New product buying behaviour

Date of publication: October 1, 1981

Author: David A. Yorke

Abstract:

The purpose of this paper is to try to identify behavioural intentions to accept new products by buyers in intermediate organisations in the channel of distribution for grocery products. Four new products are offered using the technique of simulation and, using Fishbein's Behaviour- al Intentions Model, it is shown that such inputs as introductory bonuses and gross profit margins are not a major influence on a decision to purchase. The more important influences are seen as "perceived customer demand", "company performance in the product area" and "manufacturers' demand creation activities". There may well be" implications for manufacturers of certain industrial goods to research buyers' attitudes in order that more precise, and hence, more effective, marketing strategies may be devised in attempting to sell to them.

David A. Yorke

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