AN ASSESSMENT ON THE PRACTICE OF NEW PRODUCT DEVELOPMENT: IN THE CASE OF KALITY FOOD S.C

Abstract

This study assed on the practice of new product development in the case of Kality Food S.C . The reasons that initiate the student researcher to conduct this study includes, the company does not make research on customers need and want before producing new product, they have deficiency of using quality input, the company have no research and development department and also they don’t fund enough budget for research and development, finally they only use internal source of idea generation. This research paper has given an answer for the following research questions, how the company new product match with consumer expectation, the challenges that the company face in developing new product, how the company solve problem of new product failure, and also how the company seek to improve its product. In this study descriptive research design method was used, and also the participant were marketing manager and final customers of Kality Food S.C, in addition student researcher used non probability sampling approach among from this convenience or accidental sampling technique employed in this study. Student researcher collected primary data from questioner and interview, secondary data from publication, book etc.. The major recommendations that provided by the student researcher includes, Kality Food S.C must develop new product by considering customer need and want, also the company must improve its quality, package, taste of its biscuit.