Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch

Anne Michaut-Denizeau (1)

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

The article offers specifications in ensuring effective new product launch. It is the most crucial part for marketers to attract the attention of consumers and accept new products. It is highly recommended that manufacturers should design products that consider the association between its characteristics to that of the consumer preferences. Analysis shows that consumers accept products that continue to respond to their need but offer more advantages and benefits.

Mots clés: new products; product launches; marketing strategy; consumer behavior; consumers' preferences

Anne Michaut-Denizeau. Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch. Advances in Consumer Research, 2009, Vol.36, pp.1048-1049. ⟨hal-00493199⟩