behavior of toothpaste consumers especially close-up.
2. To find out whether the degree of patronage (regularity in buying) affects the influence of modification on consumer behaviour.
3. To find out if the level of income affects the purchase of the product.
4. To evaluate the effect of modification on sales volume of close-up tooth paste.

1.4 SIGNIFICANCE OF THE STUDY

Marketing can be defined as the manageria activities that identify the needs of consumer at organization profit.

Consumer need adequate information about a product after determined the problem of such product. Marketers needs to provide appropriate information about a product and persuade the consumer to patronize the product

Marketer must facilitate the purchase intention of consumer by ensuring consumer utilize the purchase power of the products.

SIGNIFICANCE AS A RESEARCHER

The writer will also be benefited from this project because it gives more exposure in reaction of consumer to a changed of a product. It will improve the knowledge of skill as well.

1.5 SCOPE OF THE STUDY

The scope of this study is effect of consumer reaction on product modification, unilever Nigeria plc, RC113.1, Billing way Oregun Lagos Nigeria was used as case study which would give more information about reaction gathered from respondent of questionnaire sent to consumer on unilever product especially close-up modification.

The case study unilever situated in Lagos and the information would be gathered within the area of Oregun Lagos state from the period of febuary to July 2011.

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