Radical Incremental Innovation in Products and Brands: Factors Influencing Customer towards their Adoption
Journal Title: International Journal of engineering Research and Applications - Year 2017, Vol 7, Issue 8
Abstract
Recent demonetizationdid affect the electronics sector too. In this study, the emphasis is on the electronics and electrical sector in India, as researched in online digital platforms as well as Brick & Mortar stores. India needs manufacturers that can produce more variety of electronic goods in order to cater to the changing needs, wants and demands of the informed customer. A lot of infrastructure is required for the same. Primary data for the study collected using survey method through the Questionnairesthat were filled by the sample customer chosen from the population and to attain the consumer responses. Usage of online questionnaire through Google docs had been the easier, faster and more convenient way to collect such large number of responses. The questionnaire used online had beenself-administered and customer friendly one, with the objective to keep it simple yet understand the affect of Innovations on the buying behaviour of the customers. Researcher did pilot test on a sample of 40 potential customers and the Cronbach alpha value proved that the research can be taken further.The objectives of study, the hypotheses and the data analysis gave fresh and exciting inputs in terms of understanding what the customer perceives and how responds to any type of innovation.
Authors and Affiliations
Dr. Aparna Goyal
Keywords
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- EP ID EP392065
- DOI 10.9790/9622-0708051331.
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