Forecasting New Product Sales from Likelihood of Purchase Ratings
This paper compares consumer likelihood of purchase ratings for a proposed new product to their actual purchase behavior after the product was introduced. The ratings were obtained from a mail survey a few weeks before the product was introduced. The analysis leads to a model for forecasting new product sales. The model is supported by both empirical evidence and a reasonable theoretical foundation. In addition to calibrating the relationship between questionnaire ratings and actual purchases, the empirical evidence demonstrates the significant effect of alternative promotion/distribution vehicles on new product sales. The model uses questionnaire data to extend the results of a limited market trial to alternative target markets, product specifications, and prices.
Year of publication: |
1986
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Authors: | Infosino, William J. |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 5.1986, 4, p. 372-384
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Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | purchase intentions | demand forecasting | questionnaires | calibration |
Saved in:
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