The Dimensions of Retailers'New Product Adaption

Abstract

The present study focused on the factors that influenced the new product adoption decision by 197 market intermediaries of consumer durables by exploring the relative impact of 27 adoption criteria across four product categories. Next to supporting previous findings, the study significantly extended that body of knowledge in several ways. First, it included a broader scope of product categories than earlier research. Second, we focused on consumer durable rather than fast moving consumer goods. Third, the study highlighted the existence of a number of core indicators that are very important for retailers in all product categories. Finally, the study revealed six substantial dimensions underlying retailers' adoption decisions. The results suggest that product, manufacturer, strategy and retailer related factors influence the adoption decision by retailers.NEW PRODUCTS ; RETAILING ; PRODUCT DEVELOPMENT ; SUCCESS ; BUSINESS FAILURE ; MARKETING STRATEGY ; INNOVATION