A Consumer‐Based Model for Researching New Products

T. Watkins (Dorset Institute of Higher Education)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1986


Examines an attempt to specify an approach more consumer‐ than product‐based and, by doing so, aims to discuss models' roles and buyers' needs. Includes research methodology including brand testing and gives results and interpretations using tables to further simplify these. Concludes by summarizing the experimental work involved and goes on to state that the earlier specified criteria is worthy of further investigation with a view to develop a fully operational STM model.



Watkins, T. (1986), "A Consumer‐Based Model for Researching New Products", European Journal of Marketing, Vol. 20 No. 10, pp. 66-79. https://doi.org/10.1108/EUM0000000004673

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Copyright © 1986, MCB UP Limited

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