Effects of sensory and cognitive innovativeness on the styles of shopping

The aim of the present study is to investigate the shopping styles of innovators as the first group consuming new products. To identify the consumers who are innately considered as primary buyers of market products is the key to the success and profitability of new products. So, understanding the ways of decision-making in these innovative consumers is necessary to make correct decisions, strategies and tactics for effective marketing and selling new products. Innovative consumers are divided into two types of sensory and cognitive. This paper actually tries to investigate shopping styles of these consumers. It is applicable in terms of target, but, in term of method and nature, a caustic and field research. The data are collected by using questionnaire. The questionnaire will be filled by 428 people mostly of the students of different universities in Arak. The results represent that cognitive innovators pay attention to the quality in their shopping, but sensory innovators buy according to the kinds of brand, fashion, and habits. Also, cognitive innovators affect the decision making of sensory innovators.