Abstract
Which new products a firm should introduce is a question of considerable importance. It is now well known that new products are difficult to introduce and often fail to to take off. It is also observed that, in certain categories, it is easier to enter the market with new products, while establishing them in other categories poses serious difficulties.
This paper is concerned with the decision-making processes of consumers when faced with a new brand situation in a familiar product category. It relates intention to buy a new brand with a number of different perceptual variables regarding the product category and compares these relations across different product categories.
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