Search results

The adoption process for new products varies from one individual to another according to socio‐economic and demographic characteristics. This article focuses on cultural values because an individual’s inclination to adopt a new product is also influenced by his system of values. The advantage of using values to explain innovativeness is that this variable transcends national, cultural and social boundaries. In order to determine the influence of values on adoption, this study utilizes a multicultural research framework consisting of consumers living in a large metropolitan area and coming from three distinct cultural groups: business school students from Quebec, France and North Africa. The results of this study suggest that individual values have a significant impact on consumers’ inclinations to adopt new products. In multi‐ethnic heterogeneous markets, segmenting consumers according to their values should be an important tool in the strategic kit of marketing managers.

The increase of competition in the banking industry has resulted in more attention to profitability and reduced interest in low‐income customers. Fulfilment of financial services needs of low‐income customers is perceived as either information lacking about financial products or providing services at an affordable charge. Attitudes and behaviours of a probabilistic representative sample of 3,010 low and higher income customers of a large Canadian financial institution were compared. Despite similar aspirations, low‐income customers appeared limited in terms of personal growth and expenditures and were showing uncertainty toward the future. The management implications for financial products and services, together with the social implications, are discussed in the conclusion.