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dc.contributor.author | Jordaan, Yolanda | |
dc.contributor.author | Simpson, Michelle N. | |
dc.date.accessioned | 2007-05-31T12:09:32Z | |
dc.date.available | 2007-05-31T12:09:32Z | |
dc.date.issued | 2006 | |
dc.description.abstract | Early in the product life cycle certain consumers, called innovators, embrace innovations. The consumer innovator plays a prominent role in the diffusion and ultimate adoption of new products. This article examines consumer innovativeness among females in the context of the fashion industry. Fashion innovators represent a profitable market segment in the fashion industry, and understanding consumer fashion innovativeness may enable fashion suppliers to obtain a suitable return on their investment. Results show positive relationships between consumer fashion innovativeness and fashion opinion leadership, fashion involvement and need for uniqueness. A recommendation is made that fashion retailers should design unique, customised offerings in order to fulfil the needs and wants of innovators. | en |
dc.format.extent | 79197 bytes | |
dc.format.mimetype | application/pdf | |
dc.identifier.citation | Jordaan, Y & Simpson, MN 2006 'Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre', Journal of Family Ecology and Consumer Sciences, vol. 34, pp. 32-40. [http://www.up.ac.za/saafecs/] | en |
dc.identifier.issn | 0378-5254 | |
dc.identifier.uri | http://hdl.handle.net/2263/2583 | |
dc.language.iso | en | en |
dc.publisher | South African Association of Family Ecology and Consumer Sciences | en |
dc.rights | South African Association of Family Ecology and Consumer Sciences | en |
dc.subject | Innovativeness | en |
dc.subject | Opinion leaders | en |
dc.subject | Involvement | en |
dc.subject | Diffusion | en |
dc.subject | Innovation | en |
dc.subject | Uniqueness | en |
dc.subject | Females | en |
dc.subject | Innovators | en |
dc.subject | Behaviour | en |
dc.subject | Fashion | en |
dc.subject.lcsh | Consumer behavior -- South Africa | |
dc.subject.lcsh | Women consumers -- South Africa | |
dc.subject.lcsh | Fashion merchandising -- South Africa | |
dc.title | Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre | en |
dc.type | Article | en |