Issue

Vol. 16 No. 1 (2012): African Sociological Review

6 - 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

https://doi.org/10.57054/asr.v16i1.3842
Darius Djoma
Département Marketing de la faculté des Sciences economiques et de Gestion de l’Université de Ngaoundéré, BP 454, Cameroun.
Victor Tsapi
Département Marketing à la faculté des Sciences economiques et de Gestion de l’Université de NgaoundéréBP 454 Cameroun, Affilié à Bordeaux ecole de Management intervenant à l’Université Montesquieu Bordeaux iV et au Conservatoire National des Arts et Métiers france

Corresponding Author(s) : Darius Djoma

dariusninon@yaoo.fr

African Sociological Review, Vol. 16 No. 1 (2012): African Sociological Review

Abstract

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 behavior among different types of consumers. A confirma- tory 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 (in- novativeness,
involvement, and values) play a significant role in the adoption of new cosmetic product. recommendations are made to improve communication on new cosmetics products. Keywords: adoption of cosmetics, consumers, perception of novelty, methods of structural equa- tion modeling (SeM).

Keywords

structural equation methods (SEM) consumers perception of novelty, adoption of cosmetic products
Darius Djoma, & Victor Tsapi. (2013). 6 - 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. African Sociological Review, 16(1), 100–120. https://doi.org/10.57054/asr.v16i1.3842
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