Understanding the Profile of a 'Consumer Innovator'
IndraStra Global | ISSN 2381-3652 | AIDN0020520160022
3 Pages Posted: 29 May 2016
Date Written: May 26, 2016
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: Suggested Citation