cb Diffussion of innovation

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.

• CONSITS OF: 2 PROCESS

THE DIFFUSSION PROCESS


THE ADOPTION PROCESSS


IT’S A MACRO PROCESS

IT’S A MICRO PROCESS

THE DIFFUSSION PROCESSTHE DIFFUSSION PROCESS

SOURCE CONSUMING PUBLIC

SPREAD OF NEW PRODUCT(AN INNOVATION) FROM:

THE ADOPTION PROCESSSTHE ADOPTION PROCESSS


SEE WHO ARE CONSUMER INNOVATORS.

I AM FIRST ONE TO PURCHASE YOUR PRODUCT


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

• PROCESS BY WHICH AN ACCEPTANCE OF AN INNOVATION:

– A PRODUCT– AN IDEA– A NEW SERVICE– A NEW PRACTISE


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.

THE DIFFUSSION PROCESS: INCLUDE 4 BASIC ELEMENTS

THE DIFFUSSION PROCESS: INCLUDE 4 BASIC ELEMENTS

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.

How quickly it(innovation) spread

depend uponCommunication between marketer

and consumer and COMMUNICATION AMONG CONSUMERS( WORD OF MOUTH).

Diffussion takes place in social system.

Positive if: POSITIVE ATTITUDE AND RESPECT FOR EDUCATION AND SCIENCE.

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

• CONSITS OF: 2 PROCESS





IT’S A MACRO PROCESS

IT’S A MICRO PROCESS


1

2

3

4

5

IT INCLUDE 5 STAGES


1

2

3

4

5

1.AWARENESS

5. ADOPTION/REJECTION

3.EVALUATION2.INTEREST

4.TRIAL

cb Diffussion of innovation

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