Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
A theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations
Presentation consists of the core theory of diffusion of innovation followed by 3 case studies :
1) Diffusion of tetra cycline in the healthcare system and the effect of social factors on the same
2) Diffusion of Atorvastatin in healthcare system
3) Diffusion of Prozac in healthcare system and the dark side of pharma industry
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
A theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations
Presentation consists of the core theory of diffusion of innovation followed by 3 case studies :
1) Diffusion of tetra cycline in the healthcare system and the effect of social factors on the same
2) Diffusion of Atorvastatin in healthcare system
3) Diffusion of Prozac in healthcare system and the dark side of pharma industry
The process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients
Department of Journalism and Mass Communication- Approaches: Development Communication
Magic Multiplier
Diffusion of Innovation
Localized Approach
Awareness
Interest
Evaluation
Trial
The process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients
Department of Journalism and Mass Communication- Approaches: Development Communication
Magic Multiplier
Diffusion of Innovation
Localized Approach
Awareness
Interest
Evaluation
Trial
Zimbabwe dairy industry is highly structured and organized, yet very small. Production in 2012 in the formal dairy sector was a mere 52million kilograms against a national demand of 180million kg per annum. The deficit was filled through imports from South Africa and Zambia and substitutes.
Given the socio-economic and agrarian challenges facing Zimbabwe today, does dairying have a future? If yes, what kind of farmer has the greatest contribution to that future. The author tries to give his opinion on the above.
The slides tells about the diffusion of innovation in marketing.The stages of innovation along with plc. How the innovation of product impact the consumer awareness about the product and what are the strategies the companies should adopt to spread the awareness about the product.Stages in adopters
The importance of proper targeting is a well known fact, however the deep understanding of the different consumer types and adoption patterns is crucial when it comes to designing the marketing strategy of a brand. Here I summarised the main factors to consider.
Presentation to discuss about the various stages of Adoption process and characteristics of adopter i.e. Innovator, early adopter, early majority, late majority, laggards
Diffusion of Innovations - A Summary 2009 - Les RobinsonBTO Educational
A summary of Diffusion of Innovations
Les Robinson
Fully revised and rewritten Jan 2009
Diffusion of Innovations seeks to explain how innovations are taken up in a population.
An innovation is an idea, behaviour, or object
that is perceived as new by its audience.
Diffusion of Innovations offers three valuable insights into the process of social change:
- What qualities make an innovation spread successfully.
- The importance of peer-peer conversations and peer networks.
- Understanding the needs of different user segments.
These insights have been tested in more than 6000 research studies and field tests, so they are amongst the most reliable in the social
sciences.
CONCEPTS OF INNOVATION MANAGEMENT2 Conce.docxpatricke8
CONCEPTS OF INNOVATION MANAGEMENT 2
Concepts of Innovation Management
Abiodun Fasawe
NorthCentral University
TIM 7001: Changing Times: Managing Technology & Innovation in the 21st Century
Dr. Nicholas Harkiolakis
May 24, 2020
1
Introduction
Innovation mainly happens with the help of technology. It is through innovation that man people comes up with new ideas and solutions to problems we face in our day to day lives. Technology is a branch of knowledge that brings about innovation due to the evolution of technology. Technology involves the methods, skills, and processes together with techniques required in production and scientific investigations. Technology is considered to be broad and fits in categories of communication and information, computer science, and computer engineering among others. The above categories are subject to improvements or disruption by humans at any time. The manipulation of technology goes through a process called innovation. Technology is applicable in many fields such as mathematics, historical knowledge, scientific engineering, transport and linguistics, business, and environmental conservation practices among others. Comment by Dr. H: This is self-referencial. It like telling technology helps technology grow Comment by Dr. H: Where did you find this definition? Comment by Dr. H: Do you mean it grows through innovations Comment by Dr. H: What do you mean by this? Comment by Dr. H: Is there engineering that is not scientific Comment by Dr. H: There is no citation support in this paragraph. Please note that unless you support with citations from peer-reviewed research journal or government sources your material is considered an opinion piece and as such it is not appropriate for research writing.This is a serious issue and you need to address it throughout as it greatly impacts your grade
Innovation involves the creation and application of new ideas, thoughts or solutions in the day-to-day problems, expectations, and needs. For the idea to qualify to be an innovation, it should satisfy a particular need and at a cost. The ideas are converted into useful products. Innovation takes place to provide more effective and efficient products, services, processes, and technologies. These are made available for sale in the markets, society, or the government. Innovations are classified into two major categories: Comment by Dr. H: Whose problems, expectations and needs? Comment by Dr. H: According to whom?
· Evolutionary innovations also called continuous evolutionary innovation which is as a result of gradual improvements in technology and,
· Revolutionary innovations also known as discontinuous innovations. There are often disruptive and new.
Innovation is crucial in any organization and it presents the need to create a department and a manager for the same. It will require a deeper understanding of the consumer needs before undertaking th.
5. The value chain Contemporary firms are being attacked by competitively on every dimension and from every direction. The only way to survive this onslaught is to create a ‘value chain’ to serve the customer, which will serve to differentiate the successful firm from its competitors and will provide competitive superiority on the critical attributes of importance to the consumer
6. What is an innovation? It is any idea or product perceived by the potential adopter to be new. New products are ideas, behaviour or things that are qualitatively different from existing forms
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10. Innovations include both a hardware and a software component The hardware are the physical and tangible aspects of a product. The software is the understanding consumers’ values and lifestyles
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13. New products in the market Every year around 5000 new products appear in the market. However, most fail and only a few remain ( around 20%). Products which are innovative.
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17. The Adoption – Decision Process Everett Rogers Confirmation Knowledge Persuasion Decision Implementation
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30. Polymorphism The degree to which innovators and early adopters for one product are likely to be innovators for other products. Consumers who are innovators for one product are monomorphic . Consumers who are innovators for more than one product are polymorphic .
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