Adoption Of Innovations Process Marketing Essay

From the consumer behavior point of position evaluate ; how persons undergo this procedure, and what are the factors promoting and detering invention acceptance. From a seller ‘s point of position buttocks ; what sellers can make to guarantee invention acceptance, and rush up this procedure. ( 4 ) Discuss what Google should make to forestall the rejection of its new Google Glass merchandise ( see hypertext transfer protocol: // v=9c6W4CCU9M4 ) when it is launched in the market ; ( 5 ) and what selling strategies the company should use to increase the rate of its acceptance.

New merchandises and manners termed inventions invariably enter the market. An invention is any merchandise or service that is perceived to be new by consumers. These new merchandises or services occur in both consumer and industrial scenes. If an invention is successful, it ‘s Begins to tendency and entreaty to the wider population. First it is bought and/or used by merely a smattering of people and so more consumers opt to follow it until a huge bulk have finally tried and bought the invention.

A consumers acceptance of an invention may resemble the determination devising sequence where a individual moves through the phases of consciousness, information hunt, rating, test and acceptance, although the comparative importance of each phase may differ depending on how much is already known about a merchandise every bit good as cultural factors that may impact peoples willingness to seek new things.

The diffusion of invention procedure is an age old construct more but remains an of import modern twenty-four hours selling tool for houses. The acceptance procedure describes the behavior of consumers in the buying of freshly innovated merchandises with a set of single classs ; pioneer, early adoptive parent, early bulk, late bulk and dawdlers.

Pioneers are the first to follow and expose behavior that indicates that they want to be at the head in having a new merchandise in front of your mean consumer. They are frequently ridiculed for their attempts to be tendency compositors and can ted to purchase goods that are unable brand it through the early phases of the merchandise life rhythm which can be best described as the phases through which a merchandise progresses in the market place through 4 chief phases ; debut, credence, growing, and adulthood.

Early adoptive parents are typically besides speedy to purchase new merchandises and services, and so are cardinal sentiment leaders with their neighbors and friends as they tend to be amongst the first to acquire clasp of points or services.

The early bulk are the 1s who look to the pioneers and early bulk to see if a new merchandise or thought plants and begins to stand the trial of clip. They stand back and watch the experiences of others, and so there is a sudden rush of mass purchases.

The late bulk tends to buy the merchandise subsequently than the mean individual. They are slower to catch on to the popularity of new merchandises, services, thoughts, or solutions. There is still aggregate ingestion, but bit by bit it begins to decrease.

Finally, dawdlers tend to be really late to take on board new merchandises and include those that ne’er really follow at all. Here there is small to be made from this class of consumers.

Initially Google may anticipate for merely a smaller group of good learned and financially good off persons of a certain age to purchase into their Google glass invention. The early adoptive parents so buy the merchandise and be given to be a mark for the selling division looking to acquire an early chokehold on the market. The early bulk are those who are marginally in front of the tendency followed by the late bulk and last but non least dawdlers.

It can be hard to determine how Google Glass will do without a watertight component of market research and through merchandise testability amongst other things. As the acceptance procedure is seen as a rational procedure through which an person goes from hearing about an invention ab initio to a concluding acceptance, freshly created merchandises, particularly engineering kindred to Google Glass requires a really alone selling point to do it stand out to any possible consumers. The five chief merchandise features ; comparative advantage, compatibility, complexness, divisibility and communicability can be particularly important to a user following a new merchandise.


Google ‘s glass undertaking is non an wholly new construct nevertheless they may be the first to hone the thought of wearable nomadic engineering. With the fugitive repute, brawny fiscal resources and market taking employees they possess, the agencies are at that place to hold a ample acceptance of their merchandise.

There are nevertheless, several other factors to see that can hold an influence on the acceptance procedure. Adjusting to alter is a cardinal factor particularly in the instance of a merchandise like Google Glass. Change is something we all claim to desire nevertheless when it comes to readiness of seeking a wholly new merchandise it there will still ever be some grade of vacillation. Consumers can frequently keep opposing positions in their attack towards alteration. Some differ in following new manner, some in following new gustatory sensations and some differ in following new engineering no affair how groundbreaking it could potentially be. This is frequently refereed to as adoption civilization. As mentioned antecedently, following early acceptance, use is increased and more adoptive parents follow suit.

Google has ne’er been a design-forward company, revolutionizing our lives through interface design. Alternatively, they ‘ve achieved their acclivity through making merchandises with natural rational magnetic attraction utilizing groundbreaking unreal intelligence to fuel hunt, wise function systems for alone pilotage, and market taking wireless syncing applications that allow world-wide remote undertaking coaction. Therefore Google has ever been seen as the driver of smart intuitive engineering.

Conventionally there are several requirements for successful acceptance – Relative advantage, compatibility, complexness, trailability and observability.

Relative advantage is the extent to which a consumer sees a certain property of a new merchandise to be superior to the features of a merchandise of a similar nature. If a consumer sees elements of the new merchandise to be better than incumbent 1s, so this is seen as positive consumer perceptual experience. This consequence can be magnified particularly where sentiment leaders are concerned.

There is a direct correlativity between positive comparative advantage and the rate of acceptance. The more a consumer sees certain features of Google glass to be better than that of a rival wearable computing machine engineering maker so the rate of acceptance will be reached within a faster timeframe.

Relative disadvantage such as exorbitant monetary value ticket or steep merchandise larning curve will hold the opposite consequence therefore a negative impact of the acceptance rate.

Compatibility is viewed as consumer perceptual experience of a new merchandise with respect to the individual ‘s lifestyle picks. When the merchandise matches the demands of the person every bit good as values, and ingestions forms, the merchandise is said to be extremely attuned to the consumer.

Complexity is the point to which the consumer considers the merchandise to hold a steep acquisition curve to utilize. If the merchandise has a high degree of elaborateness it will hold a lesser degree of acceptance. This could be the instance with Google glass. Despite it Google doing it look comparatively simple to run in their promotional picture ( hypertext transfer protocol: // v=9c6W4CCU9M4 ) it is doubtless a complex device in the mode it is constructed and it would be certain to necessitate a certain degree of nous to run and when it comes to maintenance/updating. Of class Google can battle this by offering measure by measure picture tutorials to ease such concerns.

Trialability ascertains whether the freshly innovated merchandise can be used on a test footing for a certain clip period before the consumer parts with their difficult eared money. If so, the acceptance rates are likely to increase well. Trialability is instrumental in cut downing the consumer ‘s perceived hazard of purchasing the merchandise. By leting possible consumers to prove the merchandise before purchasing it, it would show assurance in the quality of the merchandise. For a house like Google, this is one of their strong suit ‘s. Prior to establishing many of their merchandises in the yesteryear they have hosted events and exhibitions where they have allowed such unfastened testing of their new merchandises. Not merely does it supply confidences of merchandise quality but it can besides assist construct resonance with consumers every bit good experts within the industry who can in future vouch for their merchandises.

Last there is observability which is the grade to which a prospective client can detect the merchandise and measure its positive consequence. The more the positive effects are felt, the more evident the effects are to the consumer. The easier it is for persons to see the positives of the merchandise, the higher the rate of acceptance.

On the whole, inventions that are perceived to hold greater comparative advantage, compatibility, trialability, and observability whilst holding less complexness, will be adopted more rapidly than inventions that are n’t.