Authors : Panteha Saadati and Hamid Saeedi
Abstract: Today, establishment, maintenance and development of the brand is among the most important issues raised in any business and in this regard, consumers and especially innovative consumers have an important role. Because innovative consumers are the first category of consumers that accept the new product or new or developed brand and take the risk of buying it. In case of acceptance and satisfaction of this group of consumers with the new brand or product that companies can be hoped that other consumers are leaning toward their product or brand. In this study, we tried to identify the relationship between the consumer innovation in acceptance of new products. The research is applied descriptive survey. To collect the data, a questionnaire based on Likert scale the statistical population was the smartphone users in Tehran and the number of sample is considered 384. To determine the normality of data distribution the Kolmogorov-Smirnov test was used. According to the results, it can be said that with regard to the risk accepted by innovative consumers they expect that new products have required standards and prefer to prioritize the acceptance of new products from among known brands with new design and up to date technology. The category of new products in this research may limit the obtained results because the smartphones are just one of these groups and among new products.
Panteha Saadati and Hamid Saeedi, 2016. The Relationship Between Consumer Innovation and New Product Acceptance (Case Study: Smartphone Consumers, Especially Iran). International Business Management, 10: 1484-1490.