Anticipation of Market Opportunities

The effective use of market information is recognized as an important factor in determining success or failure of new products and as problematic area for firms (Ottum and Moore, 1997). It presents a crucial problem in countries in transition where market information on perceived quality of products did not play a pivotal role in decisionmaking in the past because demand exceeded supply. Two approaches which can promote the effective use of market information are described in the paper. The first one is based on objective data about the products applied in the Shocker-Srinivasan model. The second one is based on subjective data applied to predict the future behaviour of consumers. Both approaches are presented on the case of revealing the important attributes influencing the future purchasing behaviour of Slovenian consumers