Marketability of new product development towards minimising market failure: a case of mango fruit leather

Rawaida Rusli, . and Nur Fazliana Md. Noh, . and Wan Zahidah Wan Zainon, . and Hadijah Hassan, . Marketability of new product development towards minimising market failure: a case of mango fruit leather. pp. 51-60. ISSN 1823-8149

Malaysias modern food industry recognises an increasing role of new food product development (NFPD). However the new food products tend to demonstrate high probability of failure. The NFPD emphasises less on the important role of consumers evaluation thereby subjecting the new food product to higher probability of failure prior to entering the market. Assessing consumers evaluation is therefore imperative to minimise the incidence.This study reports on consumers evaluation of a new food product known as mango fruit leather developed by MARDI by examining the overall product acceptance product attributes and willingness to buy at pre-determined recommended price. A self-administered structured questionnaire was randomly distributed to 400 consumers who voluntarily participated in the survey at selected hypermarkets/ supermarkets located in the Central Zone. The survey recorded high percentage of consumers overall product acceptance (93) with all the product attributes indicating high percentages for colour (91) texture (90) aroma (83) and size (88) respectively. Besides 87 of consumers indicated their willingness to buy the mango fruit leather and almost 70 agreed to buy the product at the recommended price of RM4.00/25 g. The study also found a positive relationship between the consumers overall product acceptance and willingness to buy. Ethnicity and income group were the two socio-economic factors that significantly influenced their willingness to buy. The findings of this study are beneficial for the food industry players and provide hints for drawing effective marketing strategies in NFPD whilst addressing the failure of a new food product in a new or existing market.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.14(201...

Abstract

Malaysias modern food industry recognises an increasing role of new food product development (NFPD). However the new food products tend to demonstrate high probability of failure. The NFPD emphasises less on the important role of consumers evaluation thereby subjecting the new food product to higher probability of failure prior to entering the market. Assessing consumers evaluation is therefore imperative to minimise the incidence.This study reports on consumers evaluation of a new food product known as mango fruit leather developed by MARDI by examining the overall product acceptance product attributes and willingness to buy at pre-determined recommended price. A self-administered structured questionnaire was randomly distributed to 400 consumers who voluntarily participated in the survey at selected hypermarkets/ supermarkets located in the Central Zone. The survey recorded high percentage of consumers overall product acceptance (93) with all the product attributes indicating high percentages for colour (91) texture (90) aroma (83) and size (88) respectively. Besides 87 of consumers indicated their willingness to buy the mango fruit leather and almost 70 agreed to buy the product at the recommended price of RM4.00/25 g. The study also found a positive relationship between the consumers overall product acceptance and willingness to buy. Ethnicity and income group were the two socio-economic factors that significantly influenced their willingness to buy. The findings of this study are beneficial for the food industry players and provide hints for drawing effective marketing strategies in NFPD whilst addressing the failure of a new food product in a new or existing market.

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Item Type:	Article
AGROVOC Term:	Food products
AGROVOC Term:	Mangoes
AGROVOC Term:	Food production
AGROVOC Term:	Product development
AGROVOC Term:	Market analysis
AGROVOC Term:	Market studies
AGROVOC Term:	Consumer surveys
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Confectionery
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9573

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