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CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

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Transcript

  • 1. ACCEPTANCE OF NEW PRODUCT & SERVICES: THE DIFFUSION OF INNOVATION IS AREA OF RESEARCH TO FINDCONSUMER ACCEPTANCE OF NEW PRODUCT.
  • 2.
    • CONSITS OF: 2 PROCESS
    THE DIFFUSSION PROCESS THE ADOPTION PROCESSS IT’S A MACRO PROCESS IT’S A MICRO PROCESS
  • 3. THE DIFFUSSION PROCESS SOURCE CONSUMING PUBLIC SPREAD OF NEW PRODUCT(AN INNOVATION) FROM:
  • 4. THE ADOPTION PROCESSS
  • 5. THE DIFFUSSION PROCESS SEE WHO ARE CONSUMER INNOVATORS. I AM FIRST ONE TO PURCHASE YOUR PRODUCT
  • 6. THE DIFFUSSION PROCESS SAYS: HOW INNOVATION SPREADS IN THE MARKET: HOW IT IS ASSIMILATED IN THE MARKET
  • 7.
    • PROCESS BY WHICH AN ACCEPTANCE OF AN INNOVATION:
          • A PRODUCT
          • AN IDEA
          • A NEW SERVICE
          • A NEW PRACTISE
    THE DIFFUSSION PROCESS SPREAD: THROUGH COMMUNICATION  MASS MEDIA  SALES PEOPLE  INFORMAL COMMUNICATION TO MEMBER OF SOCIAL SYSTEM(TARGET) OVER PERIOD OF TIME.
  • 8. THE DIFFUSSION PROCESS : INCLUDE 4 BASIC ELEMENTS
  • 9.
    • 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.
  • 10.
    • How quickly it(innovation) spread
    • depend upon
    • Communication between marketer and consumer and COMMUNICATION AMONG CONSUMERS( WORD OF MOUTH).
  • 11. Diffussion takes place in social system. Positive if: POSITIVE ATTITUDE AND RESPECT FOR EDUCATION AND SCIENCE.
  • 12. WEEK 1 WEEK 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
  • 13.
    • CONSITS OF: 2 PROCESS
    THE DIFFUSSION PROCESS THE ADOPTION PROCESSS IT’S A MACRO PROCESS IT’S A MICRO PROCESS
  • 14. THE ADOPTION PROCESSS 1 2 3 4 5 IT INCLUDE 5 STAGES
  • 15. THE ADOPTION PROCESSS 1 2 3 4 5 1.AWARENESS 5. ADOPTION/REJECTION 3.EVALUATION 2.INTEREST 4.TRIAL
  • 16.