Supermarket buyer evaluations of hypothetical new products: An empirical analysis

✍ 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
• DOI: 10.1002/1520-6297(199501/02)11:1<21::aid-agr2720110104>3.0.co;2-x

✦ 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 .....