Kategorisasi Produk dan Respon Pembeli terhadap Produk Baru

Fitkhasya M, Bahtiar, Naila Zulfa S.E., M.A.

2007 | Skripsi | S1 Extention - Accounting

To understand new products, consumers face the challenge of constructing new knowledge structures. Recent research in categorization suggests that one strategy for creating representations for new products is to use information already contained in familiar product categories. In this research, we focus specifically on how and under what conditions consumers use knowledge from different categories to understand new product. We use two experiments to demonstrate how consumers use cues from different categories to develop expectations about new products. Our finding suggest that category label provided to the consumers significantly influences their categorizations, and expectations.

Kata Kunci : advertising, consumer learning, new products, product categorizations, Pemasaran, Marketing