Question

Suppose you are marketing Self checkout carts to India. what will be the major problems or resistance to product acceptance. Consider 5 factors affecting the rate in which new product will be adopted.
1. Relative advantage
2. compatibility
3.Complexity
4. Divisibility
5. Communicability

Answer 1

If we are Marketing Self check out carts to India. There will be some major problems or resistance to product acceptance. This is because the characteristics of certain product or services affect the diffusion process and which will resulting on the influencing of a customer on the newly emerged product or services in the market.

The following Factors affecting the rate in which new product will be adopted:

[1] Relative advantage:

Degree to which an innovation is perceived as being better than the idea it supersedes. In simply it is said that the degree to which a product is better than the product it replaces.

It is associated with the economic profitability. However, economic is not only the consideration in determining the relative advantage.

with our new self check out carts , the customers will have to make quick check after the purchase rather than of in the que to pay for the purchased items.

• Not enough to guarantee fast diffusion speed
• Uperior technologies abound in the market never allow to made it success.

[2] Compatibiity:

It measures how similar the self check out carts is to existing values, past experiences and users needs as perceived by potential adopters.

The higher lever of compatibility the faster diffusion and the lower level of compatibility the slower diffusion.

• Issues on naming, color, because which associates to some special meaning in the society according to culture of the custommers.

[3] Complexity:

It measures how difficult is to understand or use thhe innovation, that is our self check out carts. The more complex the innovation the rate of adoption of our product will slow down.

• People resists adoption of the self check out carts because of fear of complexity in usage and its purchase.

[4] Divisibility / Trialability:

It means that how much the innovation (that is self check out carts) can be tested before full adoption. The self checck out carts may be experimented before the adpotion with on a limited basis.

• It lowers barrier to entry for the customers.
• Try to convince the those where of risk averse.
• Divisibility of our product will leading to purchse can be encouraged the customers by guaranty or warranty schemes.

[5] Communicability / Observability:

It measures how much the outcome of te self check out carts is visible or reach to the customers. The easier it is for the others to see and communicate the results of our innovation, the more likely they will adopt it.

The below mentioned points must be fuflfilled in the communicability, because the customers were keenly observed before the adoption of self check out carts:

• Tangible
• Have social visibility
• Benefits are readily observed

All the above mentioned factors are related to the product, but they all dependent on consumers perception.