Effects of Pre-Announced Product Characteristics on Customer’s Purchase Intention

Abstract

The purpose of this paper is to analyze that which attributes of NPP effect on the customer decision-making regarding the purchase intention of the customer. As in the customer decision making process, persuasion stage have most influencing effect in which the attributes of the new product seems to be have a strong impact on the purchase intention; this paper aims to empirically verify the effects of the attributes of the new product on the customer’s purchase intention for the new preannounced product. Adopted questioners were used as primary source for data collection and cross tabulation method is used to analyze the data. The finding of this paper shows the positive impact of relative advantage, compatibility, obserbility and triablity on the customer’s purchase intention while the complexity has the negative relation to the purchase intention. By having these aspects in view it will be helpful to get succeed the new product. This paper provide a framework that how new products can be more successful and more quickly diffused in the market and let consumers to post pond their needs until the arrival of the product. This can also be helpful to increase the percentage of the innovators in the diffusion cycle of the innovation.

Keywords: – Diffusion of Innovation, Consumer Behavior, Preannouncement, Advertisement, and compatibility