Pre market evaluation of new consumer durable brands in Asian markets

Date of publication: April 20, 2010


This paper outlines the challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets. It looks at issues such as: Response errors due to gratuity and over claim, common in Asian markets. Experimental effect problems due to the 'laboratory' nature of consumer testing as contrasted with market realties. It then presents an innovative and transparent prediction methodology we had developed for premarket evaluation of a new motorcycle brand for TVS Indonesia. The paper will also explain the authors's experience with this methodology for other durables and how it can be adapted for a wide range of consumer durables. It will also look at areas for further development and refinement of the methodology.

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