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Journal of Process Management. New Technologies
2014, vol. 2, br. 3, str. 41-47
jezik rada: engleski

Impact of shopper's creativeness on shopping methods: A case-study of students of University of Delhi (India)
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Marketing at College of Business Administration, Jazan University, Jazan, Saudi Arabia


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The unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers most especially students. Innovative consumers are an important market segment. This paper seeks to investigate whether consumers' innate creativeness is associated with their shopping methods. Specifically, it aims to explore the relationship between two types of creativeness (sensory creativeness and cognitive creativeness and consumer shopping methods). Indeed, the unprecedented abundance of choice and retail outlets creates a massive array of choice for consumers. Despite these significant changes in the commercial environment, very little is known about the decision making processes of consumers in developing countries, most especially in India. Ostensibly, the paucity of research in this area hinders our understanding of consumer decision making processes. The paper integrates the consumer creativeness and consumer shopping methods literature. A structural equation model was used to test the relationship between cognitive and sensory creativeness and various shopping methods. Cognitive innovators are inclined to show shopping methods such as quality consciousness, price consciousness, and confusion by over choice, while, sensory innovators are inclined to have shopping methods such as brand consciousness, fashion consciousness, recreational orientation, impulsive shopping, and brand loyalty/habitual shopping. The research is based on a convenience sample of young consumers in India. The findings of this research would hopefully help managers to develop a deeper insight into product development and marketing. Furthermore, since the youth market in India represents an enormous opportunity for marketers, the paper provides valuable insights into this key market segment. It thus provides new insights into the shopping patterns of consumers who belong to different creativeness types. It also makes a new contribution to the shopping methods literature by explicating potential antecedents to the various shopping methods among the largest private tertiary institution students in India.
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