Author(s): Sweta Singh, Girish G P and Bharath Supra
One of the rudimentary philosophies of sustainable marketing is pioneering marketing focusing on probing for novel and superior marketing contributions. Marketers have long acknowledged the importance of innovative consumers as one of the substantial market fragments. Consumer innovativeness hurries pioneering conduct that enterprises espousal and transmission of novelty. In this study, we focus on reconnoitering the shopping slants of pioneering patrons in India. Categorizing shopping flairs of pioneering patrons will have a substantial part in the triumph of marketing strategies. The results of our study signpost that sensory and cognitive can lead to some of the shopping flairs of customers, which marketers can capitalize on. Cognitive innovativeness is impelling recreational alignment, while sensory innovativeness is impelling brand consciousness and quality consciousness. Impulsive spending is being stimulated by both innovativeness, i.e., cognitive and sensory. We also found that brand loyalty/habitual shopping, fashion consciousness, price consciousness and confusion by over-choice shows no significant relationship with the shopping flairs.