Title: Who are innovative consumers of packed coffee drinks in Taiwan?

Authors: Jane Lu Hsu, Carey Ming-Li Chen, Sharline Wei-Ching Hung

Addresses: Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan, ROC. ' Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan, ROC. ' No. 61-8, Cheng Gong Road, Chung Hwa City 50045, Taiwan, ROC

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.

Keywords: innovative consumers; marketing strategies; packed coffee drinks; innovation.

DOI: 10.1504/IJIL.2008.017363

International Journal of Innovation and Learning, 2008 Vol.5 No.3, pp.283 - 299

Published online: 02 Mar 2008 *

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