New Product Adoption Processes of UK Retailers in the Wines and Spirits Product Field

Abstract

This article describes a study which is being undertaken by the authors of the adoption processes used by UK retailers in the case of new wine and spirit products. Following a literature review they outline the work of earlier researchers in deducing the factors which retailers, in general, consider in deciding whether or not to stock a new product. The principal factors are found to be consumer demand, compatibility with existing merchandise, financial criteria and manufacturer's support for the product The article also highlights the increasing concentration of buyer power in the UK grocery market.