CRITICAL ANALYSIS OF NEW PRODUCT

DEVELOPMENT AND ITS IMPACT TOWARDS

CUSTOMER SATISFACTION- SPECIAL REFERENCES TO
NIDO BRAND

BY

T M DINESH THENNAKOON
(MBA-21-41-861)

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT
2022
ACKNOWLEDGEMENT

I would like to present the research thesis with a great pleasure which is based on the research on
critical analysis of new product development and its impact on customer satisfaction- special
references to Nido brand.The research was conducted for the Master of Business Administration
(MBA) program conducted by Asia e university, Malaysia and I would like to take this opportunity
to thank all the people who supported me to complete the research work.
It is always a pleasure to remind the people who supported me for their sincere guidance I received
to conduct the research. Firstly, I would like to thank Mr. Mahen Muttiah for the supervision,
guidance and help to conduct my research. Secondly, I would like to thank the staff of Cambridge
College of Business Management for the assistance to conduct the research. Finally, I would like
to thank all my friends, my family and all the people who supported me for their assistance given
to complete my research work in a successful manner

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TABLE OF CONTENT
ABSTRACT .................................................................................................................................... 4
1.0 Chapter one – introduction ............................................................................................... 5
1.1 Introduction of the study .................................................................................................. 5
1.2 Statement of the problem ................................................................................................. 5
1.3 Research objectives .......................................................................................................... 7
1.4 Scope of the research........................................................................................................ 7
1.5 Scope of the research........................................................................................................ 9
1.6 Significance of the study ................................................................................................ 10
2.0 Chapter Two - Literature review ................................................................................... 12
2.1 Definition and features of the independent variable ...................................................... 12
2.2 Theories related to the independent variable (s) ............................................................ 14
2.2.1 SWOT Analysis ...................................................................................................... 14
2.2.2 PEST Analysis ........................................................................................................ 14
2.2.3 Porter’s Five Forces ................................................................................................ 15
2.3 NPD Process ................................................................................................................... 16
2.4 Customer satisfaction ..................................................................................................... 17
2.5 Critical analysis/discussion of the theories related to the independent variable ............ 18
2.6 Perceived value .............................................................................................................. 19
2.7 Discussion of the dependent variable ............................................................................. 20
2.8 Relationship of the independent variable (s) to the dependent ...................................... 22
2.9 Previous studies .............................................................................................................. 23
3.0 Chapter three - research frameworks ............................................................................ 25
3.1 Theoretical framework ................................................................................................... 25
3.2 Conceptual framework ................................................................................................... 26
3.3 Research hypotheses ...................................................................................................... 27
4.0 Chapter four – research methodology ........................................................................... 29
4.1 Methods of research used ............................................................................................... 29
4.2 Respondents and sampling procedures .......................................................................... 30
4.3 Research instruments/questionnaire ............................................................................... 31
4.4 Collection of data/gathering procedures ........................................................................ 32
4.5 Statistical treatment of data ............................................................................................ 33
5.0 Chapter five - presentation of data and critical discussion of results ......................... 34
5.1 Chapter Introduction ...................................................................................................... 34
5.2 Chi – Square Test ........................................................................................................... 35

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 5.2.1 Perceived quality..................................................................................................... 35
5.2.2 Perceived value ....................................................................................................... 36
5.2.3 Customer expectation.............................................................................................. 37
5.2.4 Corporate image ...................................................................................................... 38
5.3 Correlation ...................................................................................................................... 39
5.3.1 Correlation between Perceived quality and Customer satisfaction of Nido ........... 39
5.3.2 Correlations between Perceived value and Customer satisfaction of Nido ............ 40
5.3.3 Correlation between Customer expectation and Customer satisfaction of Nido .... 41
5.3.4 Correlation between Corporate image and Customer satisfaction of Nido ............ 42
5.4 Analysis Summary ......................................................................................................... 43
6.0 Chapter four summary findings, conclusions and recommendations......................... 44
6.1 Summary of the findings ................................................................................................ 44
6.2 Discussion/conclusions .................................................................................................. 44
6.3 Recommendations .......................................................................................................... 45
6.4 Further research .............................................................................................................. 46
References ..................................................................................................................................... 48

List of tables

Table 1 – Conceptual Framework ................................................................................................ 26

Table 2 - Hypothesis Development ............................................................................................... 27
Table 4 - Chi-Square Test – Perceived quality ............................................................................. 36
Table 5 - Chi-Square Test – Perceived value ............................................................................... 37
Table 6 - Chi-Square Test – Customer expectation ...................................................................... 38
Table 7 - Chi-Square Test – Corporate image.............................................................................. 39
Table 9 - Correlation – Perceived quality .................................................................................... 40
Table 10 - Correlation – Perceived value..................................................................................... 41
Table 11 - Correlation - Customer expectation ............................................................................ 42
Table 12 - Correlation - Corporate image ................................................................................... 43

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ABSTRACT
This research talks about the Nestle’s new product development strategies in Sri Lankan market.
When it comes to a company's operations, the part that is received with the most optimism and
hope is the component that is responsible for the development and manufacture of brand-new
items. This is because this aspect has the most potential for future success. Managers view the
introduction of new products as an opportunity to gain an early advantage over their rivals. In a
perfect scenario, a successful new product would either set industry standards, which would then
become a barrier to entry for rival enterprises, or it would open up crucial new markets. Neither of
these outcomes is likely to occur, however. The launch of brand-new products is quite
advantageous for the organization. They have a propensity to revitalize the engineering corps by
capitalizing on breakthroughs from research and development that have not yet been utilised to
their full potential. When new product campaigns are launched, for instance, top managers have
the ability to reorganize their operations and get more out of their sales force, factory, or field
service network. This presents a challenge, but also an opportunity. The production of new items
makes it possible to realize profits from previously made investments. In spite of this, the reward
that is most likely to pique the interest is the intangible benefit that comes with the regeneration
and redirection of the organization. The excitement, the potential for creative expression, and the
increased opportunities for the company that come with the launch of a new product energize the
best employees of the company and improve the organization's capacity to attract new members
of the workforce. Additionally, the launch of a new product improves the organization's ability to
attract new members of the workforce. The presentation of fresh things instils confidence and
momentum in the audience. The great majority of new product development, however, fails to live
up to the high aspirations that are associated with it. Products don't even make it halfway, and
individuals pass out along the road. In order to help organizations understand why this is the case,
let's take a look at some of the problems that are more obvious.

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1.0 Chapter one – introduction
1.1 Introduction of the study
According to this research, Nestle's milk powder company has just launched a new product called
Nido. The milk powder market in Sri Lanka is almost devoid of product as of right now. Sri Lanka's
milk powder market should be taken advantage of at this time. For this reason, the project's subject
matter will be a brand launch in Sri Lanka to improve consumer happiness. Financial and
operational management will be a part of this project. Owners are always in charge of marketing,
coming up with new ideas and strategies, and putting them to use in order to bring in new
customers. In this light, the following are the most pressing issues that need to be addressed It's
like a game of chess with the main players in this process. Organizations may win these games by
knowing what the opponents are doing and what they plan to accomplish. Getting a handle on the
competition should be a top priority for every CEO. Nestle must be ready to keep customers if a
competitor lowers prices regularly throughout the summer. Companies with more marketing ideas
than resources are few and far between. It's imperative that organizations figure out where the
money is going first. Spend these monies where they will have the most impact on revenue
generation. However, this technique has the drawback that the company's owner may not be
confident in the effectiveness of a new marketing strategy. One may experiment and even make
educated guesses. Nestle's method may not work in certain cases because of an error on their part.
Competitive advantages and disadvantages exist when competing products and services better
meet customer needs. Nestle wants to boost the company's product offering. There must be an
effective way to highlight Nestle's skills in its marketing messages.

1.2 Statement of the problem

The preferences of the company's consumers ultimately influence its course of action, therefore
finding new clients is a crucial component of operating a firm. If a company's future success
depends on its customers, time and effort will play a big role in determining what sorts of
improvements are needed to the company's products and services. As a result, if organizations
want the business to be successful, organizations need to focus on delivering excellent customer
service. Customer service has the capacity to either make or break a business since it affects the
most important individuals in the firm the consumers. Firms that wish to compete in today's global

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market must develop fresh goods. Businesses must provide a broad variety of goods and services
in order to keep up with their customers' shifting preferences. It is named new product development
because it is the first phase in creating a new product or service. A sequence of crucial phases in
the creation of a product must be completed before it can be placed into the market (Schiffbauer
et al., 2017). Creating new goods is sometimes referred to as the process of developing an idea
into a product that can be marketed to the broader population.

A high majority of new goods fail because the suppliers (inventors) do not comprehend what the
product is designed to do. There is a gulf between the perspectives and behaviors of the two parties
involved in the transaction. An innovative product provided to customers to solve a specific issue,
but the buyer is unaware of the product's wider use by the company (Datta & Roy, 2011). It is vital
to evaluate client feedback before beginning a new product development project. When the right
people, resources, and processes are in place during the introduction of a highly successful product
and its success formula is established, future goods and services may be introduced much more
simply (G. W. Liu et al., 2020).

Every business depends on the development of new goods. Development and profitability are
harmed by a lack of aggressive product development and the introduction of new items and
services to the market. The market has to be filled by businesses that know what their customers
want. Instead than just asking for feedback from customers, market research for new goods must
start with a clear grasp of what they desire. All of these considerations must be taken into account
while producing a new product (Kurritt et al., 2019).

Key obstacles in today's global corporate environment are new product development and
innovation. The bulk of the organization is always looking for new platforms and techniques to
bring fresh ideas to market. As a result of these limitations, many small businesses struggle to
compete in today's market. In order to make the most of the limited resources available to get a
new product from conception to market, they must use more effective and efficient methods of
new product development (Paswan et al., 2020).

It's true that when new items enter the worldwide hard market, they're up against some stiff
competition from already existing goods. But if the optimal consumer demand is satisfied, new

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products may readily emerge from even the most difficult market conditions. Businesses must
constantly adapt to their customers' ever-changing needs in order to remain competitive and
quickly attract new clients. Finding the most marketable new product in today's intensely
competitive global market is tough due to the many hurdles that new products must face.

This problem may cause a stalemate between management's standpoint and quality-of-service
requirements. Even though management knows the customer's expectations, they may not be
committed to using suitable tools. These devices are vital for providing high-quality customer
service. Limited or low-quality resources may be one cause of bad workplace services. Staff
employees may find it challenging to meet expectations because of this. It's important to compare
the quality of services offered by personnel using the latest technology and those using older forms.

1.3 Research objectives

The research objectives are as follows

• Analyze the industry challenges facing while launching Nido brand in Sri Lankan
market
• Explore the market potential for Nido brand in Sri Lankan market
• Identify the return on investment of the project
• Examine the customer satisfaction of the product after the launch

1.4 Scope of the research

For the sake of profit, Nestle distributes and manufactures its products in a cost-effective manner.
Product development is a dynamic process that evolves to meet the needs of ever-evolving markets
and more aggressive rivals. Firms have been compelled to develop even more actively because of
these considerable gains (Gutiérrez & Rodrguez, 2008b).

In order to keep up with the competition and meet the demands of new product development,
business organizations must continually innovate. Products and services are two sides of the same
coin in Deborah's mind. Due to its involvement in huge industries, a company's ability to produce
new products may be affected by its engagement in those industries. Crawford's new product
development technique was compared to Nestle's new product development process in this article
(S. Kumar et al., 2021). When this comparison is carried out in the future, various steps will be
identified and thoroughly explored. To help new product developers avoid the most prevalent

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errors that contribute to a product's failure, this study may provide advice on how to prevent them
(Min & Smyth, 2014b).

It's no secret that Nestle is a household brand in the food sector. They're well-versed in the wants
and desires of their customers. When it comes to thinking about their customers, they seek to be
the most accessible option. That is why Nestle makes it a point to ensure that all of its products are
the same throughout all of its markets. Nestle's goods are designed to be consumed on a regular
basis and to meet the needs of the product's target audience (Voss, 1984). Because they have a
similar culture and skill set, they may travel to other nations and try different foods. They are able
to move fast and easily both locally and globally. They've made a commitment to promote a
nutritious diet by taking particular steps and following specified processes. Nestle's objective is to
satisfy the dietary needs of customers in whatever manner possible.

All of a company's efforts, from business strategy to marketing strategies to the volume of its sales
are driven by the company's customers. It is the items and services that we supply clients that allow
us to earn a profit; in our case, it is the money generated by our employees' work that does the
earning. Clients need these services, but first they need to know whether they live up to their
expectations. For the company's success, it is critical to find solutions that meet the needs of the
company's customers. Consumers may opt to use different service providers if the quality of the
service falls below acceptable levels. This suggests that the business will suffer a loss of customers
and, as a consequence, financial harm. In order to ensure that the services offered to clients match
their expectations, managers of firms must design techniques for examining their operations,
particularly the quality of the services provided to customers. The technique of inquiry may have
to be created in such a way as to provide the appearance that the staff members are not being
monitored in order to avoid instances of falsification. Consequently, managers may come up with
suitable approaches to make improvements, ensuring that the outcomes are correct.

This will help evaluate whether the terrible service is due to the machines or untrained staff. Karl
(2008) says a reduction in the quality of a company's services might be attributable to gaps between
how management views service quality and stated criteria. Empathy involves engaging and
providing customers in an acceptable way. Because management expects personnel to tailor client
service, failing to do so is a rule infringement. Examining customers' activities after being served
helps establish how effectively staff members follow this. Facial expressions might reveal a

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customer's service quality. When customers leave a business smiling, it means they were happy
with the services, whereas frowning means they were not. Teng, Huang, and Tsai (2009: 54) say
that excellent service makes consumers happy. Dissatisfied customers leave the bank quickly after
receiving bad service. They feel they don't deserve such good treatment, therefore they avoid the
bank for long periods.

1.5 Scope of the research

In order to give the finest possible service to consumers while keeping costs as low as feasible,
organizations apply value analysis. When building new goods, all product designers must keep
three things in mind: utility, usability, and usability. Priority is given to the function of the product,
followed by the cost, which defines whether or not the item is within the grasp of the typical
customer. The objective is to perform all of this at the same time without incurring additional
expenditures (Kruti & Peenal, 2017).

It is normal practice to produce small-scale or pilot-scale items following the successful

completion of the design stage in order to determine whether or not the product can be
manufactured at a reasonable cost. The product will then be given to a specific market group for a
short period as part of a test marketing effort. Predicting future sales of the product and the way it
is accepted by clients are the major purposes of this activity. Successful testing will enable the
manufacturing department to plan and prepare the manufacture of the new product, which will be
supplied to the national or worldwide market once it has been successfully tested (Ugarthi
Shankalia & Ramu, 2018).

New products are generated into ideas, which are then examined by consumer research to discover
whether or not the market is possible, the product's advantages are viable, and where a product sits
in contrast to its competitors is viable. The concept must first pass through an initial screening
process before a firm can devote substantial amounts of money to the actual construction of a
product that can be sold. Prototypes are built and evaluated in the lab and in other technical
domains before they are put into practice (Chang & Lee, 2016).

This research prototype is later carried through the development process to become a commercial
product. Design, which may be separated into two sections, is a key concern here. Design may be
classified into two categories: utilitarian and formal. A product's structure and functioning are
handled in functional design, whereas the aesthetics of the thing are addressed in formal design.

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To meet both the practical and formal requirements, designers may face an uphill battle (Min &
Smyth, 2014a). One more thing has to be taken care of in addition to look and performance. Cost-
savings and transportation convenience should be taken into consideration while making a
decision. For example, a company will place minimal value on a well-functioning but expensively
produced product (Oakman et al., 2017).

The new product's chances of success will increase by a factor of ten using this strategy. Given
how rapidly customer preferences and desires may change owing to technological advancements,
it is not assured that the product will succeed. In order to secure the company's long-term survival
and prosperity, research and development must be an intrinsic element of the business model. A
product's objective in valuing its customers is to make sure they get value for their money at the
lowest feasible cost. According to the definition above, it may be described as an analytical method
that is utilized throughout product development to aid in decision-making (Löfsten, 2014).

1.6 Significance of the study

Many divisions within a company are involved in a value analysis team to guarantee that all of the
product's components are given the attention they deserve. Design, technology, finance and
marketing professionals may be involved. Approaches to cutting manufacturing costs without
compromising quality or the value of the product will be considered at each level of the value
analysis. Because the product is being made using an alternate material, it may be rather simple to
locate a substitute for it.

In markets with fierce rivalry, it is imperative that a company's top management take this action.
This might mean using another product or inventing a completely new one in order to keep the
business relevant. A company's status as a market leader depends on its ability to innovate
continuously. There is a limit to the amount of money a product can make, no matter how popular
it is (Thierry et al., 2015). Existing inventories of spare parts are essential due to the length of time
it takes to produce new goods. In addition, businesses must keep up with the ever-changing
demands of their consumers and the activities of their rivals. Because consumer preferences and
demands evolve over time, a company's ability to compete in the market depends on constantly
developing new products. The life cycle of many items is also rapidly altering. As a result, the
survival of any firm depends on the creation of new items.

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This dynamic market necessitates the production of new products, which is no longer an option
but a need because of the quick pace of technological progress. Product development is a time-
consuming, expensive, and intricate process (Thomson, 2018). A substantial sum of money is
required for this endeavor to be a success. Most firms that have pioneered new goods rely heavily
on research and development as part of their overall strategy and operations. There is no way to
predict the outcome of this process, thus it is essential that the necessary protocols be followed at
all times. Otherwise, the final product may not be a commercial success. Steps in the process of
new product development include the identification and appraisal of new product prospects,
manufacture of the product, and testing of the product's marketability and viability (Joji, 2011).

A company's growth or existence depends on its ability to produce new products. Products are
developed and assessed in this manner. Another way of putting it is that new product development
is the process of creating and inventing new ideas and concepts in preparation of the launch of a
successful new product. Making a new product involves several phases, such as developing it,
putting it through testing, getting the public's attention, and sometimes even altering it, all of which
can be expensive. Even though this procedure is time-consuming, expensive, and intricate, it is
very necessary for a company (Khodaparasti et al., 2015).

For new product development, inspiration comes from market and technology forecasts, as well
as research and development initiatives. There must first be a way to implement new ideas that are
both useful and financially viable before they can be implemented. The marketability and
profitability of a product idea must be taken into account while creating a new product. The
screening procedure is used to assess whether or not the project is useful. Facts that should be
considered include if a product is in demand by customers, or whether a firm has the means,
abilities, and knowledge to create, manufacture, and sell a product (Kaur & Bhatia, 2018).

Every step in the manufacturing process has an impact on the final price of a product or service,
therefore it's critical to examine all of them. How many individuals will be participating in this
process depends on how big the company is and what sort of product they're reviewing (Foster,
2020). If the team becomes too big, it may become oppressive and costly, which is
counterproductive. If done effectively, value analysis may lead to the creation of new products by
ensuring that the maximum amount of value can be generated for the product at the lowest possible
cost. The gap analysis is the best way for determining the degree of service quality supplied by a

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firm and obtaining accurate results. Detecting and correcting service gaps may benefit from the
use of the gap model, which is a useful tool. An entirely different set of abilities are required to
market services than to market physical things. As a result, services are insubstantial, flexible,
undivided and unreserved in nature, which is why they cannot be held on to. Among the most
important aspects of marketing services is the ability to attract and keep consumers. Reliability,
certainty, tangibles, responsiveness, and empathy are the five most important elements. The degree
of service given by the firm may be influenced by any or all of these factors.

2.0 Chapter Two - Literature review

2.1 Definition and features of the independent variable
Having a high-quality product isn't necessarily enough to be successful, contrary to common
assumption. To determine one's place in the market, one must do competitive research and
differentiate oneself from the competition. If ten competing enterprises all provide the same
advantages, the choices of customers become arbitrary. Focus on one or two significant benefits
or characteristics that set the firm apart from the competition and that consumers will value and
enjoy while designing and advertising items. For instance, the organic food market caters to those
who are searching for more natural and healthier food options, such as vegan and vegetarian fare
(Darlas & Aksogan, 2016).

As the first stage in marketing, market research helps businesses understand their customers better.
With any luck, this will result in the creation and sale of a useful product or service (Upadhyaya
et al., 2017). A variety of strategies are used to find out what consumers want, including customer
surveys, test product sample marketing, and polling. It might be used to produce goods that have
a significant advantage over their rivals in terms of consumer satisfaction (Frank, 2019).

However, this does not imply that Nestle will be successful merely because Nestle knows what
people want. The marketing department is unable to influence the product development process.
In spite of marketing's expertise in consumer needs and advantages, marketing seldom participates
in product creation (Pratama & Prasandya, 2019). Quality products and services that satisfy the
needs of consumers are still required.. If an early adopter gets a mediocre product and discovers
that it does not meet their expectations, information will travel quickly (L. Wang & Yao, 2021).

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In order to be successful, a product's promotion falls within the purview of marketing. Under this
umbrella, organizations'll find anything from paid publicity to sales and marketing. To achieve
marketing success, picking the correct medium and generating messages that are memorable and
attractive to the target audience are essential. " (Ruccoleri et al., 2018). It's possible for a great
product to be ruined by a bad marketing plan. Advertising research is important in the creation of
successful communications that promote intended advantages and reach the target audience (Guo
et al., 2018).

The introduction of a new product to the market is a lengthy and demanding procedure. For Nestle,
it's imperative that the appropriate goods and messages be delivered at the right time to the correct
consumers. Preparation for the launch of a new product takes a great deal of time and effort. Market
research and good advertising techniques are two examples of this (Zhang et al., 2021).

The gap analysis is the best way for determining the degree of service quality supplied by a firm
and obtaining accurate results. Detecting and correcting service gaps may benefit from the use of
the gap model, which is a useful tool. An entirely different set of abilities are required to market
services than to market physical things. As a result, services are insubstantial, flexible, undivided
and unreserved in nature, which is why they cannot be held on to. Among the most important
aspects of marketing services is the ability to attract and keep consumers. Reliability, certainty,
tangibles, responsiveness, and empathy are the five most important elements. The degree of service
given by the firm may be influenced by any or all of these factors.

Because a pleasant workplace makes workers feel at home, they may volunteer for extra shifts. If
employees don't show empathy for customers, the level of service expected won't be met.
Comparing the number of pleased and dissatisfied consumers reveals the trend. Responsiveness
requires prompt service and a desire to help customers. New customers don't always know how
things operate, thus instructions are occasionally needed. This means that staff must guide
customers. Customers say the quality of services has worsened, hence they leave the bank
unsatisfied. The way staff serve customers should reflect their want to help. Customers may have
overly high expectations due to the company's management's promise. The way workers engage
with consumers might reflect how much they value them. If a service worker frowns while helping
a customer, the consumer may feel displeased. If the employee smiles while helping the client, the
consumer will feel appreciated. A closed-circuit television system may assist determine how

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customers are serviced and how responsive staff members are, hence analysing employee response
(Roy: 2010: 57).. Falsification is common in hallways, therefore it's not wise to let staff know
organizations’ watching.

2.2 Theories related to the independent variable (s)

2.2.1 SWOT Analysis
. According to the study's aims, managers will be able to better match their goods to their clients
if they can identify the ways and means to do so. According to fundamental marketing principles,
a product or service should be promoted in such a way that it exceeds the expectations of customers
in comparison to its competitors' offers. The SWOT analysis may thus be viewed as an effective
theory for market requirement (Christa & Kristinae, 2021). New product development companies
have a tough time putting their products through market testing due to a lack of demand and a lack
of consumer awareness. Customers must first be taught on the product's idea and how it will change
their daily routines. It is the primary goal of this essay to define (Melén Hnell et al., 2017) new
product development success and how firms such as Nestle go about it. This is owing to the fact
that if any one of these factors fails to meet the needs of the clients, the whole quality of the services
supplied will deteriorate. Keep in mind that poor service quality may emerge from any or all of
these factors being mismanaged, and this must be taken into account. The receipt and handling of
customer complaints is a laudable goal. As a gauge of what customers are thinking at any given
moment, the company's management cannot ignore these concerns. Management should pay
attention to the elements of the firm that don't meet customer expectations.

2.2.2 PEST Analysis

Industry-wide standards may be established as a consequence of the introduction of new products,
which might be a barrier to entry for new companies. As a consequence, both engineers and
salesmen have a feeling of purpose and achievement. For the company, it's a chance to revitalize
and refocus in order to prepare for the future (Wu & Zeng, 2016). Targeting a growing market
niche with concealed customer demands and inferred service or product requirements carries high
risk when using PEST analysis. On the other hand, corporations may leverage new items to obtain
a differentiation advantage over their rivals and distinguish their products and services. This kind
of advantage is known as "PEST" (Jan & Victor, 2019). To prevent the issue from spiralling out
of control, they'll be able to design rules that will help them do so. Several customers, including

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those deemed to be of the highest importance, have expressed their displeasure with the service
quality in this case. Assumptions must have some foundation in reality, since there is no way this
is a random event. Performing a scenario analysis is critical if we are to find solutions and improve
our relationship with customers. An attempt is being made to re-establish trust with customers who
have lost faith in the ability of personnel to satisfy their needs. In order to show clients that their
concerns are taken seriously and that steps are being done to improve the situation, making an
attempt to rectify the issues is essential.

2.2.3 Porter’s Five Forces

A recent study indicated that roughly half of the first-movers in a particular market failed after
releasing new products before their competitors, based on Porter's five forces. Innovation and
uncertainty are directly linked when it comes to the invention of new product concepts. Uncertainty
and unpredictability increase the requirement for information coordination, according to the
information processing theory (Safari & Rozana Nik Mohd Masdek, 2015). New product
development is seen as a normal practice by many businesses. However, the process may be
divided down into two distinct phases. Pre- and post-launch activities are both included in this
package. During the pre-launch phase, also known as the truth-seeking phase, new goods and
services are examined to determine their potential and any unneeded or non-functional components
are removed. A lack of understanding of what each of these factors entails, or a lack of care by the
personnel, will result in poor service. Despite being continuously rated among the top five for the
previous three years, customers have observed a deterioration in the quality of services offered at
this location. Customers have a right to expect and demand that businesses provide them with the
services they need. Consumers' contentment directly affects the company's success. Each issue
must be investigated individually to resolve service gaps. This means several ways will be
employed to solve problems. Because of various situations, gaps arise. The investigation will
provide light on the working environment, allowing management to establish strategies to combat
the problems found. The problem might have been caused by several sources, thus it must be
investigated from many sides (Thomson, 2010: 22). Here's one technique to address service quality
disparities in the first dimension.

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 2.3 NPD Process
Most customers aren't interested in what a company believes it's selling. Customers regularly
utilize their goods in ways they never planned, to the joy of businesses. Ideation, idea screening,
and concept development are the three steps of new product creation, according to traditional
marketing literature. Before a formal launch, a business study and some type of test marketing are
carried out based on the marketing plan that has been established (Jayaraman & Srivastava, 2016).

When it comes to organizational performance, procedures, structure, strategy, culture and

employee loyalty all play a role. They employ a company-wide approach to new product
development methodologies and the activities conducted under this auspices as part of their whole
research process (Wouters et al., 2016).

Improvements in product or process development, market research, and technological

improvements are the primary driving forces behind NPD initiatives. Product development costs
are anticipated to climb over time, and if this capability is kept in-house and engrained in the
corporate culture, important breakthrough ideas will get more attention. According to this
hypothesis, little incremental innovations, such as stronger or better versions of things or just brand
expansions, are more likely to occur in a system where research and development resources have
been tapped into in the past.

For the most part, corporations divide their target market based on demographics or product
features in an attempt to differentiate themselves from the competition. It's common for customers
to desire to choose a well-known product or service like a contractor to get the work done quickly
and efficiently. There is an unmet demand for a given product by a client, and these occupations
might differ from one scenario to the next, depending on the product.

Customer expectations aren't satisfied as well as they might if these factors aren't properly
controlled while providing services. A lack of attention to the customers' requirements and
aspirations may be seen in this case. In order to determine where the service quality is lacking, the
five factors should be examined. Once we have a clear picture of the services available, we can
utilize that information to develop policies that fill in the gaps. It is essential that plans be devised
that ensure at least one of the dimensions will be enhanced in order to meet the needs of the
customers.

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 2.4 Customer satisfaction
The term "customer satisfaction" refers to the manner in which projects within a program are
organized, and it can range from a cross-functional approach, in which personnel from functional
departments such as marketing, human resources, and finance are involved in the new product
development process, to a more traditional approach, in which personnel from functional
departments such as engineering, manufacturing, and sales are involved in the new product
process. Differentiation refers to the manner in which projects within a program are organized
(Dalvir Singh, 2018).

The comprehensive plan for developing new products for the firm is referred to as "Strategy," and
it is an essential component of the organization's overall strategy for doing business. In the context
of a firm's internal innovation environment, the term "culture" is used to refer to intrapreneurship
since it is considered to be part of the larger corporate culture of the organization. In addition to
this, the dedication of senior management and their active participation in the process of
developing new products is required (Wahyuningrum et al., 2020).

In the process of developing new products, it is not uncommon for problems to arise. Some of
these problems include altered aims, a lack of product uniqueness, unforeseen technological
difficulties, and functional incompatibilities. An increase in the likelihood of success may be
accomplished by meticulously preparing the endeavour. The five competing conceptions that
businesses utilize to carry out marketing operations are referred to as "production concept,"
"product idea," "selling concept," "marketing concept," "society-based marketing concept," and
"holistic marketing concept" (Waqas et al., 2020). When companies engage in marketing activities,
they do so on the basis of five competing ideas: the production idea, the product concept, the sales
concept, the marketing concept, and the social marketing concept. The concept of holistic
marketing is gaining traction as an innovative concept that integrates almost all of the prior
marketing strategies. On the other hand, in the overwhelming majority of cases, businesses are
directed by a strategy that is product-oriented.

In the context of an organization's internal innovation environment, intrapreneurship is referred to

as a "culture." As a result, new product development must engage top management (Varela &
Viswanathan, 2020). New product development is plagued by a lack of distinctiveness, unforeseen
technological hurdles, and functional incompatibilities. Having a well-thought-out strategy may

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help organizations succeed. Production concept, product idea, marketing concept, marketing
strategy based on society and holistic marketing strategy are the five competing marketing
concepts (Leon & Moutinho, 2011). Production, product, sales, marketing, and social marketing
are the five conflicting principles that form the foundation of modern marketing. Holistic
marketing is a novel theory that covers almost all prior notions. A product-centric strategy, on the
other hand, is the driving force behind the majority of businesses.

In order to assess the quality of the services provided by the branch offices, it is essential to look
into each and every aspect of the operation. Organizations may use a model called the service-
quality gap model to quantify the difference between the expected and actual quality of services
provided. The term "reliability" is often used to describe a company's ability to consistently
provide high-quality services. Individuals who have gotten enough training and are knowledgeable
enough to carry out their jobs in a professional manner are preferred by customers. The presence
of untrained personnel is a reason for worry since the approach in which these persons perform
services may not match the needs of the customers.

2.5 Critical analysis/discussion of the theories related to the independent variable

According to a research that was published not too long ago, around one-half of the first-movers
in Porter's five forces were unsuccessful. When it comes to the creation of brand-new products,
there is an undeniable connection between innovation and unpredictability. It has been
hypothesized that the requirement for information coordination rises in tandem with rising levels
of unpredictability and uncertainty. The creation of new products is considered by many
companies to be an everyday business practice. It's possible to break it up into two stages. The
launch period will be covered by the events. As its name suggests, the pre-launch stage is all about
gathering information about new products or services and getting rid of any components that are
unnecessary or do not perform well (R. Qiu et al., 2020).

If managers are able to identify the tactics and methods that will allow them to better match their
products to their customers' needs, then they will be in a better position to accomplish the goals of
the research. The basic principles of marketing state that a product or service should be marketed
and sold in such a way that it provides an exceptional level of satisfaction to the end user.
Therefore, the SWOT analysis is one of the most effective theories for the requirements of the
market (Losinger & Heinrichs, 2016). It is difficult for firms that produce new products to test

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their wares on the market because there is a lack of demand and there is a lack of understanding
of the demands of customers. To get started, customers need to be informed about the concept and
how the product would influence their day-to-day lives (L. Qiu et al., 2021).

When employing PEST analysis, it is dangerous to target a rising market area with hidden customer
wants and inferred service or product requirements. The use of innovative products is one way in
which businesses may differentiate their goods and services from those of their competitors and
gain a market advantage (Schroeder et al., 2005). This is what people mean when they talk about
"PEST" advantages. The introduction of new products may lead to the development of industry
norms, which can make it difficult for new businesses to break into the market. Because of this,
salespeople and engineers feel like they have a renewed sense of purpose and accomplishment. It
gives the firm the opportunity to revitalize itself and restructure itself in order to be ready for the
future (Mohammadi et al., 2017).

When customers have faith in a firm's ability to provide high-quality goods and services, this
results in higher revenue for the company. Customers who are dissatisfied with the goods or
services are letting organizations know that organizations have failed to meet their expectations.
It is likely that the number of consumers has increased dramatically, or that the personnel lack the
essential expertise to efficiently handle them.

2.6 Perceived value

The majority of companies classify their target market either on the characteristics of their products
or on demographic data. The customer just wants to make use of a well-known product or service,
such as a contractor, in order to do the task. Jobs are unmet desires on the part of customers for a
certain product, which the customer hopes to have satisfied by using that product. Customers
seldom buy exactly what a business anticipates they would want to buy (Ferreira et al., 2020).
Companies are often taken aback when they learn that their products are being employed in a
manner that was not anticipated. The process of developing a new product consists of three stages:
the ideation stage, the idea screening stage, and the concept development stage. Research and pilot
programs are conducted by a business in preparation for the introduction of a new marketing
strategy (Minguella-Canela et al., 2018).

Initiatives for new product development are driven by improved product or process development,
market research, and technical breakthroughs. If the company maintains these capabilities and

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makes them an integral part of the company culture, it will place a higher priority on key new
breakthrough ideas. According to Daz-Madrero et al. (2014), it is more likely for a system to
experience small incremental innovations after it has already exhausted its research and
development resources. These innovations can take the form of stronger or better versions of
existing things, or they can simply involve an expansion of the brand. Procedures, structures,
strategies, cultures, and the loyalty of employees all have a role in determining the overall
performance of a corporation. As a component of their overarching research strategy, they
implement a company-wide strategy for the creation of new products, complete with associated
procedures and activities (Shakouhi et al., 2021).

According on the input from customers, workers may have changed their approach to service
delivery as a result of the complaints they've received. Analyzing changes in service delivery over
time is critical. A thorough investigation into the likely reasons of the difficulties reported by a
number of customers is critical. Customer dissatisfaction has been raised by these consumers. It
would be a mistake to assume that the personnel is responsible for the errors since the systems
may have some technical difficulties that need to be solved. These problems must be addressed.
Technology has had an impact on the way the market works when it comes to purchasing and
selling goods and services. In order to deliver a decent service to one's customers, one must keep
abreast of the most recent technological advances. In the absence of this knowledge, the
management's view of the customer's expectations and the customer's view of themselves may
disagree.

2.7 Discussion of the dependent variable

Marketing share serves as the cornerstone for marketing strategy. Internal auditing and external
auditing are the two forms of auditing that are done. The goal of any auditing operation is to
analyze the efficacy of current systems and give ideas for changes that should be implemented. In
contrast to internal auditing, which helps to analyze the strengths and weaknesses of a business's
operations as well as how the firm is running, external auditing assists in assessing the external
environment that will have an impact on the company's operations (V. Kumar et al., 2021a) (V.
Kumar et al., 2021a). When doing audits, a variety of methodologies are utilized, including SWOT
analysis, PESTEL analysis, Porter's Five Forces analysis, and other similar techniques. In
conjunction with one another, the audits offer a multi-faceted approach to examining the

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operations of an organization and recommending chances for improvement (V. Kumar et al.,
2021b) (V. Kumar et al., 2021b).

When done at the organizational level, SWOT analysis may be used to examine the internal
capabilities of a firm and compare them to the risks and opportunities given by external factors
such as competition. Internal auditing is one of the most fundamental procedures available. Internal
weaknesses may be changed into strengths, and strengths may be enhanced to take advantage of
market opportunities, according to the SWOT analysis approach (Garud, 2013). SWOT analysis,
when used as a strategy development tool, has one basic limitation: it does not incorporate all of
the aspects that must be considered in order to design a successful plan. SWOT analysis has limits
that must be addressed. A situational planning tool, the TOWS framework gives more attributes
to consider and a more comprehensive picture for developing a company's strategy than any other
tool. This makes it a situational planning tool. Instead of utilizing a common planning approach
like the SWOT analysis, the TOWS analysis employs a matrix to compare each strength and
weakness with each opportunity and danger. This gives a more complete method for establishing
a strategy plan (Austro et al., 2020).

Within a firm, the purpose of internal auditing is to assess the performance of its resources as well
as its procedures, and to identify areas where changes are necessary. With this audit, the primary
aim is to investigate the marketing process and rate its success in terms of completing the
company's sales goals and objectives (V. Kumar et al., 2021c) (V. Kumar et al., 2021c). During
internal audits, topics such as distribution networks, communication channels, customer
engagement, product pricing, and product design are assessed for flaws and omissions. In order to
present a firm with an Outside-in perspective, external auditing must investigate external aspects
such as market competition, consumer purchasing behavior, and market trends. Because of this
analysis, the business will be able to forecast the dynamics of the market and take the appropriate
actions to maintain and enhance its place in the industry (J. Wang & Lin, 2021). Analysis of the
global environment in which the business operates will comprise appraisal of issues such as
politics, economics and society as well as technical advancements and legislative changes that
have a direct effect on the company's operations. This analysis will be beneficial in reworking the
corporate strategy in order to better align it with the contemporary business climate (Jakpar et al.,
2012).

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 2.8 Relationship of the independent variable (s) to the dependent
Once they've learned about the product or service, they'll next process that knowledge and generate
an opinion about it. This process may be positive or negative depending on what they've learned.
In the beginning, customers are more likely to use items or services on a trial basis if they value
them highly and believe it is acceptable to do so (Zen et al., 2009). If it meets their expectations,
they'll purchase it. The dissemination of a new innovation from the inventor to the broader public
is one example of this phenomenon on the macro level. Adoption or rejection of a new product is,
in other words, an individual customer's "micro" experience (le Thi, 2020).

As part of the process of developing new goods and conveying them to customers, product plans
and product definitions are created and communicated. Defining the product and developing the
project and business strategy are all part of this stage. According to critics, the cost of the
development stage and a significant project often includes three distinct approaches and
procedures, among other things. Based on our analysis of the literature and our explanation of
industrial product development, we back our theory or logical generalizations of product
development practice with the findings (Ghalehkhondabi et al., 2020).

Is it specified that before reaching a final selection, the product's core concept will be resolved on?
Construction will take on a new direction. There are many instances of an idea virus, including the
search for fresh prospects and the creation of a pricing model. "The virus of the mind" is a common
term for it. This advancement is an acceptable progression of the concept. Phan et al. (2019) state
that this method involves categorizing and testing possible outcomes. Initial market research,
product concept testing and business and economic analysis are all involved in the process of
developing a new idea (Jinru et al., 2021).

Since there is so much product development material out there, organizations can't keep up. We
can better grasp what we're reading if we compare and examine the literature in this manner. In
other circumstances, the difficulty we have in expressing differences generated by this grouping
may lead to an exaggeration of these viewpoints. Marketing research and the actual world reveal
two common ways for determining customer preferences.'s (Lynch et al., 2018). Combining
conjoint analysis with analytic hierarchy process (AHP) is conceivable (AHP). Both of these
methods are essential in the process of new product development, according to their viewpoint.
The underlying assumptions of various methods are usually different. Comparing the analytical

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hierarchy method in this study to a compositional approach demonstrates a decomposition strategy.
The methods are compared and contrasted as preference measuring tools. Both methods have a
high level of analytical and convergent validity. A closer look at the data shows that the analytic
hierarchy technique performs somewhat better (Saini & Singhania, 2018).

Research is becoming more difficult for organizations. For this reason, a literature review is taking
done. This kind of research focuses on actual fieldwork. Finding out what previous research had
shown about new product development, dangers and possibilities in a worldwide demanding
market with the emergence of information technology at work was done with great care. As a
result, we perform a review of the literature to investigate our research topic. Marketing operations,
management operations, and product design are just few of the areas where we do research. A
researcher must take into account the complete research environment's structure because of this.
Two types of readers are the primary focus of this review (Shaharudin et al., 2012).

Market opportunities and claims about product technology are used to create items that can be
sold. This is how we see product development at our company." Conducting a detailed study of
the current literature is always the first step in any research project. Basically, it's just a brief
synopsis of the many sources. We're learning more and more every day thanks to it. A project isn't
complete until it includes a literature review (Duralija et al., 2021).

2.9 Previous studies

. It was designed in order to address the key issue of location when it comes to involving dealers
with a new product development initiative, known as the participation range. Using this range, we
may distinguish between tactical and major development, arm's measurement longitudinal
development, and timeline development.

In order to keep their operations operating effectively, Nestle relies substantially on the creation
of new products (Ajaj et al., 2018). According to their view, it is an excellent instrument for swiftly
and precisely measuring the emotional value of new items. Product design and marketing tactics
may be improved by using this method. New product development and innovation are critical
issues in today's global corporate environment (Pereira et al., 2020).

Individual emotions have been taken into account, measured, and analyzed in previous studies on
customer engagement in new product development. Businesses may get a competitive edge by

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assessing a new product's emotional quality effectively, and this article shows how (Kopp et al.,
2020). New products and customer satisfaction are critical in today's competitive marketplace for
companies who wish to stand out.

Technology obsolescence, market upheavals, and increased global competition are all contributing
to shortened product lifespans. A wide range of journals, relevant literature, and current new
product development processes were examined for this study in order to identify and characterize
the significance, risks, and opportunities of new product development in a worldwide challenging
market (Parker et al., 2013). Firms that wish to compete in today's global market must develop
fresh goods. Consumers must be given a wide range of alternatives and be satisfied in order for
businesses to thrive. The firm will attract customers if it is possible for them to do so (S & M M,
2021).

When customers are engaged in the product development process, the success of a new product is
improved. Many creative goods were found to be more successful if they were able to provide
excellent customer service. The needs of the customer should be taken into consideration
throughout the whole product development process (Wolniak, 2020). Studies of previously
published research on a certain issue are referred to as "literature reviews". Depending on how
essential the source is deemed, the reader may be given a recommendation. According to its name,
a literature review sums together the work of others in the field. – A literature review is an essential
part of every research project, and it should be done as soon as possible (Ndubisi et al., 2020).

When it comes to testing out new product ideas, the great majority of organizations are relying on
this essential piece of software. When it comes to evaluating the emotional quality of new product
offerings, the author has laid up a framework for commercial businesses to use (Horppu et al.,
2008). It's impossible to exaggerate the significance of consumer involvement in new product
development processes in the eyes of customers. New product creation is an excellent method for
staying ahead of the competition in today's fast-paced business climate, when the market is always
moving, product lifespans are shrinking, and worldwide rivalry is rising. According to Deeds and
Hill (2016), effective new product development provides entrepreneurs with early access to the
cash flow pool, increased exposure to the public, as well as the chance to achieve a competitive
advantage in the marketplace.

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The bulk of the organization is always looking for new platforms and techniques to bring fresh
ideas to market. Many small businesses lack the means and ability to compete on a global scale.
So, their new product development procedures must be more efficient and productive in order to
maximize the limited resources they have available (Kanagarajoo et al., 2020).

This indicates that management is unaware of the requirements of the consumers, and as a
consequence, the policies that have been developed do not cater to the requirements of the
customers. This disparity may have unfavourable effects on the business as a result of clients who
become dissatisfied with the quality of the services they get. After this, it is necessary to conduct
interviews with a number of consumers in order to determine what their expectations are and what
features of the services they dislike the most. The management team may be able to better
understand what the needs of the consumers are by consulting the information that can be gleaned
from the responses to these questions. The surveys that are going to be sent have to be concise and
go right to the point. After the completion of the services, the consumers should be provided with
the questionnaires to fill out.

3.0 Chapter three - research frameworks

3.1 Theoretical framework
There are several ideas, their definitions, and references to academic literature that form the
theoretical framework of the research. The contrast between a theoretical framework and a research
proposal is essential. There must be a thorough comprehension of ideas and concepts that are
related to the study's subject, as well as the broader fields of knowledge being studied.

The theoretical underpinning is sometimes difficult to discover in the literature. Make use of the
critical thinking skills to examine relevant research papers and course materials from the
perspective of Nestle's study. When choosing a hypothesis, all of these criteria should be taken
into account.

The word "theoretical framework" is used to explain his logic or premise. Academics have defined
the term theoretical framework in a variety of ways. Using this theoretical framework, we may
better understand the connections between all of the many factors that have come to be considered
crucial in this situation. As a method of problem-solving, this method seeks to include significant
bits of information, such as variables.

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Readers are typically supplied with a theoretical framework to comprehend the alleged correlations
amongst variables that are independent of each other as well as those that are reliant on the
moderator and control factors. A typology of research methodologies has been developed by
researchers.

Study designs were grouped into three types: descriptive, descriptive-correlational, and
experimental in accordance with the quantitative research paradigm. The objectives of the research
project influence the design of the study. Theoretical frameworks may be examined and developed
by examining prior research. As a result, the relationship between research methods and theoretical
frameworks becomes more important.

3.2 Conceptual framework

It is a structure that may either retain or support research hypotheses, and it serves as the conceptual
foundation for the investigation. In this part, we will discuss the concept of why the issue arises in
the first place. Theorizing provides a foundation for doing research; in other words, it clarifies why
it is important to provide an answer to the issue posed by a research challenge at all. A theory is
all that the theoretical framework is; it's nothing more than that.

Independent Variables Dependant Variable

Perceived quality Customer satisfaction of Nido Brand
Perceived value
Customer expectation
Corporate image
Table 1 – Conceptual Framework

When it comes to providing service to clients, workers' familiarity with relevant information,
accuracy, and openness to feedback are all factors that go into quality assurance (Lenka, 2010:
123). This is significant because it helps to cultivate a positive connection between the staff and
the clients we serve. The management team has a responsibility to be aware of the level of
expertise that is associated with providing services to clients. The state of knowledge is always
shifting, and the requirements of the market are always evolving.

Because of the need to keep up with the ever-changing technical landscape, it is anticipated that
staff employees will continue to expand their expertise over time. Errors might be a reflection of
a lack of caution while providing the services or a lack of understanding when it comes to
carrying out the transactions. In order to determine the causes of the mistakes that take place

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throughout the transactions, it is necessary to ask the employees about how and why the errors
took place.

The fact that the mistake may have been caused by either a malfunction in the associated
technology or a careless oversight on the part of the staff members is something that cannot be
denied. It is essential to keep in mind that the mistake may have been brought on by a confluence
of the two causes that were discussed before (Roy, 2010: 56). It is essential for the staff members
to have the capacity to win the customers' confidence in order to be successful.
3.3 Research hypotheses
Theories provide the three fundamental steps that need to be completed throughout each step to
describe the conceptualization and operationalization processes. These stages are provided by the
theories. Each of these techniques will get an in-depth explanation, along with illustrations of how
they have been used in actual research endeavors in the past. Accuracy should be a primary issue
for any endeavor that involves research. At the end of this part on indicators, we will have a more
in-depth discussion of the reliability and validity of the indicators. Following that, a summary of
the essay's main arguments will be presented below. In conclusion, in order to get a conclusion
from this research, it will be important to make use of the conceptualization and operationalization
processes.

H1 Perceived quality does not have an impact of customer satisfaction of Nido Brand
New market place has an impact of customer satisfaction of Nido Brand
H2 Perceived value does not have an impact of customer satisfaction of Nido Brand
Perceived value has an impact of customer satisfaction of Nido Brand
H3 Customer expectation does not have an impact of customer satisfaction of Nido
Brand
Customer expectation has an impact of customer satisfaction of Nido Brand
H4 Corporate image does not have an impact of customer satisfaction of Nido Brand
Corporate image has an impact of customer satisfaction of Nido Brand
Table 2 - Hypothesis Development

In the context of research, the process of narrowing down, defining, and describing what is being
examined is referred to as the conceptualization that was just discussed. The meanings of various
words and phrases are dissected and investigated. When carrying out research projects, it is
essential to be clear about the aspect of a social phenomenon that is being investigated, as well as

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the method that will be used to quantify that part of the phenomenon. Due to the fact that this
aspect is just as significant, the concluding report should also show the audience that the initial
research topic has been addressed and answered. This article will offer a relevant example in order
to make what has been discussed up to now more understandable and to provide a more illustrative
illustration of how the conceptualization process works.

This is due to the fact that consumers like obtaining services from individuals in whom they can
place their faith, in particular when it comes to requesting explanations on certain topics. One may
determine whether or not the clients have developed a level of confidence in the employees by
observing the clients' conduct when they are present in the banking hall. In the event that clients
have a habit of asking who on the staff is responsible for a certain line of customers before entering
that line of customers.

Because of this, the clients will be able to express their choices to the personnel about the services
they get (Solomon, 2009: 44). If there are certain lines that move more quickly than others, then
this indicates that not all members of the staff have the capacity to win the confidence of the
customers. This indicates that certain members of the team are more comfortable providing
services to certain consumers, while others are not.

Because of this problem, there is a possibility that the quality criteria for the service and the way
it is delivered would diverge. It is clear that the management is aware of the level of service that
is required, and it is also clear that the management has established the standards that need to be
upheld. It's possible that the inadequately trained personnel were to blame for the low level of
service that customers received as a result of this. Their level of skills is poor, and as a result, they
do not have the capacity to carry out their jobs effectively.

According to Roy (2010: 57), a primary reason of complaints is a failure on the part of an employee
to properly comprehend what is expected from them. This is because the method of service
delivery may be substandard. Since management has fulfilled its responsibilities effectively, poor
performance on the part of employees cannot be laid at the feet of those in charge.

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4.0 Chapter four – research methodology
4.1 Methods of research used
Researchers may come to their job with a pre-existing set of talents or they may have to pick up
new ones as they go. When it comes to producing scientifically sound answers to research
inquiries, "research technique" is the phrase of choice. The inquiry's research methodologies are
based on a number of different aspects of this investigation. Research methodology is used to
define and evaluate these procedures since it offers a platform for such descriptions and
assessments.

It will be necessary to first define research methodology, which will include an explanation of the
many methodological approaches and philosophies, before moving on to the actual research
methods themselves.

Therefore, many people do research in order to get a better understanding of a subject matter via
the methodical acquisition of new knowledge. Research in the fields of business and management
allows for the development of solutions to issues that arise in enterprises. Research requires a wide
range of talents, including communication, intellect, organization, and information technology, but
these are only a few of them.

Because some members of the staff have not shown competence in carrying out their
responsibilities, it is reasonable to presume that they do not have a good grasp of the facts or the
requisite abilities that are required to perform to the standards that have been set. It would seem
that the newly hired staff do not possess the requisite abilities to provide the services. This may be
an indication that the personnel have received inadequate training, which is the likely cause of
their difficulties in fulfilling their duties (Roy, 2010: 58). It is likely that these individuals obtained
their marks using unethical methods, which implies that the grades do not necessarily represent
their capacity even if their academic credentials demonstrate that they have successfully finished
the course. It is essential to conduct interviews with the new members in order to determine which
ones need more education. The facilities, equipment, and communication instruments are all
referred to as "tangible" when the word "tangible" is employed. This is what most people mean
when they talk about the "physical evidence" of facilities. In order to evaluate the effectiveness of
the communication equipment used in the banking hall, the machines that are now in use are

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required to be evaluated. Outdated computers are often slower than newer ones since they have
been in use for a longer period of time.

It's also possible that the machines themselves developed certain technical issues that were kept
hidden from the crew. It's possible that the poor pace of the machines in the banking halls was to
blame for the lengthy lines of people waiting to use them when they needed to complete an
operation. Because the employees are the ones operating the equipment, it would be beneficial to
question them on topics that are related to the efficiency of the machines (Karl, 2008: 15).

4.2 Respondents and sampling procedures

The first step in a sampling operation is to identify and precisely define the population from which
a sample will be taken. Even if a subset of the population does not reflect the whole population, it
may be utilized as a sample. Finding an accurate population definition is one of the most
challenging aspects of sample selection, since it must be done in such a manner that the data
analysis results will not be skewed at all.

An estimate of the representativeness of a sample is typically required, but a researcher must be

sure that the generalization is true for the whole dataset before continuing. Researchers must avoid
prejudging the outcome of their work since doing so might skew the data they collect. Use of a
numerical approach may help to produce representative samples from which fair generalizations
about the whole population can be made. The random sampling approach is often used by students
doing research. Once a population has been determined, a representative sample may be drawn
from that group. Everyone has an equal chance of getting picked since the choice of one item does
not rely on the choice of any other thing in this situation.

Using cluster sampling as a sample technique is a common practice in scientific research. In this
case, the sample size would comprise groups of individuals. Members of this group resemble the
representative of the sample. Researchers cannot use cluster sampling to get any information when
the clusters are dispersed across an extensive region. Random selection and cluster sampling would
be used in this study to pick samples that represented a diverse variety of individuals from all
walks of life. As a result, the efficacy of the study is dependent on the use of both methods.

This issue may result in a stagnant relationship between the management's view and the criteria
that have been established for the quality of the service. Even if the management could be aware

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of the customer's expectations, they might not be dedicated enough to make sure that the tools that
are utilized in the process are acceptable. When it comes to ensuring that customers get services
of the highest possible quality, these equipment are quite crucial.

It is possible that limited resources or resources of low quality are one of the primary causes of
poor quality services provided at the workplace. Because of this, it may be difficult for the
members of the staff to live up to the expectations that have been established. It is essential to
make a comparison between the quality of services provided by employees who use the most up-
to-date technology and those who continue to rely on older forms of technology.

4.3 Research instruments/questionnaire

It is essential to choose the optimal research technique in order to meet the goals of the study. It's
widely accepted that doing research is essential. According to Saunders et al., a wide range of
research approaches are available (2000).

In order to conduct the survey, a questionnaire was sent to a large number of people. Depending
on the size of the city, the population might vary from a few hundred to a few million. Easy to
compare, and widely accepted as authoritative by the general population. Survey-based research
is often used since it is easily accessible to the general public. Survey-based research provides
researchers with a great deal of flexibility in designing their studies. This technique does not give
as much information as the others because of the limited quantity of data it collects. However, this
isn't the only way to get information. The questionnaire technique has one basic drawback: it is
not ideal for exploratory or other sorts of study that need a high number of open-ended questions.
It may be used for both descriptive and explanatory research.

Saunders et al. believe that social scientists, including psychologists and educators, might benefit
from this work (2000). Like many other forms of research, business and management studies often
make use of the deductive method (also known as a survey).

As an illustration, some examples include cross-sectional and long-term study methods such as
survey or experimental research or descriptive and explanatory study methods such as ethnography
or grounded theory research. Just a few examples: Under the umbrella word "research," there are
many different sorts of research, including deductive and inductive, quantitative and qualitative.
Before making an informed decision on which research method to utilize, it is necessary to do a

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thorough review of all of the options. It is possible to trace experimentation back to the natural
sciences and it is still used today as a kind of classical research.

This will assist determine if it is the machines themselves that have caused the bad services or
whether it is the personnel that has not been well educated. According to Karl (2008: 14), a decline
in the quality of the services provided by any company may be attributed to gaps that have
developed as a result of a lack of progress between the manner in which management perceives
service quality and the standards that have been established. One way to describe empathy is as
the act of interacting with and serving consumers in a manner that is seen to be acceptable. Because
the management expects the staff to handle the customers in a customized way, it is considered a
violation of the rules for any member of the staff who fails to do so. It is essential, while attempting
to determine the degree to which the staff members follow this, to examine the customers' actions
after they have been served in order to determine how well they do so.

4.4 Collection of data/gathering procedures

Questionnaires will be designed and sent to a large number of possible respondents in order to
acquire primary data. In order to do statistical analysis on the data, a huge number of evaluations
will be gathered. In order for Nestle to get the most out of their respondents' responses, they require
a questionnaire that is well-designed. Primary data is often gathered using surveys. Closed-ended
and open-ended questions will both be included in the survey. Using multiple-choice questions
will result in a greater number of responses from participants. It is true that the effectiveness of
data collecting is greatly influenced by the design of the questionnaire and the thoughtful selection
of questions.

To gather information, the researcher creates a questionnaire and sends it to the study's
participants. A survey of the group's opinion on the firm's efficiency is part of this process. The
poll is open to everyone on the team, from the CEO down to the newest entry-level employee. As
part of the inquiry, the researcher organizes data obtained from the participants. Researchers chat
to persons who work at the target company to find out what kind of data they require for the study.
For this study, a variety of research methods are being employed to get information from Nestle.
To get primary data from Nestle, researchers will employ a questionnaire, one of several
quantitative tools that they have at their disposal. A questionnaire has been designed and will be

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emailed to Nestle employees in order to gather the main data for the study's goals. Nestle
employees will be asked to participate in a survey.

Both qualitative and quantitative methodologies are used by the researcher. Qualitative approaches
use semi-structured interviews to gather data, while quantitative methods use questionnaires. The
earliest quantitative research techniques were established in the natural sciences and used to
analyse natural occurrences. Tools of quantitative research in the social sciences include surveying
techniques, laboratory testing, formal processes, and numerical methods such as mathematical
modelling. It's possible to get a sense of the overall degree of employee attitudes by gauging their
thoughts on a certain subject. Qualitative research is a frequent strategy in business administration.
Quantitative research may be adapted to a particular research subject and achieve high levels of
dependability in the data it gathers by utilizing controlled surveys and other techniques of study
modification.

It is essential to observe the facial expressions of the consumers since this might offer information
about the quality of service that a particular client received. When consumers leave an
establishment smiling, it indicates that they were satisfied with the services that they received,
whereas when they seem to be frowning, it indicates that they were not satisfied with the services
that were offered. Teng, Huang, and Tsai (2009: 54) state that customers seem to exhibit a look of
happiness on their faces whenever they are provided with good service. Customers who have
received poor treatment are rushing to leave the banking hall in a hurry since the services they
have received have left them dissatisfied. They get the impression that they do not merit such a
level of service, which is why they do not like to stay in the banking hall for an extended period
of time.

4.5 Statistical treatment of data

It's critical to plan and perform research in a comprehensive and structured way. Although data
collecting and analysis are different procedures, they are interwoven when it comes to the design
of research. A questionnaire is one of the most reliable techniques to obtain primary data. A
questionnaire is a great tool for gathering information. A well-designed survey is a must for every
research. Inconclusive results are possible if the survey is not correctly prepared. All of these things
must be in place in order to prevent this from happening.

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The term "research" is typically used to describe a process in which facts are discovered,
understood, and manipulated in order to benefit human welfare. In the actual world, individuals
are better able to understand and implement events, actions, ideas, and laws because of this
research. An example of "research" that isn't tied to a certain field of study is a comprehensive
investigation of a topic.

Because a welcoming workplace helps people feel more at ease and at home, employees may be
more inclined to volunteer for additional shifts. There will be disconnect between the level of
service that is anticipated and the quality of service that is actually received if the personnel fail to
demonstrate empathy for the consumers while they are serving them. The trend may be detected
by making a comparison between the number of customers who seemed to be satisfied and the
number of customers who were not satisfied. The capacity to deliver timely services is an essential
component of responsiveness, along with a want to assist consumers. Because new clients are not
always acquainted with how things work, it is sometimes necessary to provide them with
instructions. This indicates that the personnel is responsible for sending the clients in the
appropriate direction. The clients claim that the level of quality of the services has decreased,
which is the reason why they do not leave the banking hall satisfied.

5.0 Chapter five - presentation of data and critical discussion of results

5.1 Chapter Introduction
A new product's commercialization requires the creation of a pricing plan, a distribution strategy,
and a marketing strategy. It is vital to increase brand profitability in order to reach this objective,
since marketing research expenses will decline after the first year but overall marketing
expenditures will climb in the second and third years. NESTLE is a marketing term that describes
how a product is developed from an initial idea through the final product's effective release to the
market and customer interaction. Customer happiness and increased performance in new sectors
are connected to commercialization success. As a result, the marketer must be aware of the
particular date and location of the entrance. It is essential to determine whether or not the manner
in which the employees serve the clients is indicative of their eagerness to assist the consumers. A
possible cause of poor delivery is that the customers have an unrealistically high level of
expectation as a direct result of the promise made by the company's management. The manner in
which the employees speak to and interact with the customers can reveal a lot about the importance

MBA-21-41-861 34
they place on those customers. If a member of staff assists a customer while frowning, the customer
may get the impression that they have annoyed the staff member. On the other hand, if the staff
member assists the customer while smiling, the customer will get the impression that they are
appreciated and valued. A closed-circuit television system can be a useful tool in determining how
the clients are served with regard to how responsive the staff members are, which can help with
the analysis of the responsiveness of the staff members (Roy: 2010: 57).. It is not a good idea to
step into the hallway and let the employees working there know that they are being watched due
to the fact that incidents of falsification are widespread in these kinds of situations.

In light of this, it is possible that the employees will treat the clients with friendliness on this
particular day, even if this is not usually the case. The value of the consumers cannot be overstated,
since their satisfaction is directly proportional to that of the company. It would be vital to
investigate each problem on its own if one were to hope to close the gaps that may have been
caused by subpar service. This indicates that several approaches will be used in order to find
answers to each challenge. This is because the gaps were brought about by a variety of diverse
circumstances, and this is why they exist. Because the analysis will throw some light on the state
of the working environment, management will be in a good position to design policies that might
be useful in battling the difficulties that have been identified as a result of the study. It is necessary
to investigate the issue from a variety of angles because the issue could have been brought about
by a variety of different factors (Thomson, 2010: 22). The following is an illustration of one of the
ways that can be utilized to close any gaps in terms of service quality that may have emerged in
the first dimension:.

5.2 Chi – Square Test

5.2.1 Perceived quality
Because the Pearson chi value is less than 0.05, the null hypothesis is rejected because there is a
positive correlation between new market requirements and customer satisfaction with Nido. Ideas
are screened; concepts are created and tested; marketing strategies (including business analysis)
are produced; and goods are developed (including test marketing) before they are actually put into
production. When a product is successfully marketed and turns a profit, the process has come to
an end. To put theory into reality and identify and address the needs of a particular market in Sri
Lanka, a unique, branded product and marketing strategy were established.

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Table 3 - Chi-Square Test – Perceived quality

5.2.2 Perceived value

Fast-moving consumer goods such as food make up a large portion of the market in Sri Lanka. In
order to stay up with the ever-changing expectations of its clients, companies in this industry are
compelled to constantly produce new products. The null hypothesis is rejected since the Pearson
chi value is less than 0.05, indicating that Nido's perceived value and customer happiness are
linked.

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Table 4 - Chi-Square Test – Perceived value

5.2.3 Customer expectation

The null hypothesis is not supported by the findings of the Pearson chi-squared test, which indicate
that customer satisfaction at Nido and customer expectations are positively associated to one
another. In this post, both the theory behind new product development as well as our own
implementation of the theory from ideation all the way to launch and rollout were discussed, along
with the benefits and drawbacks of the technique from beginning to finish.

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Table 5 - Chi-Square Test – Customer expectation

5.2.4 Corporate image

The purpose of the procedures of coming up with new ideas and screening them is to first identify
new ideas in a methodical manner and then cut down on the amount of ideas in order to choose
the finest ones. There are many potential places to look for fresh ideas outside of the company,
such as among the rivals, suppliers, distributors, and even the consumers themselves. Since the
Pearson chi value is less than 0.05, this indicates that there is a positive link between Nido's
corporate image and customer happiness; hence, the null hypothesis can no longer be accepted.

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Table 6 - Chi-Square Test – Corporate image

5.3 Correlation
5.3.1 Correlation between Perceived quality and Customer satisfaction of
Nido
 Ho1: Perceived quality has no impact on the Customer satisfaction of Nido
 Ha1: Perceived quality has an impact on the Customer satisfaction of Nido

The following table shows the correlation between Nido's customer satisfaction and the new
market demand. There is a statistically significant correlation between each of these parameters
and the other variables, and the result is 720. Before moving further, a select group of prospective
clients must be consulted. Initial market research may include looking at demand and niche, as
well as the product's appeal.

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Table 7 - Correlation – Perceived quality

5.3.2 Correlations between Perceived value and Customer satisfaction of

Nido
 Ho2: Perceived value has no impact on the Customer satisfaction of Nido.
 Ha2: Perceived value has an impact on the Customer satisfaction of Nido.

New products' initial marketing plan must begin with extensive research into the company's
internal and external markets. Since no one marketing strategy would be able to reach everyone in
the market, marketers need to realize that they will have to break down the market into smaller
segments in order to better serve their customers' needs at each one. For a marketing strategy,
organizations may choose from a variety of possible categories. The following graph shows the
link between Nido's overall market satisfaction and the benefits of new goods. According to the
results, the p-value is .702. In addition, a good outcome hinges on the relationship between new
product benefits and Nido's client happiness. Because of the strong link between Nido's customer
happiness and product benefits, this finding is statistically significant. Cultural, social and personal
variables have a considerable impact on the buying patterns of consumers.

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Table 8 - Correlation – Perceived value

5.3.3 Correlation between Customer expectation and Customer satisfaction

of Nido
 Ho3: Customer expectation has no impact on the Customer satisfaction of Nido.
 Ha3: Customer expectation has an impact on the c Customer satisfaction of Nido.

There are varying amounts of client demand for each of these items, but the last tier of new product
development is the most advanced. A company's success or failure may hinge on the effectiveness
of its product positioning strategy. Marketers must first develop a strategy for making their items
stand out to prospective customers in a positive way. The following table shows the correlation
between Nido's product variety and customer happiness. With a coefficient of.767, these two
variables have a substantial correlation. The relevance of the relationship is mostly shown by this
kind of finding, which has a high statistical significance.

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Table 9 - Correlation - Customer expectation

5.3.4 Correlation between Corporate image and Customer satisfaction of

Nido
 Ho4: Corporate image has no impact on the Customer satisfaction of Nido.
 Ha4: Corporate image has an impact on the Customer satisfaction of Nido

The following table illustrates the link between Nido's customer happiness and the release of new
goods. The correlation between these variables is high and statistically significant. The final tally
was 700. Product characteristics and advantages, usage occasion, user category, and comparison
with another product or isolation from all other items are six elements that impact consumer
decision-making when arranging product fields.

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Table 10 - Correlation - Corporate image

5.4 Analysis Summary

This book gives an in-depth look at each stage of the product development process, from the first
brainstorming sessions through the various marketing strategies. To guarantee that the new product
will satisfy the requirements and preferences of the target market, concepts and prototypes are first
put through rigorous testing. A test launch is something that is done as the second phase in the
process of test marketing. By not launching the market in its entirety, not only is it possible to save
time and money, but it also provides the management with the ability to determine whether or not
the business should continue before making significant investments. In conclusion, throughout the
whole of the marketing cycle, there is a need for meticulous preparation in order to eliminate any
uncontrolled influencing variables. However, within the last three decades, there has been a
significant shift in the method by which new products are designed. People who are really engaged
in the manufacturing process of new products are opposed to using too simplistic linear models
since they don't accurately reflect reality. According to the findings of current research, the process
need to be seen of as one that occurs simultaneously and contemporaneously and that involves
interaction across functional boundaries.

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When it comes to the development of really new items, the interdepartmental teams were
absolutely necessary. The method also has a negative in the sense that it mainly concentrates on a
select number of significant operations, such as bargaining with merchants and creating a customer
service department, while disregarding others. This may be a disadvantageous approach. As
opposed to a lack of quality in the products themselves, bad service to customers is one of the
primary factors that contributes to the failure of many new firms in their early stages.

6.0 Chapter four summary findings, conclusions and recommendations

6.1 Summary of the findings
This study project illustrates the process by which ideas are conceived, developed, and nurtured
up to the point when they are ready to be actualized, all before they take on any kind of material
shape. From this point forward, it is anticipated that prices would dramatically increase throughout
the great majority of economic sectors. In subsequent stages of development, those involved in the
process (manufacturing engineers, product designers, and marketers) make decisions regarding
how the product should be manufactured, what materials should be used, possible designs, and the
evaluation of the product by potential customers. Additionally, the concept is continuously refined.
It is possible that the Nido development process model might help to decrease risks and enhance
the likelihood of commercial success for Nidos if it is followed in the correct order.

This demonstrates how powerful the factors are after a comprehensive examination of the relevant
research, and each of these variables is quite significant with regard to the level of customer
satisfaction experienced by Nido students. The process of developing a product calls for the
participation and collaboration of a substantial number of different departments. The process of
developing a marketable product that is capable of being produced in large quantities involves
contributions from a variety of departments, including those responsible for research and
development, engineering, production, and marketing, respectively.

6.2 Discussion/conclusions
In order to develop a product that is suitable for sale on the market, Nestle has to take into account
not only the inside but also the outer surroundings, which are further broken down into micro and
macro settings. When it comes to the production of Nido, the larger environment is always a crucial

MBA-21-41-861 44
factor. As a direct consequence of these conditions, the study was carried out in Sri Lanka with
the goal of determining the influence that various elements have on the marketing operations that
are carried out by the food and beverage business in Sri Lanka. Because of the ever-increasing
level of competition in the corporate world, the creation of Nidos is becoming an increasingly
important factor in the success of many companies. Because of this study, it will be able to examine
how the problems posed by pests effect the development of Nido in the food and beverage sector.
The term "pest" is used to describe the situation in which four distinct kinds of external influences
have an effect on the production of a new product. The development of Nido is accomplished via
a number of information processing steps that are intertwined with one another. These steps are
carried out in order to translate customer requirements into an end-stage product design. Taking a
stance is both one of the most rewarding and one of the most challenging actions in the corporate
world. Business executives and academics who study marketing are in agreement that the ability
of a firm to develop new goods that are commercially viable is critical to the organization's long-
term survival. According to these studies, the success of Nido is directly proportional to the
efficiency with which the Nido procedure is carried out.

The method used by Nido was well shown in this case, with a focus on the production of
sandwiches in particular. Because of the rapid growth that has taken place in the food and beverage
business over the course of the last ten years, consumers today have access to a diverse selection
of gastronomic alternatives. Even if it doesn't, the sheer scale of the food and beverage industry
has the capacity to drastically modify the eating patterns of vast portions of the population, and
this has the potential to have a considerable impact on public health. When it comes to the
consumption of food and drink, people's hectic lives and the increasing interconnectedness of the
world have combined to give rise to a new standard of living for consumers. In recent years, there
has been a significant growth in the consumption of food and beverage products all over the world.
Nido is more important than it has ever been in order to provide a sustainable edge over long-term
competitors.

6.3 Recommendations
An important objective of this study is to investigate the role that pests play in the production of
Nido in Sri Lanka's food and beverage sector. The paper also delves into the impact that Nido has

MBA-21-41-861 45
on the links that exist between Nido and a sustainable advantage in terms of competitiveness in
the manufacturing industry.

It is a commonly held belief that the strategic direction of a firm has a significant bearing on the
success of that company. When Nido is first introduced to the public, there are a number of
considerations that must be made, including the likelihood of its success or failure and the impact
that a company's market orientation has on its overall performance. However, there are only a very
small number of studies that take into account this characteristic as a potential aspect in enhancing
the Nido's launch procedure. It is not immediately clear how much marketing strategy is included
into the process of producing new products in nations that are still in the process of
industrialization. Food and beverage marketers have a pressing need to do further study on the
effects of their marketing activities on Nido, particularly in developing nations. This is especially
true when it comes to determining the efficiency with which new product development may be
accomplished via marketing activities.

On the other hand, research and development is often considered as one of the most significant
departments that should be developed in a business in order to secure the long-term success of its
innovation. This is because research and development is directly related to the creation of new
products. This article has discussed the significance of market intelligence in relation to the process
of making business decisions. As a consequence of this, Sri Lankan food and beverage companies
do not yet have a good understanding of the role that market research activities play in contributing
to the success of Nido.

Companies are investing more money into Nido as a method of gaining new consumers and
retaining their position as the dominant player in the market since competition in the food and
beverage industry is intensifying. Nido is required in order to preserve a long-term advantage in
competition, and hence, the development of Nido tactics is required as well.

6.4 Further research

On this subject, a lot of research has been done, but just a few of the studies' findings that are
particularly significant have been provided here. When developing new goods, the most successful
businesses always make sure to take into account the criteria and preferences of their ideal clients
by polling consumers about their product preferences. Nido refers to a product, service, or concept
that is seen by a certain set of prospective consumers as being unique or inventive in some manner.

MBA-21-41-861 46
Items such as the business's original products, product upgrades, product adaptations, and new
brand names are all examples of things that are produced by the company via its own research and
development operations.

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