Who are innovative consumers of packed coffee drinks in Taiwan?
by Jane Lu Hsu, Carey Ming-Li Chen, Sharline Wei-Ching Hung
International Journal of Innovation and Learning (IJIL), Vol. 5, No. 3, 2008

Abstract: Innovative consumers are more likely to be those who have tendencies to search new product information, are attracted by innovativeness, are relatively price insensitive, and are willing to pay for premiums of newly marketed products. The objective of this study is to identify characteristics of innovative consumers in the market of packed coffee drinks. Results are generated from the in-depth interviews of 11 informants and a consumer survey of 281 respondents. Less than 10% of respondents could be classified as innovative consumers of packed coffee drinks. Marketing strategies to reach young innovative consumers include emphasising uniqueness of the products, setting up high and distinguishable market prices, providing detailed information on the internet, and occasionally using television advertising to strengthen product images.

Online publication date: Sun, 02-Mar-2008

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