Page 207 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 14.6 Review Questions

1. Discuss the different types of innovations with examples.
2. Discuss the stages in adoption process (using an example). What are common barriers to
adoption new products?
3. Discuss the role of communication and culture in diffusion of innovation.
4. Companies create opinion leaders to talk about their brands in public. Give a few examples
of this and determine its effectiveness.
5. Identify famous opinion leaders related to clothing styles, music systems/music and
shares & mutual funds. Why do you think they are fit to be opinion leaders?

6. Identify the characteristics of people who adopted these products: cellular phone, tablet pc
and wrist watch with camera.
7. Make a list of five products you consider as innovations. Which one has just entered India?
Why in your view it would be adopted quickly/very slowly or fail?
8. "Rate of Diffusion can vary according to the nature of the product". Discuss.
9. "An innovation might fail if it is not communicated properly". Do you agree? Give reasons
quoting real life examples.
10. “In context of marketing opinion leaders play a great role.” Comment.

Answers: Self Assessment

1. clothes/designer clothes 2. Late majority
3. Continuous 4. Dynamically continuous

5. Functional 6. High
7. innovators 8. Early Adopters
9. usage

14.7 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour - Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
Loudon, D.L & Delta Bitta, A.J, Consumer Behaviour, Tata McGraw Hill, New
Delhi.

Online links www.washingtonpost.com/wp.../OpinionLeaderBook_MediaKit.pdf
www.tutor2u.net/business/marketing/buying_decision_process.asp
www.consumerpsychologist.com/cb_Diffusion_of_Innovation.html

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