L’adoption des produits cosmétiques par les consommateurs camerounais: La forte incidence de la nouveauté perçue, de l’innovativité, de l’implication et des valeurs

Abstract

The objective of this research is to identify and understand individual and perceptual variables, which could explain the decision process of purchasing a new product by the consumer, since these variables do not have the same behaviour among different types of consumers. A confirmatory survey conducted among 1,005 consumers of cosmetics in Cameroon, shows that the type of innovation (incremental or radical), perceived usefulness, and some individual variables (innovativeness, involvement, and values) play a significant role in the adoption of new cosmetic product. Recommendations are made to improve communication on new cosmetics products.