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Adoption of Novel Consumer Durable Goods in Less Developed Countries

Jose F. Medina and Pavlos Michaels
Journal of Marketing Theory and Practice
Vol. 2, No. 4 (Fall, 1994), pp. 77-90
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40469734
Page Count: 14
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Adoption of Novel Consumer Durable Goods in Less Developed Countries
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Abstract

This is an empirical study which investigates the impact of three socioeconomic factors (i. e., education, occupation, and income) and four attitudes (i. e., activism, low community stratification, mass media participation, and consumer modernism) on the acquisition of novel technological consumer durable goods. Path analysis is used to test the significance of these variables on innovativeness (i. e., the adoption of novel consumer durable goods). The findings support four of the seven hypotheses, namely, that the impact of socioeconomic factors such as education, occupation, and income in developing countries are expected to be positively related to innovativeness; and that consumer modernism in developing countries is positively related to innovativeness. The findings do not support hypotheses concerning the relationships of activism, low community stratification, and mass media participation to innovativeness. A discussion of findings is given and implications for marketing practitioners, marketing academicians, and policy makers of less developed countries are drawn.

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