TY  - JOUR
AB  - 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.
VL  - 22
IS  - 4
SN  - 0263-4503
DO  - 10.1108/02634500410542743
UR  - https://doi.org/10.1108/02634500410542743
AU  - Ling Shu‐Shian
AU  - Jung Choo Ho
AU  - Thorndike Pysarchik Dawn
PY  - 2004
Y1  - 2004/01/01
TI  - Adopters of new food products in India
T2  - Marketing Intelligence & Planning
PB  - Emerald Group Publishing Limited
SP  - 371
EP  - 391
Y2  - 2024/04/23
ER  -