Buying Behavior

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  • Topic: Diffusion of innovations, Marketing, Opinion leadership
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Copenhagen Business School
Cand.merc./MSc EBA

Master of Science in Strategic Market Creation

Smartphone Buying Behavior: The Chasm between Early and Late Adopters

Francesco Travagli

Supervisor

Prof. Marcus Schmidt
Cand.merc.

138.498 characters - 76 pages

02/2012

…A
  Special
  thank
  goes
  to
  Professor
  Arianna
  Brioschi
  and
  Marcus
  Schmidt
  which,
  in
  addition
  to
  the
  acknowledged
  professionalism,
  I
  appreciated
  kindness
  and
  helpfulness.
 

ABSTRACT
Many theoretical and empirical studies focused on the diffusion process of high technology products and the demographic, psychology, personality and socio economic status differences between the groups of Early and Late Adopters. This Master Thesis objective is to go deep in the investigation of the two groups differences relatively to the smartphone, for searched benefits, favorable features, perception of adoption risks and willingness to pay. In addition, this Thesis aims at investigating which product characteristics make the product perception complex, and it is eventually successful in finding - independently of the group appurtenance - that smartphone users are more willing to buy cutting edge smartphones.

2
 

 

TABLE OF CONTENTS
1. 2.
2.1.

INTRODUCTION ........................................................................ 5 LITERATURE REVIEW ............................................................. 6 DIFFUSION OF INNOVATIONS ............................................................................................... 6

2.1.1. THE INNOVATION ....................................................................................................................... 8 INNOVATION CHARACTERISTICS THAT ENCOURAGE ADOPTION .............................................................. 8 INNOVATION CHARACTERISTICS THAT ENCOURAGE REJECTION ............................................................ 10 2.1.2. THE NATURE OF ADOPTION ...................................................................................................... 11 COMPLEX DECISION MAKING ................................................................................................................................. 11

2.1.3. 2.1.4.

THE TIME OF ADOPTION ........................................................................................................... 15 HIGH-TECH PRODUCT DIFFUSION “CROSSING THE CHASM” .................................................... 18

CONSUMER TIME OF ADOPTION .............................................................................................................................. 15 CONSUMERS INNOVATIVENESS ............................................................................................................................... 20 OPINION LEADERS.................................................................................................................................................... 21

2.2.

DIFFERENTIATION STRATEGY: CAPABILITY VS. USABILITY? ................................... 23

3. THE SMARTPHONE CATHEGORY......................................... 25 3.1. SMARTPHONE DEFINITION .................................................................................................. 25 THE SMARTPHONE HISTORY ................................................................................................................................... 26

3.2.

RELEVANCE OF THE TOPIC .................................................................................................. 27

HIGH-TECHNOLOGY MARKETS .............................................................................................................. 27 SMARTPHONE MARKET DEMAND .......................................................................................................... 28 CONSUMER FOCUS...
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