Segmenting single-family homebuilders on a measure of innovativeness Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/kp78gm53z

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  • The goal of this study is to provide a better understanding of new product adoption by single family homebuilders. Information from this study will be useful to producers of new and existing engineered wood products in targeting their market development efforts. Homebuilders are studied with the goal of segmenting them into groups based on their openness to new products, or innovativeness. This study evaluates three methods of measuring this trait. A hybrid innovativeness measure based on the time of adoption of multiple products was chosen as the best measure. It captures both the time element, and the degree of adoption element of innovativeness. Adopter group segments are then profiled based on demographics and communication characteristics. Innovative firms were found to be larger firms with higher revenues. They were also more likely to build higher end homes and to work primarily in new home construction rather than remodeling or commercial construction. Most early adopters come from counties of medium sized populations, while later adopters are more likely to be from large counties. Early adopters scored higher than later adopters on a measure of opinion leadership. They also were more likely to indicate that the use of new products was a part of their firm's competitive premise.
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