Research On Consumer Factors Of Influencing New Product's Market Diffusion

As market competition intensifies, many enterprises keep on introducing new products in order to maintain their own interests. But for many reasons, the failure rate of those new products placed on the market is very high, making a tremendous loss for businesses and the community. Therefore, market confusion of new products is vitally important.At first, this paper reviewed and summed up the theories related to the market confusion of new products by predecessors. Then with the center of consumer, we lay a focus on consumers'community participation and personal preference and made a breakdown of them, and studied the effects to market confusion of new products. Then, on the basis of previous theories we built a model and made assumptions. With an example of new products of beverage in Shenzhen market, we made empirical analysis, which drawn that family income, sales participation, advertising attitude and aesthetic preferences can speed up decision-making; age, gender, consumer experience and scene preferences can speed down decision-making; qualifications, quality preference, price preference, taste preferences can not afford a significant role. Finally, we put forward a few marketing proposals for new products from product packaging, pricing, advertising and promotion.