文章基本信息

标题：NEW PRODUCT DEVELOPMENT AND CONSUMER INNOVATIVE BEHAVIOUR: AN EMPIRICAL VALIDATION
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作者：DR. AMUE, G.J. ; KENNETH C. ADIELE
期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2012
卷号：1
期号：7
页码：97-109
出版社：European Society of Business and Social Sciences
摘要：he purpose of this study was to access empirically the extent to which new product development influences consumer adoption and innovative behaviour in the high-tech consumer durable electronics companies in Rivers State of Nigeria. The nomothetic methodology was adopted and forty copies of structured questionnaire were our primary data collection instrument which was distributed to five functional and registered high-Tech consumer durable electronics marketing companies in Port Harcourt. Moreso, from the forty copies of questionnaire distributed, thirty five copies were retrieved and qualified for use. However, the postulated hypotheses were tested by employing the Spearman’s Rank Correlation Coefficient Statistical Tool (SRCC) which was facilitated by the Statistical Packages for Social Sciences (SPSS) version 15.0. The study revealed that a significant relationship exists between NPD and CIB and also, that amongst the measures of CIB, that consumer personality and perception impacts more significantly on NPD. The authors therefore concludes that electronic home appliance companies should always take into cognizance consumer personality, perception and learning when evolving new products as these will always influence consumer adoption behaviour. However we recommended that the companies should always evolve product that matches with customer personality and intensify marketing communication strategies to continuously create an enduring perception of their products in the minds of their targeted customers.
关键词：Product Innovation; Consumer Adoption and Innovative;behavioural indicators.