عنوان مقاله [English]
Selecting a proper attitude for choosing a trademark is an important factor in succeeding new products. The purpose of this study is to answer this question: What are the costumer's criteria for choosing new products according to its trademark? In this paper, comments of 385 costumers of washing and hygienic products who usually go to shopping stores of Tehran gathered based on the metrical attitude. Results show that primary acceptors prefer the substantial technical innovations with new trademarks and current products with current trademarks. But about the more gradual innovations (having minor differences with older products), they do not demonstrate a unique pattern. But about other acceptors, current products with their present trademarks are more rational. They also accept the gradual innovation with both introducing new trademarks and current trademarks. But about more substantial innovations, there are rather dispersed patterns around two opposite options of current trademarks and the new one. In this paper, the reasons for these patterns that are concluded from collecting qualitative date and also somewhat could help explain the existing causes of these patterns.
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