Factors Affecting Retailer Acceptance of New Packaged Goods:

Abstract

Packaged goods manufacturers develop and introduce several different types of new products including innovations, "me-too" prodcuts, and line extensions. The authors build a theoretical model to help understand the retailer new product acceptance process for different types of new products. Factors influencing retailer acceptance of new packaged goods were identified and tested. Statistical comparisons of factors were performed across different types of new products and within a particular type of new product to develop a relative ranking of the most influential factors. The results show that many of the factors affecting retailer acceptance of different types of new products are under the control of the manufacturer. The results also show that the retailer new product acceptance process varied significantly from one type of new product to another. Implications for theory and practice, and directions for future research, are discussed.