Specificity of consumer perception of new products - Innovative management

Specificity of consumer perception of new products

Why is novelty an attractive factor for the consumer? The explanation can serve as a classification of consumer groups by the nature of the perception of the novelty. Consumers by how they perceive the new product and how generally they relate to innovation can be divided into five main groups: innovators, leaders, an active majority, skeptics and conservatives.

Innovators are people who position themselves in society as the owners of the latest innovations, "technically advanced" and following the latest trends. They, as a rule, are not committed to any particular brand and prefer to try everything new. On the Maslow pyramid, these people are at the highest levels and self-express through consumption of the latest innovations.

Innovators will purchase a novelty (provided that they have a sufficient material base), even if there is no need for this product. Thus, if a new smartphone model enters the market, which performs the same functions as a smartphone that the consumer has, it will still buy it to maintain its status as an innovator. On average, 7% of consumers in the age of active consumption are innovators. This part of the target market is a fairly large and attractive market share, especially if we consider that it is sufficient to position the product as a novelty only for its coverage.

Leaders are people who, in the presence of an objective need to purchase goods from the entire range of products, will choose a novelty. If the consumer-leader needs a new smartphone, because the old one is lost or there are no certain functions in it, then of all the products presented in the store,

the leader will buy the one, which indicates that it is a novelty. People with this type of behavior are about 10%. Thus, in total for 17% of the target market, positioning the product from the point of view of novelty is the main motivating factor of consumption.

The Active Majority will buy a new product at the optimal price-quality ratio of this product. Thanks to such consumers, the stage of growth is formed and the maturity stage of the ZTST is maintained. By this time, innovators and leaders are already switching to another novelty. The product still continues to be positioned as a new one, despite the time factor, and rather large volumes of sales and lower costs allow the company to make the product more attractive at a price and accompany it with aggressive mass advertising.

Skeptics (about 20%) are people who, before buying a product, while still positioned as a novelty, will study public opinion for a long time, since in principle are skeptical of everything new. If the active majority continues to consume this product, creating a positive image, this can motivate skeptics, especially if the product is produced under a brand to which they are loyal. Thus, when using the Asian model of brand management (a single brand for all products - branded house), companies can rely more on attracting skeptics to consume a new product.

Conservatives basically do not buy the product until it is positioned as a new one. Very often, these consumers are the target market for which the firm is oriented at the end of the maturity stage or when forming a curve with a repeated cycle. Thanks to conservatives, the renewal curve is modeled. According to some estimates, about 18% of all consumers belong to this type, but for innovative companies that play on the emotional and rational aspect of novelty, conservatives are not the main target market for new products.

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