Voice of customers is basically the wants and needs of the customer expressed in the customers' own language. It is basically a process used to capture the customer preferences, expectations and their needs and wants and in turn firms develop new product referred as original products, product improvement, product modifications, and new brands. This study attempts to find out the impact of voice of customer on new product development. A sample of 150 people was taken to investigate the

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... ip between voice of customer and new product development. A total of 140 responses were collected in which 135 were useable with a response rate of 90%.Questionnaire consist on different items regarding voice of customer and new product development. Pearson correlation and regression was applied on data and result shown a positive and significant relationship between voice of customer (independent variable) and new product development (dependent variable). The study accentuates that voice of customer plays a vital role in new product development. The limitation in this study is the small sample size, while more variables could be inserted in future studies i.e. voice of managers, voice of salesperson, advanced technology and voice of service providers.