Predicting new product success: role of product-category related variables

Abstract

Can one identify the major characteristics of the product class that facilitate or hinder the initial success of new products? Answer to this question should be of considerable interest to marketing managements in India who would be in a better position to assess the chances of success or failure of a new product, given some knowledge of the relevant characteristics of the product category they intend entering with a new product or brand. The research reported here is an attempt in this direction. Five different product categories, namely, Tooth Pastes, Washing Powders, Headache Pills, Light Bulbs and Pressure Cookers were chosen for investigation.