Five product characteristics can be used to predict and explain the rate of acceptance and diffusion of a new product:
Complexity: The more complex the product, the slower is its diffusion. Example: DVD recorders
Compatibility: Incompatible products diffuse more slowly than compatible products. Example: Contraceptives in countries with contradictory religious beliefs.
Relative advantage: The degree to which a product is perceived as superior to existing substitutes. Example: The advantages of the microwave oven over the conventional oven.
Observability: The degree to which the benefits or other results of using the products can be observed by others and communicated to target customers. Example: Fashion items and automobiles.
Trial-ability: The degree to which a product can be tried on a limited basis. Example: It is easier to try a new toothpaste than a new automobile.
Complexity: The more complex the product, the slower is its diffusion. Example: DVD recorders
Compatibility: Incompatible products diffuse more slowly than compatible products. Example: Contraceptives in countries with contradictory religious beliefs.
Relative advantage: The degree to which a product is perceived as superior to existing substitutes. Example: The advantages of the microwave oven over the conventional oven.
Observability: The degree to which the benefits or other results of using the products can be observed by others and communicated to target customers. Example: Fashion items and automobiles.
Trial-ability: The degree to which a product can be tried on a limited basis. Example: It is easier to try a new toothpaste than a new automobile.
