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Diffusion of Innovations - II - YouTube
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[Music]
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welcome and this is a continuation from
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our previous module because previous
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module we have discussed the elements of
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diffusion of inhibition and in this
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particular lecture we try to see how
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innovation is diffused which means the
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process of adoption so the process of
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adoption was first founded by Rogers in
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2003 and this depicts the innovation
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decision procedure as an information
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seeking and information processing
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activity where an individual is
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motivated to reduce uncertainty about
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the advantages and disadvantages of
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innovation now
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Rogers he has said that the innovation
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decision process is actually of
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comprises of five stages knowledge
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persuasion decision implementation and
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confirmation so these are the five
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stages knowledge persuasion decision
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implementation and confirmation so we'll
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discuss one by one to begin with we'll
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discuss the knowledge so the knowledge
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stage the first stage of innovation
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decision process is actually this
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knowledge stage so in this stage the
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consumers gradually learn about the
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occurrence of inhibition and
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deliberately search more information
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from the environment comprising
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reference groups opinion leaders and
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several marketing stimuli so the
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information typically sought at this
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stage is about the nature of innovation
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how to use it the purpose of using it
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and how to acquire it so whenever a new
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product is coming in the market
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the first thing the consumers will try
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to know that what is the nature like if
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Samsung is coming up with their water
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resistance of phones then what how it I
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mean what is the nature of it what is
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the price of this product how good it is
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then the other water resistant phones
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what about it is a saying that it is a
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low-light photography would be better so
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are there any other phones which is also
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having this kind of feature so how is it
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and it is it is about when you are
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launching about a new version of the
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product but sometimes it may be that the
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product is totally new for example again
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I will come to this you know dishwasher
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brought this is still a new concept to
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the Indian families so in this case
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first I will try to see what is the
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nature I mean
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how to use it how much of electricity it
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will consume how much of water should I
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give how much of soap should I use here
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how many what are the different kind of
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utensils can I wash here so all this how
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to use it do I need to pour the soap in
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that and then pour water and then run
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that or there is some other there is
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some other mechanism I should pour or a
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water and say a particularly soap is
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there any dispenser where I should store
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it earlier so how to use it because it's
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a new product now so you have to say how
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to use it and what is the purpose when
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you are when it is when do you use it
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for regular use or you are using it or
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when there is a party in your house and
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there are too many utensils so you know
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you better use a dishwasher so what is
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the purpose of using it that also you
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should know and then how to acquire it
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from where do I buy do I buy it from
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online sources do I buy it should I go
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to the shop and buy it do I want it from
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a personal selling I want the person if
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the person comes on by
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persuades me then only I will buy it how
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so this is this face so according to
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roses all these aspects come to
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constitute three major types of
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knowledge namely awareness knowledge how
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to knowledge and principles knowledge so
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awareness knowledge stands for the
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knowledge of innovations occurrence
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ideally this kind of knowledge may
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stimulate the customer to seek more
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information about the innovation okay
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develop more knowledge about it done
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this is this phase okay so how do I mean
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what is the nature of innovation second
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phases how to knowledge so this is six
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information about how to use it okay
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so Roger he said that this knowledge is
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very important parameter in the
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innovation decision process to augment
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the possibility of the adoption of the
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innovation the customer should have
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adequate level of how-to knowledge
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before the trial of the innovation
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complex technical innovation
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particularly for the aged person when
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you are trying to sell a smartphone to
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an aged person so there how to use his
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important thing maybe he might have the
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advantage he might have eyesight problem
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he his fingers might be feeble so the
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touchscreen might be a problem for this
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person so I should know now how to use
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and if the use part is a problem for
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that customer
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he will never adopt it so this I have to
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check then principles knowledge
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principle smallish encompasses the
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execution principles unfolding how and
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why and innovation has to be used an
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innovation may be adopted without is
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this knowledge in that case there
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remains a high chance of misuse of
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innovation the missiles will burn the
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users to properly understand the
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convenience of the product users and
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lead to its discontinuance if you have a
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if you are selling is say telling the
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aged person for example in one of the
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recent ads we have seen that and the
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young boy is trying too much he's seeing
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that a person is discussing that in his
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he does not know how to email and all
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this thing so he is facing a problem so
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he is saying
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please use a smartphone and it's easy
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actually to open up an email account and
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solve your purpose of using Internet so
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this is how if you if you can unfold how
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to use and why this innovation is why it
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is beneficial if you can tell them see
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if you can use their word cell in which
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you can talk to your son
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who is staying in u.s. you can go for a
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video chat in a facebook messenger
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through this phone with your son who is
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staying in u.s. then probably this
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person might be interested in it and I
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have to make it simpler and make it
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convenient for him to use unless you
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make him sure about the purpose and you
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make it convenient for him to use it is
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very difficult that the person will
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adopt it and even if he buys it he may
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it may need to discontinuance and he may
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keep on using his own old mobile the
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persuasion stage the second step of
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diffusion of innovation is the
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persuasion stage this tape takes place
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when the individual is a strong negative
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or positive attitude towards the new
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version the formation of favorable or
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unfavorable attitude towards the
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innovation may just not always lead
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directly or indirectly to the end of
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adoption or innovation always but the
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individual shape sees or her attitude
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after he or she knows about the
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innovation so the persuasion stage
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follows the knowledge stage in
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innovation decision process which means
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when and this washer is coming I may
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think that my old mate system is fine
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enough aveer maybe just a 1 or 2 member
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just remember family so I don't need a
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dishwasher it's ok maybe made conversion
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so that maybe acting as a bed yet so I
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have to check this on what how to
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persuade this customer so maybe a
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message that we're made is absent might
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be used as a you know like emotional
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connect with the customer moreover
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Rogers claims that unlike the cognitive
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centered knowledge the persuasion stage
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is more of effective that's what I
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wanted to say that you can understand
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the what the emotional attachment of the
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customer towards a particular act or
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towards the use of a particular product
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and try to connect that particular
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emotion with the purpose of using the
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product in this face the consumer is
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more concerned about the degree of
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uncertainty of the performance of the
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new product and what would be the social
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consequence what would the neighbors
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think what would the friends thing so
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all this so the customers at this stage
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keep on searching information to
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evaluate the innovation and related
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promotional messages through decision
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stage therefore marketer not only need
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to know that in terms of products but
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also require to think yeah how to mix
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and match the effective combination of
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other marketing mix elements to persuade
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the customers to adopt a new product I
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would like to buy a dishwasher but at
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this moment I don't have enough money to
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buy it and I have a middle-class
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customer so can you give me in a EMI
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scheme so that can persuade me to buy
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the order so you have to understand this
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is the pricing element you mine so you
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can mix up the pricing element with your
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innovation and then you can market it
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the decision stage at the third stage of
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the innovation decision process is a
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decision a decision stage where the
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customer either adopts or rejects the
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innovation while adoption means full use
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of innovation as the best course of
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action available rejection refers not to
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adopt an innovation so according to
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Rogers greater the chance of trial
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ability of the product higher is the
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probability that the product would get
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adopted so many of the marketers
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particularly for the first moving goods
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like biscuits or detergents or shampoos
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they provide free gifts to the customers
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with some other products so that the
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customer get accustomed to use this
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particular shampoo or this particular
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detergent a pouch pack maybe she has a
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free with another another established
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product so by that the customer may form
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and habit of using it and the trial
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might help adaptability of the product
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and it may expedite the innovation
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adoption
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process also but however rejection can
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occur at any of the stages of the
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innovation decision process now finally
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comes the implementation stage and the
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implementation stage and innovation is
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actually practiced so nevertheless an
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innovation brings the novelty in which
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some degree of uncertainty is involved
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in diffusion so uncertainty about the
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results of the usage of innovation but
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chilly persist even in the
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implementation stage as a predicament
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these results in the dependence on open
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air leaders to understand the technical
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features of the product properly and
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they are where it is in the risk of the
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consequence see you may the father may
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not like to buy a smartphone but the son
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may motivate the father to buy a
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smartphone by educating him they usage
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of it so in this case the son may act as
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the opinion leader so an ad may focus a
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son you know gifting that particular a
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smartphone to his father because he is
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staying at a distance with his father so
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this is where you know the barriers
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could be removed but once the innovators
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accept the product the novelty of
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innovation gradually reduces at this
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point many other competing brands enter
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the market and the product moves from
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the road to maturity phase so
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reinvention also takes place normally at
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the implementation stage only because
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product reaches to the maturity stage so
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at this moment your R&D has to be strong
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and you should come up with another
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innovation or a new version so otherwise
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so that your products still have some
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kind of distinction with the existing
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products in the market so Rogers has
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elucidated that the distinction between
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the Conlon's concept of invention and
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innovation also he says invention is a
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process by which a new idea is
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discovered by brainstorming it is an in
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company process whereas adoption of
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innovation refers to the process of
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using an existing idea the product has
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already been developed so now how can
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you ensure that the customer
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we'll use it in Rogers also added that
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the more real the real engine happens
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the more speedily an innovation is
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deducted and becomes a practice for
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example as innovators of computers cell
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phones are the as innovations computer
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cell phones are the gadgets with the
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possibility of multi-faceted value-added
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users and thereby more open to
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reinvention that's what I say to
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smartphones any high-tech product you
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have you could intervene you could
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actually reinvent it again and again is
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our Apple Samsung all this then even in
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the electronic world LG then go through
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is everybody is trying to innovate over
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one model to the other so one example I
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will try to see here reinvention may
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occur in terms of process engineering
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also in this context one may recall the
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use of QR code cards and this was a
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novel way to amplify cells cotton world
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a leading apparent brand they have
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adopted this method to develop
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customized interface with the younger
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generation
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the popularity of these cars has reached
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to such a way such height that you know
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Jetta was used it in Darien flight
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magazines to facilitate the customers to
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download the flight information sector
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details and many other tits and bits so
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Kim saldanha vice president marketing
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consumer in a cent RIA he has said that
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QR codes are turning out to be the
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perfect marketing package in brief
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compact message driver and engagement
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tool all loaded in a single code and
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finally comes a confirmation stage in
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the to the adoption decision though the
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adoption decision has already been made
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in the previous stages but the
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individual looks for information to
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sustain his decision I may have bought
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one new brand of detergent but I don't I
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am Not sure that the other new
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detergents are better than this or not
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so then at this stage even if I bought
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the product I will try to collect more
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information about the products so as
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Raja sport said the decision can be
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obtained if the kazoo
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what is exposed to conflicting messages
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about the innovation which means another
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example this note 7 case of Samson there
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are some messages like it it can create
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different kind of problem doctor I know
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in its first batch that the engine which
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is in the back side of the car has
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caught fire for the first matches a few
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cars so that created a kind of panic
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amongst a customer second batch they
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have modified the product and nano is
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now running well so these are the things
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like conflicting messages or you know
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the better products from the other
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companies because by the time your
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product is already innovated and
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customers have already the early
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adopters have already adopted it many
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new companies as because the product is
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now in the growth stage many new
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companies will launch their own brands
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also maybe with a better feature so at
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this stage and there could be
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conflicting there and there could be
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comparable may compare competitive
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messages also of comparative messages
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also from the competitors so at this
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stage you know because of conflicting
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messages it your decision can be our
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turn and in the letter purchase you may
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switch on to your come a competing brand
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so this thing you should be cautious
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marketer should be cautious about so
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that the customer confirm about it so in
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short these are the stages of diffusion
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of innovation thank you and we'll meet
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in the next session
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