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Supermarket buyer evaluations of hypothetical new products: An empirical analysis

โœ Scribed by Vithala R. Rao; Edward W. McLaughlin; Gerard F. Hawkes


Book ID
102680316
Publisher
John Wiley and Sons
Year
1995
Tongue
English
Weight
932 KB
Volume
11
Category
Article
ISSN
0742-4477

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โœฆ Synopsis


Despite large increases in the number of new consumer product introductions, little attention has been paid to the integral role of the buyer intermediary. Although previous research by the authors has confirmed various hypotheses on the influence of relevant variables on channel intermediaries' decisions to accept a new product, it could not capture the range of options of a new product 5 decision environment. This article augments past research by analyzing buyers'

acceptheject recommendations for a large number of hypothetical new products. Logistic regression analyses of these data confirmed certain past results: product decisions are found to vary as a function of buyer/product category, gross margin, and product uniqueness. New findings, however, suggest that overall .....


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