Exploratory consumer buying behaviour

Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services.

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...

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