New Product Distribution: An Analysis of Supermarket Buyer Decisions

David B. Montgomery

150 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This article explores the relationship between 18 variables and a supermarket buyer's decision to accept or reject a new product. One hundred twenty-four new products are analyzed by multiple discriminant analysis and a hierarchical threshold model termed a “gatekeeper” analysis. A new method of discriminant validation in small samples is also proposed.

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1981Statistical Power and Effect Size in Marketing Research 1997Corporate reputation: concept and measurement 1998Corporate Associations in Marketing: Antecedents and Consequences 1997Slotting Allowances and the Market for New Products 2000Measuring Corporate Reputation: A Case Example 2006The Role of Relational Embeddedness in Retail Buyers' Selection of New Products 1977Working Wives and Major Family Expenditures 2004Market Roll-Out and Retailer Adoption for New Brands

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