New Product Distribution: An Analysis of Supermarket Buyer Decisions

Author

David B. Montgomery, Singapore Management UniversityFollow

Publication Type

Journal Article

Publication Date

1975

Abstract

LINEAR DISCRIMINANT-ANALYSIS AND A HIERARCHICAL THRESHOLD MODEL ARE USED TO ASSESS THE FACTORS WHICH SEEM TO BE ASSOCIATED WITH A MANUFACTURER OBTAINING DISTRIBUTION IN SUPERMARKETS. WHERE THE RESEARCHER IS LIMITED TO A SMALL SAMPLE, A SIMPLE EFFECTIVE TECHNIQUE FOR DISCRIMINANT VALIDATION IS PROPOSED. A LARGE SCALE ANALYSIS WOULD BE USEFUL TO MANUFACTURERS IN REDUCING NEW-PRODUCT FAILURE RATES AND TO SUPERMARKETS IN UNDERSTANDING THE CRITERIA WHICH BUYERS USE IN EVALUATING NEW PRODUTS. PRODUCT DELETION DECISIONS SHOULD ALSO BE STUDIED. TABLES. REFERENCES.

Discipline

Business

Research Areas

Marketing

Publication

Journal of Marketing Research

Volume

12

Issue

3

First Page

255

Last Page

264

ISSN

0022-2437

Identifier

10.2307/3151223

Citation

Montgomery, David B.. New Product Distribution: An Analysis of Supermarket Buyer Decisions. (1975). Journal of Marketing Research. 12, (3), 255-264.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2319

Additional URL

https://doi.org/10.2307/3151223