Resumo

OTERO GOMEZ, María Cristina; GIRALDO PEREZ, Wilson; SAINZ BARAJAS, María Teresa de la Luz  e  AGUIRRE ALEMAN, María Guadalupe. PREDISPOSITION TO INNOVATE. CROSS-CULTURAL ANALYSIS BETWEEN YOUNG PEOPLE. Dimens.empres. [online]. 2017, vol.15, n.2, pp.155-167. ISSN 1692-8563.  https://doi.org/10.15665/rde.v15i2.1079.

This article is the result of a scientific investigation and has been raised around the objective of analyzing and comparing the influence of personal and social characteristics on the predisposition to innovate in the young consumers of Villavicencio - Colombia and Coatzacoalcos - Mexico. For the development was carried out to survey 1591 university students of the two cities. The age range of the sample was between 17 and 25 years. To this end, the University of Los Llanos and the Universidad Veracruzana collaborated. The results show that there is no association between the predisposition to innovate and the variables of personal or social characteristics studied. This means that a strategy of demographic segmentation is not enough, since the determinants of the behavior of the segment may be influenced by their personal motivations, or by the characteristics of the products.

Palavras-chave : Adoption of innovation; Innovative consumer; Innovative features.

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