A study investigating the characteristics of adopter categories in Russia and in the UK among female students on the example of women’s bras as well as cultural differences influencing these characteristics.

Abstract

This dissertation aims to investigate the characteristics of adopter categories in Russia and in the UK among female students on the example of women’s bras as well as cultural differences influencing these characteristics. To do that, the first part of this paper gathers information of adoption of innovation, categories of adopters of innovations, Hofstede's cultural dimensions and effects of culture on buying behavior. The second part of the thesis presents the questionnaire results gathered among Russian and UK female students. The findings have shown that female students in the UK have been identified to be more open to innovations in general and to innovations in bras than Russian participants.