Marketing Plan of New Product Development Case Study of Processed Butternut Squash Products

Abstract

Butternut squash is rich in nutrients; thus, there be high benefits for processing healthy food products. Thence, this study emphasized studying consumer behavior, demand, and marketing mix factors for buying decisions of processed butternut squash products to formulate a new product development marketing plan as a case study of processed butternut squash products. The sample groups were consumers living in the upper northeastern area of Thailand, collected data by purposive random technic for 400 samples who had ever bought or eaten pumpkin or butternut squash. The research tool was an online questionnaire through a google form, and data analysis was descriptive and inference statistics.

The research revealed that most female consumers aged 20-30 bought or ate pumpkin crisps. Most consumers wanted the butternut squash to develop into a crispy breadstick with cheese flavor. While the product aspect, consumers were interested in the modern and good-looking packaging, the price aspect gives importance to the reasonable pricing for the quantity. In terms of distribution channels, consumers pay more attention to distribution through e-commerce channels, such as Shopee /Lazada, and in promotional aspects, with a focus on promotion is the buy-one-get-one promotion activity.