Measuring New Product Adoption in Uganda

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dc.contributor.authorWalugembe, Ahmad
dc.contributor.authorNtayi, Joseph
dc.contributor.authorNgoma, Muhammad
dc.contributor.authorBakunda, Geoffrey
dc.contributor.authorEsemu, Timothy
dc.date.accessioned2022-09-06T19:14:43Z
dc.date.available2022-09-06T19:14:43Z
dc.date.issued2017
dc.description.abstractThe 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.en_US
dc.identifier.citationWalugembe, A., Ntayi, J., Ngoma, M., Bakunda, G., & Esemu, T. Measuring New Product Adoption in Uganda. Journal of Marketing and Consumer Researchen_US
dc.identifier.issn2422-8451
dc.identifier.urihttps://nru.uncst.go.ug/handle/123456789/4599
dc.language.isoenen_US
dc.publisherJournal of Marketing and Consumer Researchen_US
dc.subjectNew Productsen_US
dc.subjectAdoptionen_US
dc.subjectMeasuring Adoptionen_US
dc.subjectAcceptance and Usageen_US
dc.titleMeasuring New Product Adoption in Ugandaen_US
dc.typeArticleen_US
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