Consumer Innovativeness and Product Innovation- a Study of the Relationship in the Mobile Telephony Market

There is a great realization that companies cannot survive unless they innovatively differentiate their products. But, the success of such innovations depends ultimately on consumers accepting them. One cannot expect all consumers to buy and accept the innovations. However, companies keep experimenting by launching new features and new products. There is a need to understand consumer innovators and adoption of the innovative products. In this context, a study was taken up to find out the relationship between consumer innovativeness and product adoption of the mobile telephones where innovation is happening at a rapid pace in relation to other industries. Two scales namely the consumer innovativeness scale and product innovation scales have been developed. The responses are correlated. The results reveal that there is a significant correlation between the two.

Citation:

Manasa Nagabhushanam and Rajendra Nargundkar (2009) ,"Consumer Innovativeness and Product Innovation- a Study of the Relationship in the Mobile Telephony Market", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 283-284.