How Students as Consumers Learn Information about New Products

8 Pages Posted: 20 Nov 2018

See all articles by Jelena Šišara

Jelena Šišara

Polytechnic in Šibenik, Croatia

Divna Goleš

Polytechnic in Šibenik, Croatia

Date Written: September 7, 2017

Abstract

The importance of understanding how consumers gather and evaluate information about the new products is essential for providers. This paper considers the student population as consumers and attempt to determine where students as consumers learn information about new products and their attitudes toward different sources of information. Research was conducted at the Polytechnic in Sibenik and comprised students of all majors and years of study. Results indicated that students as consumers utilize a wide variety of information sources to learn about new products. Thus gender, as a major social category, age and other determinants of consumer behaviour were also considered. It concludes with some important marketing implications.

Keywords: consumers, new products, consumer behaviour, marketing, innovation, development

JEL Classification: M39

Suggested Citation

Šišara, Jelena and Goleš, Divna, How Students as Consumers Learn Information about New Products (September 7, 2017). 2017 ENTRENOVA Conference Proceedings, Available at SSRN: https://ssrn.com/abstract=3282531

Jelena Šišara (Contact Author)

Polytechnic in Šibenik, Croatia ( email )

Divna Goleš

Polytechnic in Šibenik, Croatia ( email )

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