A Study of Factors Affecting Diffusion of Innovation

Faced with a dynamically changing environment, marketers are always with regard to new product development. This could result in modification ranging from slight to moderate to large or the continuum, or even result in totally new product and service offerings. The two questions that face a marketer are, i) whether the modified/new product and service offering would be accepted by the segment(s), and ii) how quickly would the product and service offering be accepted by the segment(s). While the first pertains to what is referred to as diffusion, the second pertains to what is known as adoption. The two concepts are the basis for this research papers. The research is based on the study to understand the relationship between the five factors: the rate of adoption are relative advantage, compatibility, complexity, trial ability, and observability and one of the demographic element ?Education. Also we have tried to research on the strength of the relationship between the variable under study. For analysis chi-square test has been used.