Diffusion of Innovation
Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures.
1.Elements of diffusion of innovations
Rogers defines an innovation as "an idea, practice, or object that is perceived as new by an individual or other unit of adoption".
A communication channel is "the means by which messages get from one individual to another.‖
"The innovation-decision period is the length of time required to pass through the innovation-decision process" . Rate of adoption is the relative speed with which an innovation is adopted by members of a social system.
"A social system is defined as a set of interrelated units that are engaged in joint problem solving to accomplish a common goal -
Stages in consumer buying process
It is the difference between the desired state and the actual state. A rural consumer first recognizes his needs and accordingly thinks of purchasing the product. This is the first step in the simple decision making model. For instance a farmer in a rural area wants to purchase a colour television
Pre purchase search
After the need has been identified, the next step is to do a pre purchase search. Pre purchase search is of two types namely internal search using ones memory and external search which involves getting more information from friends or relatives (word of mouth). Marketer dominated sources, comparison shopping, public malls etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Here the farmer may go to a nearby city and visit a showroom that has multiple products.