KOGI STATE
Faculty of Management Sciences
Journal of MANAGEMENT
ISSN: 3212 - 3122
PRODUCT INNOVATION AND SALES PERFORMANCE OF CONSUMERS’ GOODS MANUFACTURING FIRMS IN RIVERS STATE
Hamilton-Ibama, Edith-Onajite Lolia PhD. & Jaja, Happiness PhD.
Abstract
This paper examined Product Innovation as it relates with Sales Performance of Consumers’ Goods Manufacturing Firms in Rivers State. Product Innovation represents the independent variable and its dimensions are incremental innovation and radical innovation. Sales growth and repeat purchase were used as measures of Sales Performance. 316 copies of the questionnaire were retrieved and subjected to data analysis. Hypotheses were tested using the Spearman Rank Order Correlation Coefficient with the aid of SPSS Version 21. The results revealed that there is a strong positive relationship between product innovation and sales performance. It was concluded that there exist a strong significant positive relationship between product innovation and sales performance.
Keywords
Product innovation, sales performance, sales growth, repeat purchase, incremental innovation, radical innovation
Full Article
UNIVERSITY, ANYIGBA
