10536 unit4- 1-new product adoption

8/13/2019 10536 Unit4- 1-New Product Adoption

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NEW PRODUCTADOPTION

TheorTheor


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PROCESSES OF INNOVATIONS

DIFFUSION PROCESSES

MICRO PROCESS


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A New Product/ Innovation When the product is new to the

company perce ves o e new

in the market as well.

rm r en e

Focuses on the product and itsfeatures.

Product oriented

Judges newness of a product onbasis of exposure the consumershave on the new product

Market oriented

Consumer oriented A new product is one when the consumerud es it to be new


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ADOPTON PROCESS Adoption

Trial

Legitimating

tt tu e

Awareness


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about a product but lack sufficient.

n eres : ey ry o ge moreinformation.

3 Evaluation: the consider whether

the product is beneficial


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(4) Trial: they make the first purchaseto determine its worth or usefulness;

(5) Adoption/Rejection: they decide to,


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How much better than existing alternatives? Eg:- Pagerand Mobile phones

Compatibility Fit current values and experiences?

Gilette Mach 3 vs hair removin cream

Complexity Ease of understanding?

Frozen foods


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Can it be tried on a limited basis?

,

Communicability

Can the innovation be observed and

communicateEg:- Fashion items


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the ultimate consumer.

forces of the consumer (change agents,

, .occurs in a social system (a target.audience,

, .


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tendency of new products, practices, or

. ,

when new products or ideas come about,

people initially; later, many innovations

.


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Basic elements of diffusion rocess

The innovationThe channels of

The socal s stem time


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10536 unit4- 1-new product adoption

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