نوع مقاله : مقاله پژوهشی
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
In today's competitive markets, innovation and the introduction of new products are key factors for companies' success. Innovative consumers, who have different decision-making styles, play a crucial role in the success of marketing these products. This study aims to analyze the impact of cognitive and affective innovativeness on decision-making styles in purchasing healthy and organic products. It is a case study conducted in a specialized organic product store in Tehran. The statistical population of this study includes the customers of this store, and data were collected using a standard questionnaire. The results of statistical analysis revealed that cognitive innovativeness is related to ideal-point and price sensitivity decision-making styles, while affective innovativeness is associated with entertainment-oriented and unplanned purchase decision-making styles. The findings of this study can assist managers of specialized stores in designing effective marketing strategies and developing innovative products.
کلیدواژهها English
مطالعات مدیریت، اقتصاد و کارآفرینی