Structure of Repeat Buying for New Packaged Goods (Classic Reprint)

Download or read book Structure of Repeat Buying for New Packaged Goods (Classic Reprint) written by Manohar U. Kalwani and published by Forgotten Books. This book was released on 2017-12-26 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: Excerpt from Structure of Repeat Buying for New Packaged Goods A prime concern of marketing managers in making decisions relating to the development and launching of new packaged goods is the new product's ability to sustain a satisfactory level of repeat buying. Diagnostic in formation on this important issue is routinely obtained from tracking studies of new product test markets and introductions wherein over time purchase data are decomposed into levels of trial and depth of repeat purchasing. A number of forecasting models are available which utilize such measurements as inputs [9, ll, 14, l6]. Does repeat buying of new packaged goods exhibit common structural features which hold for different brands and product categories? Knowledge about such adoption phenomena constitutes the foundation for analytical efforts directed toward the assessment of new brands prior to test marketing [18] and the subsequent forecasting of sales from early test market results. Building upon the ideas put forth in Eskin's depth of repeat model panpro, Eskin and Malec [loj have recently reported progress in understanding the process of how repeat buying develops. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.