ASSESSMENT ON NEW PRODUCT DEVELOPMENT: THE CASE OF MOYA FOOD COMPLEX

Abstract

The Major Objective of this study is to investigate whether the company (Mo-YA food complex s.c) new product production process goes with detail or enough research on customer needs and want. in addition to the major objective the student researcher tries to identifies weather the company new products matches with customer expectation ,how the company solve problems related to new product production. Qualitative and quantitative research method was used and questioners and interview were prepared for collecting primary data. Addis Ababa city MO-YA Food Complex s.c final consumers was taken for the study as population, non probability sampling also used .interview were prepped and conducted for marketing managers for the company. Secondary data also used as source for the findings. The result shows that the MO-YA food complex s.c produce new product without making enough research, customer participation in new product development is very much limited. The company new product production idea generation only comes from internal sources.