New Product Distribution: An Analysis of Supermarket Buyer Decisions

New Product Distribution: An Analysis of Supermarket Buyer Decisions

Journal of Marketing Research. August
1975, Vol. 12, Issue 3, Pages 255-264

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.