Advanced Search
MyIDEAS: Login

Consumer innovativeness: a marketing approach

Contents:

Author Info

  • Costinel DOBRE

    (West University, Timisoara)

  • Anca DRAGOMIR

    (West University, Timisoara)

  • Gheorghe PREDA

    (West University, Timisoara)

Registered author(s):

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.managementmarketing.ro/pdf/articole/133.pdf
    Download Restriction: no

    Bibliographic Info

    Article provided by Economic Publishing House in its journal Management & Marketing.

    Volume (Year): 4 (2009)
    Issue (Month): 2 (Summer)
    Pages:

    as in new window
    Handle: RePEc:eph:journl:v:4:y:2009:i:2:n:2

    Contact details of provider:

    Related research

    Keywords: innovativeness; new product; opinion leaders; risk takers.;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:4:y:2009:i:2:n:2. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.