Understanding Chinese Consumer Behaviour Towards New Products

Abstract The main purpose of this paper is to find a structure of consumer behaviour, especially regarding the preference for the newly-released products from the market. We intend to study the impact of the new, innovative products compared to the traditional ones. Empirical research is based on the selling mix of a company in Romania and Austria. The analysis of this case will be done with the support of an econometric model of simple regression. This research confirms the validation of the structure and the attitude of the consumers towards the new products, launched by that company. By applying this linear model, it is possible to identify the percentage of the increase or decrease in consumption of new products. The need of carrying out this study regarding the impact of the consumption of new products is to create a profile and to find the causes that influence their acquisition. The originality of this paper lays in studying some aspects of influence over the consumption of new products from McDonald’s in Romania and Austria. Where does McDonald’s stand regarding the digitalization? It is not enough to sell new products; it is also necessary to bring innovation in the organization. Nowadays consumers are more present in the online environment and retailers are adapting at a fast pace to their needs of direct communication and transparency. How does a company that faces Slow Food and Bio era, deal with consumers who are more preoccupied with the nutritive values of the nourishment act? Platforms for real-time communication with clients such as “Our food. Your question” redefined the term of transparency and helped McDonald’s stop bad rumors. The results of the research will show us if there really is transformation in behaviour towards traditional products and in what degree consumers are influenced by innovation.

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Consumer Behaviour Towards New Products (in the Light of Surveys’ Results

Gospodarka Narodowa ◽

10.33119/gn/113762 ◽

2003 ◽

Vol 181 (1-2) ◽

pp. 54-68

Author(s):

Krystyna Mazurek-Łopacińska

Keyword(s):

Consumer Behaviour ◽

New Products

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Public face and private thrift in Chinese consumer behaviour

International Journal of Consumer Studies ◽

10.1111/ijcs.12023 ◽

2013 ◽

Vol 37 (5) ◽

pp. 538-545 ◽

Cited By ~ 12

Author(s):

Li Lin ◽

Dong Xi ◽

Richard M. Lueptow

Keyword(s):

Consumer Behaviour ◽

Chinese Consumer

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Consumer Behaviour in the New Products Management in Serbia

Management Journal of Sustainable Business and Management Solutions in Emerging Economies ◽

10.7595/management.fon.2016.0012 ◽

2016 ◽

Vol 21 (79) ◽

pp. 27-36

Author(s):

Mina Bogosavljevic Jovanovic ◽

Zoran Radojicic

Keyword(s):

Consumer Behaviour ◽

New Products

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CONSUMER ACCEPTANCE OF POLISH BREAD PRODUCTS

Plant Breeding and Seed Science ◽

10.37317/pbss-2018-0003 ◽

2018 ◽

Vol 77 ◽

pp. 33-42

Author(s):

Dariusz R. Mańkowski ◽

Anna Fraś ◽

Kinga Gołębiewska ◽

Damian Gołębiewski

Keyword(s):

Consumer Behaviour ◽

New Products ◽

Consumer Acceptance ◽

Place Of Residence ◽

Study Objective ◽

Financial Situation ◽

Wide Range ◽

Clear Differentiation

Consumer acceptance of a variety of products, including bread is currently a very important economic andpsychological criterion. Thus, understanding of consumer behaviour and preference should help bread manufacturersto satisfy the customers, particularly during launching new products. The study objective was toinvestigate preferences and expectations of Polish consumers concerning bread products as well as their comparisonwith manufacturers opinions. Surveys were collected using CATI method. Obtained results testifiedabout clear differentiation of consumer requirements in relation to bread. It has been shown that preferencesof bread consumers are connected with such factors as: sex, age, place of residence, employment, educationand financial situation. Diverse demands of consumers result in a wide range of bread products on the marketand a need for improving their quality and promotion of new brands.

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CONSUMERS’ RESPONSE TO REALLY NEW PRODUCTS: A COHESIVE SYNTHESIS OF CURRENT RESEARCH AND FUTURE RESEARCH DIRECTIONS

International Journal of Innovation Management ◽

10.1142/s1363919621500924 ◽

2021 ◽

Author(s):

SVEN FEURER ◽

STEVE HOEFFLER ◽

MIN ZHAO ◽

MICHAL HERZENSTEIN

Keyword(s):

Consumer Behaviour ◽

New Products ◽

Future Research ◽

Research Directions ◽

Research Opportunities ◽

Behavioural Changes ◽

Product Categories ◽

The Past ◽

Future Research Directions ◽

Cohesive Framework

The past decades have witnessed an abundance of research on how consumers learn about, evaluate, and adopt really new products (RNPs)—products that are hard to define using existing product categories and require behavioural changes. Yet, every year, RNPs fail to garner consumer enthusiasm despite promising interesting new features and benefits. The goal of this research is to synthesise extant RNP knowledge with a focus on consumer behaviour and identify future research opportunities. To that end, we screened 587 papers published in marketing journals related to new products and focused on all those that specifically examine consumers’ reaction to new products (53 core papers). We build their findings into a cohesive framework illuminating how consumers learn about RNPs and evaluate their novel benefits considering the uncertainty surrounding these benefits. We also derive recommendations for managers to communicate the utility of a RNP more effectively. We conclude by identifying under-researched aspects and offering suggestions for future research.

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