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
Innovation
Rogers defines an innovation as "an idea,
practice, or object that is perceived as new by an individual or other unit of
adoption".
Communication channels
A communication channel is "the means by which
messages get from one individual to another.‖
Time
"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.
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
Need recognition
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.
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