Title: The role of new product launch on variety seeking buying behaviour in hygienic products

Authors: Arta Ejupi Ibrahimi; Diellza Ejupi

Addresses: Faculty of Business and Economics, South East European University, North Macedonia ' Faculty of Business and Economics, South East European University, North Macedonia

Abstract: Nowadays, companies challenged by the dynamic market try to launch new products in order to satisfy the needs of their customers. This research paper aims to find out about the perceptions that customers from North Macedonia have about new hygienic products and to understand their variety seeking behaviour. There are not many research papers carried out on new hygienic products and the variety seeking behaviour in our country. Thus, this research paper will try to fill this gap. In this study, primary data method and secondary data have been utilised. Secondary data is excerpted from books and journals. A well-structured questionnaire and a Likert scale were used in this research. The sample consists of 170 responses which are analysed with the program SPSS. The results showed that there is a weak but positive correlation of independent variables of brands switching, price, quality and promotion with variety seeking as the dependent variable.

Keywords: new product; customers; variety seeking; hygienic products.

DOI: 10.1504/IJIMB.2020.111147

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.2, pp.132 - 144

Received: 30 Apr 2020
Accepted: 04 Aug 2020
Published online: 10 Nov 2020 *

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