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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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    References listed on IDEAS

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    1. Pierre Dupriez, 2007. "About Culture and Value. Research Orientations in Cross-Cultural Management," Management & Marketing, Economic Publishing House, vol. 2(2), Summer.
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    Cited by:

    1. 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.

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