Effect Of Marketing Research On Product Modification And Acceptability In The Banking Industry (a Case Study Of Access Bank Plc)

CHAPTER ONE 1.1      INTRODUCTION The fact that changes is inevitable in taste; style and desire for new things bring out the underlying factor of the need of continuous research in a product the result of product research is now being used in developing new products and modifying existing ones to ensure that the overall objectives of the organization are achieved. The idea of product modification is to have a competitive advantage over competitors. Here product is modified to add new features that would expand the. Usefulness, safety and convenience which tend to make product unique. It is a…