INFLUENCE OFPRODUCT CHARACTERISTIC ON THE PERFORMANCE OF FIRM: A STUDY OF KANPUR LEATHER FIRMS

Product characteristics play a very crucial role on the performance of firm. The present study focuses to gauge the influence of characteristics of product on firm performance using multiple regression. In the present study the researchers have used 256 deep personal interviews with the manufacturer of leather product in Kanpur. The constructs for product characteristics in the present studywere Strength of patent,degree of training sales force needs to handle product if any, the magnitude to which product is established with the firm in years,amount of the uniqueness of product (features, design, packaging etc.),amount of the cultural specificity of the product and Products service/maintenance requirements if any. Although out of these six variables only two variables are found to have significant impact on firm performance in the present studyi.e.amount of the uniqueness of product (features, design, packaging etc.), and amount of the cultural specificity of the product and other four variables are found to be insignificant.