Department of Management
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Item A model for adoption of successive generations of a high technology product(Inder Science, 2007) Chanda, UdayanModelling the new product sales growth and forecasting future sales has been an important area of research in Marketing Science. Models have been proposed to map the consumer buying behaviour against explanatory variables such as price, promotional effort, quality, time, etc. In comparison, high technology products have received less attention. These products usually have many generations, each succeeding generation being an improvement over the previous one. This paper discusses some well-known models in this area and also proposes a new one. The new model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters. This model has been validated on sales-data and has also been compared to an established model.Item A Model for First and Substitution Adoption of Successive Generations of a Product(ACTA Press, 2008) Chanda, UdayanModelling the new product sales growth and forecasting the future sales has been an important area of research in Marketing Science. Models have been proposed to map the consumer buying behaviour against explanatory variables like price, promotional effort, quality, time, etc. In comparison high technology products have received less attention. The proposed model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters. It also includes the adopters skipping an intermediate generation while buying two different generation products. The proposed model imbibes the features of some well- known model and has been validated on historical data.Item A mathematical model for diffusion of products with multiple generations(Inder Science, 2009-01) Chanda, UdayanModelling the new product sales growth and forecasting the future over the product life-cycle has been an important area of research in Marketing. Many models on this topic have also been extended for describing the diffusion of products having multiple technological generations. But factors influencing diffusion of such products are very distinctive and therefore the modelling approach needs to be different. This paper proposes a model that improves upon some well-know models to study the sales growth of successive generation of products. The model has been validated on a sales-data and has also been compared with an established model.