Abstract

This study focused on the Marketing Information System and New Product Development in Selected Bakery in Ado-Ekiti Metropolis, Ekiti State. The specific objectives of the study were to examine the effect of company internal records, marketing intelligence system and marketing research on new product development. The study utilized a survey research design. Data were gathered from primary sources. The population of the study comprised of management and marketing staffs of 56 bread bakery industries located in Ado-Ekiti metropolis, Ekiti State, Nigeria. Participants were chosen based on their experience in business operations. A convenience sampling method was employed to select a total of 276 management and marketing staffs as respondents. The questionnaire was designed using a 5-point Likert scale to gather responses from the participants. Ratings were assigned as follows: Strongly Agree = 1, Agree = 2, Neutral = 3, Disagree = 4, and Strongly Disagree = 5. Content validity confirmed the scale’s validity, and the reliability coefficient was determined through Cronbach Alpha test: company internal records was 0.86, marketing intelligence system was 0.85 and marketing research was 0.87 respectively. To test the hypotheses, multiple linear regression statistical tool was applied using the Statistical Package for Social Sciences (SPSS) version 20. Three hypotheses were tested in line with the objectives of the study and it was revealed that company internal records, marketing intelligence system and marketing research have significant effect on company’s market share. The study recommends as follow: Bread bakery industries owner should utilise company internal records to add value to new product development. and marketing intelligence system should be depended on to improve new product development among other competitive product in the business environment.