[ Analyse des facteurs explicatifs de l’intention d’achat des produits nouveaux : Cas de l’eau en bouteille ]
Volume 25, Issue 2, January 2019, Pages 565–576
Gouanlong Kamgang Nadège Ingrid1
1 Department of Marketing, Faculty of Economics and Management, University of Ngaoundere, BP 454 Ngaoundere, Cameroon
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
In a context of quest for economic emergence with growth and social development objectives, investment in research, development and the launch of new products is of great importance. As the risk of failure in the launch of new products is still current, our research is an extension of the work focused on the key success factors of new products. The main objective of this article is to analyze the impact of word of mouth on the intention to buy new bottles of mineral water by Cameroonian consumers while checking the possible moderation of this link by the gender and age. Data collected from a sample of 683 Cameroonian consumers allowed us to test the three hypotheses formulated. The results reveal (1) that there is a positive and significant effect of word of mouth on the intention to purchase new bottles of mineral water (10 liters, 0.33 liters and 0.30 liters); that (2) men are more sensitive to word of mouth than women and curiously that (3) the group of consumers over the age of 30 tends to express a greater intention to purchase new bottles of mineral water as a result of word-of-mouth exposure only the 0 to 30 age group.
Author Keywords: word of mouth, purchase intention, new product, gender, age.
Volume 25, Issue 2, January 2019, Pages 565–576
Gouanlong Kamgang Nadège Ingrid1
1 Department of Marketing, Faculty of Economics and Management, University of Ngaoundere, BP 454 Ngaoundere, Cameroon
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
In a context of quest for economic emergence with growth and social development objectives, investment in research, development and the launch of new products is of great importance. As the risk of failure in the launch of new products is still current, our research is an extension of the work focused on the key success factors of new products. The main objective of this article is to analyze the impact of word of mouth on the intention to buy new bottles of mineral water by Cameroonian consumers while checking the possible moderation of this link by the gender and age. Data collected from a sample of 683 Cameroonian consumers allowed us to test the three hypotheses formulated. The results reveal (1) that there is a positive and significant effect of word of mouth on the intention to purchase new bottles of mineral water (10 liters, 0.33 liters and 0.30 liters); that (2) men are more sensitive to word of mouth than women and curiously that (3) the group of consumers over the age of 30 tends to express a greater intention to purchase new bottles of mineral water as a result of word-of-mouth exposure only the 0 to 30 age group.
Author Keywords: word of mouth, purchase intention, new product, gender, age.
Abstract: (french)
Dans un contexte de quête d’émergence économique assorti d’objectifs de croissance et de développement social, l’investissement dans la recherche, le développement et le lancement des produits nouveaux revêt une grande importance. Le risque d’échec en matière de lancement des produits nouveaux étant toujours d’actualité, notre recherche s’inscrit dans le prolongement des travaux centrés sur les facteurs clés de succès des produits nouveaux. L’objectif principal de cet article est donc d’analyser l’impact du bouche-à-oreille sur l’intention d’achat des nouvelles bouteilles d’eau par les consommateurs camerounais tout en vérifiant la modération possible de ce lien par le genre et l’âge. Les données collectées auprès d’un échantillon 683 consommateurs camerounais nous ont permis de tester les trois hypothèses formulées. Les résultats révèlent (1) qu’il existe un effet positif et significatif du bouche-à-oreille sur l’intention d’achat des nouvelles bouteilles d’eau (10 litres, 0,33 litre et 0,30 litre) ; que (2) les hommes sont plus sensibles au bouche-à-oreille que les femmes et curieusement que (3) le groupe des consommateurs âgés de plus de 30 ans a tendance à exprimer une plus grande intention d’achat des nouvelles bouteilles d’eau à la suite d’une exposition au bouche-à-oreille que le groupe des 0 à 30 ans.
Author Keywords: Bouche-à-oreille, intention d’achat, nouveau produit, genre, âge.
How to Cite this Article
Gouanlong Kamgang Nadège Ingrid, “Analysis of explanatory factors of the intention to purchase new products : Case of bottled water,” International Journal of Innovation and Applied Studies, vol. 25, no. 2, pp. 565–576, January 2019.
