Measuring New Product Adoption in Uganda

Abstract

The study addresses the question of New Product Adoption in Uganda while confirming the measures of adoption that have been applied in the previous studies. A fair amount of work has been done in the area of adoption across different fields of study in view of the antecedents of New Product Adoption but with minimal emphasis on the measures of adoption. The researchers adopted a cross sectional descriptive research design to measure new product adoption using beverage manufacturers and consumers in Uganda. The study used a sample of 210 beverage manufacturing organizations looking at both marketing staff and customers of those organizations as the unit of enquiry. Using Structural Equation Modeling, the Confirmatory Factor Analysis results indicate a good model fit for Acceptance and Usage as the measures of New Product Adoption in Uganda. The study recommends that manufacturers who are interested in evaluating the level of adoption of their products, need to consider the degree of customer acceptance and usage of the same products.