Consumer Resistance to Innovations

Consumer guard to cornerstones the marketing problem and its solutions This article describes the major barriers which puddle customer fortress to intromissions. This understanding is important beca subr eruptine of the high rate of refreshed harvesting failure. A major cause for this is consumer resistance, although consumers be pro-innovation. Its a normal, instinctive response of customers. This article suggests marketing strategies to overcome these barriers. Innovation resistance fecal matter appear in customers because it disrupts their established routines and they can be beaming with the current status quo.The higher the discontinuity of an innovation, the higher the resistance is likely to be. Also, consumers sire their own belief structure. An innovation can conflict with this which can results in resistance. There are various characteristics of innovation resistance. First, in that respect are varied groups regarding to the timing of adoption of an innovation (Innovators, Early Adopters, Early volume, Late Majority and Laggards). Second, resistance varies in gunpoint (1) inertia (they may regain indispose to adopt the innovation), (2) active resistance, (3) very active resistance.Third, resistance is influenced by the degree of change/discontinuity and/ or the extent to which it conflicts with consumers belief structure. There are two kinds of barriers which create consumer resistance. The article gives some explanation how to undo these barriers 1. useable barriers Usage barrier the most common reason for customer resistance to an innovation is that its not compatible with existing workflows, practices or habits. The more(prenominal) existing habits have to change, the more the resistance allow for be. UNDO gravel a systems perspective to market the innovation.The innovating firm has to estimate how its new product lead fit into the existing system, by looking at the hearty operation. A second strategy is to integrate the inno vation into the preceding natural action or product. Finally, overcome usage barriers by making the innovation obligatory through government legislation lawmakers have to say they are convert that customers will benefit from the innovation. Value barrier there has to be a good performance-to-price value compared with product substitutes, otherwise there is no inducing for customers to change.UNDO provide significant performance value over existing alternatives. Second, narrow the manufacturing costs of the innovation and decrease the price of the product. Third, add value to the innovation by successful positioning the product. Risk barrier every innovation can have potential side effects that cannot be anticipated. Customers will try to postpone the innovation until they can learn more nearly is. There are 4 main types of stake inherent in an innovation. (1) physical risk harm to person or property (2) frugal risk the higher the cost, the higher the perceived economic risk. 3) functional risk customers can worry that the innovation may not work the right way because its not been fully tested. (4) social risk customers can feel scared to face peer ridicule when they adopt the innovation. UNDO fissure the innovation on a trial basis to potential customers. Second, try testimonials from experts who objectively evaluate the innovation. Third, package the innovation under a well-known(a) name. 2. Psychological barriers Traditional barrier innovations can create a heathenish change for the customer. The more the customer deviate from traditions, the more resistance there can be.UNDO understand and respect cultural traditions. Second, educate customers/market education. Third, use change agents. Once industry leaders adopt the innovation, the rest will do the same. Image barrier this is a perceptual problem that arises out of stereotyped thinking. If associations the product class or where its manufactured is unfavorable, there can be created a barrier to adoption. UNDO Suggest to people that its nonsensical to carry such stereotypes and make fun of the image. Second, create a extraordinary image for the product of service (for example using a punch theme).Third, associate the innovation with someone/something with a positive public image. for each one of these strategies for countering the barrier for innovation may be classified into one of the five types product strategy, communication strategy, pricing strategy, market strategy and coping strategy. The state to successful innovation lies in understanding the causes of resistance and cope with these causes. S. drum & Jagdish N. Sheth (1989) Consumer resistance to innovations the marketing problem and its solutions, The Journal of Consumer Marketing, Vol. 6 Iss 2 pp. 5-14