DAVID LUNDAHL

When we consider buying foods such as chocolate, our minds are filled with emotions, yet our research methods focus on purchase intent and liking. Is it a wonder, then, that new product success rates are low in the food industry?Figure 3: Coffee products used in the holistic product development study

Hoban (1998) cites success rates as low as 2%. Less than 25% of new products launched in 2005 exceeded $7.5 million, and less than 1% exceeded $100 million in year-one sales (IRI, Inc., 2006).

The Product Development Management Association (PDMA) reports that 68% of consu…


Figure 1Consumer behavior ladder links concerns, expectations, emotive levers, and appraisals to emotions and subsequent consumer behavior.

Figure 2.Holistic research framework relates consumer experiences to trial and repeat behavior.




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