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How Students as Consumers Learn Information about New Products

Jelena Šišara and Divna Goleš

A chapter in Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017, 2017, pp 199-206 from IRENET - Society for Advancing Innovation and Research in Economy, Zagreb

Abstract: The importance of understanding how consumers gather and evaluate information about the new products is essential for providers. This paper considers the student population as consumers and attempt to determine where students as consumers learn information about new products and their attitudes toward different sources of information. Research was conducted at the Polytechnic in Sibenik and comprised students of all majors and years of study. Results indicated that students as consumers utilize a wide variety of information sources to learn about new products. Thus gender, as a major social category, age and other determinants of consumer behaviour were also considered. It concludes with some important marketing implications.

Keywords: consumers; new products; consumer behaviour; marketing; innovation; development (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2017
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