THE IMPACT OF CONSUMER INNOVATIVENESS AS A COMPETATIVE INSTRUMENT ON BUYING HABITS

Abstract

Increased competition in the market caused by the globalization, influenced the businesses to provide varied features to the costumers in order to differ them from their opponents. Psychologic factors like perception, learning, personality, attitude and beliefs; sociological factors like culture, family, reference environment; personal factors like age, sex, occupation, income and educational status are the things which designate consumers’ purchasing behaviour. Apart from these factors, advertisement, brand, product/service features also dominate consumers’ purchasing tendencies. When the aforementioned factors which shape consumers’ purchasing decisions are evaluated in the sense of creativity and innovation, it makes adopting innovation and creativity an important value for the businesses in order to maintain their operability. Integrating creativity and innovation to their management understandings is as important for current firms on the market as it is for the businesses newly entering the market. One of the strategies which businesses aiming to make difference and overtower their opponents in the competition environment is to be announced to the target audiences by using advertisements. Businesses aim to show the innovations about their goods, services and ideas which would reveal their differences from others and shape the consumers’ purchasing behaviour. In this study, an area survey has been carried out in the TRNC’s capital city Nicosia in order to put forth the role of innovation on the ultimate consumers’ purchasing behaviours. Survey data have been obtained by face to face survey method. This study aims to identify how important the product/service innovations and consumer innovativeness are in determining the purchasing decisions of the consumers, except their demographic attributes, through the scale which was developped by being tested by unique; reliability and validity analysis.