| Abstract: | This study used a top bolted water company in Addis Ababa to examine the effect of new product
development on marketing performance in the case of Top Water in Addis Ababa. Both
qualitative and quantitative data were collected using both a descriptive and an explanatory
study approach. The responders were employees of Ethiopia's Top Bottled Water SC in Addis
Ababa. In this study, 461 targeted customers were chosen and 214 sampled respondents were
selected based Yamane (1974) formula using stratified and random sampling techniques. Even
though 214 were distributed in the study area, only 189 of them were correctly completed and
returned, yielding an 88% response rate. While content analysis was used to analyze qualitative
data, statistics analysis was used to analyse quantitative data, including mean and percentage
calculations as well as inferential analysis (multivariate regression and correlation procedures).
The results demonstrated a respectable level of market performance in new product development
categories such as product quality, product branding, product packaging, and product line. This
study showed that quality, branding, packaging, and product favourably and significantly
affected market performance. As a result, it is advised that companies be encouraged to create
new product ideas, consumer needs and wants should also be explored, and consumer
complaints and other information should be documented and then turned into new product ideas. |
