Dissertation/Thesis Abstract

Antecedents of the adoption of new consumer packaged goods
by Kim, Kyoungmi, Ph.D., The University of Alabama, 2015, 91; 10006879
Abstract (Summary)

Consumer response to a new product is critical to the product’s success, but understanding of customers’ new product adoption is still limited. Most research has focused only on the first trial purchase and ignored repeat purchases. This study investigates the adoption process as a sequence of purchases and examines how behavioral and marketing antecedents have a different influence on each phase. Marketing-mix variables (e.g., marketing communication, price promotion, and assortment) and consumers’ past behavioral responses (e.g., innovativeness, variety-seeking, and loyalty to the firm’s brands) are proposed as potential antecedents of new product trial purchase timing, repeat purchase timing, and dollar amount of monthly repeat purchase over the twelve months after the trial month. Panel data for sixteen new products from six food categories obtained from Information Resources Inc. (IRI) are utilized in this study. To test the relationships among the behavioral and marketing antecedents and the three outcome variables, two types of econometric models are utilized: a discrete-time hazard model is used for trial and repeat purchase timing and a Type I Tobit model is used for repeat purchase amount in dollars. The results are also discussed.

Indexing (document details)
Advisor: Allaway, Arthur W.
Commitee: Armstrong, Craig, Berkowitz, David, D'souza, Giles, Lee, Junsoo
School: The University of Alabama
Department: Marketing
School Location: United States -- Alabama
Source: DAI-A 77/06(E), Dissertation Abstracts International
Subjects: Marketing
Keywords: Consumer packaged goods, New product adoption, Trial and repeat purchases
Publication Number: 10006879
ISBN: 978-1-339-44469-7
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