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Supermarket buyer evaluations of hypothetical new products: An empirical analysis

Author

Listed:
  • Vithala R. Rao

    (Marketing and Quantitative Methods, Johnson Graduate School of Management at Cornell University)

  • Edward W. McLaughlin

    (Marketing department of Agricultural, Resource and Managerial Economics at Cornell University)

  • Gerard F. Hawkes

    (Food Industry Management Program of the Department of Agricultural, Resource and Managerial Economics at Cornell University)

Abstract

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's decision environment. This article augments past research by analyzing buyers' accept|reject 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 vendor marketing strategy encompasses the most important set of individual attributes influencing buyers' decisions. Manufacturers would increase the probability of having new products accepted by selecting the optimal levels of the various marketing strategy variables. © 1995 by John Wiley & Sons, Inc.

Suggested Citation

  • Vithala R. Rao & Edward W. McLaughlin & Gerard F. Hawkes, 1995. "Supermarket buyer evaluations of hypothetical new products: An empirical analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 11(1), pages 21-33.
    • Handle: RePEc:wly:agribz:v:11:y:1995:i:1:p:21-33
    DOI: 10.1002/1520-6297(199501/02)11:1<21::AID-AGR2720110104>3.0.CO;2-X
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    References listed on IDEAS

    as
    1. Richard Schmalensee, 1978. "Entry Deterrence in the Ready-to-Eat Breakfast Cereal Industry," Bell Journal of Economics, The RAND Corporation, vol. 9(2), pages 305-327, Autumn.
    2. Scherer, F M, 1979. "The Welfare Economics of Product Variety: An Application to the Ready-to-Eat Cereals Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 28(2), pages 113-134, December.
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    Cited by:

    1. Insch, Andrea & Prentice, Rebecca S. & Knight, John G., 2011. "Retail buyers’ decision-making and buy national campaigns," Australasian marketing journal, Elsevier, vol. 19(4), pages 257-266.
    2. Akhil Kumar & Ignacio Olmeda, 1999. "A Study of Composite or Hybrid Classifiers for Knowledge Discovery," INFORMS Journal on Computing, INFORMS, vol. 11(3), pages 267-277, August.
    3. Martinez, Marian Garcia & Briz, Julian, 2000. "Innovation In The Spanish Food And Drink Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-22.

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