Consumers' attitudes towards user innovation with a focus on the cosmetics industry in Austria
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- Title
- Consumers' attitudes towards user innovation with a focus on the cosmetics industry in Austria
- Creator
- Walter Michael Gruber
- Date
- 2012
- Abstract
-
Introduction
User innovation is the latest development when it comes to satisfying customers' want and needs. In this process, customers are integrated in the product innovation process. Objective of this research study is to analyse customers' attitudes towards this new development within the Austrian cosmetics industry.
Literature Review
Innovation: Existing literature clearly shows the importance of user innovation. Additionally, the link between user innovation and opinion leaders is shown. Finally, the increasing importance of opinion leaders due to the shortening of product life cycles is explained.
Attitude: The measurement of customers' attitudes is based on the tri -component model. Hence, it is separated into three parts: a cognitive part, an affective part and a behavioural part.
Methodology
During this research study, quantitative data was collected through an online survey in order to show trends and developments within the research area. The used philosophy is interpretivism and the underlying approach is inductive due to the fact that new theory has to be set up.
Findings
The collected data shows that customers' within the defined target group and industry have a very positive attitude towards user innovation. However, from a negative perspective, respondents did provide some thoughts and doubts concerning user innovation. These have to be counteracted in order to improve companies' efficiency when it comes to organising user innovation activities.
Practical Recommendations
Companies have to consider these negative issues and counteract as following: Customers must not have the feeling of being taken advantage of; customers have to be informed that no expertise knowledge is required; customers have to be motivated appropriately; customers have to be motivated to act as opinion leaders.
Key words: Innovation, Open Innovation, User Innovation, Attitude Measurement, Tri-Component
Model, Opinion Leader. - Subject
- User innovation
- Extent
- vi, 89 pages
- Format
- Publisher
- Regent's University London
- degree
- Master of Arts
- Language
- English
- Date Issued
- 2012
- Type
- Report
- Rights Holder
- Walter Michael Gruber and Regent's University London
- Item sets
- Theses or Dissertation