Pre‐identification of first buyers of a new food product

Addresses consumer innovativeness in the context of a new food product launch, using the Domain Specific Innovativeness (DSI) inventory. Investigates the effectiveness of the DSI scale in the identification of first buyers of a new food product (DeBrew Ham) within the delicatessen products domain. Two surveys were conducted, the first established the DSI cut‐off point within the general population and provided information on the behavioural traits associated with innovativeness. The second investigated buying behaviour in‐store following a new product (DeBrew Ham) launch. The findings indicate that the DSI scale is effective in pre‐identifying the buyer from non‐buyer of the new delicatessen product. However, a third group, non‐buying information seekers were not as easily distinguished from the buyers. Both groups scored similarly on the DSI scale. Further analysis of the underlying behavioural traits proved useful in differentiating between these two categories. “Usage rate” of delicatessen products and “amount of money spent” on these products was higher for buyer in comparison with non‐buying information seekers. Finally, this study examined the new product purchase preferences of all three groups. Responses to product preference ratings indicated that information seekers had a preference for cheeses while buyers had a preference for new cooked hams. This study supports the usefulness of the DSI scale in the pre‐identification of the first buyers of a new food product, which may be of assistance in new product development.