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

Rusli, Rawaida and Md. Noh, Nur Fazliana and Wan Zainon, Wan Zahidah and Hassan, Hadijah (2019) Marketability of new product development towards minimising market failure: a case of mango fruit leather. [Journal / Magazine]

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Abstract

Malaysia’s 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 consumer’s evaluation, thereby subjecting the new food product to higher probability of failure prior to entering the market. Assessing consumer’s 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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