A new product development in the new South African retail food market.

Abstract

We show that marketing research is critical in such a market driven industry as retail food. We use the qualitative approach and case study; and the research techniques used will provide relevant information for the successful development of a new product. Tools for research that will be used, are taste tests, interviews, focus groups and questionnaires. Having compiled what customers' want, any business then faces the challenge of completely meeting those adequately and profitably. The research looks at an important part of market research; strategies for new product development and finding the appropriate marketing mix strategies. The study illustrates how 'Maharani Instant Spice' researches the market and uses the information it gains to influence its decisions about its product development. In the final analysis, the findings will determine whether the development of the new product is feasible or not. (Mayat: 1961)