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| Author: | Weiber, R. Pohl, A. |
| Title: | Das Phänomen der Nachfrage-Verschiebung |
| Journal: | Zeitschrift für Betriebswirtschaft
1996 : VOL. 66:6, p. 675-696 |
| Index terms: | CONSUMER BEHAVIOUR RISK PURCHASING INNOVATION |
| Language: | ger |
| Abstract: | The article gives an explanation of the phenomenon of postponement of decisions in purchase-processes. On the basis of the theory of perceived risk different types of postponement can be identified. Depending on perceived cost- and performance-risk during the purchase-process, one distinguishes "information-searchers", "cost-reachers" and "leap-froggers". Together with adopters they represent different market segments. This classification could especially be used by suppliers of technological innovations for the design of marketing strategies which are specific for the respective segments. |
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