The consumption pioneers

Date of publication: June 15, 1960

Author: Jan Stapel

Abstract:

Pioneer consuming is often related to income and age of the consumer. Not completely however, nor is it always true. Pioneer consuming to a certain extent covers many product groups, durables as well as small ticket items. However--specific product groups have their own specific consumption pioneers, who only partly are overall early adopters of new products, new consumption patterns. Attitude scales can isolate consumption pioneers in specific product groups. The non-verbal "Stapel scale" has proved to he very successful in this field. A scale-based both on specific attitudes and past and present buying behaviour isolates consumption pioneers quite successfully. Such consumption pioneers should be a rewarding group to study in respect to success or failure of new brands or products, in analysing penetration-patterns, in product testing, etc.

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