International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 4
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From Conventional to Revolutionary: Examining the Relationship Between Market Innovation and Consumer Attitude Among the Women Customers of Designer Boutiques

Author(s) Ms. Angel C Jose, Dr. Arun Balakrishnan M B
Country India
Abstract Purpose: This study examines the relationship between marketing innovation and consumer perceptions of designer boutiques. It specifically examines how innovative approaches to product display, communication, and customer-centric processes influence overall consumer perceptions in a highly competitive, fashion-driven business.
Design/ Methodology: A quantitative research design is used in the investigation. A systematic questionnaire based on recognised Likert-scale measures was used to gather primary data from the women customers of designer boutiques in Thrissur district. To study the possible relationships between marketing innovation and consumer attitude, the gathered data were analysed using Spearman’s Rank Correlation, Mann-Whitney U test, and Kruskal-Wallis H test after checking the reliability and normality of the data.
Findings: Marketing innovation has a significant and positive relationship with consumer attitude, with a Spearman's rho of 0.804. Innovative product presentation, creative communication methods, and customer-centric marketing practices enhance favourable consumer perceptions and evaluations.
Originality/ Value: In a rapidly evolving marketing environment, this study links marketing innovation with consumer attitude, offering novel empirical evidence. It extends existing literature beyond conventional marketing outcomes and highlights the importance of innovative strategies in shaping favourable consumer attitudes and achieving sustainable competitive advantage.
Keywords Innovation, Marketing, Innovative Marketing, Consumer Attitude, Innovativeness
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-25
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.82289
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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