The strategic role of supermarket buyer intermediaries in new product selection: implications for systemwide efficiency

Based on logistic regression models that describe the accept/reject decisions of supermarket buyers for new products and market performance of accepted products, the implications for systemwide efficiency of decision making by channel intermediaries are analyzed. The statistical models perform very...

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Bibliographic Details
Published inAmerican journal of agricultural economics Vol. 72; no. 2
Main Authors McLaughlin, E.W. (Cornell University), Rao, V.R
Format Journal Article
LanguageEnglish
Published 01.05.1990
Subjects
ANALISIS ESTADISTICO
ANALYSE STATISTIQUE
CHAINE DE DISTRIBUTION
COMPORTAMIENTO DEL CONSUMIDOR
COMPORTEMENT DES CONSOMMATEURS
CORRIENTES DE MERCADEO
ESTADOS DEL NORDESTE (EUA)
ETATS DU NORD-EST (EU)
MAGASIN
MODELE
MODELOS
TECHNIQUE DE VENTE
TECNICAS DE MERCADEO
TIENDAS
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Summary:Based on logistic regression models that describe the accept/reject decisions of supermarket buyers for new products and market performance of accepted products, the implications for systemwide efficiency of decision making by channel intermediaries are analyzed. The statistical models perform very well. The results point to areas where systemwide performance may be enhanced regarding the allocation of new product development resources. For example, the system may be potentially more efficient if manufacturers reallocate the promotional allowances directed to the retail trade. Better prediction by retail buyers of ultimate product preference by their consumers is likely to increase both firm and system efficiency
Bibliography:9038594
E73
ISSN:0002-9092
1467-8276
DOI:10.2307/1242339