Consumer innovativeness: a marketing approach

Costinel Dobre, Anca Dragomir and Gheorghe Preda
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Costinel Dobre: West University, Timisoara
Anca Dragomir: West University, Timisoara
Gheorghe Preda: West University, Timisoara

Management & Marketing, 2009, vol. 4, issue 2

Abstract: By innovativeness we mean the predisposition of a consumer to adopt a product earlier than most others. Various studies have shown that across product categories, innovators tend to be: opinion leaders, risk takers, more likely to obtain information from mass media than through word of mouth, open to new ideas and change, relatively young etc. Marketers want to identify the segment of the market that is most likely to adopt a new product when it is the first introduced. This article describes we ask some key questions about the nature of innovativeness and try to make a correlation between characteristics of the innovators and innovativeness.

Keywords: innovativeness; new product; opinion leaders; risk takers. (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (7)

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