NEW PRODUCT DEVELOPMENT AND CONSUMER INNOVATIVE BEHAVIOUR: AN EMPIRICAL VALIDATION STUDY
Journal Title: European Journal of Business and Social Sciences - Year 2012, Vol 1, Issue 7
Abstract
The 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.
Authors and Affiliations
DR. AMUE, G. J. (MNIMN)| Senior Lecturer, Department of Marketing Faculty of Management Sciences, University of Port Harcourt, Nigeria. Email: Amuejohgonewa@yahoo.com, KENNETH C. ADIELE (MNIMN)| Lecturer, Department of Marketing Faculty of Management Science Rivers State University of Science and Technology. Port Harcourt, Nigeria Email: adiken33@yahoo.com.
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- EP ID EP10189
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