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.
Get full access to this article
View all access options for this article.
References
1.
BordenNiel H.Jr.Acceptance of New Food Products by Supermarkets.Boston, Mass.: Division of Research, Harvard Business School, 1968.
2.
ConnollyPatrick J., and MontgomeryDavid B.“A BASIC Program for Generating Correlated Normal Random Variates,” Technical Report No. 14, Graduate School of Business, Stanford University, 1972.
3.
FrankRonald A., MassyWilliam F., and MorrisonDonald G.“Bias in Multiple Discriminant Analysis,”Journal of Marketing Research, 2(August 1965), 250–8.
4.
GrafF. G.“New Items in the Food Industry,” address given to the Manufacturer's Workshop at the 30th Annual Convention of the Supermarket Institute, Inc., Cleveland, 1967.
5.
GrashofJohn F.“Supermarket Chain Product Mix Decision Criteria: A Simulation Experiment,”Journal of Marketing Research, 7(May 1970), 235–42.
6.
HainesGeorge H.Jr., and SilkAlvin J.“Does Consumer Advertising Increase Retail Availability of a New Product,”Journal of Advertising Research, 7(September 1967), 9–15.
7.
HeelerRoger M., KearneyMichael J., and MehaffeyBruce J.“Modeling Supermarket Product Selection,”Journal of Marketing Research, 10(February 1973), 34–7.
8.
KendallMaurice G.“Discrimination and Classification,” in KrishnaiahP. R., ed., Multivariate Analysis: Proceedings of an International Symposium held in Dayton, Ohio June 14–19, 1965.New York: Academic Press, 1966, 165–85.
9.
LehmannDonald R., and MorrisonDonald G.“Classification Procedures When Some of the Variables are Categorical,” unpublished paper, 1972.
10.
MorrisonDonald G.“On Interpretation in Discriminant Analysis,”Journal of Marketing Research, 6(May 1969), 156–63.
11.
PhillipsLouis A.“An Exploratory Study of Factors which Determine the Initial Distribution of Selected Categories of Products on Supermarket Shelves,” unpublished Master's Thesis, Sloan School of Management, Massachusetts Institute of Technology, 1968.
