Abstract\nThe study examines the effect of New Product Development strategies on Consumer Brand Adoptionin SMEs in\nthe manufacturing industry in Ogun State, Nigeria. The main objective of the study is to determine the relationships\nbetween brand physical attributes, buyer behaviour, market pre-testing strategy, product adoption, marketing planning\npolicy and competitive edge of SMEs products in Ado-odo/Ota Local Government Area of Ogun State, Nigeria. The\nresearch design is the descriptive survey and data were gathered through a well-structured questionnaire rated on\na 6-point Likert scale of Strongly Agree to Strongly Disagree. The population of the study comprised 240 ownermanagers\nand employees of selected companies presumed to host most of the SMEs in the state. The simple\nrandom sampling technique was used to select a sample of 150 individuals. 134 copies of the questionnaire were\nreturned and analyzed using the percentile and simple regression statistical techniques. The study reveals that\nphysical attributes of SMEs products have significant weak relationship with buyer behaviour (R=0.333; p<0.05);\nthere is significant moderate relationship between market pre-testing strategy and adoption of product (R=0.342;\np<0.05) and there is significant but weak relationship between marketing planning policy and improve competitive\nedge of SMEs products (R=0.125, p<0.05). The study recommends that small businesses periodically review the\ntechniques employed in product development to enhance brand image and consumer expectation that guarantee\nconsumer loyalty.
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