PROFILES OF CONSUMER INNOVATIVENESS IN TURKEY

Yıl 2018, Cilt: 5 Sayı: 3, 236 - 245, 30.09.2018

Sukru Akdogan Kumru Uyar Kenan Gullu

Öz

Purpose- This research examines the relationship between
innovativeness, market mavens, and opinion leadership. The issue has been
reevaluated in this study because of conflicting results between innovation and
demographic variables in the past literature.

Methodology- The data was obtained from a survey of a convenience
sample of 283 consumers from the city of Kayseri, Turkey. Data was analyzed
through a Statistical Packet Program and the relationships were tested through
correlation analyses.

Findings- Consumer innovation has a negative correlation with
price sensitivity and a positive correlation
with attitudes. Market mavens has a negative correlation with attitudes and affective responses, but it has positive
correlation with price sensitivity. Opinion leadership has a positive correlation
with price sensitivity.

Conclusion- As a
result of the research, it was revealed 
consumers with a high level of innovation have low price sensitivity.
market mavens and opinion leaders have higher price sensitivity.

Anahtar Kelimeler

Consumer innovativeness, market maven, opinion leadership, consumer, Turkey

Kaynakça

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