As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles.

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The concern in this article is with laggards, the persons who are last to adopt an offering. Two measures were used to identify laggard food buyers of new grocery products. Then various univariate tests and a multivariate test, discriminant analysis, were used to help distinguish correlates of laggards and their behavior.