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How Students as Consumers Learn Information about New Products

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017

Author

Listed:
  • Šišara, Jelena
  • Goleš, Divna

Abstract

The importance of understanding how consumers gather and evaluate information about the new products is essential for providers. This paper considers the student population as consumers and attempt to determine where students as consumers learn information about new products and their attitudes toward different sources of information. Research was conducted at the Polytechnic in Sibenik and comprised students of all majors and years of study. Results indicated that students as consumers utilize a wide variety of information sources to learn about new products. Thus gender, as a major social category, age and other determinants of consumer behaviour were also considered. It concludes with some important marketing implications.

Suggested Citation

  • Šišara, Jelena & Goleš, Divna, 2017. "How Students as Consumers Learn Information about New Products," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2017), Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017, pages 199-206, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr17:183775
    as

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    File URL: https://www.econstor.eu/bitstream/10419/183775/1/26-ENT-2017-Sisara-paper-199-206.pdf
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    References listed on IDEAS

    as
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    2. Johnson, Eric J & Russo, J Edward, 1984. "Product Familiarity and Learning New Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 542-550, June.
    3. Deborah J. MacInnis & Valerie S. Folkes, 2010. "The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 899-914, April.
    4. John, Deborah Roedder & Cole, Catherine A, 1986. "Age Differences in Information Processing: Understanding Deficits in Young and Elderly Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 297-315, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumers; new products; consumer behaviour; marketing; innovation; development;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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