An Empirical Study On Identifying Various Impact Factors of Consumer Buying Intentions For Construction Chemical Startups While Launching New Product System In Indian Market

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 2

Year of Publication : 2021

Authors : Milind Vinayak Gokhale

10.14445/23939125/IJEMS-V8I2P109

How to Cite?

Milind Vinayak Gokhale, "An Empirical Study On Identifying Various Impact Factors of Consumer Buying Intentions For Construction Chemical Startups While Launching New Product System In Indian Market," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 2, pp. 66-72, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I2P109

Abstract:

Construction chemicals are crucial for sustainable infrastructure and energy conservation in the construction industry. Increased construction activities in the Asian region, innovative construction procedures, and introduction of new technologies are some of the drivers leading the growth of this market studied. The global construction chemicals market is growing at a significant CAGR of 5.9%. Many businesses with a practical understanding of this market are aware of this scenario. With the objective of taking advantage of this opportunity, they are developing innovative products to establish a brand. Considering this context, the proposition arises that the development and launch of the best quality new product can help start-up organizations in boosting their brand name. Thus, this study aims to understand how the launch of the new product system influences the branding activities of start-up businesses. The research tries to establish insights on the various dimensions of brand establishment for the start-up venture in the chosen domain of construction chemicals by launching quality new product systems, using the qualitative as well as the quantitative approach of research with a focus on B2B type customer segment.

Keywords:

Construction Chemical, New product launching, Start-up Organization, Branding, Brand Performance, Brand Loyalty, B2B

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