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Protocol analysis of meat buyer's product selections
Author(s) -
Countiss Angela,
Tilley Daniel S.
Publication year - 1995
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(199501/02)11:1<87::aid-agr2720110109>3.0.co;2-v
Subject(s) - product (mathematics) , protocol (science) , process (computing) , business , marketing , new product development , computer science , process management , mathematics , medicine , alternative medicine , geometry , pathology , operating system
Protocol analysis of meat buyer's product selections found that in more than 80% of the buyers' decisions, a high‐involvement decision process was used. Most of the buyers use a compensatory process in which product attributes are allowed to compensate one for the other. Some buyers used a phased process in which the second phase was a high‐involvement compensatory process. Protocol analysis is a useful way of evaluating a product's potential in a market and can give strategic and tactical guidance to a company considering a new product introduction. © 1995 by John Wiley & Sons, Inc.