Investigating the “new product acceptance function” in Greek enterprises
Tóm tắt
The purpose of this paper is to provide insights into the relationship between quality and accessibility, as selective influencing parameters of new product acceptance for Greek, fast moving, and consumer products.
The data for this study come from a mail questionnaire sent to 680 executives operating in Greek enterprises, by using a combination of sampling criteria (advertising budget, turnover). Non‐parametric tests (Wilcoxon, Spearman, Kruskal‐Wallis and Pearson
The results indicate that quality (usage/support) is a more important factor than Accessibility (economic/physical) in the formation of a “new product acceptance function”. Furthermore, usage quality is more important than support quality, while economic accessibility is more important than physical accessibility.
The research limitations refer to the fact that the justification of the hypotheses in connection with the executive‐based approach followed has not been found to have any precedents. In addition, a multi, rather than single, source identification process was used for the new product acceptance factors.
For marketers, research of the conceptualization of the “acceptance function” acts as a basis for building a new products' marketing plan focused on the consumer, in a way which reflects the company characteristics, as well as the particular market conditions.
This paper is exploring new ground in that it isolates and examines the substitution between quality and accessibility as selective influencing parameters of acceptance for new fast moving consumer goods in Greece.
Từ khóa
Tài liệu tham khảo
Agarwal, S. and Teas, R.K. (2001), “Perceived value: mediating role of perceived risk”, Journal of Marketing Theory and Practice, Vol. 9 No. 4, pp. 1‐14.
Angelis, V.A. and Salamoura, M. (2000a), “Definition and quantification of the tourism product's quality: theoretical analysis and applications”, Anatolia: An International Journal of Tourism and Hospitality Research, Vol. 12 No. 1, pp. 43‐52.
Angelis, V.A. and Salamoura, M. (2000b), “Defining and evaluating the image of the tourism product: the case of islands and specific destinations, proceedings volume”, paper presented at International Scientific Conference “Tourism on Islands and Specific Destinations”, Chios, 14‐16 December (Proceedings on CD‐ROM).
Angelis, V.A., Kehagias, J. and Salamoura, M. (2006), “Investigating new product acceptance: evidence from Greece”, paper presented at Academy of Marketing Conference, Middlesex University Business School, London, 4‐6 July.
Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2001), Consumer Behavior, 9th ed., College Publishers, Fort Worth, TX.
Dall'Olmo Riley, F., Ehrenberg, A.S.C., Castleberry, S.B., Barwise, T.P. and Barnard, N.R. (1997), “The variability of attitudinal repeat‐rates”, International Journal of Research in Marketing, Vol. 14, pp. 29‐35.
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of price, brand, and store information on buyers' product evaluation”, Journal of Marketing Research, Vol. 38 No. 8, pp. 307‐19.
Doyle, P. (1998), Marketing Management & Strategy, 2nd ed., Prentice‐Hall, London.
Evans, M.J., Moutinho, L. and van Raaij, W.F. (1996), Applied Consumer Behaviour, Addison‐Wesley, Harlow.
Garvin, D.A. (1988), Managing Quality: The Strategic and Competitive Edge, The Free Press, New York, NY, pp. 70‐4.
Guiltinan, J.P. (2000), “Managing quality cues for product‐line pricing”, Journal of Product & Brand Management, Vol. 9 No. 3, pp. 150‐63.
Hilleke, K. and Butscher, S. (1997), “How to use a two‐product strategy against low‐price competition”, Pricing Strategy & Practice, Vol. 5 No. 3, pp. 108‐15.
Homburg, C., Koschate, N. and Hoyer, W.D. (2005), “Do satisfied customers pay more? A study of the relationship between customer satisfaction and willingness to pay”, Journal of Marketing, Vol. 69 No. 2, pp. 84‐96.
Kirmani, A. and Wright, P. (1989), “Money talks: perceived advertising expense and expected product quality”, Journal of Consumer Research, Vol. 16 No. 4, pp. 344‐53.
Lichtenstein, D.R. and Burton, S. (1989), “The relationship between perceived and objective price‐quality”, Journal of Marketing Research, Vol. 26 No. 4, pp. 429‐43.
Mahajan, V., Muller, E. and Srivasta, R.K. (1990), “Determination of adopter categories by using innovation diffusion models”, Journal of Marketing Research, Vol. 27 No. 1, pp. 37‐50.
Malone, J.W. Jr (1990), “Consumer willingness to purchase and to pay more for potential benefits for irradiated fresh food product”, Agribusiness, Vol. 6 No. 2, pp. 163‐78.
Monroe, K.B. and Krishman, R. (1983), “A procedure for integrating outcomes across studies”, in Bagozzi, R.P. and Tybout, A.M. (Eds), Advances in Consumer Research, Vol. 10, Association for Consumer Research, Ann Arbor, MI, pp. 503‐8.
Monroe, K.B. and Krishman, R. (1985), “The effect of price on subjective product evaluations”, in Jacoby, J. and Olson, J.C. (Eds), Perceived Quality: How Consumers View Stores and Merchandise, Lexington Books, Lexington, MA, pp. 209‐32.
Mowen, J.C. and Minor, M. (1998), Consumer Behavior, 5th ed., Prentice‐Hall, Upper Saddle River, NJ.
Oliver, R.L. (1999), “Whence customer loyalty”, Journal of Marketing, Vol. 63, pp. 33‐44 (special issue).
Rao, A.R. (2005), “The quality of price as a quality cue”, Journal of Marketing Research, Vol. 42 No. 4, pp. 401‐5.
Rao, A.R. and Monroe, K.B. (1988), “The moderating effect of prior knowledge on cue utilization in product evaluations”, Journal of Consumer Research, Vol. 15 No. 3, pp. 253‐64.
Rao, A.R. and Monroe, K.B. (1989), “The effect of price, brand name, and store name on buyers' perceptions of product quality: an integrative review”, Journal of Marketing Research, Vol. 26 No. 4, pp. 351‐7.
Rao, A.R. and Sieben, W.A. (1992), “The effect of prior knowledge on price acceptability and the type of information examined”, Journal of Consumer Research, Vol. 19 No. 4, pp. 256‐71.
Salamoura, M. (2005), “A study relationship between acceptance of a new product and selective influencing parameters”, PhD thesis, Department of Business Administration, University of the Aegean, Chios.
Sheth, J.N., Mittal, B. and Newman, B.I. (1999), Customer Behavior: Consumer Behavior and Beyond, The Dryden Press, Fort Worth, TX.
Shiv, B., Carmon, Z. and Ariely, D. (2005), “Placebo effects of marketing actions: consumers may get what they pay for”, Journal of Marketing Research, Vol. 42 No. 4, pp. 383‐93.
Simon, H.A. (1987), Models of Man, Social and Rational: Mathematical Essays on Rational Human Behavior in a Social Setting, Garland Publications, New York, NY.
Spreng, R.A., MacKenzie, S.B. and Olshavsky, R.W. (1996), “A reexamination of the determinants of consumer satisfaction”, Journal of Marketing, Vol. 60 No. 3, pp. 15‐32.
Teas, R.K. and Agarwal, S. (2000), “The role of perceived risk in the quality‐value relationship: a study in a retail environment”, Journal of Retailing, Vol. 57 No. 1, pp. 77‐105.
Uncles, M.D., Dowling, G.R. and Hammond, K. (2003), “Customer loyalty and customer loyalty programs”, Journal of Consumer Marketing, Vol. 20 No. 4, pp. 294‐316.