Does On-Market Experience Make Products More Attractive to Mass Retailers?

Document Type

Article

Publication Date

2012

Department

School of Business

Abstract

Small firms that are able to create higher levels of product attractiveness are more likely to make retail buyers interested in investigating those products further. This study examines whether current market experience can be defined as a product attractiveness characteristic. The results of a study of products from more than 1700 firms indicate that small firms whose products are already on the market at some level are more likely to have them viewed in a positive light by independent evaluators and retail buyers than firms whose products are not yet on a retail shelf. Products with market experience are clearly seen to be better prepared to satisfy national consumer demand than products yet to be tested at the retail level.

First Page

57

Last Page

70

Volume

18

Issue

2

ISSN

10879595

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