Market value coverage (4A) in terms of fast food adoption
This study explored the elements of market value coverage (MVC) (awareness, acceptability, accessibility and affordability) as applied to adoption diffusion of innovations. Reviewed of these factors as consumer-focused marketing concept were other important aspects of this study. Statistical tools i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Academic Journals
2012
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| Online Access: | http://psasir.upm.edu.my/id/eprint/22851/ http://psasir.upm.edu.my/id/eprint/22851/1/22851.pdf |
| _version_ | 1848844597752496128 |
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| author | Nezakati, Hossein Ali, Noor Azman Asgari, Omid |
| author_facet | Nezakati, Hossein Ali, Noor Azman Asgari, Omid |
| author_sort | Nezakati, Hossein |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study explored the elements of market value coverage (MVC) (awareness, acceptability, accessibility and affordability) as applied to adoption diffusion of innovations. Reviewed of these factors as consumer-focused marketing concept were other important aspects of this study. Statistical tools in this research were analysis of variance and post HOC test. This research found market value coverage elements pattern in hierarchical situation according to social sub systems (innovators, early adopters, early majority, late majority and laggards) and provided two main distinct clusters: innovators and early adopters (acceptability, accessibility, awareness, and affordability) and the other one as; early majority, late majority, and laggards (acceptability, accessibility, affordability, and awareness). Acceptability was the main important Market Value Coverage element for all social sub systems. |
| first_indexed | 2025-11-15T08:33:27Z |
| format | Article |
| id | upm-22851 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T08:33:27Z |
| publishDate | 2012 |
| publisher | Academic Journals |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-228512017-11-16T03:46:01Z http://psasir.upm.edu.my/id/eprint/22851/ Market value coverage (4A) in terms of fast food adoption Nezakati, Hossein Ali, Noor Azman Asgari, Omid This study explored the elements of market value coverage (MVC) (awareness, acceptability, accessibility and affordability) as applied to adoption diffusion of innovations. Reviewed of these factors as consumer-focused marketing concept were other important aspects of this study. Statistical tools in this research were analysis of variance and post HOC test. This research found market value coverage elements pattern in hierarchical situation according to social sub systems (innovators, early adopters, early majority, late majority and laggards) and provided two main distinct clusters: innovators and early adopters (acceptability, accessibility, awareness, and affordability) and the other one as; early majority, late majority, and laggards (acceptability, accessibility, affordability, and awareness). Acceptability was the main important Market Value Coverage element for all social sub systems. Academic Journals 2012-02 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/22851/1/22851.pdf Nezakati, Hossein and Ali, Noor Azman and Asgari, Omid (2012) Market value coverage (4A) in terms of fast food adoption. African Journal of Business Management, 6 (7). art. no. BDE688826449. pp. 2549-2556. ISSN 1993-8233 http://www.academicjournals.org/journal/AJBM/article-abstract/BDE688826449 |
| spellingShingle | Nezakati, Hossein Ali, Noor Azman Asgari, Omid Market value coverage (4A) in terms of fast food adoption |
| title | Market value coverage (4A) in terms of fast food adoption |
| title_full | Market value coverage (4A) in terms of fast food adoption |
| title_fullStr | Market value coverage (4A) in terms of fast food adoption |
| title_full_unstemmed | Market value coverage (4A) in terms of fast food adoption |
| title_short | Market value coverage (4A) in terms of fast food adoption |
| title_sort | market value coverage (4a) in terms of fast food adoption |
| url | http://psasir.upm.edu.my/id/eprint/22851/ http://psasir.upm.edu.my/id/eprint/22851/ http://psasir.upm.edu.my/id/eprint/22851/1/22851.pdf |