Early Prediction of Market Success for New Grocery Products

Louis A. Fourt; Joseph W. Woodlock

doi:10.1177/002224296002500206

Early Prediction of Market Success for New Grocery Products

Louis A. Fourt¹; Joseph W. Woodlock²

¹ Assistant Manager of the Statistical Control Department of the Consumer Panel Division of Market Research Corporation of America, Chicago · ² Vice President of the Consumer Panel Division of MRCA, engaged in client service work

Journal of Marketing 1960

This article describes novel methods of using consumer panel statistics to predict the success of new grocery products. Since about four out of five such products fail, even modest improvements in early identification of successes is important. The authors show how greater attention to successive waves of repeat buying and to intervals between purchases make significant improvement practical. They link these somewhat neglected statistics to a mathematical model of penetration.

DOI: 10.1177/002224296002500206
Volume: 25 (2)
Pages: 31-38
Language: en
Export: BibTeX
Sources: crossref