Evaluating The Success of New FMCG Products In Traditional Markets: Based on The Quality of Buyer-Seller Relationships
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Business-to-business (B2B), Fast-moving consumer goods (FMCG), New Product Success, Relationship Quality, Sales Turnover , Traditional Markets
Abstract
The quality of relationship marketing theory is still vaguely relevant to business-to-business transactions for a new product. This study aims to investigate the quality of relationships associated with new product buying and selling transactions, in terms of their importance for assessing the success of products in the traditional market among wholesalers. Qualitative research methods are applied using phenomenology and pragmatic approaches. The main data was collected from the results of in-depth interviews and mini-group discussions for interpretation and analysis using a conditional matrix approach. The research findings identified that the quality of buyer-seller relationships and new product sales turnover have a causal relationship to product success in the market. This finding conception proposes a matrix analysis formulation of the two-factor dimensions in their four positions, namely, success or failure, and the possibility of success or the possibility to fail. This concept contributes to the elaboration of relationship and transactional marketing theory. Its practical implications for relationships or partnerships between distributors and wholesalers, simultaneous B2B, and strategic policy of the 4Ps marketing mix, include managerial substance, namely human resource management, sales & distribution management, management information systems, and inventory management.
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