Nowadays to succeed in markets, understanding the consuming values of customers and their\neffects on consumer purchase behavior is a crucial matter. Due to the fact that consuming\nvalue is changing in nowadays markets and several segments of customer in terms of\ndifferent consuming values, marketers should be sensitive toward different consuming needs\nand selecting product behavior in different segments. The present study investigate the effects\nof new collection product on hedonic value and consumer purchase behavior. A survey was\nadministrated at Tehran, where 288 valid questionnaire collected. The findings of the study\nreveal that increasing in innovation of product have a positive effect on hedonic value. It also\nindicate that increasing in innovation of products cause increase the satisfaction of consumer\nand possible of repurchase.
Loading....