Abstract:
Attitudes are evaluative statements ― either favorable or unfavorable ―
concerning objects, people or events. Attitude, which consists of cognitive, affective
and behavioral components, reflects how one feels about something. New product
includes new-to-the-world products, exiting products that are targeted to new
markets or market segments, improvements and revisions of existing products, and
so on. The article depicts an empirical study in which 200 consumers who lived in
Dhaka City were asked about their attitudes toward vacuum cleaners and rice
cookers, which have been selected as new products for this study. Vacuum cleaners
and rice cookers are new products in the sense that they are existing products
targeted at new market (Bangladesh). The principal findings of this study are that
consumers of Dhaka City have a weakly positive attitude toward vacuum cleaners
and rice cookers. In addition, age, gender, education, marital status, and family
income influence the nature of consumers’ attitudes toward vacuum cleaners and
rice cookers as new products. But occupation does not always influence consumer
attitude toward rice cookers as a new product.
