Effects of demographic and lifestyle adoption of new product innovation

Onsumers’ demands. New products don’t often find their own ways for the purchasers. The goal of this research is to recognize innovative groups in society and analyzing the features of demography and life style’s effects on adoption of new products innovation. The research plan is a description of measuring circumstances of the information by the researcher that is gathering the information directly from the costumers. 384 people of university formed the research population, including instructors, staffs and university students of west Mazandaran province. Stratified sampling is chosen for the sampling method. Validity of the questionnaire is surveyed by the content validity and its reliability by calculating Cronbach’s alpha that obtained 0/842. In this research 2 statistical methods are used in order to analyze the data, descriptive and inferential statistics, in adequate to the research questions. Statistical soft-wares used in this research are LISREL for structural equation. Research results show that demographical features such as age, gender, income and number of family members don’t affect consumer’s innovativeness and innovation adoption, and education is the only effective factor in a way that the higher the education goes, it affects modernity in a positive way. This research confirmed that life style has a high indirect effect on consumer’s adoption and innovativeness and also consumer’s innovativeness on the innovation adoption.