Product Modification and Market Research. Key Strategies for Success in the Nigerian Banking Sector

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Seminar paper from the year 2023 in the subject Business economics - Banking, Stock Exchanges, Insurance, Accounting, , language:...

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Seminar paper from the year 2023 in the subject Business economics - Banking, Stock Exchanges, Insurance, Accounting, , language: English, abstract: This thesis aims to highlight the significance of product modification and marketing within the Nigerian financial market landscape. By analyzing the impact of marketing research on product adjustments and their acceptance by customers, particularly in the banking sector, the article explores how banks can increase their market shares and enhance their competitiveness. In Nigeria's competitive financial market, a seller's market where the challenge lies not in selling but in offering quality, safety, and reliability, the need to attract customers through compelling product offerings is paramount. A study conducted with questionnaires among staff of Intercontinental Bank Plc and their customers reveals the critical role of market research in product modification. Utilizing statistical methods, such as chi-square statistics, it becomes evident that adjusting products based on customer feedback and market insights is crucial for increasing banks' market shares and improving their competitive edge. This article emphasizes how targeted product modifications, grounded in thorough market research, can enhance customer acceptance and ultimately boost business success.