نوع مقاله : مقاله پژوهشی
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