Features refer to the attributes, functions, and characteristics of a product that make it unique and appealing to the target audience. When it comes to new product development, features play a crucial role in determining the success of the product. They impact the product's usability, functionality, and marketability, and therefore, careful consideration should be given to what features to include in a new product.

Features must be aligned with the target market's needs, wants, and expectations, and should differentiate the product from existing products in the market. The objective of feature selection during new product development is to strike a balance between offering value to the customer and achieving business goals.