The Impact of Consumers' Commitment to Existing Brands on Product Launch Strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands.

The Impact of Consumers' Commitment to Existing Brands on New Product Launch Strategies

Jan Hofmeyrand John RiceResearch Surveys Ltd. & Mantis International Marketing Consultancy, S. Africa

INTRODUCTION

Concept and product testing have become increasingly accurate over the years as a means to forecast new product sales. So much so that by the early 1990s, marketers in most developed countries no longer had to guess whether or not their new product ideas would be successful. Yet, as Bennett and Davis report (1996), the failure rate for new product launches continues to be extraordinarily high. In the United...

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