Process of acceptence of products by the consumers diffusion of innovations

Jovanov, Tamara and Temjanovski, Riste (2015) Process of acceptence of products by the consumers diffusion of innovations. Marketing, 1 (2). pp. 45-49. ISSN 1857-9795

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The eventual success of the product is valued based on the degree of its acceptance by the consumer market. In this paper, due to the frequent and rapid placement of new/modified products within a variety of industries and markets, the theory of "diffusion of innovation" is analyzed in detail. According to this theory, the process of acceptance and adoption of the product on the market known as diffusion is actually a process of communication of the innovation through certain channels (mass media and interpersonal channels), over time, between members of a particular social system. For enterprises, in regards to the placement of new products on the market, is important to be aware of the basic factors that condition the acceptance of innovation and accelerate the rate of adoption. The process of diffusion implies understanding and predicting consumer behavior. In this regard, it is critical to analyze the behavior of different types of consumers in the process of acceptance of new products. Key words: new products, consumers, diffusion of innovations

Item Type: Article
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Riste Temjanovski
Date Deposited: 12 Jun 2015 08:14
Last Modified: 12 Jun 2015 08:14

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