Abstract:

Within this research based on innovation diffusion and adoption processes it is aimed to gather and adapt the measurement scales from the international literature and to propose a proper scale for Turkish consumer markets In order to determine the limits of the innovation and new products concepts it has been used VCD products which faces with continious innovations and new offers in such a young market those more open to innovations Within this study it was attempted to explain the diffusion and adoption process of new products and to determine the possible differences between the adopter categories of VCD films Consumers were categorized into three groups as innovators early majority and late majority in this study For this classification the scales tested and validated in the earlier studies were used Using a questionnaire containing total 48 items the data were collected from a selected sample of 289 undergraduate students As a result of this study it was found significant differences among innovators early majority and late majority with respect to some behavioral dimensions and demographic characteristics

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