Open AccessThe Effects of Innovation in Product on Hedonic Perceived Value and Consumer Purchase Behavior
Author(s) -
Ehsan Batyar,
Hasan Esmailpour
Publication year - 2017
Publication title -
business and management horizons
Language(s) - English
Resource type - Journals
ISSN - 2326-0297
DOI - 10.5296/bmh.v5i2.11695
Subject(s) - value (mathematics) , business , product (mathematics) , marketing , consumer behaviour , advertising , computer science , mathematics , geometry , machine learning
Nowadays to succeed in markets, understanding the consuming values of customers and their effects on consumer purchase behavior is a crucial matter. Due to the fact that consuming value is changing in nowadays markets and several segments of customer in terms of different consuming values, marketers should be sensitive toward different consuming needs and selecting product behavior in different segments. The present study investigate the effects of new collection product on hedonic value and consumer purchase behavior. A survey was administrated at Tehran, where 288 valid questionnaire collected. The findings of the study reveal that increasing in innovation of product have a positive effect on hedonic value. It also indicate that increasing in innovation of products cause increase the satisfaction of consumer and possible of repurchase.