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GROUP INFLUENCES

GROUP INFLUENCES. REFERENCE GROUPS. INFLUENCES OF REFERENCE GROUPS. WORD OF MOUTH (WOM). Personal. Experience. Enduring. Involvemen t. Advice. Opinion. Leadership. Giving. Situational. Involvement. Product News. DIFFUSION OF INNOVATIONS. TYPES OF INNOVATIONS. Repositioning.

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GROUP INFLUENCES

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  1. GROUP INFLUENCES

  2. REFERENCE GROUPS

  3. INFLUENCES OF REFERENCE GROUPS

  4. WORD OF MOUTH (WOM) Personal Experience Enduring Involvement Advice Opinion Leadership Giving Situational Involvement Product News

  5. DIFFUSION OF INNOVATIONS

  6. TYPES OF INNOVATIONS Repositioning Continuous Brand extension Line extension Dynamically Continuous New to company New to world Discontinuous

  7. INNOVATION DIFFUSION Percent Adopt Time

  8. INNOVATION DIFFUSION Early Late Majority Majority Laggards Early Adopters Innovators 13.5% 34% 34% 16% 2.5% -2s.d. -1 s.d. mean +1 sd.

  9. WHAT INFLUENCES RATE OF DIFFUSION

  10. PREDICTING SALES: TRIAL/REPEAT MODEL AWARENESS TRIAL REPEAT Evaluate reactions to ad’g/promos Test market Test market Market size = (% aware x %try x % repeat) x potential number of buyers

  11. NEW PRODUCT MODEL AWARENESS TRIAL REPEAT Problem recognition Product quality evaluation Price evaluation Social influences

  12. CONSUMER SEGMENTS: HH EXPENDITURES

  13. CONSUMER SEGMENTS: HH EXPENDITURES

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