As producers style analyze and predict consumer preferences style is more effective? Based on the ideas of the decade desk and field research, the authors outline a model to facilitate style solutions that balance innovation at the lowest market risk. The basic concept of the model taking propensity (AP): quantitative readiness of individual consumers to adopt new and different styles. According to the style appeal to AP consumers over time, you can build a model of adoption cycle style that suits the research data and provides predictive in development of style. The model suggests the importance of the division of general circulation pattern in this style of consumers with high and low points of access. Otherwise, there is no way to distinguish between long-term cycle marked by steadily increasing recognition of style and opposite one of the premature "Has-been." There is no such thing as a universal category of early, and they can be defined for a specific category of products only interviews or similar methods. Early just did not tell us about the potential of style, more important is the absolute difference between taking the high and low points of access - if early and late adopters, like the style, then it's fine for now, but has no future. Where style products are targeted at the mass market, this type of preliminary research of the market should be the normal function of the product development. "Hide
by Tom Moulson, George Sproles Source: Business Horizons 8 pages. Publication Date: September 15, 2000. Prod. #: BH054-PDF-ENG
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