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

Received: 2 October 2014     Accepted: 16 October 2014     Published: 18 July 2017
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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.

Published in International Journal of Economics, Finance and Management Sciences (Volume 5, Issue 4)
DOI 10.11648/j.ijefm.20170504.12
Page(s) 213-221
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

New Product Development, Profitability, Nigerian Deposit Money Banks

References
[1] Akpan. A. B; (2002) Marketing Strategy Concept and Application Isola Ola and Sons Zaria.
[2] Alabi, T. A (2005) “Marketing of banking services in Nigeria” University Press Ilorin.
[3] Albrecht, W. P. (1983). Economics. Englewood Cliffs, New Jersey: Prentice-Hall.
[4] Busch, S. P (1985): ‘Marketing, Strategic Foundation’, Richard D. Irwn, Inc. Homewood, Illinois.
[5] Carbaugh, Robert J. (January 2006). Contemporary economics: an applications approach. Cengage Learning.
[6] Dereck, j. (2001) Introduction to Economics; 3rd edition; Butterworth and Co. publishers Ltd London.
[7] Ejiogu, O (2012) Assessment of the influence of new product development on profitability in Nigerian Banks. Unpublished MBA project. Department of business administration, A. B. U, Zaria.
[8] Falegan, S. B (2006) “Redesigning Nigeria’s Financial System” University Press PLC, Ibadan.
[9] Kolter, P and Keller, B; (2006): “Marketing Management” 12th edition, Prentice – Hall, Inc, Englewood Cliff New Jersey.
[10] Onalo, J (2004) Effects and Roles of Marketing Concepts on Corporate Performance; A study of some financial Institutions in Nigeria. MBA Project, Department of business Administration. A. B. U Zaria.
[11] Onu, A. J. C (2000): “Marketing Today” Precious Treasures Limited, Abuja.
[12] Smith, S. M & Albaum G. S (2010) An Introduction to Marketing Research, Sage Publishers, NY, P 129.
[13] Stanton, W. J (1981): “Fundamental of marketing” 6th edition, McGraw Hill book company, New York.
[14] Wong, S. K. S. and Tong, C. (2012), “The influence of market orientation on new product success”, “European Journal of Innovation Management’’, Vol. 15 No. 1, pp.99 – 121.
[15] www.firstcitygroup.com; accessed 16/4/2014.
[16] www.Skyebank.com accessed 16/4/2014.
Cite This Article
  • APA Style

    Marcus Garvey Orji, Ruth Andah, Chima Kate, Abba Solomon Boman. (2017). Impact of New Products Development on the Profitability of Nigerian Deposit Money Banks. International Journal of Economics, Finance and Management Sciences, 5(4), 213-221. https://doi.org/10.11648/j.ijefm.20170504.12

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    ACS Style

    Marcus Garvey Orji; Ruth Andah; Chima Kate; Abba Solomon Boman. Impact of New Products Development on the Profitability of Nigerian Deposit Money Banks. Int. J. Econ. Finance Manag. Sci. 2017, 5(4), 213-221. doi: 10.11648/j.ijefm.20170504.12

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    AMA Style

    Marcus Garvey Orji, Ruth Andah, Chima Kate, Abba Solomon Boman. Impact of New Products Development on the Profitability of Nigerian Deposit Money Banks. Int J Econ Finance Manag Sci. 2017;5(4):213-221. doi: 10.11648/j.ijefm.20170504.12

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  • @article{10.11648/j.ijefm.20170504.12,
      author = {Marcus Garvey Orji and Ruth Andah and Chima Kate and Abba Solomon Boman},
      title = {Impact of New Products Development on the Profitability of Nigerian Deposit Money Banks},
      journal = {International Journal of Economics, Finance and Management Sciences},
      volume = {5},
      number = {4},
      pages = {213-221},
      doi = {10.11648/j.ijefm.20170504.12},
      url = {https://doi.org/10.11648/j.ijefm.20170504.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20170504.12},
      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.},
     year = {2017}
    }
    

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    AU  - Marcus Garvey Orji
    AU  - Ruth Andah
    AU  - Chima Kate
    AU  - Abba Solomon Boman
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    T2  - International Journal of Economics, Finance and Management Sciences
    JF  - International Journal of Economics, Finance and Management Sciences
    JO  - International Journal of Economics, Finance and Management Sciences
    SP  - 213
    EP  - 221
    PB  - Science Publishing Group
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    UR  - https://doi.org/10.11648/j.ijefm.20170504.12
    AB  - 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.
    VL  - 5
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Author Information
  • Department of Business Administration, Veritas University, Abuja, Nigeria

  • Department of Business Administration, Nasarawa State University, Keffi, Nigeria

  • Department of Entrepreneurial Studies, Veritas University, Abuja, Nigeria

  • Department of Business Administration, Ahmadu Bello University, Zaria, Nigeria

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