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1 Principles of Consumer Behaviour > New Products > Flashcards

New Products Flashcards

1
Q

state the different definitions of innovation. which one will this lecture use?

A
  • firm-oriented innovation (something novel to the firm)
  • market-oriented (something novel to the market)
  • consumer-oriented (something novel to the consumer)
  • product-oriented (something that is novel about the product, because of what we need to change our behaviour) - we’ll use this one
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2
Q

is success of innovations guaranteed?

A

definitely not. imagine colgate beef lasagna

80% to 90% of product innovations fail

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3
Q

why are innovations important for companies? (4)

A
  • chaning consumer needs and tastes
  • new technologies (shortening product life-cycle)
  • increased competition
  • store brands
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4
Q

def the diffusion process

A

the process by which the acceptance of an innovation is spread by communication to members of social system (target market) over a period of time

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5
Q

state the difference between diffusion and adoption (EXAM)

A 
diffusion = macro level
adoption = individual level
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6
Q

what influences the diffusion process? (4)

A
  • characterisitcs of innovation (radicality vs graduality)
  • target consumers (adopters or first-movers)
  • type of interaction between consumers
  • marketing effort (input) of the company
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7
Q

state three types of innovation
which 2 Qs help us decide?
(EXAM - provide arguments WHY you decide the way you do)

A
  1. continuous (same usage, no tech)
  2. dynamically continuous (same usage, new tech)
  3. discontinuous (new usage, new tech)
    - is the usage any different?
    - is it tech-ly advance?
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8
Q

state 3 characteristics of continuous innovation
+ example
+ marketing implications

A
  • symbolic innovation (different colours)
  • little or no change in tech
  • has the least disruptive influence on established usage patterns
    example: low-sugar version
    marketing: creating awareness (to ensure the greatest dissemination)
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9
Q

state 3 characteristics of dynamically continuous innovation
+ example
+ marketing implications

A
  • still doesn’t disrupt buying behaviour and usage patterns
  • some tech advances
  • may involve modification of an existing product
    example: hybrid car
    marketing: advertise benefits, emphasize main differences with other products
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10
Q

state 3 characteristics of discontinuous innovation
+ example
+ marketing implications

A
  • learning new usage patterns
  • pioneering product
  • major tech advance
    example: electric car
    implications: educate consumers and teach them how to use it
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11
Q

state the adopted categories and their % of consumers
+ who defined them?
+ what’s the key characteristic of these categories?

A 
Rogers
1. innovators (2.5%)
2. early adopters (13.5%)
3. early majority (34%)
4. late majority (34%)
5. laggards (16%)
they are product-specific (depending on the product category) - consumers vary in ther willingness to try new products
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12
Q

state 4 characteristics of innovators
+ sources of information
+ marketing implications

A
  • taking risks
  • higher status / income
  • younger, educated
  • they socialise with other innovators
    formal sources (impersonal)
    marketing: low loyalty (bc they’re open to innovation) -> emphasize benefits and facts
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13
Q

state 2 characteristics of first buyers
+ sources of information
+ marketing implications

A
  • opinion leaders
  • they set trends
    sources are mass media
    marketing: frequent users -> emphasize facts
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14
Q

state 2 characteristics of early majority
+ sources of information
+ marketing implications

A
  • above average in income and status
  • thorough think through
    sources are first buyers, ads
    marketing: comparing brands -> use arguments, celebrities
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15
Q

state 3 characteristics of late majority
+ sources of information
+ marketing implications

A
  • have no money
  • purchasing bc of saving time
  • below average status
    source: word of mouth, social norms
    marketing: message that emphasises adaptation to social norms
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16
Q

state 4 characteristics of laggards
+ sources of information
+ marketing implications

A
  • lowest income and social status
  • independent
  • ignoring social norms
  • tradition is important
    source: tradition
    marketing: relate to existing products, emphasise higher quality
17
Q

state 3 types of diffusion (temporal aspect)

A
  • slow diffusion (most entrants are in the ‘end of time’)
  • typical diffusion (most entrants are in the ‘middle of time’)
  • rapid diffusion (most entrants enter at the ‘start of time’)
18
Q

which characteristics influence the diffusion? (10)

A
  • type of target segment (traditional vs innovators)
  • type of decision (individual vs collective - latter is slower)
  • marketing efforts
  • felt need (by consumers)
  • compatibility of product and lifestyle
  • relative advantage (higher than the ones we have now)
  • complexity (of the product - the higher, the slower the diffusion)
  • observability (the amount of ppl that see the product - the higher, the faster the diffusion)
  • risk perception (by the consumer)
  • trialability (a free trial available)
19
Q

def tryvertising

A

= try-advertising = trialability in practice

e.g. the look inside on amazon

20
Q

state a marketing strategy for each characteristic of diffusion + the barrier that exists there

  1. type of group
  2. type of decision
  3. marketing efforts
  4. felt need
  5. compatibility
  6. relative advantage
  7. complexity
  8. observability
  9. trialability
  10. risk perception
A
  1. conservative target group. marketing: find other target groups, focus on the innovators within conservatives.
  2. collective decision-making. marketing: select media that reaches all of them, provide assistance for resolving conflicts
  3. limited marketing efforts. marketing: focus on innovators in the group, advertise in the more susceptible region
  4. weak needs. marketing: increase advertising, emphasize benefits.
  5. conflict product-lifestyle. marketing: emphasize the attributes that are compatible.
  6. small relative advantage. marketing: low price, or change product to increase advantage.
  7. high complexity of the product. marketing: distributions with high quality service, good sales staff, product demonstrations.
  8. low observability. marketing: increase marketing efforts, advertising of lifestyle.
  9. difficult trialabiliy. marketing: free trials, samples for first buyers, quality retailers.
  10. high risk perceptions. marketing: demonstrate success of other users, use of opinion leaders, use credible sponsors, warranty.
21
Q

def word of mouth (WOM)

A

Informal exchange of views, thoughts and ideas between two or more consumers, none of which is related to ‘marketing resources’

22
Q

def word of mouth (WOM)

A

Informal exchange of views, thoughts and ideas between two or more consumers, none of which is related to ‘marketing resources’

23
Q

def eWOM

A

word of mouth in online environments

24
Q

why does WOM have such a strong influence?

A
  • reliability (we know they are not paid)
  • trustworthiness (trust in individuals is higher than in institiutions)
  • social pressure (we want to comply with the group)
25
Q

def WOM marketing

A

firms try to influence consumer-to-consumer communication (it turned out to be the most effective method of marketing)

26
Q

which has a higher impact - positive or negative WOM?

A

positive (as studies show); negative has more impact on attitude and cognition, but overall still the positive WOM

27
Q

def viral marketing

A

= newer form of WOM; a method of marketing whereby consumers are encouraged to share information about a company’s goods or services via the internet

28
Q

def opinion leadership

A

the process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or
opinion recipients

29
Q

why is opinion leadership so effective? (8 reasons)

A
  1. creditibility
  2. positive and negative product info
  3. information and advice
  4. product-category-specific
  5. socially active
  6. similar values and beliefs
  7. reduced risk
  8. less search needed
30
Q

what are the three methods of identifying opinion leaders?

A
  1. self-designating method (considering themselves opinion leaders)
  2. key informant method (the informants identify opinion leders)
  3. sociometric method (tracing communication patters among group members - a systematic map can show us where everything meets)
31
Q

what are the other 2 consumer types (other than opinion leaders and innovators)?
state 4 characteristics of each

A
  1. market mavens
    - general knowledge of marketplace
    - not limited to a particular product
    - media monitoring
    - early awareness of all new products
  2. surrogate buyer
    - well-educated professionals
    - paid for giving advice
    - having specific knowledge
    - often overlooked by marketers
32
Q

state when the impact of opinion leaders + WOM is high, medium, or low (variables are knowledge and product involvement)

A

high: low knowledge, high product involvement
medium: high knowledge, high involvement OR low knowledge, low involvement
low: high knowledge, low involvement

33
Q

what are the implications for marketing of opinion leadership? (6)

A
  1. encourage opinion leaders (identify them and provide samples to them to review)
  2. use opinion leaders in marketing communications
  3. use simulated opinion leaders (informal discussion in an ad)
  4. encourage consumers to turn to opinion leaders
  5. create opinion leaders (testing innovations, you become the opinion leader)
  6. control negative WOM
34
Q

state the steps of the adoption process

A
  1. awareness
  2. interest
  3. evaluation (mental trial of product)
  4. trial
  5. adoption or rejection
35
Q

what is the relative importance of impersonal and personal information sources? (depending on the stage of adoption process)

A

impersonal at the start of adoption, personal rises towards the end

1 Principles of Consumer Behaviour (9 decks)

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