Abstract:

Increased competition in the market caused by the globalization, influenced the to provide varied features to the costumers in order to differentiate them from their opponents. Psychological factors like perception, learning, personality, attitude and beliefs; sociological factors like culture, family, reference environment; personal factors like age, sex, occupation, income and educational status are the things that designate consumers' purchasing behavior. Apart from these factors, advertising, brand, product/service features also dominate consumers’ purchasing trends. When the aforementioned factors that shape consumers’ purchasing decisions are evaluated in the sense of creativity and innovation, it makes adopting innovation and creativity an important value for the in order to maintain their operability. Integrating creativity and innovation to their management understandings is as important for current firms on the market as it is for the newly entering the market. One of the strategies that aiming to make difference and overtower their opponents in the competition environment is to be announced to the target audiences by using advertisements. Businesses aim to show the innovations about their goods, services and ideas that would reveal their differences from others and shape the consumers' purchasing behavior. In this study, an area survey has been carried out in the TRNC’s capital city Nicosia in order to put forth the role of innovation on the ultimate consumers’ purchasing behaviors. Survey data have been obtained by face to face survey method. This study aims to identify how important the product/service innovations and consumer innovation are in determining the purchasing decisions of the consumers, except their demographic attributes, through the scale that was developed by being tested by unique; reliability and validity analysis.

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