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Studying product diffusion based on market coverage

Author

Listed:
  • Adarsh Anand

    (University of Delhi)

  • Mohini Agarwal

    (University of Delhi)

  • Gunjan Bansal

    (University of Delhi)

  • A. H. S. Garmabaki

    (Luleå University of Technology)

Abstract

Market coverage is an important attribute for determining the success of a product. The larger the market covered by a product is, the higher the amount of sales for that product will be. Market coverage strategies thus contribute to the success of a product in tapping the market. In this study, we emphasize the impact of market coverage on the rate of adoption in determining product sales. New product diffusion models based on the market covered are proposed. A methodological approach of weighted criteria is implemented to evaluate and rank the proposed models. The analysis is conducted on real-life sales datasets.

Suggested Citation

  • Adarsh Anand & Mohini Agarwal & Gunjan Bansal & A. H. S. Garmabaki, 2016. "Studying product diffusion based on market coverage," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 135-146, December.
    • Handle: RePEc:pal:jmarka:v:4:y:2016:i:4:d:10.1057_s41270-016-0005-z
    DOI: 10.1057/s41270-016-0005-z
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    References listed on IDEAS

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    Cited by:

    1. Avinash K. Shrivastava & Armaan Singh Ahluwalia & P. K. Kapur, 0. "On interdisciplinarity between product adoption and vulnerability discovery modeling," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 0, pages 1-12.
    2. Avinash K. Shrivastava & Armaan Singh Ahluwalia & P. K. Kapur, 2021. "On interdisciplinarity between product adoption and vulnerability discovery modeling," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 12(1), pages 176-187, February.
    3. Saurabh Panwar & P. K. Kapur & Ompal Singh, 2021. "Predicting diffusion dynamics and launch time strategy for mobile telecommunication services: an empirical analysis," Information Technology and Management, Springer, vol. 22(1), pages 33-51, March.
    4. Singhal, Shakshi & Anand, Adarsh & Singh, Ompal, 2020. "Studying dynamic market size-based adoption modeling & product diffusion under stochastic environment," Technological Forecasting and Social Change, Elsevier, vol. 161(C).

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