Advanced search

Adopters of new food products in India

Shu‐Shian Ling (Michigan State University, East Lansing, Michigan, USA)
Ho Jung Choo (Han Yang University, Seoul, South Korea)
Dawn Thorndike Pysarchik (Michigan State University, East Lansing, Michigan, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 June 2004

Abstract

The purposes of this research were to compare the attitudes about new food purchases between innovators/early adopters and non‐innovators, and to determine the food purchase characteristics of innovators/early adopters and non‐innovators. Data were collected in ten locations in India between November 1999 and February 2000. Including income as a covariate, MANCOVA was performed to determine how innovators/early adopters and non‐innovators differed in their attitudes about new food purchases. The findings revealed some important characteristics of food innovators/early adopters: they tend to be opinion leaders, seek variety in food types and brands, and are more responsive to sales promotions and advertisements. Food prices are relatively important to both consumer groups. Marketing implications for food businesses are discussed.

Keywords

Citation

Ling, S., Jung Choo, H. and Thorndike Pysarchik, D. (2004), "Adopters of new food products in India", Marketing Intelligence & Planning, Vol. 22 No. 4, pp. 371-391. https://doi.org/10.1108/02634500410542743

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us

We’re listening — tell us what you think

Join us on our journey