Dear professors, researchers and students, I am writing Master's thesis about consumers' innovation resistance behavior because certain innovative product is not successful in Germany compared to other countries.
I want to find out that what factors hinder consumers from adopting that innovation.
Based on research results, I want to suggest recommendation on marketing strategy for German firms providing that innovative product. Then, here is my question,
for my research survey, should I investigate only German people? or all consumers regardless of their nationality as long as they resist to this innovation and live in Germany ?
Thank you very much in advance for your any advice and help.
Sincerely yours,
Dahee Baek
Probably those living in Germany for a longer period have adopted elements of German national culture and may be included in a sample.
Your research on consumer's innovation resistance behavior should be limited to one specific nationality, and that too with the people who are living in the country (Germany) from a considerable period of time. The culture, past experiences and the economic environment effects the behavior of the consumers.
Thank you very much for your advice Mirna Leko-Šimić and Suhail Mohammad Ghouse.
I want to ask one more question regarding to your opinion.
I am planning to conduct online survey, then what is the proper way to limit to those people for my survey ?
Do you think is it a good idea to screen them through those questions in the beginning of survey?
1. Do you have domicile in Germany for more than (N) years?
I am curious how many years could be a reasonable period time to be influenced by German culture and economic environment effects and have past experiences.
I appreciate your any help and advice.
Thanks.
Although I have bo experience I would say you need longer time to adopt national culture - 10 years, maybe?
Cultural characteristics certainly have an impact on consumer behavior.
Dahee, You can limit them through the duration of the domicile in Germany.
The key issue is to investigate whether the target group of customers of a given product or service offer functions in only one country or is also present in other countries. It seems to me that it is first necessary to examine the national and foreign target markets on which a specific range of products or services is sold. Only the answer to this question will enable defining a representative target group of clients.
I invite you to the discussion.
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