Abstract:

Globalization raises new difficulties for businesses in terms of competition. Those businesses which operate in the global scale have increased the rate of competition. Competitors of acompany is not just those within its own national boundaries anymore but others which are established in another part of the world and getting a big market share. As globalization promotes competition, businesses become more enthusiastic about getting one step ahead of their competitors by innovation. Innovative businesses turn towards new, marketable and distinguishing products to influence consumers. Consumers meet a different technology each day and their expectations increase. Those businesses which are not innovative have no chance for competition anymore. From this perspective, innovation is vital for businesses. This study aimed to find out to what extent laptop computer users paid attention to innovation when buying products. The study was based on questions like "Do consumers, when they buy products, care about whether the relevant companies are innovative?" and "How much important is innovation when compared with marketing activities?" A questionnaire was administered to laptop computer users in this regard. The results suggest that all segments of the society pay attention to innovation, that they lean towards innovation when buying products, and that innovative businesses always tend to be preferred.

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