Title: Determinants for adoption of new products: an empirical study on smart phone customers in Delhi NCR

Authors: Navneet Gera; Sangeeta Yadav; Léo-Paul Dana; Akshit Mittal

Addresses: Jagannath International Management School, Kalkaji, New Delhi, India ' New Delhi Institute of Management, New Delhi, India ' Dalhousie University, Nova Scotia, Canada ' Bharati Vidyapeeth Institute of Management and Research, Delhi, India

Abstract: Innovation is the key to satisfy consumer demand for new and better products. Hence it is pertinent to examine driving factors that affect consumers' purchase decisions for technologically advanced new products. This research aims to investigate factors influencing adoption of new products, particularly smartphones. Descriptive as well as causal methods of research have been adopted for this research. Researchers have used a self-administered survey for collecting data of customers who have recently purchased smartphones in Delhi National Capital Region (NCR). For this study, with a sample size of 254, convenient sampling has been used due to nature of the research. Key factors have been explained through intention to adopt (12.9%), motivated customer innovativeness (11.1%), financial risk (7.6%), functional innovativeness (7.5%), hedonic innovativeness (7.7%) and customer involvement (7%). In practice, findings of the present study would allow marketing managers in a deeper differentiation of the market and help them recognise highly creative consumer segments; this can, in turn, allow companies to plan effective marketing strategies, thereby leading to success of new products. Results of the study indicate that the eight factors used in the study have considerable influence (69% of total variance) on new product adoption in Delhi NCR.

Keywords: innovation; new product; risk; customer innovativeness; hedonic innovativeness.

DOI: 10.1504/IJBIS.2023.131347

International Journal of Business Information Systems, 2023 Vol.43 No.2, pp.143 - 163

Received: 02 Jun 2020
Accepted: 26 Jun 2020
Published online: 07 Jun 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article