20 th aug innovation difussion ppt

8/3/2019 20 Th Aug Innovation Difussion PPT

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Copyright 2006Pearson Education Canada Inc.

Consumer Influence and theDiffusion of Innovations


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Copyright 2006 Pearson Education Canada Inc.13-4

Defining Innovations

Firm-oriented definitions

Product-oriented definitions

Market-oriented definitions Consumer-oriented definitions


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Copyright 2006 Pearson Education Canada Inc.

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Product-Oriented Definitions

Continuous

Innovation

DynamicallyContinuous

Innovation

DiscontinuousInnovation


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Factors That Affect the Diffusion

of Innovations The Innovation

The Channels of Communication

The Social System Time


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Social System and Diffusion

Does the target market have:

A positive attitude towards change?

Technological skill?

A general respect for education and science?

A focus on rational and ordered social

relationship?

An outreach perspective?

The ability to accept different roles?


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Time and Diffusion

Purchase Time

Adopter Categories

Rate of Adoption


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Adopter CategoriesAdopter Categories

A sequence of categories that describes how

early (or late) a consumer adopts a new

product in relation to other adopters.


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Early Adopters: Description

13.5% of population Respected

More integrated into the local social system The persons to check with before adopting a new

idea Category contains greatest number of opinion

leaders Are role models


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Late Majority: Description

34% of population Skeptical

Adopt new ideas just after the average time Adopting may be both an economic necessity and a

reaction to peer pressures Innovations approached cautiously


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Rate of Adoption

Insert Figure 13-16 A, B and C as small

graphs; if that is not possible, then have one

or two of them.


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The Profile of a Consumer

Innovator Interest in the Product Category

The Innovator Is an Opinion Leader

Personality Traits Purchase and consumption characteristics

Media Habits

Social Characteristics

Demographic Characteristics

Are There Generalized Consumer Innovators?

20 th aug innovation difussion ppt

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