Launching a New Product to Market: The Importance of Product Characteristics, Market and Marketing Activities
Lansiranje novog proizvoda na tržište: značaj karakteristika proizvoda, tržišta i marketing aktivnosti kompanije
Abstract
The new product serves as the foundation for ensuring the long-term survival and growth of the company, as well as being a driving force for the economy and a critical factor in the competitiveness of national economies. The launch of a new product on the market, or its commercialization, is a crucial phase in the development process, requiring a strategic approach to decision-making and activities related to sales. The research subject in the paper are various factors related to the launch of a new product, with a particular emphasis on consumers‘ perceptions of the product‘s characteristics and its market acceptance, as well as elements of the marketing mix and marketing activities of the company, and characteristics of the market and its segments. The research objective is to identify the key factors that can influence the level of acceptance of a new product in the market, as well as differences in how users perceive the importance of these factors. An empirical study was conducted from June to August 2023, involving 101 respondents from the Republic of Serbia that use of Apple Iphone. The results of the study indicate that compatibility, complexity, quality of marketing efforts, and market characteristics are the key factors in the successful launch of a new product. Furthermore, there are differences in respondents‘ perspectives on these factors based on age, type of phone used, and categories of new product adopters.
Apstrakt
Novi proizvod predstavlja osnovu za obezbeđenje opstanka i razvoja preduzeća u dugom roku, ali i pokretačku snaga privrede i važan faktor konkurentnosti nacionalnih ekonomija. Kao posebna faza razvoja novog proizvoda, lansiranje novog proizvoda na tržište, odnosno njegova komercijalizacija, obuhvata odgovarajući skup strategijskih odluka i aktivnosti koje se odnose na to kome i kako prodati nov proizvod. Predmet istraživanja u radu su faktori lansiranja novog proizvoda na tržište, pri čemu je posebna pažnja posvećena percepcijama kupaca/potrošača karakteristikama novog proizvoda koje utiču na stepen njegovog prihvatanja na tržištu, marketing aktivnostima preduzeća, kao i karakteristikama tržišta, odnosno njegovih segmenata. Cilj istraživanja je ukazati na ključne faktore koji mogu uticati na stepen prihvatanja novog proizvoda na tržištu, kao i na razlike u percepcijama korisnika o važnosti navedenih faktora. Empirijsko istraživanje je sprovedeno u periodu jun-avgust 2023. godine na uzorku od 101 ispitanika, tj.korisnika Apple mobilnih telefona. Rezultati empirijskog istraživanja pokazuju da su ključni faktori lansiranja novog proizvoda na tržište kompatibilnosti kompleksnost kao najvažnije karakteristike novog proizvoda, ali isto tako i kvalitet marketinških napora i karakteristike tržišta. Takođe, rezultati ukazuju na razlike u stavovima ispitanika o osnovnim faktorima lansiranja novog proizvoda na tržište segmentiranih prema starosti, modelu telefona koji koriste i kategorijama prihvatalaca novog proizvoda.
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