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- W1970084320 abstract "Cet article se propose d’améliorer la compréhension de l’influence des variables individuelles et perceptuelles, sur le processus de décision d’achat d’un produit nouveau par le consommateur, puisque ces variables n’ont pas le même comportement selon les types de consommateurs. Une enquête confirmatoire menée auprès de 1005 consommateurs de produits cosmétiques au Cameroun, montre que, le type de nouveauté (incrémentale ou radicale), son utilité perçue et certaines variables individuelles (l’innovativité, l’implication, et les valeurs), jouent un rôle déterminant sur l’adoption du nouveau produit cosmétique. Des recommandations sont formulées pour améliorer la communication sur les nouveaux produits cosmétiques The objective of this research is to identify and understand individual and perceptual variables, which could explain the decision process of purchasing a new product by the consumer, since these variables do not have the same behaviour among different types of consumers. A confirmatory survey conducted among 1,005 consumers of cosmetics in Cameroon, shows that the type of innovation (incremental or radical), perceived usefulness, and some individual variables (innovativeness, involvement, and values) play a significant role in the adoption of new cosmetic product. Recommendations are made to improve communication on new cosmetics products." @default.
- W1970084320 created "2016-06-24" @default.
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- W1970084320 date "2013-12-01" @default.
- W1970084320 modified "2023-09-27" @default.
- W1970084320 title "L’adoption des produits cosmétiques par les consommateurs camerounais: La forte incidence de la nouveauté perçue, de l’innovativité, de l’implication et des valeurs" @default.
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- W1970084320 doi "https://doi.org/10.1016/j.rgo.2013.12.006" @default.
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