EXAMINING MARKET ACCEPTANCE

SUSTAINABLE APPROACHES TO NEW FOOD PRODUCT DEVELOPMENT

Authors

  • Michael Ricky Sondak Universitas Ciputra Surabaya

DOI:

https://doi.org/10.9744/pemasaran.18.2.69-80

Keywords:

market acceptance, new product development, sustainability, family business

Abstract

This research endeavors to ascertain whether family businesses employ new product development as a strategy that is well received by the market. This qualitative research examined the food and beverage family business in Surabaya. Data was collected from credentialed persons or expertise via the use of purposive sampling. Interviews served as the primary method of data collection. The present study examines the experiences of family business proprietors in the food and beverage industry who, in response to ineffective marketing strategies, initiated the creation of innovative products. This study emphasizes sensory enjoyment, economic value, and brand trust in product development.

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Published

2024-10-31

How to Cite

Sondak, M. R. (2024). EXAMINING MARKET ACCEPTANCE: SUSTAINABLE APPROACHES TO NEW FOOD PRODUCT DEVELOPMENT. Jurnal Manajemen Pemasaran, 18(2), 69–80. https://doi.org/10.9744/pemasaran.18.2.69-80