Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Identifying Innovators in Consumer Product Markets

Identifying Innovators in Consumer Product Markets Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific product‐market category. Used a survey of 135 adult women to show how the scale performs by giving valuable insights into the fashionable clothing market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Identifying Innovators in Consumer Product Markets

Download PDF
14 pages

Loading next page...
 
/lp/emerald-publishing/identifying-innovators-in-consumer-product-markets-Ja023qaAtO

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569210022498
Publisher site
See Article on Publisher Site

Abstract

Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific product‐market category. Used a survey of 135 adult women to show how the scale performs by giving valuable insights into the fashionable clothing market.

Journal

European Journal of Marketing – Emerald Publishing

Published: Dec 1, 1992

Keywords: Clothing industry; Consumer behaviour; Fashion; Market research; Questionnaires

There are no references for this article.