cb Diffussion of innovation

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CONSUMER BEHAVIOR

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cb Diffussion of innovation

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

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