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Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration

Author

Listed:
  • Michalak Szymon

    (Poznań University of Economics and Business, Institute of Marketing, Department of Product Marketing, Al. Niepodległości 10, 61-875 Poznań)

  • Bartkowiak Paweł

    (Poznań University of Economics and Business, Institute of Management, Department of Strategic Management, Al. Niepodległości 10, 61-875 Poznań)

Abstract

Research background: One of the main ways companies gain and maintain a competitive advantage in many markets is to introduce product innovations. The degree of their acceptance by consumers is determined by many factors, among which the level of consumer innovativeness is of great importance. The paper presents the results of a study on consumer innovativeness of the adult inhabitants of the Poznań agglomeration. Purpose: The main purpose of the study was to recognize the relationship between consumer innovativeness and consumer’s personal characteristics and to advance knowledge regarding consumer innovativeness. Research methodology: The research was carried out using the direct interview technique with the use of an interview questionnaire, on a sample of 795 adult inhabitants of the Poznań agglomeration. Results: The results show that there is a directly proportional relationship between consumer innovativeness and education or material status and an inversely proportional relationship between consumer innovativeness and age in the pro-innovative dimension. The results indicate that there are statistically significant differences in consumer innovativeness between groups based on respondents’ personal characteristics – gender, age, level of education and material situation. The results however are ambiguous. Novelty: The novelty of the study is based on the verification of the relations between consumer innovativeness and their selected personal characteristics, with the example of Poland.

Suggested Citation

  • Michalak Szymon & Bartkowiak Paweł, 2021. "Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 31-47, June.
    • Handle: RePEc:vrs:foeste:v:21:y:2021:i:1:p:31-47:n:3
    DOI: 10.2478/foli-2021-0003
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    References listed on IDEAS

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    More about this item

    Keywords

    innovation; consumer innovativeness; product management; consumer behavior;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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