Consumer acceptance of a new product: A case study of precut carrots

This paper examines consumer responses to the introduction of a new product for which there is a close substitute. Precut carrots are a health and a convenience food and are an alternative to more traditional packaging of carrots. Supermarket scan data are used to evaluate the pricing behavior of a food retailer and food shopper purchases of regular and precut carrots. The time period starts well before precut fresh vegetables were available and continues for an extended period following the introduction.