Exploratory consumer buying behaviour
How to identify innovator characteristics
Harald HasselmannIpsos Deutschland andRoland HelmUniversity of Jena
INTRODUCTION
Modern and successful marketing requires more and more tailor-made solutions. This is also true for marketing research where the launch and/or re-launch of products or services is very often the focus of activity. Who are the target persons ready to early adopt new things? How could we identify and describe them? These are the frequently asked questions to which marketing research must respond.
The model of Exploratory Consumer Buying Behaviour is exactly designed to provide straightforward answers to the...