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Journal of Social, Management and Tourism Letter
JSMTL 2022, 9 pages - Article ID: JSMTL-2206302112794
Determination of Agents Affecting New Product Classification
Faculty of Industrial Management, Shahrod University, Semnan, Iran
ABSTRACT
Defining and managing a new product category is a new issue for brands and marketing strategists. In this qualitative study, an attempt was made to consider the factors that the customer or consumer believes in accepting the new product category and pay attention to them to be identified. Besides, the product depends on the ground, consisting of competing alternatives. For products where credibility, uniqueness or innovation are essential, an unusual appearance is recommended; Such a preference for products that are widely available and have a regular appearance is reduced; because customer valuation for them is based on the uniqueness of the product. The present study is purposefully applied, and the data collection method is considered qualitative research. The study’s statistical population included all citizens of Sari and Tehran who were exposed to Lactovia yoghurt advertisements or have consumed them. From these individuals, 39 samples were selected by the non-probabilistic purposive method. The high importance of the properties and characteristics of the new product, the direct relationship between product assignment in the category related to its name and appropriateness perceived between the shape of new product name, new product shape, initiative in how to use a new product, new name, shape and the colour of the new packaging and the inclusion of the parent brand on the packaging to help the customer to assign the product to a new category of these are the most important results that the present study has achieved.