Consumer Innovativeness and Personal Characteristics – A Study Among the Inhabitants of the Poznań Agglomeration

Abstract

Research background: One of the main ways companies gain and maintain a competitive advantage in many markets is to introduce product innovations. The degree of their acceptance by consumers is determined by many factors, among which the level of consumer innovativeness is of great importance. The paper presents the results of a study on consumer innovativeness of the adult inhabitants of the Poznań agglomeration.

Keywords

• innovation
• consumer innovativeness
• product management
• consumer behavior
• m30
• o30