PROFILES OF CONSUMER INNOVATIVENESS IN TURKEY

Abstract

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.

Keywords

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

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