The appropriateness of product innovation level and brand change: a survey on Cleaning and Hygiene customers

Choosing appropriate approach to brand name is on of the important factors influencing new product success. At first glance it may seem that it is better new products supplied with a new brand to cover early adopters. But about so innovative product, risk causes this approach be not efficient. In This research, using survey and a questionnaire, comments of 170 Tehran's big store's consumers about cleaning and hygiene products, collected. The main question of research is: "what are the consumer models for choosing a new product regarding its brand name?". Results show that early adopters choose radical innovation with new brand and current products with current brand, but there is no similar pattern for incremental innovations. In the section of other adopters, current product with current brand name and incremental innovation with brand development are rational, but about radical innovation, there is two contrasting pattern: current brand to reduce risk and choose the product, and completely new brand to distinguish new product from current product and not choose it.