Understanding the Profile of a 'Consumer Innovator'

IndraStra Global | ISSN 2381-3652 | AIDN0020520160022

3 Pages Posted: 29 May 2016  

Rahul Guhathakurta

IndraStra Global; Anaha Innovations

Date Written: May 26, 2016

Abstract

Consumer innovators are identified on the basis of time elapsed after the launch or as a specific percentage of people out of total purchasers who buy early. They are venturesome, young, highly educated, high social status (online & offline), high-income individuals, who have an interest in new products and seek variety in life. They have low-risk perception and have a positive attitude towards change. Eventually, they are very sociable and in the role of opinion leaders and market mavens, they can be quite influential.

Keywords: Consumer Behavior, Retail, Marketing, Innovation

JEL Classification: M30, L81, O32, M31

Suggested Citation

Guhathakurta, Rahul, Understanding the Profile of a 'Consumer Innovator' (May 26, 2016). IndraStra Global | ISSN 2381-3652 | AIDN0020520160022. Available at SSRN: https://ssrn.com/abstract=2785429

Rahul Guhathakurta (Contact Author)

IndraStra Global ( email )

163 W 71st Street
New York, NY 10023
United States

HOME PAGE: http://www.indrastra.com

Anaha Innovations ( email )

B-601 Mondeal Heights SG Highway
Nr. Panchratna Party Plot
Ahmedabad, Gujarat 380059
India

HOME PAGE: http://www.anaha.io

Register to save articles to
your library

Register

Paper statistics

Downloads
32
Abstract Views
376
PlumX