The Effects of Innovation in Product on Hedonic Perceived Value and Consumer Purchase Behavior

Abstract

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