The Innovators

Ease of communications, consumer confidence and speed of decision-making innovators bribe, but a total budget of these groups is negligible for most industries. At the opposite pole relationship to novelty is another group – conservatives. Before you buy anything, these consumers seek to maximize support his decision to other people’s experiences. In fact, their decision to buy – not their own. Before conservatives get first-hand experience to evaluate the purchase, it is filled with reviews of all the consumer information environment, the personal communications to the Internet and media. Until conservatives buy time to estimate the innovators, the followers, the early and late majority, who took over almost all of the risks of acquisition. Conservatives can only enjoy the benefits of well-studied at the time, like all other consumers are already looking for replacements. The main feature of the Conservatives as a consumer group – the unacceptability of risks associated with consumption. Such caution is justified by many factors, among which the most noticeable demographic and historical determinants.

With age, for example, consumers are careful to novelty, because behind accumulate increasingly vital practice, including positive and negative. The regional remote manifestations of innovation – a rarity as a relatively low level of income leads to frugality and pragmatism in consumption. Actually, the level of income is completely self-sufficient factor of influence on the tendency toward conservatism: a lack of income limits the space for holding risky Consumer eksperimenov. Nevertheless, conservatism remains the property of the individual, not just one particular style of life.