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Consumer innovativeness: a marketing approach

Author

Listed:
  • Costinel DOBRE

    (West University, Timisoara)

  • Anca DRAGOMIR

    (West University, Timisoara)

  • Gheorghe PREDA

    (West University, Timisoara)

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.

Suggested Citation

  • Costinel DOBRE & Anca DRAGOMIR & Gheorghe PREDA, 2009. "Consumer innovativeness: a marketing approach," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    • Handle: RePEc:eph:journl:v:4:y:2009:i:2:n:2
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    Citations

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    Cited by:

    1. Telli Yamamoto, Gonca & Selim Karakose, Ahmet, 2020. "Changes In Innovativeness After Covid-19 Pandemic," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 11(2), pages 161-170.
    2. Lokesh Jasrai, 2014. "Measuring Mobile Telecom Service Innovativeness Among Youth," Paradigm, , vol. 18(1), pages 103-116, June.
    3. Mandeep Kaur Ghuman & Bikram Jit Singh Mann, 2018. "Profiling Customers Based on Their Social Risk Perception: A Cluster Analysis Approach," Metamorphosis: A Journal of Management Research, , vol. 17(1), pages 41-52, June.
    4. Anand Thakur & Lokesh Jasrai, 2018. "A Logit Model to Predict Innovativeness among Mobile Telecom Service Users," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 54-71, June.
    5. Małecka, Agnieszka & Mitręga, Maciej & Mróz-Gorgoń, Barbara & Pfajfar, Gregor, 2022. "Adoption of collaborative consumption as sustainable social innovation: Sociability and novelty seeking perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 163-179.
    6. Shahid Rasool & Asif Ayub Kiyani & Fadilah Binti Siali & Hiram Ting & Mahani Mohammad Abdu Shakur, 2017. "Consumer Innovativeness in Consumer - Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 379-388.
    7. Augustin IGNATOV, 2019. "The role of social media in enhancing the modern market relations," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 11(1), pages 35-54, April.

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