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

Authors

  • Kanyarat Sukhawatthanakun Assistant Professor, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Worravit Kultangwattana Assistant Professor, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Julalak Cherngsaard Bachelor Student in Marketing Major, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Kajpon Chaithong Bachelor Student in Marketing Major, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Sasiprapa Chorpraphan Bachelor Student in Marketing Major, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Sirinya Chaichanasaeng Bachelor Student in Marketing Major, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus
  • Witchaya Sunarak Bachelor Student in Marketing Major, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus

Keywords:

Marketing Plan, Processed Butternut Squash Products, Healthy Products, Consumer Demand

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.

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Published

2022-06-30

How to Cite

Sukhawatthanakun, K. ., Kultangwattana, W. ., Cherngsaard, J. ., Chaithong, K. ., Chorpraphan, S. ., Chaichanasaeng, S. ., & Sunarak, W. . (2022). Marketing Plan of New Product Development Case Study of Processed Butternut Squash Products. Journal of Industrial Business Administration, 4(1), 15–26. Retrieved from https://so03.tci-thaijo.org/index.php/iba/article/view/261990

Issue

Section

Research Articles