STRATEGIES FOR ASSESSING COMPETITIVE LANDSCAPE FOR NEW PRODUCT LAUNCHES IN NIGERIA (A CASE STUDY OF DRIVEINHUD)

Contents

ABSTRACT. 5

CHAPTER ONE. 7

INTRODUCTION.. 8

1.1 Background to the Study. 8

1.2 Statement of the Problem.. 10

1.3 Objectives of the Study. 12

1.4 Research Questions. 12

1.5 Research Hypothesis. 13

1.6 Significance of the Study. 13

1.7 Scope of the Study. 14

1.8 Limitations of the Study. 15

1.9 Organization of the Study. 15

1.10 Definition of Terms. 16

REFERENCES. 19

CHAPTER TWO.. 21

REVIEW OF RELATED LITERATURE. 21

2.1 Introduction. 21

2.2 Theoretical Review.. 22

2.3 Conceptual Review.. 24

2.4 Empirical Review.. 29

2.5 Summary of Literature Review.. 32

CHAPTER THREE. 36

RESEARCH METHODOLOGY. 36

3.1 Introduction. 36

3.2 Research Design. 37

3.3 Population of the Study. 39

3.4 Sample Size Determination. 40

3.5 Sampling Technique. 43

3.6 Sources of Data Collection. 44

3.7 Research Instrument. 47

3.8 Validity of the Research Instrument. 49

3.9 Reliability of the Research Instrument. 51

3.10 Method of Data Collection. 52

3.11 Method of Data Analysis. 54

3.12 Ethical Considerations. 56

3.13 Summary of the Chapter. 58

CHAPTER FOUR. 59

DATA ANALYSIS AND INTERPRETATION.. 60

4.1 Introduction. 60

4.2 Demographic Characteristics of Respondents. 61

4.3 Analysis Based on Research Objectives. 67

4.4 Test of Hypothesis. 91

4.5 Discussion of Findings. 95

4.6 Summary of Findings. 99

CHAPTER FIVE. 101

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS. 101

5.1 Introduction. 101

5.2 Summary of the Study. 102

5.3 Conclusions. 106

5.4 Recommendations. 110

5.5 Contributions to Knowledge. 118

5.6 Limitations of the Study. 120

5.7 Suggestions for Further Studies. 122

5.8 Summary of the Chapter. 124

QUESTIONNAIRE. 126