An Assessment of The Demand for New Products of Fast Moving Consumer Goods (FMCG)

R. Agus Trihatmoko, Saud Napitupulu, Dian Indri Purnamasari, Hudi Kurniawanto


Assessing the approximation of demand for a new product is a complex work, while current research on demand assessment is limited. The purpose of this paper is to identify, describe, and obtain deep understanding comprehensively about: (1) the assessment of demand by principal companies in order to create or innovate new products; and (2) buyer responses regarding the assessment on demand aspect concerning on new product buying decision. This research uses qualitative method by phenomenology theoretical design that is: Fast Moving Consumer Goods (FMCG) principal within new product innovation, and FMCG wholesaler phenomenon within transactional buying-selling process between wholesalers and distributors. Data interpretation for this research is constructivism philosophy that is based on the location where buyer and seller, and companies do exist at traditional trade. The result identifies demand aspects those are demand of competitor product and categorical product, product segmentation, and demand of the product itself is: (1) several aspects that are valued by marketers in new product innovations. Aspects of demand are assessed by marketers for marketing mix strategy planning; and (2) the essences and buyer responses. Demand aspects are assessed by the buyer to estimate level of demand of new product within competition at internal or external condition.

Full Text:



Copyright (c) 2018 R. Agus Trihatmoko, Saud Napitupulu, Dian Indri Purnamasari, Hudi Kurniawanto

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Business Management and Strategy  ISSN 2157-6068

Copyright © Macrothink Institute 

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

If you have any questions, please contact