Consumer response and cyclicality in new products management

Author: Rajagopal

Source: Journal of Customer Behaviour, Volume 7, Number 2, June 2008 , pp. 165-180(16)

Publisher: Westburn Publishers Ltd

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Abstract:

This study aims at measuring the effects of seasonality and market demand on new product introduction. Major factors contributing to the variability of seasonality and market demand of new products have been discussed in reference to timing of introducing new products, variability of consumer preferences, retail sales and product promotion. The study is based on 243 new products that were introduced in selected self-service stores in Mexico, during the reference period 2002-2006. Results of the study reveal that seasonality and market demand factors are very important for timing of new product intro ductions as they determine the success of the new products in a given market.

Keywords: NEW PRODUCT DEVELOPMENT; MARKET DEMAND; AGGREGATE DEMAND; SEASONALITY; CONSUMER PREFERENCE; RETAILING; TIME SPREAD; PRODUCT LAUNCH; SHOPPING BEHAVIOUR; SYNCHRONISATION

Document Type: Research article

DOI: 10.1362/147539208X325939

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