IMPACT OF MARKETING COMMUNICATION TOOLS ON PRODUCT DEVELOPMENT USING RADIO AS CASE STUDY

Abstract

This investigation used radio as a case study to look at how marketing communication mediums affect product development. The purpose of the study's objective guided the formulation of the research questions, which focused on the relationship that appeared to exist between the effects of marketing communication tools and product development. Utilizing questionnaires, primary data was gathered. The findings of the study demonstrated that there are many additional aspects that influence product development  in addition to marketing communication. The study also showed that marketing communication influences consumer spending favorably and directly since it advances the process of product development. The study also found that product development has a positive relationship with marketing communication, which was supported by a 9.1% effect marketing communication has on increased patronage. Respondents agreed that communication via radio demonstrates a company's confidence in its product because there are no physical attractions.  Finally, the study supported the notion that marketing communications increase consumers' trust in a product and keep them up to date on both new and old items. After exposing the variables to initial tests like descriptive statistics, the study utilized the regression technique of data analysis. Based on the findings of the study it was recommended   among others that; every business organization should indulge deeply in marketing communication strategies, approaches and promotion to cushion and shield their firms from high competitive threats as well as make them remain profitable.