Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch

Anne Michaut-Denizeau
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Anne Michaut-Denizeau: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: The article offers specifications in ensuring effective new product launch. It is the most crucial part for marketers to attract the attention of consumers and accept new products. It is highly recommended that manufacturers should design products that consider the association between its characteristics to that of the consumer preferences. Analysis shows that consumers accept products that continue to respond to their need but offer more advantages and benefits.

Keywords: new products; product launches; marketing strategy; consumer behavior; consumers' preferences (search for similar items in EconPapers)
Date: 2009
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Published in Advances in Consumer Research, 2009, Vol.36, pp.1048-1049

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00493199

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