Who wants or needs what you have to sell? (CO2 & CO3)

Regardless of the industry you’re participating in, a company with a new innovation needs to understand who might be interested in it. The Diffusion of Innovations (DOI) theory (Rogers, E. 1983) helps to identify and reach the appropriate parties for your product and/or service. It is essential for a company with a new innovation to identify the “Innovators” and “Early Adopters” in their respective market segment(s). Take note, a good qualitative study can be the basis for quantitative research and procedures that can potentially predict buyer behavior.

Select one of your direct competitors and answer the following:
1. Who are their customers in terms of segmentation characteristics; i.e. demographics, behavior, psychometric variables.
2. Distinguish what products their customers are buying and explain why.

Please review the forum rubric.

Minimum 300 words each initial posting.

Category: Essays