IDEAS home Printed from https://ideas.repec.org/a/taf/tjbaxx/v6y2023i3p188-202.html
   My bibliography  Save this article

More information is not better: examining appropriate information for estimating sales performance in concept testing

Author

Listed:
  • Takumi Kato
  • Susumu Kamei
  • Takumi Ootsubo
  • Yosuke Ichiki

Abstract

Research on the requirements for improving the quality of concept testing is scarce because of the high degree of confidentiality in new product developments. In this study, we clarified the factors that can improve sales performance estimation accuracy in concept testing. A randomised controlled trial for the Japanese personal computer market showed that presenting the product and corporate brand yielded the most accurate estimations. Other factors (design, price, and product colour) did not show significant effects. Even a good concept may not increase consumers’ purchase intention if there is lack of clarity about the product’s brand.

Suggested Citation

  • Takumi Kato & Susumu Kamei & Takumi Ootsubo & Yosuke Ichiki, 2023. "More information is not better: examining appropriate information for estimating sales performance in concept testing," Journal of Business Analytics, Taylor & Francis Journals, vol. 6(3), pages 188-202, July.
  • Handle: RePEc:taf:tjbaxx:v:6:y:2023:i:3:p:188-202
    DOI: 10.1080/2573234X.2023.2167670
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/2573234X.2023.2167670
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/2573234X.2023.2167670?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:tjbaxx:v:6:y:2023:i:3:p:188-202. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/tjba .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.