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An Assessment of The Demand for New Products of Fast Moving Consumer Goods (FMCG)

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  • R. Agus Trihatmoko
  • Saud Napitupulu
  • Dian Indri Purnamasari
  • Hudi Kurniawanto

Abstract

Assessing the approximation of demand for a new product is a complex work, while current research on demand assessment is limited. The purpose of this paper is to identify, describe, and obtain deep understanding comprehensively about- (1) the assessment of demand by principal companies in order to create or innovate new products; and (2) buyer responses regarding the assessment on demand aspect concerning on new product buying decision. This research uses qualitative method by phenomenology theoretical design that is- Fast Moving Consumer Goods (FMCG) principal within new product innovation, and FMCG wholesaler phenomenon within transactional buying-selling process between wholesalers and distributors. Data interpretation for this research is constructivism philosophy that is based on the location where buyer and seller, and companies do exist at traditional trade. The result identifies demand aspects those are demand of competitor product and categorical product, product segmentation, and demand of the product itself is- (1) several aspects that are valued by marketers in new product innovations. Aspects of demand are assessed by marketers for marketing mix strategy planning; and (2) the essences and buyer responses. Demand aspects are assessed by the buyer to estimate level of demand of new product within competition at internal or external condition.

Suggested Citation

  • R. Agus Trihatmoko & Saud Napitupulu & Dian Indri Purnamasari & Hudi Kurniawanto, 2018. "An Assessment of The Demand for New Products of Fast Moving Consumer Goods (FMCG)," Business Management and Strategy, Macrothink Institute, vol. 9(2), pages 18-39, December.
    • Handle: RePEc:mth:bmsmti:v:9:y:2018:i:2:p:18-39
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    References listed on IDEAS

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    1. Lewin, Jeffrey E. & Donthu, Naveen, 2005. "The influence of purchase situation on buying center structure and involvement: a select meta-analysis of organizational buying behavior research," Journal of Business Research, Elsevier, vol. 58(10), pages 1381-1390, October.
    2. Donald Jackson Jr & Richard Burdick & Janet Keith, "undated". "Industrial Buying Center Influence: A Situational Approach," Working Papers 2144711, Department of Economics, W. P. Carey School of Business, Arizona State University.
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    Cited by:

    1. R. Agus Trihatmoko & Dian Indri Purnamasari, 2019. "New Product Pricing Strategy and Product Performance Assessment in Fast Moving Consumer Goods," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 417-423.
    2. R. Agus Trihatmoko, 2019. "Intensity of Sales Turnover and Promotional Expenditure and the Likelihood of New Product Success: Configurational Matrix of Fast Moving Consumer Goods (FMCG)," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(3), pages 320-328, December.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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