This thesis analyzes the factors determining the success of new consumer products.
First, this thesis identifies the imitative type of the development of new consumer products in the Korean electronics and electrics industry.
Second, the two hypotheses are empirically tested in order to find out the major factors determining the success of new consumer products in the Korean electronics and electrics industry:
1. The success of new consumer products of the imitative type is determined by the level of marketing activities rather than by the innovativeness of the products.
2. The higher the level of technology for the products is, the success of new consumer products of imitative type is determined to greater extent by the level of marketing activities rather than by the innovativeness of the products.
The data required for the tests are collected from 17 companies out of the 24 sampled according to their sizes.
The first hypothesis is accepted and the second one is not fully accepted. The result of this study shows that the first hypothesis is accepted due to the fact that marketing activities serve as a channel for dispersing information about the new products to consumers. Such "consumer education" is important when the pace of new product development is rapid, thus making it difficult for consumers to be informed about the technology used for the new product development.
Further studies in other industries would strengthen the result of this study.
