Impact of New Products Development on the Profitability of Nigerian Deposit Money Banks

Abstract

Profitability strategies can only be formulated and implemented when the marketing manager is well informed about the current marketing situation and to a certain degree, anticipate future changes in the potential and new product market. Many commercial or money deposit banks in Nigeria are faced with problems relating to their marketing activities due to lack of adequate knowledge of the prevailing market situation or product performance evaluation. This research study has the objective of assessing the impact of new products development on the profitability of Nigerian deposit money banks. The study is a survey research and Primary and secondary data were applied and formulated hypotheses tested using kendal co-efficient of concordance. The findings of the study revealed that there is a relationship between new product development and profitability in Nigerian deposit money banks, and poor knowledge of the benefits derived from new product innovation is responsible for low rate of profit maximization in banks. Also that new products innovation and developments come as a result of bank's marketing research efforts. The study recommends however that banks should intensify their research efforts to provide timely information on product development and monitor the degree of customer's satisfaction through market situation analysis.

When a Robot Makes Your Dinner: A Comparative Analysis of Product Level and Customer Experience Between the U.S. and Chinese Robotic Restaurants

“…Kotler (2016) believed that customers’ perceived value of a product is based on whether different layers of products/services can satisfy consumer needs, which greatly determines their likelihood of purchase. Although originally developed for application in marketing, Kotler’s five-level product framework has been widely applied to manufacturing (Koh et al, 2013), computers and software (Cottrell & Nault, 2004), online retail (Chen & Sun, 2016), and banking (Orji et al, 2017). Most recently, we have started to see application of the framework in the hospitality and tourism discipline, which is known as providing both tangible and intangible products (e.g., Duan et al, 2018; Gašović et al, 2018).…”