Measuring New Product Adoption in Uganda
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Date
2017
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Marketing and Consumer Research
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.
Description
Keywords
New Products, Adoption, Measuring Adoption, Acceptance and Usage
Citation
Walugembe, A., Ntayi, J., Ngoma, M., Bakunda, G., & Esemu, T. Measuring New Product Adoption in Uganda. Journal of Marketing and Consumer Research