Role of Contagious Consumer Behavior and Product Convergence in Diffusion and Adoption of New Brands in Indian Market

Influence of adoption variables on consumer brand choice and diffusion variables on spread of new product innovation has of late caught attention of marketing researchers and consumer behavior experts. Researchers are studying how mangers have taken these two set of variables into account while launching new brands and marketing campaigns. It is important to analyze and develop a model of diffusion and adoption of innovation that explicitly describe the influence of various adoption variables such as familiarity, innovativeness of consumer, priority knowledge, personal influence and of diffusion variables such as advertising, e-word of mouth and web interaction in brand choice behavior. The primary data is collected from the field through online and face to face surveys. The sampleprofile consists of people above age of 15 with various pre-selected demographic and psychographic characteristics at different geographic locations. Various statistical techniques are applied to test the role of identified constructs in both adoption and diffusion process. The findings from the study will help the marketers to make appropriate decisions for new product launch and brand campaign planning.