CONSUMER RESEARCH IN THE PROCESS OF CREATION AND DISTRIBUTION OF INNOVATIVE PRODUCTS
Abstract
The motivated consumer innovativeness in the creation and distribution of innovation products are considered. The process of determining the consumer preferences of innovative products based on its attributes is investigated. The target audience selection mechanism for the marketing communication complex formation considering the consumer motivation is developed. One of the ways of maintaining the competitiveness of the enterprise, the development of new market segments is the withdrawal of innovative products. This process is always quite risky, even when an innovative product has obvious benefits for consumers. The results of many studies have shown that more than 30% of consumer goods and about 20% of industrial goods suffer market failures. This is due to the fact that innovative products are mainly created only on the basis of new knowledge, without taking into account the real needs of the market. Under these conditions, the key factor in the market success of the product is the marketing research of consumers at the stage of creating an innovative product. Communication impact on consumer categories "innovators" and "early followers" leads to a faster perception of innovative products by the entire target audience. The impact on different categories of consumers through different sets of marketing communication tools corresponds to an approach based on the motivation of consumers of innovative products. The development of a set of marketing communication tools should take into account the needs that meet the innovative products or the relative advantages that they possess.
References
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Woodside A.G., Sheth J.N., Bennett P.D. (1977) Psychographics and buyer behavior: theory and recent empirical findings. Consumer and Industrial Buying behaviour’. New York: Elsevier North Holland, 601–612.
Tucker W., Painter J. (1961) Personality and product use. Journal of Applied Psychology, 45, 325–329.
Hill R., Stamey M. (1990) The homeless in America: an examination of possessions and consumption behaviors. Journal of Product Consumer Research, 17, 303–321.
Rossister J.R., Percy L. (1991) Emotions and motivations in advertising. Advances in Consumer Research, 18, 7–44.
Simonson I., Nowlis S.M. (2000) The role of explanations and need for uniqueness in consumer decision making: Unconven¬tional choices based on reasons. Journal of Consumer Research, 27(1), 49–68.
Cooper R.G. (1986) Winning at new products. Journal of Product Innovation Management, 3, 307–308.
Stephen M. Nowlis, Ravi Dhar, Itamar S. (2010) The Effect of Decision Order on Purchase Quantity Decisions. Journal of Marketing Research, 47(4), 725–737.
Goldsmith R.E., Hofacker C.F. (1991) Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.
Daghfous N., Petrof J. V., Pons F. (1999) Values and Adoption of Innovations: a Cross-Cultural Study. Journal of Consumer Marketing, 16(4/5), 314–331.
