dc.contributor.author |
Jordaan, Yolanda
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dc.contributor.author |
Simpson, Michelle N.
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dc.date.accessioned |
2007-05-31T12:09:32Z |
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dc.date.available |
2007-05-31T12:09:32Z |
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dc.date.issued |
2006 |
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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. |
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dc.format.extent |
79197 bytes |
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dc.format.mimetype |
application/pdf |
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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/] |
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dc.identifier.issn |
0378-5254 |
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dc.identifier.uri |
http://hdl.handle.net/2263/2583 |
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dc.language.iso |
en |
en |
dc.publisher |
South African Association of Family Ecology and Consumer Sciences |
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dc.rights |
South African Association of Family Ecology and Consumer Sciences |
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dc.subject |
Innovativeness |
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dc.subject |
Opinion leaders |
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dc.subject |
Involvement |
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dc.subject |
Diffusion |
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dc.subject |
Innovation |
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dc.subject |
Uniqueness |
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dc.subject |
Females |
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dc.subject |
Innovators |
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dc.subject |
Behaviour |
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dc.subject |
Fashion |
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dc.subject.lcsh |
Consumer behavior -- South Africa |
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dc.subject.lcsh |
Women consumers -- South Africa |
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dc.subject.lcsh |
Fashion merchandising -- South Africa |
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dc.title |
Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre |
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dc.type |
Article |
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