Consumer Influence and the Diffusion of Innovations

Slides:

Advertisements

Similar presentations

Buyer Behavior Diffusion of Innovation. Definition of Opinion Leadership The process by which one person, the opinion leader, informally influences the.

Advertisements

Chapter Six MarCom’s Role in Facilitating Product Adoption.

Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.

Consumers and the Diffusion of Innovations CHAPTER FOURTEEN.

Consumer Behavior & Psychology. Definition Consumer buyer behavior refers to the buying behavior of final consumers- individuals and households that buy.

1 Chapter 7 Diffusion of Innovations. 2 Diffusion “The process by which an innovation is communicated through certain channels over time among the members.

Consumer Behavior1 GROUP INFLUENCES. Consumer Behavior2 REFERENCE GROUPS.

Diffusion of Innovations

©2003 South-Western Chapter 9 Version 3e1 Developing and Managing Products Prepared by Deborah Baker Texas Christian University chapter 9 9.

Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 15 Consumer Influence and the Diffusion of Innovations.

The Consumer’s Decision-Making Process

©2002 South-Western Chapter 10 Version 6e1 Developing and Managing Products Prepared by Deborah Baker Texas Christian University chapter 10.

LECTURE 13 The Diffusion of Innovations 1. What is Diffusion of Innovation?  It is not so much about what researchers or inventors innovate– it is more.

The ADOPTION and DIFFUSION of Innovations. Diffusion Process The process by which the acceptance of an innovation is spread by communication to members.

Copyright © 2006 Pearson Education Canada Inc. Chapter 13 Consumer Influence and the Diffusion of Innovations Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das.

Diffusion of Innovations Theory Tyra JanssonTyra Jansson H571 Principles of Health BehaviorH571 Principles of Health Behavior.

Change Agents and Opinion Leaders Who are they?. Change Agent  Is an individual who influences client’s innovation-decisions in a direction deemed desirable.

Consumer Influence Word-of-Mouth Communication Opinion Leadership Diffusion of Innovations.

The Diffusion of Innovations

Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.

Chapter 15 Consumer Influence and the Diffusion of Innovations

Quiz 3 Consumer Behavior Go to the password protected section and look for the Xmas tree at the bottom of the page Click on the Xmas tree And enter thanks!

NEW PRODUCT ADOPTION AND DIFFUSION PROCESS (Adoption Theory)

Consumer Influence and the Diffusion of Innovations

© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-1.

MARKETING MANAGEMENT 12 th edition KotlerKeller 20 Introducing New Market Offerings.

CHAPTER 12 Developing New Market Offerings. NOTION OF A PRODUCT A product is that which is offered to the market (consumer) to meet an identified need.

Social Change Diffusion of Innovations Source: Rogers, Everett M. Diffusion of Innovations, Fifth Edition. NY: Free Press.

Analyzing Consumer Behavior Chapter Four. Copyright ©2011 Pearson Education, Inc., Publishing as Prentice Hall 4-2 Key Learning Points Concept and activity.

6 - 0 Consumer Markets and Consumer Buyer Behavior.

Consumer Markets and Consumer Buyer Behavior Chapter 6.

[5.6] Roger’s Characteristics of Innovation & Consumers Essential idea: Innovations take time to diffuse into a target audience.

Product Life-Cycle Strategies & Diffusion of Innovation Session-31.

The Influence of Culture on Consumer Behavior

Consumer Markets and Consumer Buying Behavior

Chapter Five Consumer and Business Buyer Behavior.

Diffusion of Innovations

Innovations: Adoption, Resistance, Diffusion

Diffusion of Innovation Alex Andujar. Types of Innovations Continuous Innovation Simple changing or improving of an already existing product where the.

Diffusion of Innovation

MT 219 Marketing Unit Three Consumer and Business Buyer Behavior Note: This seminar will be recorded by the instructor.

Chapter 15 Consumer Influence and the Diffusion of Innovations.

Marketing Management 28 February Consumer Markets and Buyer Behaviour.

Chapter Five The Consumer Audience. Prentice Hall, © Consumer behavior can be best described as: a) How individuals or groups select, purchase,

Innovation Management

[5.6] Roger’s Characteristics of Innovation & Consumers Essential idea: Innovations take time to diffuse into a target audience.

Consumer Markets and Consumer Buyer Behavior Chapter 5.

Chapter 13 Promotion – Introduction to Integrated Marketing Communication Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction.

Chapter 14 PT 2 Developing and Launching New Offerings Jestin Johnson PADM 7040.

AB 219 Marketing Unit Three Consumer and Business Buyer Behavior Note: This seminar will be recorded by the instructor.

Diffusion of Innovation

Consumer and Business Buyer Behavior Consumer Buying Behavior Refers to the buying behavior of people who buy goods and services for personal use.

Consumer Influence and the Diffusion of Innovations

Chapter Five Consumer Markets and Consumer Buyer Behavior.

Chapter 9, 13 &14 Consumer Influence and the Diffusion of Innovations.

Dr. Bea Bourne 1. 2 If you have any trouble in seminar, please do call Tech Support at: They can assist if you get “bumped” from the seminar.

1 Chapter 6 (§3.16) Product Life Cycle (PLC)

Module – 2 The Rural Consumer

Buyer Behaviors Chapter 3 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-1.

1 Chapter 5 Consumer and Business Buyer Behavior.

Chapter 9 New Product Development

Consumer Markets and Consumer Buyer Behavior

Group Influences Chapter 7 Lifestyles Chapter 12.

Consumer Markets and Consumer Buying Behavior

Diffusion of Innovation Theory

Diffusion of Innovation

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Lecture 5.. Group Influences Chapter 7 Lifestyles Chapter 12.

Lecture 4.. Group Influences Chapter 7 Lifestyles Chapter 12.

Presentation transcript:

Consumer Influence and the Diffusion of Innovations Chapter 15 Consumer Influence and the Diffusion of Innovations MKT 348 Dr. Franck Vigneron

What is Opinion Leadership? Opinion Receiver Opinion Seeker

Opinion Leader A person who informally gives product information and advice to others.

Opinion Seeker An individual who either actively seeks product information from others or receives unsolicited information.

The person who receives an opinion offered by another person. Opinion Receiver The person who receives an opinion offered by another person.

Reasons for the Effectiveness of Opinion Leadership Credibility Positive and Negative Product Information Information and Advice Opinion Leadership Is Category-Specific Opinion Leadership Is a Two-way Street

Motivations Behind Opinion Leadership The Needs of Opinion Leaders Self involvement Social involvement Product involvement Message involvement The Needs of Opinion Receivers New-product or new usage information Reduction of perceived risk Reduction of search time Receiving the approval of the opinion leader Purchase Pals Surrogate Buyers Versus Opinion Leaders

Measurement of Opinion Leadership Self-Designating Method Sociometric Method Key Informant Method Objective Method

Issues In Opinion Leadership and Marketing Strategy Programs Designed to Stimulate Opinion Leadership Advertisements Simulating Opinion Leadership Word of Mouth May Be Uncontrollable Creation of Opinion Leaders

Diffusion Process The process by which the acceptance of an innovation is spread by communication to members of social system over a period of time.

Adoption Process The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product. The five stags of the traditional adoption process are awareness, interest, evaluation, trial, and adoption.

Elements of the Diffusion Process The Innovation The Channels of Communication The Social System Time

Defining Innovations Firm-oriented definitions Product-oriented definitions Market-oriented definitions Consumer-oriented definitions

Time and Diffusion Purchase Time Adopter Categories Rate of Adoption

Adopter Categories A sequence of categories that describes how early (or late) a consumer adopts a new product in relation to other adopters. The five typical adopter categories are innovators, early adopters, early majority, late majority, and laggards.

Figure Adopter Categories Percentage of Adopters by Category Sequence Early Adopters 13.5% Laggards 16% Early Majority 34% Late Majority 34% Innovators 2.5% Percentage of Adopters by Category Sequence

Issues in Profiling Consumer Innovators Defining the Consumer Innovator Interest in the Product Category The Innovator Is an Opinion Leader Personality Traits Media Habits Social Characteristics Demographic Characteristics Are There Generalized Consumer Innovators?