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Browsing Research Articles (Marketing Management) by Author "Simpson, Michelle N."

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

Jordaan, Yolanda; Simpson, Michelle N. (South African Association of Family Ecology and Consumer Sciences, 2006)

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 ...

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