New Products and Consumer Acceptance a Qualitative Analysis
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Authors
Ladd, Thomas F.
Issue Date
1967-01-24
Volume
Issue
Type
Thesis
Language
en_US
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Abstract
In the process of developing a product for production and marketing, most industries have concentrated upon improving the technical excellence of engineering which goes into a product. What has not received sufficient attention is the product suitability to human wants, perceptions, and other behavioral elements. Both in the product itself and in its marketing, adjustments must be made for the people who will actually use the product, so as to improve satisfaction. But more than this must be accomplished to insure complete success. True concern for following a complete and objective approach would result in an orientation of the whole process around the consumer. He should be the center of attention in the development and marketing of new products. The resulting product would be one that would suit the tastes, satisfy the wants, conform to the attitudes, values, norms, and other qualitative variables of the consumer makeup. Following this approach to new product development and marketing implies marketing research into buyer behavior. However, before such research can be undertaken, the marketing manager must recognize that certain social science areas are relevant to new product acceptance.
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Publisher
Creighton University
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A non-exclusive distribution right is granted to Creighton University and to ProQuest following the publishing model selected above.