Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre

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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


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