Abstract
This paper analyzes the factors influencing consumer acceptance of new products by focusing on the analysis of new store brand products launched by the retailer under distributor brand name. The aim of the research is to better understand whether store brands represent any barrier to consumer acceptance of new products and whether households buying store brands behave differently towards new product acceptance than those that are not store brand buyers. We have found a positive effect of store brands on consumer acceptance of new products, and in terms of consumer behavior we have also found a positive effect of households loyal to store brands on consumer acceptance of new products.
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