cb diffussion of innovation
DESCRIPTION
CONSUMER BEHAVIORTRANSCRIPT
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ACCEPTANCE OF NEW PRODUCT & SERVICES:
THE DIFFUSION OF INNOVATION IS AREA OF RESEARCH TO FINDCONSUMER ACCEPTANCE OF NEW PRODUCT.
ACCEPTANCE OF NEW PRODUCT & SERVICES:
THE DIFFUSION OF INNOVATION IS AREA OF RESEARCH TO FINDCONSUMER ACCEPTANCE OF NEW PRODUCT.
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• CONSITS OF: 2 PROCESS
THE DIFFUSSION PROCESS
THE DIFFUSSION PROCESS
THE ADOPTION PROCESSS
THE ADOPTION PROCESSS
IT’S A MACRO PROCESS
IT’S A MICRO PROCESS
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THE DIFFUSSION PROCESSTHE DIFFUSSION PROCESS
SOURCE CONSUMING PUBLIC
SPREAD OF NEW PRODUCT(AN INNOVATION) FROM:
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THE ADOPTION PROCESSSTHE ADOPTION PROCESSS
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THE DIFFUSSION PROCESSTHE DIFFUSSION PROCESS
SEE WHO ARE CONSUMER INNOVATORS.
I AM FIRST ONE TO PURCHASE YOUR PRODUCT
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THE DIFFUSSION PROCESSTHE DIFFUSSION PROCESS
SAYS: HOW INNOVATION SPREADS IN THE MARKET: HOW IT IS ASSIMILATED IN THE MARKET
SAYS: HOW INNOVATION SPREADS IN THE MARKET: HOW IT IS ASSIMILATED IN THE MARKET
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• PROCESS BY WHICH AN ACCEPTANCE OF AN INNOVATION:
– A PRODUCT– AN IDEA– A NEW SERVICE– A NEW PRACTISE
THE DIFFUSSION PROCESSTHE DIFFUSSION PROCESS
SPREAD: THROUGH COMMUNICATION MASS MEDIA SALES PEOPLE INFORMAL COMMUNICATION
TO MEMBER OF SOCIAL SYSTEM(TARGET) OVER PERIOD OF TIME.TO MEMBER OF SOCIAL SYSTEM(TARGET) OVER PERIOD OF TIME.
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THE DIFFUSSION PROCESS: INCLUDE 4 BASIC ELEMENTS
THE DIFFUSSION PROCESS: INCLUDE 4 BASIC ELEMENTS
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A NEW PRODUCT: Purchased by small(fixed) %age of potential market.
A New Product called also when it been on the market for a relatively short(specific) period of time.
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How quickly it(innovation) spread
depend uponCommunication between marketer
and consumer and COMMUNICATION AMONG CONSUMERS( WORD OF MOUTH).
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Diffussion takes place in social system.
Positive if: POSITIVE ATTITUDE AND RESPECT FOR EDUCATION AND SCIENCE.
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WEEK 1WEEK 2 WEEK 3 WEEK 4
CATEGORY: INNOVATORS, EARLY ADOPTERS,EARLY MAJORITY,LATE MAJORITY, LAGGARD
HOW LONG IT TAKES A NEW PRODUCT or SERVICE TO BE ADOPTED BY MEMBERS OF SOCIAL SYSTEM
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• CONSITS OF: 2 PROCESS
THE DIFFUSSION PROCESS
THE DIFFUSSION PROCESS
THE ADOPTION PROCESSS
THE ADOPTION PROCESSS
IT’S A MACRO PROCESS
IT’S A MICRO PROCESS
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THE ADOPTION PROCESSSTHE ADOPTION PROCESSS
1
2
3
4
5
IT INCLUDE 5 STAGES
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THE ADOPTION PROCESSSTHE ADOPTION PROCESSS
1
2
3
4
5
1.AWARENESS
5. ADOPTION/REJECTION
3.EVALUATION2.INTEREST
4.TRIAL
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