A Methodology for Identifying Innovator Characteristics of New Brand Purchasers

Abstract

One aspect of consumer behavior which has recently received particular attention from researchers is the hypothesized relationship between various demographic and behavioral characteristics of consumers and innovativeness. Numerous studies have identified various demographic and behavioral characteristics reportedly possessed by consumer innovators; as a result, we appear to be making progress in identifying differences among the various categories of adopters1 [1, 2, 4, 6-14, 16, 19, 20, 21, 23, 25-30]. When studying characteristics of innovators, researchers usually compare buyers and nonbuyers of a certain product(s) within a given time period after the product has been introduced or examine willingness to buy in laboratory purchase situations (as is often the case when university researchers use students as subjects). Any differences found between buyers and nonbuyers or between those indicating a willingness to buy and those unwilling to buy are designated as differences between innovators and noninnovators.

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