“Add-on” purchasing: Consumer behavior in the trial of new products
James W. Taylor D.B.A., Paul S. Hugstad Ph.D.
Journal of the Academy of Marketing Science · 1980 · Volume 8 · Issue 3
Abstract
The research reported here examines consumer behavior in the trial of new consumer packaged goods. Panel data tracking purchase patterns over the first two years of introduction for seven low-priced consumer goods was utilized to study both the timing and quantity of individual household new product trials. A behavior termed “add-on” purchasing (buying trial brands in addition to regularly purchased brands) was exhibited across all seven new products. Implications of this “add on” behavior are discussed.
Keywords
Consumer Behavior, Product Category, Trial Period, Personal Care Product, Product Class
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